Known as the ‘Bird Box Challenge,’ it is inspired by Netflix’s recent thriller Bird Box, starring Sandra Bullock. Her character and two children are forced to take a perilous journey while blindfolded, in order to avoid some kind of paranormal creature that compels people to commit suicide if they see it.

The movie has been a major success, breaking first-week streaming records with over 45 million views, and has inspired all kinds of memes and recreations. What began as some harmless fun, with people bumping into some furniture blindfolded, escalated quickly as people began to wander about blindly outdoors, sometimes putting themselves and others in danger.

Netflix has responded to the popularity of the challenge, not by encouraging people to refrain from doing it (it’s great free publicity after all), but to be careful and try not to get hurt. So there you have it. A streaming service feels the need to remind people not to put themselves in hospital because of memes. Welcome to 2019 guys.

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