Warning: this entry major contains spoilers for 2018 superhero film _Avengers: Infinity War.

About

We Are in the Endgame Now is a memorable quote from 2018 Marvel superhero film Avengers: Infinity War said by character Doctor Strange. Starting in July 2018, the captioned image from the scene gained popularity online as a macro and a reaction, usually in reference to situations in which something approaches its end.

Origin

On April 27th, 2018, Marvel superhero film Avengers: Infinity War premiered in the United States.^[1] In one scene of the film, character Doctor Strange, portrayed by Benedict Cumberbatch, tells character Tony Stark that "they are in the endgame" after giving up one of the Infinity Stones.

- Why did you do that?
- We're in the endgame now.

The quote serves as a reference to the title of 2019 Marvel superhero film Avengers: Endgame.

Spread

On April 29th, 2018, Tumblr user guardiansofthegalaxi posted a series of three captioned GIFs from the Avengers: Infinity War, including a GIF based on the scene.^[2] The post gained over 3,300 likes and reblogs in one year.

On July 3rd, 2018, Redditor /r/spaghatti made the earliest known post containing a macro based on the scene to /r/thanosdidnothingwrong subreddit, created using the GIF submitted by guardiansofthegalaxi (shown below).^[3] The post garnered over 2,900 upvotes in six months. In the following days, several users used both the GIF and still images based on it in posts on Reddit, primarily in /r/thanosdidnothingwrong community.^[4][5]

The image showed no significant spread online until November 2018. On November 3rd, 2018, Redditor Just_Me_Alex reposted a meme from Marvel Shieldposting Facebook^[8] group to /r/memes subreddit, with the post gaining over 3,700 upvotes in six months (shown below, left).^[6] On November 18th, Redditor MyPlanetpage used the format for a post in /r/PewdiepieSubmissions subreddit which gained over 7,700 upvotes (shown below, right).^[7]

In the following months, multiple notable posts utilizing the format were posted to /r/dankmemes, /r/thanosdidnothingwrong, other subreddits and other online platforms.

Various Examples

Templates

Search Interest

External References