“What if you were stuck in a house with your friends as the world was ending outside?” says Seth Rogen, who, with his writing and directing partner Evan Goldberg, answers that question in the new comedy This Is The End.

In “This Is The End,” six friends – who just happen to be James Franco, Jonah Hill, Seth Rogen, Jay Baruchel, Danny McBride, and Craig Robinson – are trapped in Franco’s house as the end of the world begins outside. And we’re not talking about any old California-slides-into-the-ocean earthquake… we’re talking the fire-and-brimstone Apocalypse – the real Biblical deal.

Seth Rogen was successful in creating a film that I would love to watch over and over again. This film is peppered with cliché, crass humor, dick jokes which might make some moviegoers cringe. But even if you feel like you are watching a “stupid” film, the timing, the writing and how the funny elements was injected into the film was smartly positioned in such a way that once they hit the punchline, you’re in for a great laugh!

Yes, James Franco plays James Franco, Jonah Hill plays Jonah Hill, Seth Rogen plays Seth Rogen, and so on.  But of course, they’re not really playing themselves. “People think they know everything about you based on the characters you play,” says Rogen.  “So we thought it would be funny to play into that – to have these characters that behave in the way that everybody thinks is what we’re like off-screen.  There are elements of our real selves, but we all twisted them or exaggerated them to make it funny.”

Definitely a must-watch for those who would like to be entertained this weekend! Watch out for the end scene and the cameo appearances of Rihanna and Emma Watson.

Hip actor James Franco satirizes himself as he plays a Hollywood version of, well, himself, in Columbia Pictures' wacky comedy “This Is The End.”

Says writer-director and co-star Seth Rogen, “The things we mock in James Franco in the movie are real, but Franco in real life is nothing like the way he acts in the movie. He genuinely does like art and weird stuff, but it’s not pretentious and he’s not in-your-face about it. He doesn’t care what others think about his art. He just likes art.”

In “This Is The End,” six friends – who just happen to be James Franco, Jonah Hill, Seth Rogen, Jay Baruchel, Danny McBride, and Craig Robinson – are trapped in Franco’s house as the end of the world begins outside. And we’re not talking about any old California-slides-into-the-ocean earthquake… we’re talking the fire-and-brimstone Apocalypse – the real Biblical deal.

Franco says that he didn’t hesitate to sign on for the project – even though he wouldn’t have even considered the project if it had been with anyone other than the writing-directing team of Rogen and Evan Goldberg. “We’re playing extreme versions of ourselves, and I would really only trust Seth and Evan to depict me in an outrageous way,” he says. “Their take on me is funny – of course, I don’t think I’m really like that, but yes, it’s a version of me, it’s their version, and it’s funny. But going back to `Superbad,' through all their movies, they put in a level of heart, or emotion, that grounds the characters, and that’s in this movie, too. I was game for it because the way they make movies, their sensibility is just so solid.”

“The way my character is on the surface, he’s a pretty shallow person,” says Franco. “He’s a guy who thinks that Seth can’t be his friend and anybody else’s – like sixth grade behavior. So that’s where we took the character deeper. In real life, Seth has been there at important points in my career – ‘Freaks and Geeks,’ ‘Pineapple Express’ – so we took that and decided that the character of James Franco would have this affection for Seth and need to connect with him. Really, he’s obsessed with Seth.”

In the film, Franco’s house is filled with art. Not surprising, in a way, because the real Franco cares deeply about art. However, the filmmakers and the real Franco make it clear that there’s a blurry line between the art he cares about and the art that the pretentious character he plays prefers. “My first conversation with James Franco was about the fact that the character is a ‘version’ of James Franco,” says production designer Chris Spellman.

“People know I’m interested in art,” says Franco. “I just went to school for it and for a while I was collecting art – I sold most of it a while ago so I could go to school and not work so much. So it was kind of a funny idea that the Franco character would be collecting art, and Seth asked me if there was any particular artist that I wanted to have in the character’s house. And I thought, there’s a way to take this to a different level. There’s a painter that I really like named Josh Smith – his work is hard to place because a lot of it has a very humorous feel, even though it’s abstract work. Josh was interested. Not only interested, but wanted to create new work, and it would be special because it would be work that was only intended for this movie. And as Josh and I were talking, we came on the idea that we could do the paintings together. Josh and I spent two days together and we painted a lot, through the night, ten huge paintings and a bunch of little ones.”

Together, Franco and Smith created art that directly references the movie. “The idea is that my character is somewhat obsessed with Seth,” says Franco. “So the subjects of the paintings are shows I did with Seth – there’s a Freaks painting and a Geeks painting, there’s a Pineapple Express painting.”

Distributed by Columbia Pictures, local office of Sony Pictures Releasing International, “This Is The End” will be shown exclusively at Ayala Malls Cinemas nationwide starting Sept. 11.

For a film about the group dynamics among a group of friends facing the apocalypse, it’s no surprise that the characters in Columbia Pictures' critically acclaimed comedy “This Is The End” were tailor-made for the actors playing the roles. They would all play horrible “versions” of themselves, says co-director/writer Evan Goldberg.

In “This Is The End,” six friends – who just happen to be James Franco, Jonah Hill, Seth Rogen, Jay Baruchel, Danny McBride, and Craig Robinson – are trapped in Franco’s house as the end of the world begins outside. And we’re not talking about any old California-slides-into-the-ocean earthquake… we’re talking the fire-and-brimstone Apocalypse – the real Biblical deal.

“Seth isn’t a duplicitous coward, but he plays one in this film,” Goldbrg says. “Danny is a delightful sweetheart, but his character is a maniac. Franco – the things we mock in Franco in the movie are real, but Franco in real life is nothing like the way he acts in the movie. He genuinely does like art and weird stuff, but it’s not pretentious and he’s not in-your-face about it. He doesn’t care what others think about his art. He just likes art. The only exceptions are Jay, who is more like his character than anyone else in the movie, and Craig, who isn’t a jerk like his character, but is a guy who carries a towel around to wipe sweat off his face.”

“People think they know everything about you based on the characters you play,” says co-director/writer and star Seth Rogen. “So we thought it would be funny to play into that – to have these characters that behave in the way that everybody thinks is what we’re like off-screen. There are elements of our real selves, but we all twisted them or exaggerated them to make it funny.”

Playing yourself can be a challenge – even for an Academy Award® nominee, as Jonah Hill says, “I’ve never slipped out of character more than when I was playing myself.”

But it’s more than just a joke, says Rogen. It’s a way of acknowledging the elephant in the room. “Everybody knows that we’re friends and we’re always in movies together. It was almost weirder that the movie wouldn’t acknowledge that in some way,” says Rogen. “So we thought, OK, let’s acknowledge it, and then let’s move beyond it. We wanted the relationships to feel real. We thought that would be the element that grounded the movie if the dynamics between the characters were real and relatable. So even though the movie gets super-crazy – it’s the Apocalypse – there’s a simple idea at the center that I hope is very believable. We never could have written this movie if we didn’t know these guys – and we definitely couldn’t have directed it.”

Distributed by Columbia Pictures, local office of Sony Pictures Releasing International, “This Is The End” will be shown exclusively at Ayala Malls Cinemas nationwide startingSept. 11.

“What if you were stuck in a house with your friends as the world was ending outside?” says Seth Rogen, who, with his writing and directing partner Evan Goldberg, answers that question in Columbia Pictures' new comedy “This Is The End.”

“It was intriguing to us. We’ve made a lot of movies about two or three guys, but what about a whole group of friends? How do they interact with one another?” says Goldberg.

So even as the pair approached writing and directing a wild, outrageous comedy about the world coming to an end, they never lost sight of the core idea – six buddies and the craziness that happens when they are stuck in a house together. “That’s what this movie is really about: friendship and group dynamics, how people deal with each other in extreme circumstances. But it’s also about growing up and figuring out how your old, childhood world fits in with your new, adult world.”

The film would also mark Rogen and Goldberg’s directorial debut, and they found a way to make the venture as comfortable as possible: they surrounded themselves with their own best friends. In “This Is The End,” six friends – who just happen to be James Franco, Jonah Hill, Seth Rogen, Jay Baruchel, Danny McBride, and Craig Robinson – are trapped in Franco’s house as the end of the world begins outside. And we’re not talking about any old California-slides-into-the-ocean earthquake… we’re talking the fire-and-brimstone Apocalypse – the real Biblical deal.

It’s fertile ground for comedy, because there’s nothing like an Apocalypse to tear people apart. “The guys are all boarded up and trying to survive, but their relationships start to deteriorate,” says producer James Weaver. “Seth and Jay are trying to figure out what their friendship is going to be like. Franco can’t stand Danny being so crazy. Jonah tries to befriend Jay, but in a way that Jay finds very patronizing. Jay and Craig bond a bit. And Seth is acting like a referee at the center of it all.”

There’s only one way to survive an Apocalypse, and Goldberg says it’s not immediately clear if these six characters have what it takes. “Can these guys learn how to be good people?” says Goldberg. “Good people are getting Raptured around them, and they’re in denial about the fact that they were left behind. They have to figure out if they can still be redeemed, and what it will take for that to happen.”

Opening soon across the Philippines, “This Is The End” is distributed by Columbia Pictures, local office of Sony Pictures Releasing International. Visithttp://www.columbiapictures.com.ph for trailers, exclusive content and free downloads. Like us at www.Facebook.com/ColumbiaPicturesPH and join our fan contests.