Bird Box is set in a post-apocalyptic future where residents have to stay blindfolded to protest themselves from an unseen force which threatens their lives.
Note that Netflix didn't try to discourage people from engaging in the #BirdBoxChallenge - only to be careful. More often than not, the blindfolded escapades lead to someone getting hurt, because, you know, blinding yourself and walking around the streets of NY always works out totally fine.
"I was taking a bit of a holiday break for family time but I just watched bird box and my whole heart is sore I need company is anyone there", the model wrote. The "Bird Box" fans that have reportedly dropped by so far have been "very polite", with some even knocking on the door to request permission to take pictures, as per TMZ. 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".
But most of the mentions seemed to be people mocking challenge participants.
"Bird Box" began streaming worldwide on December 21 and the success has spurred some epic memes. Spoiler: it looks really painful. Stay safe out there please, and don't run your blindfolded kids into any walls! The story follows Malorie (Sandra Bullock), a woman who is battling to survive with her two children after a mysterious entity kills off most of the world's population.
But while there's no harm in laughing at a meme here or there, there is harm in blindfolding yourself and walking into oncoming traffic as part of the Bird Box Challenge.
Some, with relatively few views until Netflix's warning, showed people driving while blindfolded (or at least pretending to). Check out their experience, which was documented and put onto Youtube. In her review for The Guardian, Amy Nicholson took particular issue with the ensemble cast, including Sarah Paulson, Jacki Weaver and John Malkovich, saying it "feels as curated as a box of doughnuts".