03 January, 2019
"Bird Box" fans are taking their love for the hit horror movie to the next level, but Netflix is not here for it.
Netflix officials tweeted on Wednesday, Jan. 2, in part: "Can't believe I have to say this, but please do not hurt yourselves with this Bird Box challenge".
Thousands of memes poking fun at the concept emerged on social media following the film's release and have inspired thousands undertake everyday tasks while blindfolded.
Ahead of Netflix's announcement, however, there were plenty of people who were determined to try out the #BirdBoxChallenge, often with hilarious - and cringeworthy results.
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In the movie, directed by Susanne Bier and now streaming on the platform, characters wear blindfolds to protect against an unseen force that seemingly takes over people's vision.
Despite the alarm, there aren't a lot of examples of disastrous Bird Box Challenges.
While some attempts have been unsafe - including one where a boy appears to fall down the stairs of a subway entrance - many have also been harmless imitation of scenes from the film. "Bird Box Challenge completed", joked a Twitter user with a questionable username.
The Sandra Bullock-starring film, a post-apocalyptic thriller about not being able to look outside (which should not be confused with your refusal to go outside because you're watching The Office again), was watched by over 45 million accounts during its first week of release and inspired multiple memes.
Bird Box proved to be one of the most popular movies of 2018 and it was certainly one of the most talked about.