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Why Netflix Is Warning Everyone Against the ‘Bird Box’ Challenge

Don't do it.

Bird Box is an unsettling horror movie that has been frightening Netflix viewers around the country. According to the streaming site, the film starring Sandra Bullock and John Malkovich racked up 45 million views in just seven days. The movie is definitely a sensation, but to Netflix’s dismay, it’s also become a dangerous meme challenge.

For readers who aren’t aware, Bird Box takes place on post-apocalyptic earth where the remaining survivors are trying to stay alive and flee a life-threatening phenomenon. If someone sees this the mysterious force, that person is shown their greatest fear and commits suicide. Sandra Bullock’s character, Malorie, and her children wear blindfolds throughout the film so they don’t lay eyes on it.

They travel through forests and down rivers. Some viewers were inspired by their ability to move around without seeing and decided to wear blindfolds around during their everyday lives while having a friend or family member document it on social media. If they didn’t post it, did it really happen?

“Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE,” Netflix’s account tweeted. “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 meme challenge went viral with a YouTuber named Morgan Parker, who did the Birdbox challenge for 24 hours, with a friend. Her video got more than 2 million views in five days, which showed her shopping at a mall and going up an escalator blind-folded. Going around blind-folded is obviously very dangerous (and probably also very annoying for mall employees).

Netflix might need to consider calling the potential Bird Box sequel Bird Box: Darwin Awards if this meme challenge keeps up.

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