What is the Bird Box challenge?

Netflix is urging viewers worldwide not to take part in a viral internet challenge inspired by a hit new horror film on the streaming service.

Bird Box stars Sandra Bullock as a mother in a post-apocalyptic world where people must wear blindfolds in order to resist the powers of supernatural beings that can drive them to commit suicide.

She and her two children, known only as Boy and Girl, are forced to navigate difficult terrain while unable to see - a challenge now being emulated by legions of fans, reports regional news site BirminghamLive.

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The internet has been flooded with videos showing people going about their everyday lives while wearing blindfolds for the so-called Bird Box challenge.

As NME notes, “the majority of videos end in harmless embarrassment”. But there have also been injuries, “with people running into walls or dangerously close to traffic”, says BirminghamLive.

One video appears to show “a man with his child and toddler all blindfolded - it ultimately leads into the toddler running full-on head-first into a wall”, reports LADbible.

“So far there are no reports of anyone being hospitalised due to activities undertaken as part of the internet craze, but in the past other crazes have caused people to need serious medical attention,” adds the social media-based news site.

In a bid to prevent such mishaps, Netflix has tweeted a message pleading with fans not to attempt the challenge.

Bird Box was watched by 45 million Netflix subscriber accounts in the first week following the film’s release in December, the biggest opening for any movie in the streaming site’s 12-year history.