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Netflix issues warning to people doing the ‘Bird Box’ challenge

Netflix kicked off the new year trying to avoid meme-related injuries.


Audra Schroeder

Internet Culture

Published Jan 2, 2019   Updated May 20, 2021, 10:21 pm CDT

Netflix is a global corporation, but it also cares about you safely navigating viral challenges.

On Wednesday, the company issued a warning to people participating in the Bird Box challenge, a viral stunt that emerged from its original film Bird Box, in which Sandra Bullock navigates a mysterious plague with two children in tow, all while blindfolded. It’s already become a meme, but its real-life adaptation has Netflix PR urging people to “not end up in the hospital due to memes,” which should really go without saying in 2019 but here we are.

The challenge has manifested in a few different ways, ranging from parodies to potential child endangerment. But the common thread is that everyone is blindfolded.

Of course, the warning caused those who didn’t previously know about the challenge to look it up, but that might also be in Netflix’s favor.

Have we learned nothing from the Tide Pod challenge?

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*First Published: Jan 2, 2019, 3:20 pm CST