As we noted in our Summer 2013 Winners and Losers wrap-up, R-rated comedies were a huge success in the last couple of months, and one of the biggest hits among them was certainly Seth Rogen and Evan Goldberg's This Is The End. Made for a rather small $32 million, the film rode solid critical reactions and lots of fan buzz to a box office total of $114 million globally. Thanks to the positive reception there are many out there who are kicking themselves for missing the movie while it was in theaters, but I have some good news: you're about to get a second chance.
With This is the End's Blu-ray/DVD release date still a little less than a month away, Sony Pictures has announced that they will be re-releasing the comedy back into cinemas for an unspecified amount of time. According to a press release from the studio, the movie will be entering approximately 2000 theaters starting this Friday, September 6th.
Said Rory Bruer, president of Worldwide Distribution for Sony Pictures, in a statement, “This Is The End really struck a chord with comedy moviegoers this summer. 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.”
This actually sounds like a really smart move on behalf of the studio. The only wide release coming out this weekend is Vin Diesel's Riddick, and there isn't too much comedy competition out right now other than We're The Millers (which is now four weeks old) and The World's End (which has sadly already sunk down to eighth place at the box office). On top of that, it's simply a great way to remind audiences how funny the film was and encourage them to buy the Blu-ray/DVD when it comes out. It's pretty much a no-lose situation.
This is The End is easily one of the funniest films to be released this year, and while its story is rather simple it makes up for it by being incredibly hilarious. If you haven't already seen the film I would highly recommend checking it out this weekend, and if you have already seen it then you're probably already thinking about going again.
You can watch a new TV spot announcing the re-release below.
Look for This is the End this weekend in a theater near you!