NME Festival blog: Netflix pleads with fans to stop ‘Bird Box’ challenge


Netflix has urged fans to stop taking taking part in the Bird Box challenge, after the horror movie inspired people to undertake everyday tasks while blindfolded.

The popular thriller stars Sandra Bullock as a mother who tries to get her children to safety after an supernatural apocalypse occurs.

However, the huge task is made even trickier when both she and her children are blindfolded to prevent the descent to insanity that occurs if they cast their eyes on the film’s villains.

In the wake of the film’s popularity, fans have been filming videos of their attempts to perform everyday tasks blindfolded, before posting their efforts  on social media.

Although the majority of videos end in harmless embarrassment, Netflix has now urged fans to end the craze – warning that it could escalate and end in injury.

“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,” wrote Netflix on Twitter.

One user responded: “Can’t we just have nice things any more with these idiots ruining it for the rest of us?”

Meanwhile, it was recently reported that Bird Box has smashed the Netflix record for the most streamed original movie during the first week of release.

After being released on December 21, a staggering 45,037,125 accounts watched it over the past seven days.

“Took off my blindfold this morning to discover that 45,037,125 Netflix accounts have already watched Bird Box — best first 7 days ever for a Netflix film!” they wrote in a tweet.





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