Why Bird Box Went Viral

The Netflix thriller Bird Box, starring Sandra Bullock, has left audience members around the world aghast and fascinated with the new “blindfold” concept based on the movie’s main conflict. Bullock, who plays the main character Malorie, journeys on a dangerous path towards safety with her two children, aware of the threat that has brutally killed a majority of the population. The threat takes the shape of the victims’ worst fear; this is why survivors in the movie have to blindfold themselves, because witnessing the threat would cause them to commit suicide.

Bird Box streamed worldwide on Netflix on December 21, receiving 45 million views within the first seven days of its release. Rotten Tomatoes analyzed Bird Box with a 62 percent fresh score from critics and 67 percent from the general audience. Even after the new year, the viral “Bird Box Challenge” created based on the movie has continued. Many YouTubers such as Jake Paul, Morgan Adams, and Rebal D have made this challenge their latest video topic, especially since this new internet trend involves the adrenaline and suspense that audience members find exciting.

Soon after, Netflix fired a warning to fans to “not hurt yourselves with this Bird Box Challenge” or “end up in the hospital due to memes,” referring to the many memes made in reference to Sandra Bullock’s character and the challenge.

Despite Netflix’s tweet about the “Bird Box Challenge,” a report about a teenage girl in Utah who drove into an oncoming vehicle while pulling her beanie over her eyes widely circulated the internet. The original video of YouTuber Jake Paul driving (resulting in hitting into garbage bins) and walking through traffic blindfolded has been removed by YouTube, but resurfaced through viewers who saved the video.

These dangerous stunts have proved to have gone viral due to its high acceptance rate with many teenagers, as well as the rapid internet force. Self promotion from memes, marketing, timing of its release during Christmas break, celebrity interest (high profile figures such as Kim Kardashian tweeted their reactions to the movie), and social media has also played its role in making Bird Box one of the most watched films on Netflix.

Freshman Sandy N., who particularly liked the thriller movie, commented that “The mother’s dedication towards her kids [is] very [admirable] and it inspires me to be a good mom.”

Another AISG student who watched the movie, Rafaela O., said that she “liked how Malorie was very determined to get to the end of the river with her two five-year-old children. She never gave up and she disciplined the kids very well. She was also very brave throughout the movie.”

Indeed, Bird Box is a fascinating horror film that deserves the attention of millions worldwide, but it is evident that viewers should not take the “Bird Box Challenge” to any harmful extreme.

For more information, go to HeraldSun.com.au, WashingtonPost.com, DailyStar.co.uk, GlobalNews.ca, and Wired.co.uk.