On 28 December, Netflix announced that 45,037,125 accounts had watched Bird Box, giving the thriller the best seven first days ever for a Netflix movie.
The Bird Box challenge has now seen people sharing images of themselves performing everyday tasks while wearing a blindfold, echoing Malorie’s behaviour in the movie.
Netflix reacted to the social media challenge on Wednesday, warning users of its dangers and asking them to refrain from performing more actions while blindfolded.
Some people loved Bird Box so much they have turned it into a social media challenge – but Netflix would like them to stop immediately.