Netflix has responded to the slew of activities relating to its hit film Bird Box. The network has pleaded with viewers to cease from performing tasks with their eyes blindfolded since it could harm them.
Bird Box opened to a surprising hit in its first week of release on Netflix. The film amassed 45 million viewers and inspired several memes. Its success led to the #BirdBoxChallenge, in which people blindfold their eyes to test their capabilities of doing mundane tasks without seeing.
This challenge is, of course, inspired by the movie's premise. Bird Box is a post-apocalyptic film that revolves around creatures that influence people's actions. When looked at, these monsters prompt people to kill themselves. The only way to avoid turning suicidal is by not looking at them, so people close their eyes or put a blindfold over their eyes.
The film stars Sandra Bullock as Malorie who raises two kids under the threat of these creatures. The most gripping scene in the film was when she tried to bring her kids to safety while paddling a boat through unknown rivers with her eyes blindfolded. The tension and suspense were gripping from beginning to end, with viewers especially lauding the film for its intriguing premise, much like how fans praised Emily Blunt and John Krasinki's A Quiet Place.
However, some fans took the film's premise to heart and started the #BirdBoxChallenge, to the extent that they perform dangerous stunts without seeing. People ride a scooter, climb the escalator, and even order at the drive-through with their eyes blindfolded — some attempt the challenge for longer periods (at most 24 hours), while others for a shorter period only.
Of course, some of the challenges turned out to be epic fails. This does not discount the fact though that these people can potentially harm themselves with the #BirdBoxChallenge.
Now the challenge has caught the attention of Netflix. The network has turned to social media to warn against doing it.
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
However, Netflix can only do so much in stopping the #BirdBoxChallenge. The network does not have control over the online challenges spurred by the success of its film. It does not hold rights to the challenge as much as Drake had no right to stop people from jumping out of moving cars just to perform the "In My Feelings" challenge last year.
Once someone starts the challenge, more people just want to hop on with the craze. For now, Netflix can only hope that no one gets seriously hurt while performing the #BirdBoxChallenge.
