Bird Box inspires blindfolded fans in viral 'challenge'

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Chrissy Teigen Calls Out Kim Kardashian For Being The Last Person To Watch ‘Bird Box’

To be fair, the "Bird Box Challenge" does seem to be kind of a thing.

The holidays got creepy quick when Netflix released Bird Box, a Sandra Bullock horror film that imagines a world where everyone has to go around wearing blindfolds to protect themselves from a killer force. Using the hashtag #BirdBoxChallenge, social media users posted photos and videos of themselves attempting to do tasks like using the escalator, operating a scooter indoors and dancing without their sense of sight. Now Netflix wants them to chill. The streaming giant took to their Twitter on Wednesday afternoon to implore viewers to exercise appropriate discretion and to "not end up in the hospital due to memes".

And in a meta moment, of course, the meme machine used some "Bird Box" memes to comment on Kardashian West seemingly not being aware of this moment in pop culture history.

Some people took a different approach to the challenge. "Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE", Netflix's official Twitter account tweeted.

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Variety's review of the game stated that it "mingles many disconnected elements to create one shoddy, vague whole". That update, released December 11, had several stability improvements, added push-to-talk, and other tweaks.

The challenge took off as soon as the movie's popularity reached fever pitch after its December 21 release.

Apparently, die-hard fans are trying something called the "Bird Box challenge", where they - or their children - are blindfolded and try to do everyday things, despite not being able to see.

"Bird Box" is directed by Susanne Bier, based on Josh Malerman's 2014 novel of the same name.

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