The "Bird Box Challenge" arrives amidst speculation that some of the Bird Box memes, which spread quickly after the film's release, were "fake." In a series of (now, mostly debunked) conspiratorial accusations leveled against Netflix, some Twitter users claimed that fake accounts were used to create and spread Bird Box memes. As with most internet-based pop culture phenomenons, the source of a given meme can be difficult to untangle, but it feels like the simplest explanation might just be true in this case: People watched Bird Box. This doesn't seem that hard to believe: Last year, tons of people watched Bright starring Will Smith, and that was terrible.
But by even making this public statement, which comes over a week after the movie was released, Netflix is also inspiring articles, like the one you're currently reading. Also, it encourages more people to check out Bird Box (available on Netflix!), watch a few "Bird Box Challenge" videos, and, if they're so inspired, attempt to film their own viral masterpiece. Though most of the "Bird Box Challenge" videos live on platforms like YouTube, Instagram, and Twitter, it's still a feedback loop that brings viewers back to Netflix. If that feedback loop includes a trip to the hospital, maybe the doctor who stitches you up will be inspired to check out Bird Box.