Netflix has urged people to avoid hurting themselves by taking part in the so-called 'Bird Box challenge'.
Bird Box, the post-apocalyptic drama released by the streaming giant just before Christmas, features mysterious supernatural entities that can cause the death of anyone who looks at them.
In the film, characters are shown attempting to navigate the world blindfolded so they can avoid the deadly creatures.
One section of the film focuses on three central characters - Malorie (Sandra Bullock) and two children referred to as Boy (Julian Edwards) and Girl (Vivien Lyra Blair) - trying to make their way down a river without being able to look.
Bird Box has proven a major hit for Netflix, with the company claiming it was watched on 45 million accounts in only seven days - the best first week for a Netflix film.
It's also proven a social media phenomenon, with memes about the film being widely shared.
One of the trends that has emerged is the Bird Box challenge, which sees people attempting to carry out everyday activities while blindfolded like characters in the movie.
While initially popularised by video game streamers, the trend has spread to people sharing videos of themselves attempting to carry out a range of tasks while blindfolded - from attempting to walk around to driving a car.
The challenge has even been featured on the popular TV show Good Morning America, albeit in a less potentially dangerous form:
#BirdBoxChallenge: @michaelstrahan attempts to put lipstick on @sarahaines with a blindfold on! #GMADay https://t.co/G4PdrKdY6w pic.twitter.com/h5HIWtJtXw
— Good Morning America (@GMA) January 2, 2019
Amid the growing popularity of the meme, Netflix has been forced to issue a warning about it.
The company says it 'can't believe' it's had to ask people to not hurt themselves while taking part in the challenge.
However, it doesn't directly discourage people from taking part in the challenge altogether - only urging them to make sure they don't end up in hospital.
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
