Sony re-released the comedy so it can hit a box-office benchmark — and it's working
Sony this weekend re-released its raunchy Seth Rogen comedy “This is the End,” which came out in June, so that it could hit the $100 million mark in domestic grosses.
It's doing the trick. After bringing in $2 million from 2,161 theaters it's at $98.9 million, leaving it just a little more than $1 million shy of the box-office benchmark.
It should pass the mark sometime this week, and it will be the fifth summer comedy to do so. Fox's Melissa McCarthy-Sandra Bullock buddy tale “The Heat” ($157 million), Sony's Adam Sandler sequel “Grown Ups 2” ($130 million) and Warner Bros.’ “We're the Millers” ($123 million) and “The Hangover Part III” ($112 million) have already done it.
With a production budget of $32 million and $116 million in worldwide grosses, “This Is the End” is clearly a financial winner for Sony. But bragging rights are nice, particularly since Sony had a tough summer with high-priced disappointments “After Earth” and “White House Down.”
Evan Goldberg co-wrote and directed with Rogen. Jay Baruchel, Danny McBride, Craig Robinson, Michael Cera and Emma Watson co-starred in the R-rated tale of young celebs partying hearty as the world ends.
The re-release of “This Is the End” likely got a boost from the recent TV airing of “The Comedy Central Roast of James Franco.”