The 'Avengers: Endgame Spoiler Prevention Campaign' emerged ahead of the film's 2019 release, spearheaded by the Russo Brothers' open letter featuring the hashtag #DontSpoilTheEndgame. The campaign, which famously featured Thanos with a finger to his lips, became a massive internet phenomenon as fans sought to protect the movie's massive plot twists from being leaked online. The meme template is typically used to warn others about spoilers for any major media release or to mock the extreme secrecy surrounding modern pop culture events. It captures the tension between the desire to discuss a cultural milestone and the social obligation to let others experience it for the first time without prior knowledge.