How do you get millions of people to talk about your movie or TV show with nearly zero promo dollars?
Bird Box is the latest film to spawn a meme-related challenge - and the Bird Box Challenge is, apparently, the latest social media craze to spawn injuries.
Netflix has sent a warning to viewers thinking of participating in a Bird Box-inspired challenge.
Note that Netflix didn't try to discourage people from engaging in the #BirdBoxChallenge - only to be careful.
"Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE", the streaming service + Wednesday morning.
Several people took to social media to partake in the "Bird Box" challenge, which requires people to doing everyday tasks blindfolded like Bullock's character in the movie. "Now, using the hashtag "#birdboxchallenge", plenty of Twitter users are supplying their own videos of what it's like to take your family around the world when you're used to having vision - and must choose to do without. Survivors must wear blindfolds or be exposed to supernatural entities that embody their deepest fears and drive them to suicide.