Director Susan Bier's “Bird Box,” has turned into a monster smash hit for Netflix. Nobody expected that to happen, but the Sandra Bullock thriller has been religiously memed ever since its release last month (not to mention breaking records for Netflix having been viewed 45M times in its first week). It has turned, by all accounts, into a cultural phenomenon. So much so, that Netflix had to go out of their way today and warn people not to celebrate their love of “Bird Box” in extreme ways.

A record-breaking 45 million accounts watched Netflix's "Bird Box," the best first week for a Netflix movie in the streaming giant's history.

Netflix tweeted the news by saying "Took off my blindfold this morning to discover that 45,037,125 Netflix accounts have already watched Bird Box — best first 7 days ever for a Netflix film!" The movie stars Sandra Bullock as a mother fighting a supernatural force that kills you if you see it.