In the new film, It Ends, it doesn’t. A group of friends goes on a drive and ends up on a road that never ends. They drive for days, weeks, months; they don’t really know. But what they do know is that nothing about this is normal or good.
To promote the film, Neon is asking fans to do something similar. It just announced “It Ends: The Endless Screening,” which will take place from August 21 through August 23 at the Metro Private Cinema in New York City. Groups of four will be challenged to watch It Ends on a loop for 36 hours straight, with each person earning 25 cents per person, per minute (that works out to $540 max). If the entire group makes it through, each person also gets a bonus of $500. Plus, each person gets a $250 concession credit for sustenance during the screening.
Here’s the legalese on how to enter: “The contest is open to legal residents of New York City who are 21 years of age or older. To enter, groups of exactly four must submit a video of no more than 60 seconds to Instagram explaining why they have what it takes to go the distance, using #ItEndsMarathonContest and tagging @itendsmovie. One person may submit on behalf of their group, but must name all group members in the video. Entries must be submitted by 11:59 p.m. PT on August 17, 2026. The submitting Instagram account must be public at the time of entry. Groups of fewer than four people are not eligible.” All rules and regulations can be read here.
Clearly, to watch a single movie over and over for 36 hours is madness. But, thankfully, It Ends, directed by Alex Ullom, kind of warrants it. It’s a very simple, small movie, but it’s jam-packed with mystery, intrigue, and questions. When you watch it, you kind of want to watch it again to see what you may have missed. And, thankfully, if you get picked for this contest, you’ll get to watch it probably almost 20 times.
If you’d rather just watch It Ends once or twice, you can do so on August 21 in New York and Los Angeles, and August 28 everywhere.
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