THE WINNING BID

Universal won the bid, a 7-figure deal, for an untitled comedy project with Seth Rogan and Zac Efron attached to star.

The bidding came down to two studios, Universal and New Line, with Universal cementing the deal.

Deadline reports:

.... This was an incredible deal that capitalized on the R-rated successes of the summer, and that beyond the 7-figures for writers Andrew Cohen and Brendan O'Brien, Rogen will be paid $8 million with a separate low seven-figure producing fee.

Several studios bid on the pitch that will be written by Cohen and O'Brien, who, like Rogen and Goldberg, are Judd Apatow proteges. Cohen and O'Brien will be executive producers. The pitch will be an R-rated comedy that has the tone of Old School. Rogen plays a regular guy who lives near an alpha male fraternity house. Efron is a member of the fraternity, whose raucous behavior wreaks havoc on the other guy's family life.