A group of New Yorkers recently took part in a 36-hour endurance challenge where they watched the horror thriller It Ends repeatedly for a cash prize. The event was organized by movie distributor Neon and held in a private screening room in Chelsea, attracting fans of cinema who were eager to test their stamina. Participants were asked to watch the 89-minute film as many times as possible between Friday at 7 p.m. and Sunday at 7 a.m. They were paid 25 cents for every minute they watched, with a maximum payout of $540 per person. Those who completed the full 36-hour period were also promised an extra $500 bonus. Fola Olusanya, a 27-year-old participant, described the experience as physically draining, noting she suffered from a severe headache that made even laughing painful. She and her team managed to watch the film five times and had the opportunity to meet the director, Alexander Ullom, and members of the film crew. In contrast, a group of four participants completed 24 viewings of the movie, earning $1,040 each. They described the experience as one of bonding and shared humor, with one participant, Jake, saying he had memorized the entire film, claiming it was "baked into my subconscious now." The event took place in both New York City and Los Angeles, with participants required to stay in the theater for the full duration, only allowed bathroom breaks. They were given a $250 credit for concessions, though alcohol was excluded, and could bring their own food and drinks. Many noted that their understanding of the film deepened with each viewing. Fola mentioned that the initial shock value of the thriller diminished over time, allowing for a more detailed analysis of the film's editing, cinematography, and character development. The challenge was said to mirror the themes of It Ends, which explores friendship and the intimacy that can arise from a surreal, shared experience. Participants described the event as feeling like they were "getting paid to hang out for two days straight," highlighting the strong bonds formed during the marathon. The event not only tested participants’ endurance but also created a unique communal experience centered around a single film, reinforcing the idea that shared challenges can strengthen relationships.