Memes have almost killed us once before. A year ago, we started off 2018 by eating Tide Pods for the views—which, tbh, was a sad foreshadowing of the irrational year to come. We’ve had an entire year to learn our lesson. Instead, we’re walking blindfolded babies into walls. Introducing… the Bird Box Challenge.
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The challenge has less to do with the babies and more to do with the blindfolds. Bird Box is the horrifying Netflix adaptation of Josh Malerman‘s apocalyptic novel of the same name, the story of a devastating rash of supernatural suicides. In a world where the sight of mysterious creatures cause people to violently self-immolate, the only way to survive is not to look. The film adaptation depicts the protagonists crossing the wilds of northern California in blindfolds as they seek sanctuary from the creatures they have never seen. Scary and scary popular, Bird Box racked up Netflix’s largest seven-day viewership of any Netflix original movie. As a result, fans have demonstrated their obsession by filming themselves doing tasks blindfolded.
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And again, we ask ourselves the question we asked one year ago: are people actually doing the challenge? Yes. A video of a twenty-four-hour Bird Box Challenge has garnered nearly 2 million hits since its publication on December 30. A Good Morning America segment featured a short Bird Box Challenge in which a host applied lipstick while blindfolded. While nobody has seriously hurt themselves yet, it’s not exactly a shot in the dark to imagine that someone might. Netflix seems to agree:
You heard it here, folks. Memes aren’t worth dying for.
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