Don’t try this at home.
That’s essentially the message Netflix Inc. sent to fans Wednesday, tweeting: “Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE.”
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[1]
The “Bird Box” challenge, for those unfamiliar, requires the execution of random daily tasks while blindfolded, like the characters in Netflix’s new Sandra Bullock movie “Bird Box.” The thing is, in the movie, she has to do stuff while blindfolded because of — long story short — monsters. Real-life “Bird Box” challenge participants have no such excuse.
The meme has taken social media by storm in the past week or so, largely because of videos of the blindfolded participants’ pratfalls — walking into walls, tripping over curbs, awkwardly putting on lipstick[2], etc.
Perhaps it’s something in the January air. Last year around this time, there were widespread warnings about an even stupider and more dangerous meme: the Tide pod challenge.[3]
While there have been no reports of serious injuries, it’s likely just a matter of time, so Netflix issued its warning Wednesday to try to nip the meme in the bud, before it loses any subscribers on a permanent (and tragic) basis.
Last week, Netflix said nearly one-third of its subscribers[4] — more than 45 million people — watched “Bird Box” in its first week of release.
Netflix shares NFLX, +9.72%[5] are up 11% already this year, with a Friday surge of 9% powered by positive Goldman Sachs commentary[6] compensating for a rough patch earlier in the week when tech stocks were sent into a tailspin[7] after Apple Inc. AAPL, +4.27%[8] cut its holiday sales forecast[9]. Netflix stock is up 41% over the past year, compared with the S&P 500’s SPX, +3.43%[10] 7% decline. The Dow industrials DJIA, +3.29%[11] ...