According to The Hollywood Reporter, Sony Pictures has decided to bring This is the End back to theaters this Friday in hopes of hitting the $100 million mark at the domestic box office.
The film stars Seth Rogen, Jonah Hill, James Franco, Jay Baruchel, Eastbound & Down’s Danny McBride, and Hot Tub Time Machine’s Craig Robinson.
It will be re-released into an estimated 2,000 theaters this weekend.
This is the End originally opened on June 12, 2013, right before the weekend release of Man of Steel. The film earned $33 million in its five-day opening weekend, and $96.8 million so far in domestic box office, so cracking $100 million may not be a difficult feat.
The film marks the directorial debut of both Seth Rogen and Evan Goldberg.
In the film, all of the actors portray fictional versions of themselves. While attending a party at James Franco’s house, the guests, which include a number of cameos from celebrities like Emma Watson, Rihanna, and Mindy Kalling, are faced with the sudden onset of the apocalypse.
According to The Hollywood Reporter, Sony Pictures president of worldwide distribution Rory Bruer expressed the studio’s excitement to have the film re-enter theaters.
This Is The End really struck a chord with comedy moviegoers this summer,” said Bruer. “For everyone who didn’t get a chance to see it – or saw it and loved it and wants to see it again on the big screen – we are thrilled to have it back in theaters.”
The film is based on a short film brought to life by Rogen and Baruchel in 2007 entitled Jay and Seth vs. The Apocalypse. The short is basically about two guys in one room who are faced with the end of the world.
This is the End re-enters theaters on Friday, September 6th.