Last week, Netflix claimed that 45 million of its subscribers had streamed the Sandra Bullock thriller Bird Box within its first week of release, reaching a record for original movie content on the streaming service. 

But yesterday and within less than six days of its release, Netflix issued a public health warning to its Twitter followers, asking them to not hurt themselves with the #BirdBoxChallenge, which people have begun doing which involve them blindfolding themselves like Bullock and other characters are forced to do in the movie.


“Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE,“ the streaming service wrote on Twitter. “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.”

In the #BirdBoxChallenge, people test their abilities to complete tasks successfully while blindfolded, which most have proven to be unsuccessful, as people have posted videos of themselves falling and hurting themselves by completing tasks such as climbing steps to driving a car.

As the challenge has grown, YouTuber Morgan Adams has received more than 2 million views for a “24 hour ‘Bird Box’ challenge” video, in which she and a friend tried to attempt to do a number of things blindfolded including ordering Popeye’s and going to a casino and gambling.

Meanwhile, others have taken the challenge too far and even ended up getting hurt. As in the video below, a toddler is seen being pulled and smashed into the wall. 

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