Well, I'm aware that this question may seem very naive to the several experts on this topic that populate this site: feel free to add the "soft question" tag if you want… So, knowing nothing about modular forms (except they're intrinsically sections of powers of the canonical bundle over some moduli space of elliptic curves, and transcendentally differentials on the upper half plane invariant w.r.t. some specific subgroup of $SL(2,\mathbb{Z})$), I have the curiosity -that many other non experts might have- to understand a bit why that is considered a so vast and important topic in mathematics. The wikipedia page doesn't help: on the contrary, it makes this topic appear as quite narrow and merely technical.
I would roughly divide the question into three (though maybe not neatly distinct) parts:
1) Why are modular forms per se interesting?
That is, do they "generate" some piece of rich self-contained mathematics? To make an analogy: cohomology functors were born as applied tools for studying spaces, but have then evolved to a very rich theory in itself; can the same be said about m.f.'s?
2) How are modular forms deeply related to other, possibly quite distant, mathematical areas?
For example: I've heard about deep relations to some generalized cohomology theories (elliptic cohomology) via formal group laws coming from elliptic curves; and I've heard about the so called moonshine conjecture; there should also be some more classical relations to the theory of integral quadratic forms and diophantine equations, and of course to elliptic curves; and people here always mention Galois representations…
3) Why are modular forms useful as "applied" technical tools?
In this last question I'm ideally expecting indications of cases (or actual theorems) in which some questions that do not involve modular forms are asked about some mathematical objects, and an answer that does not involve m.f.'s is given, but the method used to obtain that answer/proof makes consistent use of m.f.'s.
Best Answer
Your questions would require an enormous amount of work to answer properly, so let me just suggest a few modest and very partial answers to your 1)2)3).
1) Modular forms are shiny: they satisfy or explain many beautiful and surprising numerical identities (about partitions and sums of square among others). This got them noticed in the first place.
2) Modular forms have Galois representations, and conversely Galois representations often come from modular forms. If you care at all about representations of the absolute Galois group of $\mathbb Q$, then you will first presumably be interested in class field theory, and develop the Kronecker-Weber theorem. But then you will get interested in representations of $G_{\mathbb Q}$ of rank 2. Modular forms provide many examples of such Galois representations, and conversely, only a handful of hypotheses are required for such a Galois representation to come from a modular form. This means concretely that one can identify many Galois representations simply by computing a few traces of Frobenius morphisms and then doing some computations in the complex upper half-plane.
3) If a rational elliptic curve has a non-vanishing $L$-function at 1, it has no non-torsion rational points. The main conjecture of Iwasawa (about class groups in the cyclotomic $\mathbb Z_{p}$-extension of $\mathbb Q$) is true. Fermat's last theorem is true. Here are three extremely famous conjectures solved by an ubiquitous appeal to modular forms. All these conjectures were well-known in the 60s but I don't think it is an exaggeration to say that almost no one then would have suspected that modular forms would come into play.