In OTL, Howard Phillips Lovecraft, arguably the greatest American horror writer of the 20th century, died in 1937 of intestinal cancer, aged 47. Some time later L. Ron Hubbard, a third-rate scrivener but first-rate boondoggler, started the Church of Scientology.
So WI Lovecraft gets treated early enough to live on a couple more decades and, egged on by his less balanced fans such as August Derleth, starts his own religion? What would be its tenets, and would it have made a more significant impact on US culture than Scientology has so far?