End of an era: This sci-fi flick was Blockbuster's last rental ever

The movie rental business has been dying a slow death ever since Netflix and Redbox took the world by storm, and now Blockbuster has officially called it quits — but not before renting one last sci-fi flick.

The national chain — which has been slashing stores the past few years and finally decided to call it quits this month —officially ended its rental business effective today. The final title to be checked out, from a Blockbuster store in Hawaii minutes before the deadline? This Is the End.

Yep, the 2013 apocalypse comedy starring Seth Rogen, Jay Baruchel and James Franco was the last DVD out the door. We’re not even going to make the obvious “movie rental business = apocalypse” joke. Seriously, you can’t make this stuff up.

The company celebrated the end with the cheeky tweet below:

The news eventually caught the eye of the film’s star, Rogen, who fired off his own farewell to the company in response to the honor:

Though we have all the movies we could want at our fingertips these days, there was still something fun and nostalgic about browsing the aisles at the ol’ Blockbuster store. Oh, well. It’s a brave new world, I suppose. So long, ol’ friend!

(Via Entertainment Weekly)

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