In August 2007, Apatow produced the film "Superbad", which was written by Seth Rogen and his writing partner Evan Goldberg. A concept Rogen and Goldberg had created as teens, Apatow convinced Rogen to write the film as a vehicle for himself in 2000. Rogen and Goldberg finished writing the film, but were unable to find a studio interested in producing it. Apatow then enlisted Rogen and Goldberg to write "Pineapple Express", a stoner action movie that he felt would be more commercial. After the success of "Anchorman" and "The 40-Year-Old Virgin", Apatow was still unable to sell both "Superbad" and "Pineapple Express"; it was only after he produced the commercial hit "Talladega Nights" that Sony Pictures Entertainment decided to produce both.