'Potter' thesp in directorial debut of Seth Rogen, Evan Goldberg

After several weeks of courting, “Harry Potter” star Emma Watson has agreed to play herself in “End of the World,” an apocalyptic comedy from Mandate Pictures and Point Grey Pictures that Sony will distribute.

Pic, which started shooting last week, marks the directorial debuts of scribes Seth Rogen and Evan Goldberg, who will also produce through their Point Grey banner along with James Weaver (“50/50″). Mandate topper Nathan Kahane is among several exec producers.

Rogen and his comedic cohorts James Franco, Jonah Hill, Jay Baruchel, Danny McBride and Craig Robinson are set to play themselves in the pic, which finds them all stuck in Franco’s Los Angeles apartment during the apocalypse.

Rogen’s former “Undeclared” co-stars Jason Segel and David Krumholtz are the latest to join the ensemble, and Michael Cera is also circling the project, provided his schedule can accomodate the production. Cera is currently prepping to reprise his breakout role as George-Michael Bluth in Netflix’s “Arrested Development.”

Producers are also seeking “Battleship” star Rihanna to play herself, and while a deal is likely to make, she has yet to officially sign on. The other female role in the pic is that of Franco’s hipster-looking assistant.

Watson had been skedded to shoot David Yates’ adaptation of Emma Forrest’s novel “Your Voice in My Head” this spring, but when Warner Bros. delayed the start of production a few weeks, she became available for “End of the World.” WME-repped thesp is currently filming Sofia Coppola’s “The Bling Ring.”

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