This is the End -- which I freely admit is one of my favorite movies released so far in 2013 -- will return to theaters and drive-ins everywhere Friday, Sept. 7, to give audiences another opportunity to... to... well, to push the domestic box-office gross to $100 million.
Mind you, that's not the reason given for the re-release in the official Sony Pictures press release:
Commenting on the announcement, Rory Bruer, president of Worldwide Distribution for Sony Pictures, said, “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.”Sure. Fine. But elsewhere in the same release, there's this tasty nugget of info: This is the End "has taken in $96.8 million to date at the domestic box-office."
Ah, yes: So close, yet so far. All the movie needs is a measly $4 million gross this weekend to bring that final total up to a nice, round $100 million. And you -- yes, you -- can do your bit to push it over the top, even if you just buy a bargain-priced matinee ticket or two.