The line comes from Skyfall, Adele's theme for the 2012 James Bond film of the same name, co-written with Paul Epworth. The song became a major hit and won the Academy Award for Best Original Song, which helped its opening lyrics enter popular culture. Online, editors lifted the this is the end moment as a standalone reaction, using its serious tone to mock overdramatize small endings, losses and final episodes. Its recognisable vocal keeps it in rotation for dramatic finales.