Last December, Netflix revealed what would become a pop cultural phenomenon, the Sandra Bullock movie Bird Box. The movie captured audiences and sparked memes after a reported 45 million subscribers watched the movie in its first seven days.
Since then, the movie has given rise to internet challenges, and Netflix is urging fans of the movie not to do them.
People have been uploading and sharing videos of themselves, wandering around blindfolded, doing the #BirdBoxChallenge, which is inspired by the movie.
In the movie, Bullock and her two children navigate a world while blindfolded to avoid a mysterious figure. In “Bird Box,” seeing a monster has deadly consequences and leads to the person to commit suicide.
In a social media driven world, people have attempted to emulate the movie by wearing blindfolds and walking around outdoors.
According to USA Today, a blindfolded family of three is seen running around indoors for several seconds before a toddler runs into a wall. In another video on Twitter, a motorist covers his eyes with a hair while driving on a highway.
Netflix posted on Twitter a warning saying, “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.”
Last December, the streaming platform announced in a tweet that “Bird Box” set a new record.
Netflix wrote: “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!”
This is not the first time internet challenges have gone viral. The Kiki Challenge where people jump out of moving cars to dance while playing the song by the rapper Drake was incredibly popular. Then the Tide Pod challenge went viral. Teens were popping the detergent pods in their mouths.