Like the origami unicorn in Bladerunner, the Matrix also had its "key" which grabs the viewers' thoughts and twists them around, causing those viewers to be curious and full of questions which can be fully answered once they watch the sequels of the film. In the meantime of course, fans would shift onto web sources and begin to share ideas of what was understood and what might happen in the upcoming sequel.
So what's the key that created this whole transmedia phenomenon around the net? The combination of different genres mashed into what supposed to be just a simple sci fi movie? Can't tell for sure yet as I haven't watched the second nor the third movie and vaguely remember what the first one was about probably because I never even understood it. According the Jenkins, that was one common issue among the viewers that started this online collective intelligence around the world. There were people who were clueless and had the urge to know more and the people who understood and were moved by the film. So, forums are created, then questions are asked and answered.
This article shows an interview with Joe Pantoliano who explains why the Matrix was such a great hit. He mentions that this film was filled with scenes that have never been seen before, amazing scenes that would blow all the viewers' minds away. Also, that the second two movies were too redundant to be amused by for a second and third time.
http://www.firstshowing.net/2009/04/24/watch-this-joe-pantoliano-on-why-the-matrix-sequels-failed/
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