Videos of people attempting what's been dubbed the "Bird Box" challenge has Netflix issuing a warning: "Do not hurt yourselves."
The challenge stems from the streaming service's buzzy new horror film starring Sandra Bullock. In the movie, Bullock's character is forced to wear a blindfold in order to keep monsters away as she navigates spooky woods and a dangerous river while trying to save her children.
The film has people recording themselves attempting everyday things blindfolded. Celebrities are even getting in on the fun, with Michael Strahan trying to put lipstick on co-host Sara Haines on "GMA Day." (Spoiler alert: Things did not end well.)
The videos prompted Netflix to take to Twitter to thank fans for the "love" but urged them to avoid injuring themselves.
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
Netflix said the movie was streamed on over 45 million accounts in seven days, making it the service's most-watched original in that time frame.