From Obscure Film to Viral Sensation: The Social Media Triumph of ‘Carry-On’

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Two months back, a red ribbon on a suitcase indicated clearly that it wouldn’t get misplaced amidst the crowd of similar cases at the baggage carousel. Those were days with fewer complications.

Thanks to the Netflix film “Carry-On,” a seemingly innocuous ribbon now carries a chilling significance. In this action-packed Christmas Eve thriller, directed by Jaume Collet-Serra, Taron Egerton portrays Ethan Klein, a TSA agent who is coerced by a relentless bioterrorist to let a carry-on bag, marked with a red ribbon, containing a deadly nerve agent slip through airport security.

The debut Netflix collaboration with Amblin, released on December 13th, was an immediate success for the streaming platform and has since climbed to be their third most-viewed movie overall, with “Red Notice” and “Don’t Look Up” currently holding the top positions.

The strong appeal of its intriguing concept and prominent display on Netflix’s main page undoubtedly attracted many viewers. However, what truly turned “Carry-On” into a hit of the streaming age was its huge impact on social media platforms.

As a devotee of captivating cinema, I’ve noticed an intriguing pattern: Films like “Bird Box” (Christmas 2019), led by Sandra Bullock, sparked a viral blindfold challenge; “Leave the World Behind,” which gained momentum following a nationwide cellular outage in early 2024, was frequently referenced on Twitter; and “Damsel” garnered over 1.3 billion impressions on Netflix’s social media pages last year, all finding a place among the most-watched films, alongside “Carry-On.

As someone who appreciates Collet-Serra’s work, I must admit that the concept of virality was initially foreign to him. ” frankly, I wouldn’t categorize myself as a social media enthusiast,” he shares with EbMaster over Zoom, chuckling. Although he doesn’t personally browse TikTok or Instagram for memes, he acknowledges the significant impact his films have garnered. “It seems that movies now need to engage directly with their audience, don’t they?” he ponders. “The old marketing strategies have evolved into this digital platform, and I believe it’s a progressive, inviting change.

On the official social media platforms of Netflix, content related to the show “Carry-On” garnered an astounding total of 907 million views. This content encompassed unique video concepts, such as making Taron Egerton wear a secret earpiece and receive off-the-wall instructions from co-star Sofia Carson in a clip that attracted 21.3 million views, along with candid backstage moments from the premiere featuring Carson, who has more than 20 million followers on her own social media accounts.

However, it was the keen insight into what was naturally resonating that truly shone in the campaign. In a particularly gripping moment from the movie, Danielle Deadwyler’s character confronts her adversary in a high-speed car chase on a Los Angeles freeway, an event that swiftly became viral on social media platforms. Anticipating the scene’s impact, Netflix’s team took advantage of this organic interest and shared a parallel video showcasing the behind-the-scenes workings of the thrilling sequence. This tactic generated over 22.8 million impressions on their Netflix Geeked social media channels.

In real-world border control agencies, the spirit of goodwill also reached. For instance, the Australian Border Force posted an image of a bag adorned with a red ribbon, saying, “It’s Christmas Eve. If your carry-on luggage resembles this, be prepared for some extra scrutiny from us.

The Transportation Security Administration (TSA) praised the heroes of the movie, stating their appreciation for Transportation Security Officers Ethan Kopek and Eddie Dominguez, LAPD Detective Elena Cole, and Director of Northwind Terminal Operations Nora Parisi. These individuals displayed extraordinary courage on December 24th by skillfully and decisively thwarting the wicked plans of individuals who intended to do something extremely dangerous on an aircraft – which we would call a major safety violation.

Is there a chance that the overwhelming positive responses online could pave the way for a follow-up of the viral sensation? Although Collet-Serra currently has no plans for a sequel, he seems open to the idea of another “Carry-On” film in the future. He expresses a desire to create another movie, stating that when they initially made the first one, it felt like a unique tale at a specific moment in time with distinct characters. If they come up with an idea that feels as original and impactful as the first one, and can resonate with the audience in the same way, then they will seriously consider making it.

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2025-02-01 00:47