A meme that originated from the 2018 American Western Anthology film, The Ballad of Buster Scruggs and Other Tales of the American Frontier.
The scene comes at the end of the 2nd chapter of movie, Near Algodones, where a nameless cowboy, played by James Franco, is about to be executed by hanging with other criminals, where James character quips to a crying criminal, "First Time?" since he was almost hanged but escaped at the beginning of his story before being captured again. Despite the cowboy's optimism, he still dies by hanging by the end of the chapter.