Netflix Warns Against the ‘Bird Box Challenge’ as the Film Breaks a Record

Put down the blindfold, and step away slowly

The story of Sandra Bullock hiding her eyes from evil has been watched by a lot of people since the film's release on December 13th. Netflix has revealed that over 45 million accounts watched Bird Box in its first 7 days of availability, marking a record-breaking debut on the streaming service.

Since Netflix is notoriously stingy when it comes to releasing data, that number is short on specifics. There's no way of telling what it compares to on the platform or where in the world the viewers originate from, even if they have viewed the film in its entirety, but one thing is clear. Bird Box is a phenomenon.

So much so that it has inspired the Bird Box Challenge, a uniquely stupid test of doing daily tasks with a blindfold on, like the one worn by Bullock and the children in the film. The challenge has caused a flood of social media videos, outrage from the blind community, and now even a warning from Netflix.