At first glance, Seth Rogen and longtime creative partner Evan Goldberg launching a cannabis brand feels like a natural next step for the guys who created the modern stoner stereotype. The Vancouver natives’ movies—including Superbad, Pineapple Express and This Is The End—defined cannabis culture in the early to mid 2000s. And yet Houseplant, Rogen and Goldberg’s cannabis brand featuring their new line of cannabis-infused sparkling water, actually sparks a new era for the duo. La Croix-adjacent sparkling water is a far cry from the ever-present bongs and joints in the work that cemented them as scrappy Hollywood mainstays. Could it be that the duo who brought us characters like McLovin’ and innovations like the cross-joint are all grown up?
That’s kind of the point, explains Rogen, when I connect with him and Goldberg over Zoom, in L.A. and Vancouver, respectively. Their new venture is both a reflection of cannabis culture 2.0—and a reflection of where they’re at in it. “I think it reflects the world and who we are as people,” says Rogen, his signature curly hair now streaked with grey. “When we made Pineapple Express [in 2008], weed was illegal. It was an illicit thing. I spent a lot of time with my weed dealer [that signature laugh]and that was a very fundamental part of my life and many people’s lives at that time. That dynamic is shifting, you know? As I’ve gotten older, because I’m in a lot of our movies, we are by default making movies about people that are getting older too [laughs]. Pineapple Express was reflective, in a lot of ways, of what I was like in my mid-20s, and now that I’m in my late 30s, you know, my life looks… much different.” [That laugh again.]
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