Was the Harry Potter book series a fluke or can other books spark as much interest in reading?

Do you remember when bookstores used to have midnight release parties for Harry Potter books? I remember waiting in line and seeing other Harry Potter fans (some in costumes) standing in line waiting sometimes for hours to get their hands on the latest book in the series. That was a magical time that I wish still continued or carried over to other books.

I wonder how do we get that energy and excitement back? I know there are still big readers out there who are buying books but why hasn't there been more books that garnered the same enthusiasm that Harry Potter did. Those books had tremendous success, even though it wasn't an over night sensation  but once they caught the attention of readers it was like a switch had been flipped and the books were flying off the shelves (no pun intended).

How do we get that to happen again? How do we get readers so excited about books that they are flocking to the libraries and bookstores to get them? Do books need more advertisement, more word-of-mouth, etc. for that to happen or was Harry Potter a fluke that probably will not happen again in our lifetime?