Alex Ullom's 'It Ends' Kicks Off with Unique 36-Hour Marathon Screening
By Editor • August 26, 2026 • 1 min read
In an unconventional strategy, Alex Ullom’s horror film 'It Ends' debuted strongly this past weekend, raking in $61,287 from just five screens. The impressive earnings came primarily from a unique marathon screening held at the Metro Private Cinema in New York, where fans were invited to watch the film on a continuous loop for up to 36 hours, competing for a cash prize.
The marathon event, which took place on August 21, contributed approximately $25,000 to the film's opening weekend total. This approach seems to have paid off for Neon, the film's distributor, as they aim to position Ullom as a rising star among horror filmmakers.
While Neon has limited its platform releases recently, they have seen success with titles like 'The Christophers,' which earned $80,000 from four screens. 'It Ends' will soon expand its reach, with hopes that positive reviews will generate word-of-mouth buzz similar to past releases.
Additionally, Neon reported a solid second weekend for 'The Wrong Girls,' which brought in $77,000 and pushed its total to $780,000. In contrast, Focus Features' new Polish action film 'Hot Spot' struggled, earning just $200,000 across 268 screens amidst poor reviews.
Source: www.indiewire.com
