The sound comes from Inception, the 2010 science-fiction film directed by Christopher Nolan, and is closely associated with Hans Zimmer's score and the film's trailers. The deep brass blast, often called the BRAAAM, became a shorthand for cinematic drama and was widely copied in other trailers after the film's success. Online, creators stripped it from its original context and turned it into a meme sound for exaggerated reveals, where its familiarity does most of the comedic work. Its continued use owes less to the plot of Inception than to that instant sense of scale.