Netflix has taken to social media to caution people from participating in a dangerous new meme challenge fans have created based on their hit original movie, Bird Box.
The "Bird Box Challenge" sees participants place blindfolds across their eyes, rendering them virtually blind, and then film themselves as they attempt to navigate outside, much in the same way the characters in the movie are forced to get around to avoid being killed by unknown creatures. Whereas in the film this is a necessary hindrance to ensure their own survival, the people who partake in the real-life challenge are simply doing it for the views it earns them on social media.
On Wednesday, the US Netflix Twitter account tweeted out a plea to anyone considering trying out the "Bird Box Challenge" for themselves to please reconsider so as to avoid seriously hurting themselves.
"Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE," the tweet reads. "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."
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 US (@netflix) January 2, 2019
Some YouTube personalities have taken the challenge one step further and gone for longer periods of time without using their sense of sight. According to The Verge, YouTube creator Morgan Adams was one such person who decided to blindfold themselves for 24 hours and attempt to go about their daily life without being able to see properly. Others have opted to attempt the challenge for much shorter periods of time.
The post-apocalyptic film Bird Box first debuted on the streaming service last month and became an instant success, quickly becoming the most-watched Netflix original within just the first seven days of its release. In the film, actress Sandra Bullock stars as a woman named Malorie who must navigate the outside world with two young children while blindfolded to try and evade the dangerous and mysterious creatures. Anyone who looks directly at these creatures is inexplicably compelled to kill themselves.
This wouldn't the first time a dangerous challenge has gone viral. Last summer, the "In My Feelings Challenge" took the internet by storm and saw participants jumping out of moving cars to dance alongside the vehicle to Drake's single, "In My Feelings." ABC News reported the challenge began after one Instagram user, Shiggy, recorded himself jumping out of his car and dancing to the song, which quickly blew up on the social media site with other users deciding to join in on the dangerous trend.