NEON Challenges Fans to Survive a 36-Hour IT ENDS Screening Marathon

NEON’s The Endless Screening challenges four-person teams to endure 36 straight hours of IT ENDS.

NEON Invites Horror Fans to Survive a 36-Hour IT ENDS Screening Marathon

How long could you stay trapped on an endless road?

NEON is giving horror fans the chance to find out with THE ENDLESS SCREENING, a 36-hour theatrical endurance event inspired by Alex Ullom’s upcoming horror film IT ENDS.

Launching in partnership with METRO PRIVATE CINEMA in New York City, the event transforms the film’s central premise into a real-world challenge where four-person teams will compete to see who can outlast everyone else.

In IT ENDS, four recent graduates set out for one last late-night drive before life takes them in different directions. Instead, they unknowingly enter an endless stretch of two-lane highway surrounded by mysterious horrors and cosmic forces beyond their understanding. With no escape in sight, they’re forced to confront both the unknown and each other as the miles continue forever.

Now audiences will have their own opportunity to experience a version of that nightmare.

The Endless Screening Challenge

The marathon begins at 7:00 p.m. ET on August 21 and runs continuously until 7:00 a.m. ET on August 23 at METRO PRIVATE CINEMA in New York City.

Teams of exactly four participants will compete in a “Last Person Standing” endurance challenge, remaining inside the theater throughout the 36-hour event while receiving scheduled breaks.

Participants who stay in the competition will earn $0.25 per minute, with the maximum payout reaching $540 per person. If every member of a team completes the full marathon, each participant will receive an additional $500 bonus.

Each competitor will also receive a $250 theater concession credit during the event, excluding alcohol, with NEON teasing additional surprise experiences throughout the marathon.

How to Enter

The contest is open to New York City residents who are at least 21 years old.

Groups of exactly four must submit a video of 60 seconds or less explaining why they can survive the challenge. Entries must be posted publicly on Instagram using #ItEndsMarathonContest while tagging @itendsmovie.

Submissions close August 17, 2026.

NEON also announced that independent theaters interested in hosting their own versions of THE ENDLESS SCREENING are encouraged to contact the distributor about participating.

About the Film

IT ENDS stars Phinehas Yoon, Akira Jackson, Noah Toth, and Mitchell Cole.

The film premiered at SXSW 2025 and opens in New York and Los Angeles on August 21, followed by a nationwide theatrical release on August 28.

Audiences in Vancouver will also have the opportunity to attend an advance screening on August 16 at The Park Theatre, followed by a Q&A with director Alex Ullom and Backrooms filmmaker Kane Parsons.

Rather than simply promoting the film with another trailer or premiere, NEON has created an event that mirrors IT ENDS’ central premise, challenging audiences to see whether they can endure the same seemingly endless journey as the characters on screen.

Would you make it through all 36 hours, or would you tap out before the road finally ends? Let us know in the comments.