Bird Box: Netflix issues WARNING over ‘challenge’ – ‘Do not end up in hospital’

The trend, which is one of the many memes to arise from the Sandra Bullock-fronted thriller, sees participants performing everyday tasks blindfolded – much like Bullock does in the film. While there have not yet been any reports of people seriously harming themselves whilst performing the challenge, Netflix has spoken out on social media to warn fans to exercise caution. The message has had almost 200,000 Likes since being posted last night.

The @Netflix Twitter account posted: “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 [sic] end up in the hospital due to memes.”

Bird Box has been a huge success for the subscription service, which has claimed that over 45 million accounts streamed the film in its first seven days on release.

That’s the first time Netflix has ever revealed a specific number for any of its content.

The 45,037,125 number has been disputed by some experts, according to Forbes; but if accurate, it is a huge achievement.

A spokesperson confirmed to Entertainment Weekly that a “view” is counted when a film is watched past the 70% mark in its overall running time.

Given how massively successful it has been, could it be part of a growing trend of productions with top-tier actors bypassing cinemas altogether?

Director Susanne Bier recently told Radio Times that, in an ideal world, her films would be watched on as big a screen as possible.

“Look, in an ideal world, I’d have anybody watching anything I did on a huge screen. That’s not the reality,” she said.

“I want them to see the stories that I’m making. The reason why I’m a filmmaker is I feel strongly that I’ve got something to tell the world.

“Netflix has 130 million subscribers, so the potential of hitting a really big audience with something that is entertaining and thrilling and has a real heart to it is irresistible.

“For a filmmaker, that’s an irresistible cocktail. And I’d much rather do that than insisting on something which is only going to be on a big screen and is going to hit a much lower audience.

“I’m going to be killed by a lot of my colleagues, but that’s actually what I feel about that.”

Bird Box is out now on Netflix.