When Netflix got wind of the challenge, it issued the now nearly standard disclaimer/warning, telling people not to participate for safety's sake.
The Netflix film "Bird Box" stars Sandra Bullock, whose character is one of many who have to wear blindfolds to avoid looking at mysterious creatures that have invaded society.
"Bird Box" is directed by Susanne Bier, based on Josh Malerman's 2014 novel of the same name. In real life, people are blindfolding themselves and doing regular stuff in what's been labeled the BirdBoxChallenge.
Netflix is discouraging people from engaging in unsafe behavior. The streaming giant took to their Twitter on Wednesday afternoon to implore viewers to exercise appropriate discretion and to "not end up in the hospital due to memes".
Netflix's "warning" about the #BirdBoxChallenge comes after it claimed last week the film captured the biggest seven-day viewership of all the streamer's original movie releases to date with just over 45 million member accounts globally having watched at least 70% of the full movie in the first week.
Rather than referential memes, like other viral Bird Box content, these videos are closer to the widespread costumes inspired by, say Stranger Things' Joyce Byers. The success of Bird Box has also led to the #BirdBoxChallenge, in which people "blindfold themselves to test their abilities to complete mundane tasks successfully such as riding a scooter, climbing an escalator, and ordering drive-thru", according to The Hollywood Reporter.