Netflix took to social media Wednesday to warn its subscribers not to hurt themselves walking around with blindfolds like the characters portrayed in its horror-themed original movie Bird Box.
In an afternoon tweet, the streaming service asked customers not to participate in the now viral #BirdBoxChallenge, in which people don blindfolds and try to complete tasks often depicted in the film. The challenge is based on Bird Box star Sandra Bullock’s character, who, along with her children, navigate treacherous and scary terrain blindfolded in an effort to avoid an entity that causes people to kill themselves if seen.
Since its Dec. 21 debut, the film has inspired memes and videos in which people film themselves doing many of the tasks depicted in the movie.
According to Netflix, Bird Box was watched by more than 45 million Netflix accounts in the first seven days since its launch. The added publicity surrounding the Bird Box Challenge will most likely build more interest for the movie in the long run.
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R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.