'What Just Happened' sets release
Comedy starring Robert De Niro bows Oct. 3
Former New Line exec Russell Schwartz will oversee the film's marketing and distribution.
Produced by 2929 Productions, "What" debuted in January at the Sundance Film Festival and also was featured as the closing night film at Festival de Cannes in May.
While other distributors shied away from acquiring the film, 2929 Productions' sister company Magnolia picked up distribution rights.
"What" was produced by 2929 Productions and Art Linson, with De Niro and Jane Rosenthal's Tribeca Productions.