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Red Ribbons and a Wild Car Fight: How Viral Social Media Moments Elevated ‘Carry-On’ to Netflix Royalty
'Carry-On' skyrocketed on Netflix's most-watched film list thanks to a viral social campaign highlighting its most memorable scenes.
While its compelling premise and prominent placement on Netflix’s homepage certainly drew many to give the film a click, what solidified “Carry-On” as a blockbuster of the streaming era is its massive social media footprint. It’s not a new strategy for the streamer: Christmas 2019 saw the Sandra Bullock-led “Bird Box” spawn a viral blindfold challenge, a nationwide cellular outage in early 2024 had Twitter abuzz with “Leave the World Behind” references, and “Damsel” clocked over 1.3 billion impressions on Netflix’s social pages alone last year. Knowing the fight would be a standout, they capitalized on the existing attention and released a side-by-side video showing how the epic sequence was pulled off, garnering over 22.8 million impressions on the Netflix Geeked social channels.
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