Bird Box is a 2018 American post-apocalyptic horror thriller film directed by Susanne Bier and written by Eric Heisserer, based on the 2014 novel by Josh Malerman. The film follows the character Malorie Hayes, played by Sandra Bullock, as she tries to protect herself and two children.
I assume the excess hype out of nowhere was due to a particularly successful guerrilla marketing campaign. I recall the first time I experienced one: 98 or 99, I come into work and 5 out of 30 people are talking about Blair Witch Project and how they plan to go see it. They must have hit all the right AOL chat rooms or whatever the hell they did back then.
Same here for the Blair Witch movie. They really did market that well, for that era.