If the end of the world is nigh, then surely it's only sensible to make alternative arrangements. Certainly the Earth has its points, but what most people need is something smaller and more manageable. Of course there are those who say that's planetary treason, but who cares what the weirdos and terrorists think? Not Nathan. All he cares is that his movie gets made and that there's somebody left to see it.
In marketing terms the end of the world will be very big. Anyone trying to save it should remember that.