Netflix is asking people to not kill themselves by performing the viral sensation “Bird Box Challenge.”
There’s a certain irony to be found here. Part of Bird Box’s success can be owed to the massive number of memes that cropped up just as soon as Netflix released the movie’s first batch of promotional images. Then when the movie release, an even larger wave of memes crashed over social media so that everyone was talking about the movie for weeks on end.
Unfortunately for Netflix, memes are a double-edged sword. What can generate tons of free publicity can also generate a ton of bad press as soon as a meme causes one idiot to wing up in the hospital.
That’s a real risk for the current craze sweeping social media. Called the Bird Box Challenge, it involves wearing a blindfold for an extended period of time in order to mimic the supreme challenge that Sandra Bullock faced as she lead her two young charges to salvation.
The challenge has been popularized by YouTubers like Morgan Adams, who went a full 24 hours wearing a blindfold. Well, actually, it was a sleeping mask, but we’ll give her a pass on that one.
Others have started taking up the challenge, to the point where Netflix began to see a clear and present danger to both the people performing the challenge and to their own bottom line.
"Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE,” Netflix tweeted out on Wednesday. “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."
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.— Netflix US (@netflix) January 2, 2019
Memes giveth, and they taketh away. They can give the most watched Netflix original film in the first seven days ever, or they can make some YouTuber get hit by a car.
That’s not to say that Bird Box memes are all bad. We’ve seen a bunch of the dankest memes that Bird Box has ever produced. But Netflix will just have to let this one go since once the internet gets their clutches on something it never lets go.