Seth Rogen and James Franco’s ‘This Is the End’ Was Blockbuster’s All-Too-Fitting Final Rental (Photo)

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'This Is the End' (Photo: Columbia Pictures)

'This Is the End' (Photo: Columbia Pictures)

This is the end for Blockbuster, and how fitting that the final rented film was 2013′s comedy of the same name, starring Seth Rogen, James Franco and Jonah Hill.

The remaining 300 Blockbuster Videos are in the process of closing their doors, and employees of United States’ furthest-west store in Hawaii posed for a photo with the franchise’s final rental customer.

Also read: Blockbuster to Close Remaining 300 Retail Stores

Last Wednesday, Dish Network president and CEO Joseph P. Clayton cited the growing shift to digital video distribution while announcing the closures.

“This is not an easy decision, yet consumer demand is clearly moving to digital distribution of video entertainment,” Clayton said at the time. “Despite our closing of the physical distribution elements of the business, we continue to see value in the Blockbuster brand, and we expect to leverage that brand as we continue to expand our digital offerings.”

Dish will retain the Blockbuster brand’s licensing rights, along with key assets, including the company’s video library. Dish, which acquired Blockbuster in 2011, will focus on providing Blockbuster @Home service to its customers and via the Blockbuster on Demand streaming service. All physical stores will be shuttered by January.

Also read: 10 Actors Who Famously Parodied Themselves Before ‘This Is the End’

As for the documentation of the final brick-and-mortar transaction, the workers were smiling, either for the sake of the picture, or because they were moments from being free to pursue career opportunities at Redbox.

Here is the tweet:

The post Seth Rogen and James Franco’s ‘This Is the End’ Was Blockbuster’s All-Too-Fitting Final Rental (Photo) appeared first on TheWrap.



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