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From a physical view, this is elation. It's an outpouring of strong emotion that triggers hormones to be released; at times resulting in physiological responses. This occurs partly because we, and watchers, become invested in the outcome of events we see, particularly when watching TV/movies. We place ourselves in their shoes and our body reacts to those events as though we are in their place performing those actions.
I'm not really sure if there's any spiritual connotations, aside from the obvious; influx of energy/emotion.
I could explain a bit more about chills from a biological / evolutionary sense, but I have a feeling it would detract from the thread.
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