Yesterday was 4/20, something of a national holiday among some segments of the population. To celebrate the occurrence, the celebrity-studded apocalyptic comedy This Is the End released a new promotional video and tie-in.
Fans of co-writer/co-director/star Seth Rogen (along with frequent co-conspirator Evan Goldberg) are well aware that he has a soft spot for marijuana, or at least weed-related humor. Hell, he made a movie named after a particularly potent strain—Pineapple Express. For This Is the End, if you bought advanced tickets for the film—which doesn’t drop until June 12—you’d get a free popcorn to satisfy your presumable munchies. While you’ve missed out on that offer, this video is still worth checking out. There’s lots of smoke, and what looks like the cast playing Hungry, Hungry Hippos in a survival bunker.
This Is the End stars Rogen, Jay Baruchel, James Franco, Johah Hill, Craig Robinson, and pretty much everyone else any of them has ever been in a movie with, all playing fictionalized versions of themselves. In the middle of the rager to end all ragers at Franco’s sweet pad in Los Angeles, bam, the apocalypse hits. What follows is part Rapture, part monster movie, part geological disaster. If nothing else, this is going to be worth watching just to see Michael Cera get impaled by a falling telephone pole.
As far as I know, this is the first bit of 4/20 movie marketing I’ve ever encountered. There’s probably been some stoner comedy somewhere with promotional bongs or vaporizers, but not that I’ve encountered. Between this offer and the online videogame they released, these guys certainly seem to know their audience.