Newly formed New World Distribution is teaming with Los Angeles-based Winnol to release Russian box office hit and film festival favorite Generation P. on Sept. 12, complete with a telecast message from Russian director Victor Ginzburg and the cast from Moscow, The Hollywood Reporter said.

The duo are planning to release the movie on 1,500 screens for a two-day event, followed by a more traditional limited release. The pic, about the rise of gangsterism and advertising in Russia, also will be released on VOD and mobile platforms.

Based on the bestselling novel by Russian writer Victor Pelevin, Generation is an independent Russian-U.S. co-production. Shoreline is representing international rights.

NWD, a new distribution venture, has acquired rights to Generation for the U.S. and India. The version to be released in theaters will be the director's cut.

The release of Generation will utilize Winnol's innovative digital advertising model, designed to monetize online content for its owners.

Generation recently screened at Lincoln Center and MOMA in New York, and has also played in a number of festivals, including Toronto.

NWD partner and former Paramount head Frank Yablans said Generation, if marketed correctly, can become a "film event for progressive audiences of all languages around the world."

Generation is supported by the Russian Film Fund.