The action and effects obviously played a part but for me it was the great characters, the design, the fact that Star Wars especially had a real sense of humour. The mysticism may have given it the scope for more sequels and prequels but I was always far more into Boba Fett, the battle on Hoth and "let the wookie win" than Yoda, all the stuff on Dagobah and "may the force be with you".
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