Seth Rogen and Evan Goldberg, who make their directorial debut next month with This Is the End, have optioned Simon Rich's four-part novella Sell Out. Seth Rogen is not attached to star, but he will produce with Evan Goldberg through their Point Grey Pictures company.
The story follows a fictionalized version of the author, a former writer for Saturday Night Live, as he meets his great-great-grandfather Herschel, who was preserved in pickle brine for over 100 years. The old man tries to come to grips with this modern society, and his great-great-grandson's life as a script doctor in Brooklyn.
James Weaver (The Guilt Trip, 50/50) is also producing for Point Grey, while Simon Rich will serve as executive producer. The novella, which you can CLICK HERE to read, was published in January by The New Yorker.