What is the ‘Bird Box’ challenge, and why doesn't Netflix want you to try it at home?
The world has safely moved on from the Kiki challenge.
Well, not all managed to move ‘safely’ though. Some were left physically injured, others arrested, and a major chunk, who actually didn’t feel the need to participate in such frivolousness, was just left speechless.
But the Kiki challenge wasn’t the first of its kind to leave us speechless. There was the Condom Snorting challenge (yup, it is exactly what it sounds like), then there was the Falling Stars challenge, the What The Fluff challenge (may we just add that this was the cutest thing we saw on the Internet for a long time!) and so on.
Now, the Bird Box challenge has taken over.
Thanks to Netflix — but Netflix has no chills to give. In fact, they specifically don’t want you to try this at home.
Why? Let’s find out...
What is the Bird Box challenge?
The Bird Box challenge demands people to go about doing everyday stuff — but blindfolded. This was inspired by Sandra Bullock’s Bird Box, a Netflix original, which released in the last week of December 2018.
Lmaooo the baby!!!#birdboxmemes #BirdBox #birdboxmemes #BirdBoxChallenge pic.twitter.com/4dhhIi6Str
— Bird Box Memes (@birdboxmemes) December 27, 2018
Why did it become a problem?
Last week, Netflix claimed that 45 million of its subscribers had streamed the thriller Bird Box — the highest for any Netflix movie thus far. Soon after, videos of blindfolded people stumbling into furniture, down the stairs, in the woods, started appearing online.
What aggravated the problem?
Obviously, running around blindfolded is not a good idea.
Just ask Gandhaari, and she will tell you.
But if you have social media influencers and the media propagate such unsafe challenges, can you blame people for falling for it — and falling, literally, 'cuz they are blindfolded, remember?
Good Morning America, an ABC breakfast show, took the challenge — although we are unsure of who actually challenged them and why they had to indulge in such tomfoolery, when one of their anchors endeavoured to apply lipstick on his co-host, blindfolded, and failed.
#BirdBoxChallenge: @michaelstrahan attempts to put lipstick on @sarahaines with a blindfold on! #GMADay https://t.co/G4PdrKdY6w pic.twitter.com/h5HIWtJtXw
— Good Morning America (@GMA) January 2, 2019
Then there was Morgan Adams, a YouTuber, and her 24-hour Bird Box challenge.
The video has been viewed more than 2.5 million times in the last five days.
Shaq and Underdog also took the TNT Bird Box challenge, manoeuvring their way towards the news desk, stumbling into random things on the set.
"Don't take off your blindfold!" ????@SHAQ & Underdog attempt the #BirdBoxChallenge pic.twitter.com/IS4UEPeOPe
— Shaqtin' a Fool (@shaqtin) January 4, 2019
You’d think that Ellen DeGeneres would hold back from propagating such stupidity — but nope. She tweeted a clip of a segment on her show, and wrote, “If you liked #BirdBox, then you’ll love watching people stumble around blindfolded on my show #GameofGames.” Et tu, Ellen?
If you liked #BirdBox, then you’ll love watching people stumble around blindfolded on my show #GameofGames. #BirdBoxChallenge #BlindfoldedMusicalChairs pic.twitter.com/yZvqh8NtFW
— Ellen DeGeneres (@TheEllenShow) January 3, 2019
What did Netflix do about it?
Netflix warned its users. They tweeted, thanking everyone for the overwhelming response to Bird Box (the movie, in this case) and wondered as to how this ‘challenge’ even started in the first place.
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
Now, Netflix — not the organisation, just their social media team, but of course, with an ‘okay’ from the organisation — is always on top of their social media game. Remember how they memed Beyonce and slyly promoted the second season of Stanger Things? Or when they trolled us back when we complained of too much Radhika Apte in Netflix?
This time, they went a little off.
Instead of abstention, Netflix called for moderation. Could it be that this is all just a publicity gimmick — including the apology — to get you to watch Bird Box? In that case, it's worked. We’re adding the movie to our watchlist.
Not because we are BLINDED by your mani-FOLD gimmicks, Netflix, but because we love Sandra Bullock.
And because we want to Netflix and chill, this weekend.