It was just two weeks ago that The Internet was awash in clever jokes, japes and jests inspired by Martin Scorsese's The Irishman. Today it's déjà vu all over again, but swap the 209-minute gangster epic with Noah Baumbach's emotional roller coaster about divorce, Marriage Story.

What do the two films have in common? As cinematic texts, nothing. But as commodities in the marketplace, if I may strip away the mystique of movie-making, they are the latest product from the vanguard of distribution channels: the big red behemoth known as Netflix.

It was not that long ago when one would have laughed at an awards-contender launching to the masses via a streaming service, but if this year's Oscars break in Netflix's favor, we will have seen a paradigm shift. Part of Netflix's wisdom is to use the Twittering class to its own marketing benefit. They've seeded the platform with their own selection of GIFs, but true success comes when users start celebrating the movie by isolating the sharpest moments or by creating their own homebrew memes.

Here's what's popped up only one day into the release.

Not all of them are jokes! Netflix's ability to scrutinize for a close read lets viewers find the shots and facial expressions that are weaponized to break your heart.

This is weirdly funny if you've seen the movie. I'd also like this person to recreate moments from The Squid and the Whale with a Mounds and Almond Joy.

This 35 second clip is very important to me because it captures what should be our national pastime, sitting on a bed and holding back tears as a Randy Newman score swells.

This Twitter user refuses to suspend her disbelief. I plan, however, to go to my grave thinking these prop cups of coffee are filled.

Oh yeah, Scarlett Johansson was in some other movie this year, too.

Sometimes hyperbole is the only way to describe the greatness of a scene.

Marriage Story is brilliant, but it's sad, and it can take a lot out of you. Woody Harrelson understands.

Lastly, sometimes it's nice when one Oscar contender helps another.