Fans of the Sandra Bullock megahit Bird Box are so inspired, they are mimicking her, and Netflix is less than flattered. The film, which has become the streaming services’ best first seven-day showing in its history, has unwittingly launched a meme that has gone viral (and is resulting in injuries).

Copying Bullock and other characters who are forced to carry out their activities blindfolded to avoid seeing the mysterious forces that are causing others to commit suicide, people are blindfolding themselves while riding scooters, climbing escalators and ordering drive-thru. They are hashtagging the sometimes hilarious, sometimes scary results #BirdBoxChallenge. 

On Wednesday, Netflix responded to the sensation, tweeting: "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."