Some people loved Bird Box so much they have turned it into a social media challenge – but Netflix would like them to stop immediately.
The streaming service's post-apocalyptic thriller, which stars Sandra Bullock as the protagonist, came out in December in the US and promptly became a viral success.
Bullock’s character, Malorie Hayes, must cross a river and a forest with two young children named Boy and Girl while all three are blindfolded, in order to avoid spotting supernatural creatures who cause those who see them to die by suicide.
The Bird Box challenge has now seen people sharing images of themselves performing everyday tasks while wearing a blindfold, echoing Malorie’s behaviour in the movie.
This goes from mundane actions such as getting ready to go out, and slightly more dangerous endeavours such as stepping outside.
The challenge has spread to both Twitter and YouTube, where two vloggers spent 24 hours wearing sleeping masks in lieu of blindfolds.
Netflix reacted to the social media challenge on Wednesday, warning users of its dangers and asking them to refrain from performing more actions while blindfolded.
“Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE,” Netflix wrote.
“We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes.”
On 28 December, Netflix announced that 45,037,125 accounts had watched Bird Box, giving the thriller the best seven first days ever for a Netflix movie.
The film has also prompted dozens of memes, many of them inspired by a shot of Bullock rowing in a boat while blindfolded.
