NETFLIX HAS warned users against the ‘Bird Box challenge’ that has seen people blindfold themselves before attempting to navigate their surroundings.
The horror film starring Sandra Bullock has been a major hit for the streaming service with its depiction of a world where an ominous unseen presence has driven million to suicide and forced those who survived to keep their eyes covered.
In one key sequence Bullock’s character blindfolds herself and two small children before attempting a daring daylight escape.
According to Netflix, the film has already been viewed over 45 million times worldwide with celebrities like Chrissy Teigen and Kim Kardashian among those to sing its praise online.
The worldwide acclaim has also resulted in the emergence of a Bird Box challenge, with fans blindfolding themselves before attempting to traverse a series of unique challenges.
— Oks™ (@kdanioks) January 3, 2019
Social media has been awash with fans attempting the #BirdBoxChallenge but, in some instances, it’s proven highly dangerous.
Footage of a small child walking into a wall while attempting the Bird Box Challenge has already gone viral and prompted some concern.
— Capell Miller (@Killer12Miller) January 2, 2019
Meanwhile, similar videos featuring a variety of people hurting themselves in the name of the latest viral challenge have proved similar popular online.
It’s got to the point whereby Netflix has been forced to appeal to its followers to avoid the viral challenge altogether.
— Enrique Ruano (@enrique_ruanox) December 28, 2018
Taking to the streaming giant’s US account, they wrote:
"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."
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
Netflix actually played a role in creating this particular viral challenge, having teamed up with four Twitch streamers for a special Bird Box challenge which saw the foursome attempt to play popular video games blindfolded.
— Diana Montoni (@Drose1028) January 1, 2019
The challenge spawned from there.