After an incredible 45 million subscribers watched Netflix’s new thriller Bird Box in its first week of release (that’s almost a third of all subscribers), the streaming service has warned against a potentially dangerous online challenge inspired by the film.
The challenge brings one of the films’ key elements into the real world, requireing contestants to wear a blindfold at all times while wandering around outside. YouTubers have been quick to jump on the challenge, with some attempting to live blindfolded for a full 24-hours.
“Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE,” tweeted the official Netflix account. “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.”
Despite warning against it, challenges like this have no doubt helped to fuel the film’s success, as much of its marketing success was down to some early memes that spread across the internet.