Charlie Frost is portrayed as a conspiracy theorist living as a hermit and hosting a radio show from Yellowstone Park. Charlie believes a theory that suggests the Mayans predicted the world would come to an end in 2012, and claims he has knowledge of a secret space ship project and possesses a map of the ships' location.The viral marketing campaign for the film included setting up a website at http://www.thisistheend.com/ which was ostensibly run by the Charlie Frost character.