Let me take my blindfold off now!
Netflix has issued a warning to fans of the streaming giant’s original horror film Bird Box – please do not participate in the “Bird Box Challenge,” a potentially dangerous online dare.
If you are not one of the 45 million viewers who have watched the film yet, it tells the tale of a mysterious force which descends upon the population. It’s so horrific, that if you look at it, you die. A group of survivors led by Sandra Bullock must now avoid coming face to face with this demonic(?) force that takes the form of their worst fears.
After losing everyone around her (spoiler), Bullock’s Malorie must take her children on a dangerous journey through the woods and down a river to find the one place that may offer sanctuary.
To make it, they’ll have to cover their eyes from the evil that chases them — and complete the trip blindfolded. Watch the original trailer below:
Now, the challenge has become a beast of its own. It takes the main concept of the film — wearing a blindfold at all times while wandering around outside — and applies it to a certain period of time.
Some people, like YouTube creator and influencer Morgan Adams, have tried to go about their daily lives for 24 hours while blindfolded…
While others go for a shorter period of time as in this compilation video:
Netflix’s social media team finally called out the challenge on Twitter, asking people to not hurt themselves while performing the act.
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
Ironically, the pleas from Netflix comes after Susannah Biers film became super popular due to a slew of memes that were released days after its release. Without social media fans’ help, Bird Box may not have reached those record numbers as it has received mostly mediocre reviews, some comparing it unfavorably to John Kransinsk’s A Quiet Place. I, for one, really did like it and was one of my favorite films from the AFI.
When something like the “Bird Box Challenge” erupts from social media (ala the Ice Bucket Challenge) it takes the film from just being a film into something in the zeitgeist. For instance, Morgan Adams 15-minute video has received 2.5 million views.
In other news, would you believe I wrote this piece blindfolded? #Birdboxchallenge
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.