Netflix Asks Fans Not to Hurt Themselves Doing Bird Box Challenge

Netflix is, rather incredulously, asking fans to be careful not to hurt themselves as they emulate the service’s latest hit film Bird Box. The streaming service took to Twitter to issue a warning after the “Bird Box Challenge” began trending on Twitter.

What is the Bird Box Challenge? Put simply, it is fans blindfolding themselves to “test their abilities” while doing mundane tasks such as riding scooters and taking an escalator. The challenge is inspired by the Sandra Bullock-starring post-apocalyptic thriller, in which Bullock’s character must navigate the world blindfolded due to a mysterious threat that kills anyone who sees it. The film is a huge hit for Netflix, who announced that it was watched by 45 million accounts in its first week of release.

After the challenge began trending, the Netflix Twitter account posted:

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 (@netflix) January 2, 2019