Sony's apocalyptic comedy "This Is the End" continues its solid
mid-week start, posting $7.8 million on Wednesday, which
includes the film's $2.2 million late-night gross from Tuesday.
Pic is on track for a potential high-$30 million upside in five
days.  The ensemble laffer, which stars Seth Rogen, Jay
Baruchel, Jonah Hill, James Franco, Danny McBride and Craig
Robinson, should easily recoup its modest $32 million budget,
especially if word-of-mouth builds like it's expected to with
strong reviews and audience exit polls. With a strong media
blitz, it's likely that Sony spent considerable coin marketing
the film, however.   View/Submit Comments for this story  There
are few domestic comparisons for the mid-week opener. Last year,
Paramount bowed "The Dictator" wide on a Wednesday earning $4.2
million (including just $600,000 from midnights, however). That
film wound up earning $24.5 million in five days, though word-
of-mouth fell flat for the Sacha Baron Cohen comedy. In 2008,
Par-DreamWorks' "Tropic Thunder