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Commercials as Content? ‘Generation P’ to Get a U.S. Release

Commercials as Content? 'Generation P' to Get a U.S. Release

New World Distribution is partnering with digital advertising firm Winnol to release Victor Ginzburg’s “Generation P” in U.S. theaters and on VOD September 12.

“Generation P,” which has screened at the Toronto Film Festival and at New Directors/New Films, is based on the novel by Victor Pelevin and looks at the rise of gangsterism and advertising in post-Soviet Russia.

The rookie U.S. indie distributor plans to host a special director’s-cut screening of the Russian-American co-production that includes a video toast from the Moscow-based filmmakers, along with a release on 1,500 screens.

“Their use of internationally known brands as part of the movie is genius,” said Winnol director of content and licensing Grant Kahn. “It is our goal to make the commercials shown in the movie part of a viral campaign that makes people embrace commercials as content.”

NWD also acquired rights to the film in India.

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