Bird Box is the latest film to spawn a meme-related challenge - and the Bird Box Challenge is, apparently, the latest social media craze to spawn injuries.
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The popular hashtag trend is basically just people blindfolding themselves to perform everyday tasks, ranging from haircuts (bad idea!) to walking the dog (bad idea!). The film, which stars Sandra Bullock, centres on an unknown entity that compels anyone who sets eyes on it to kill themselves, so survivors must blindfold themselves when venturing outdoors. Well, now the youth of the world are taking those memes to the next level with #thebirdbox challenge and Netflix would very much like them to stop before someone gets hurt.
The challenge took off as soon as the movie's popularity reached fever pitch after its December 21 release. One of the most famous was for a good cause: the "Ice Bucket Challenge", which involved dumping cold water on yourself to raise awareness about amyotrophic lateral sclerosis, also known as ALS or Lou Gehrig's disease.
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"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!" read the Twitter announcement. "The only Bird Box challenge that should exist", she wrote.