Premiering at Roxy Cinemas, the film confronts audiences with a simulated endless social media scroll—complete with ads, medical warnings, and a QR code daring them to “End the Scroll.”

Described as “shocking” and “horrific” by viewers, Don’t Look Down mirrors the fragmented, overwhelming reality of social media. With UAE teens averaging over nine hours of screen time daily, the film’s marathon runtime forces audiences to reflect on the relentless digital cycle endured by today’s youth.

Blurring the line between entertainment and intervention, this powerful social experiment calls for urgent action against excessive smartphone use.

The endless scroll of social media isn’t just a time sink—it’s harming cognitive development and driving issues like ADHD, depression, and anxiety. It’s also impacting education, with global PISA scores showing declines in reading, math, and science. Don’t Look Down mirrors the nine daily hours young people spend scrolling, forcing society to confront these challenges and rethink its relationship with technology.

In collaboration with Fixby, the campaign pairs the film’s message with practical solutions like lockable phone pouches for schools to curb smartphone overuse.

The campaign has over 150,000 signatures supporting the initiative, with plans for additional screenings, in-school activations, and community engagement. Influencers and media outlets are amplifying the message, ensuring the conversation continues to grow and reach diverse audiences, from educators to parents and mental health professionals.

To show your support and be a part of the conversation, please visit www.endthescroll.com.