Fans have rummaged through their cupboard for old bandannas and handkerchiefs and are throwing caution to the wind for the sake of living out their best Bird Box lives.
Netflix has a message for fans of it's hit new movie: Don't do the Bird Box Challenge!
To all those injuring themselves doing this challenge, Malorie looks at you through her blindfold with pity.
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The Netflix original made headlines going into the New Year when the streaming service declared that an overwhelming audience of 45 million watched the film over the Christmas break. The streaming service posted the announcement on Twitter and told viewers that they did not want them to "end up in the hospital due to memes".
Some people needed clarification on what, exactly, Netflix was asking. While it's received polarizing reception, it did spark hilarious memes as well as a viral Bird Box challenge which caught momentum over social media.
Fans of the film quickly started sharing their own "Bird Box" experiences, including a group of friends in NY who were seen walking down the street blindfolded. "Bird Box Challenge completed", joked a Twitter user with a questionable username.
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Fortunately, no injury has occurred as a result of the "Bird Box Challenge". The challenge originates from the movie, in which Sandra Bullock and a star-studded cast of actors are forced to wear blindfolds outside to avoid being possessed by mysterious entities that make people kill themselves. In this "Bird Box Challenge" the man's baby ends up walking right into a wall and it looks extremely very bad.
2019 is already off to a great start.
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Being clear-eyed about Netflix's Twitter brags doesn't mean that we have to be unimpressed with Bird Box's success. It's also unclear - though presumable - that the number reflects accounts that have accessed the film globally.