Traditionally, movies that come out during the holiday season tend to be on the tamer side - after all, the majority of audiences are home spending time with their families, who may or may not share their appetite for edgy fare. But while most studios followed conventional wisdom, Netflix saw it as an opportunity to serve fans starved for something more thrilling and decided to release their big-budget Sandra Bullock vehicle Bird Box at the peak of the season. They just needed a little social content help to make sure the right audience found out.