In the short film, he challenges a group of brothers at Yale’s oldest and meatiest jock fraternity, DKE, to scream at the camera, as loudly and for as long as possible; winner gets bragging rights. The big boys heartily oblige. And why not? As Mosse explains: The men were happy to participate in the project in exchange for a keg of beer.
The rules: They compete against each other to shout or scream the loudest and for the longest time. When they cannot scream any longer they must stop, and cannot begin again.
via H.Wells » IvyGat