‘Bird Box' challenge inspired by Netflix movie prompts streaming service to issue warning


Netflix issued a warning on Wednesday to viewers taking part in the so-called “Bird Box” challenge after the new movie inspired people to do everyday tasks blindfolded.

“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,” the streaming service tweeted.

The challenge was inspired by the new thriller’s plot, which takes place in a post-apocalyptic world where people need to wear blindfolds to block the outside world and prevent themselves from being possessed by demons that prey on their worst fears and lead them to commit suicide. Malorie, played by Sandra Bullock, then takes two children on a blindfolded journey to reach a sanctuary.

Several people took to social media to partake in the “Bird Box” challenge, which requires people to doing everyday tasks blindfolded like Bullock’s character in the movie. Using the hashtag #BirdBoxChallenge, social media users posted photos and videos of themselves attempting to do tasks like using the escalator, operating a scooter indoors and dancing without their sense of sight.

Most of the videos end with people crashing or falling, though no serious injuries have been reported yet. 

The movie has been watched by more than 45 million Netflix accounts so far, which makes it the most-watched film within the first seven days of release, according to Netflix.