Horror Film's Grueling 36-Hour Marathon Stuns Box Office

Neon's horror film, 'It Ends,' achieved a strong opening weekend, earning $61,287 from just five screens. This performance was bolstered by an unconventional promotional event held on August 21 at the Metro Private Cinema in New York. During this event, participants were invited to endure a continuous screening of the film for up to 36 hours, with the incentive of a cash prize.

The marathon screening significantly contributed to the film's initial gross, generating roughly $25,000 on Friday alone. Neon has been strategically positioning director Alex Ullom as a new voice in horror, already securing his second feature. Meanwhile, Neon's 'The Wrong Girls' continued its run, adding $77,000 in its second weekend for a total of $780,000. Other independent releases included 'Hot Spot,' which grossed $200,000 from 268 screens, and the French comedy 'The Marching Band,' earning $12,000 from a single screen.