If you’ve noticed a surge of leaf emojis in your social media feeds lately, relax. It’s not a botanical invasion.
The leaves being showcased on various tweets and Instagram posts are actually signals from fans of the new Netflix film, “Frankenstein.”
But why the leaf emoji?
This symbolizes a touching scene in the film where Jacob Elordi’s character, the Creature, receives a leaf from Mia Goth’s Lady Elizabeth Harlander—a moment embraced with warmth.
It’s these gentle interactions within the creepy storyline that have made the film appealing to both critics and general audiences.
Since its debut, the Elordi and Oscar Isaac-led film has triggered significant buzz online, praised for its unique direction by Oscar winner Guillermo del Toro and emotional performances by a stellar cast that includes Christoph Waltz. The movie will be available to stream in October.
Netflix has previously relied on smart social media marketing to boost the reach of films, and “Frankenstein” is no different. In just five days after its launch, it amassed 1.2 billion impressions across social platforms. A time-lapse clip of Elordi’s transformation into the Creature alone drew over 285 million views worldwide.
Yet, what really stands out is the dedication of the film’s fans, who proudly identify as “Frankenfans.” Netflix has engaged with these enthusiastic supporters by sending them exclusive merchandise, which keeps the enthusiasm alive.
Additionally, Netflix is teaming up with influencers whose brands align with “Frankenstein.” There are cosplayers showcasing the film’s stunning costumes and puppeteers who recreate characters, further enhancing engagement.
This affection on social media has propelled “Frankenstein” to a level of success that’s impressive. The film topped Netflix’s charts for two consecutive weeks, accumulating 29.1 million views in its first week and 33.8 million the following week. It made the top 10 list in 93 countries, clinching the number one spot in 84.
The excitement extends beyond views. Sales of the movie tie-in edition of Mary Shelley’s novel soared by 180% in the week after the film’s release, while actors Elordi and Goth ascended to the top of IMDb’s most-searched stars—nicknamed the “Frankenstein effect.”
As awards season approaches, Elordi and del Toro are generating buzz for their contributions to the project. Still, the question remains—will “Frankenstein” have the enduring power to secure Oscar nods? Regardless, the film isn’t likely to fade from headlines anytime soon.
