The Netflix film Bird Box, starring Sandra Bullock, took the internet by storm last month.
It became not only the most-watched new Netflix release ever, but also a viral meme sensation.
TL;DR Netflix is warning viewers not to hurt themselves with the "Bird Box Challenge," by which participants attempt to move through the world blindfolded.
Took off my blindfold this morning to discover that 45,037,125 Netflix accounts have already watched Bird Box — best first 7 days ever for a Netflix film! pic.twitter.com/uorU3cSzHR— Netflix Film (@NetflixFilm) December 28, 2018
Bird Box is the meme that has carried us into 2019.
Me showing everyone Birdbox memes. pic.twitter.com/oTyMyer4Jz— Vince Metz (@Vincent_vanGrow) December 31, 2018
It turns out the film premise (demons that effectively scare you to death when you look at them, forcing you to wear a blindfold as you move about the world) is pretty applicable to common experiences.
Indeed, the memes became a pretty powerful force.
Some, however, decided to take the movie off the computer screen and into real life with the "Bird Box Challenge." Challenge participants film themselves as they attempt to move about the world while blindfolded.
The result is a plethora of videos posted to Twitter under the hashtag #BirdBoxChallenge. While some of these videos are truly hilarious, most are cringeworthy. This is definitely an activity in which no one should participate.
The poor baby.
The challenge has become such a hazard that Netflix has expressed concern for its viewers' safety.
Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE. 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.— Netflix US (@netflix) January 2, 2019
Whether this Tweets comes from a corporate attempt to appear trendy or an actual fear of liability in the case of Bird Box Challenge accidents is uncertain.
Reactions to this statement on Twitter, however, were largely dismissive.
Can’t even read this right now. pic.twitter.com/qctI6h4t2p— Jay (@jaybizniss) January 2, 2019
The only Bird Box challenge that should exist. pic.twitter.com/AI0k3GsIjP— Kristina Hernandez (@KrisWroteThis) January 2, 2019
Nonetheless, the Bird Box Challenge is remarkably dangerous.