Bird Box Challenge Emerges After Netflix Movie's Release

Netflix Wants People to Stop Hurting Themselves with the 'Bird Box' Challenge

Netflix is begging its fans of the new psychological thriller Bird Box to refrain from participating in the viral #BirdBoxChallenge for their safety.

Sandra Bullocks' new film Bird Box was one of the most talked about new films over the holiday season.

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.

"Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE", Netflix tweeted. There are already countless videos of people getting physically hurt partaking in the challenge, and now Netflix has urged people to be careful.

Social media users have been posting various videos of themselves doing mundane tasks while wearing a blindfold.

One video shows a father gripping his two young children's hands as he runs through his home before the toddler crashes into a wall.

Netflix's "warning" about the #BirdBoxChallenge comes after it claimed last week the film captured the biggest seven-day viewership of all the streamer's original movie releases to date with just over 45 million member accounts globally having watched at least 70% of the full movie in the first week.

And in a meta moment, of course, the meme machine used some "Bird Box" memes to comment on Kardashian West seemingly not being aware of this moment in pop culture history.

In Bird Box, the Marjorie character has no choice but to be rough with her kids, especially considering it's a matter of life or death for her and her children.

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