Neon turned horror into high-stakes endurance: four strangers in NYC and LA watched “It Ends” on repeat for 36 hours, earning 25 cents per minute—up to $1,080 if they lasted. No alcohol, only snacks and bathroom breaks, it was a brutal test of wills where headaches and surreal fatigue became part of the experience. One group in New York pulled it off, watching the film 24 times and walking away with over $1,000 each, bonding through laughter and shared madness. The stunt wasn’t just marketing—it became a testament to friendship forged in cinematic agony, with participants saying they’d do it again.
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