Neon will stage a 36-hour continuous screening of Alex Ullom’s debut feature It Ends at New York’s Metro Private Cinema, turning its release into an endurance contest. The promotional event mirrors the film’s premise of characters trapped on an apparently endless journey, and is intended to create attention ahead of its limited cinema opening.

The event runs from 7pm ET on 21 August to 7am ET on 23 August, allowing roughly 25 screenings of the 87-minute film. Teams of four NYC residents aged 21 or over can compete, earning 25 cents per minute stayed, up to $540 each, plus a $500 bonus each if all four complete the marathon; they also receive $250 in concession credit. Entries require a one-minute Instagram video by 17 August, while the film opens in New York and Los Angeles on 21 August before expanding nationally.