Full Breakdown
Neon Launches 36-Hour Marathon Screening for Alex Ullom’s *It Ends*
8/13/2026, 1:05:38 AM
Neon’s Endurance Challenge in New York
Neon is staging a 36-hour continuous screening of Alex Ullom’s debut feature *It Ends* at Metro Private Cinema in Manhattan’s Chelsea neighborhood. The film, which runs 87 minutes, will be shown repeatedly—approximately 25 times—over the marathon period, beginning on the evening of the New York opening and concluding the following morning. The event is billed as a theatrical endurance test timed to the film’s release.
Structure, Prizes and Competition Rules
Teams of four participants compete to remain inside the theater for the full 36 hours. Contestants earn 25 cents for each minute they stay, capping individual earnings at $540. If all four members complete the marathon, each receives an additional $500. All participants also obtain a $250 theater-credit for concessions (excluding alcohol). The competition follows a “Last Person Standing” format, with scheduled breaks permitted during the run.
Eligibility and Entry Process
Neon states that the contest is open only to New York City residents who are at least 21 years old. Interested groups must submit a one-minute Instagram video using the hashtag #ItEndsMarathonContest that explains why they can endure the challenge. The entry deadline is 11:59 p.m. PT on August 17. Metro Private Cinema, the venue, is an upscale location founded by Alamo Drafthouse creator Tim League.
Film Background and Production
*It Ends* follows recent graduates who take a late-night drive for a final hangout, only to become trapped on an endless, horror-filled highway. The cast includes Phinehas Yoon, Akira Jackson, Noah Toth and Mitchell Cole. The film was produced by Carrie Carusone and Evan Barber and had its world premiere at SXSW last year.
Expansion Beyond New York
The film opens in New York and Los Angeles on the same weekend, with a national rollout planned for subsequent weeks. Neon invites other independent theaters to partner on similar endurance screenings as the rollout proceeds.
