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Emilio Estevez and his father Martin Sheen will go on an eight-week bus tour to promote their spiritually themed film The Way, which has found theatrical distribution nearly a year after premiering at the Toronto Film Festival.
Estevez, who directed the film, and Elixir Films’ David Alexanian have partnered with John Sloss and Bart Walker’s Producers Distribution Agency and ARC Entertainment to release the film in AMC theaters on Oct. 7.
Trevor Drinkwater’s ARC Entertainment is the same independent distribution company currently in AMC theaters with Sarah Palin documentary The Undefeated.
The Way will initially open in 15 markets, and then expand into a total of 500 theaters on Oct. 21.
Sheen is the star of The Way, which tells the story of an irascible American doctor who walks the famous Camino De Santiago pilgrimage in France after his son was killed while making the same journey.
Elixir, PDA and ARC have assembled a high-profile team to help with the film’s release, including Dennis Rice, Richard Abramowtiz, Cynthia Swartz of 42West and Marc Schiller of Electric Artists, among others.
The film will be marketed heavily to various religious communities. Grace Hill Media will reach out to faith-based audiences, while Maximus will handle Catholic communities and 360 Degree Communications, the body/mind/spirit community.
Estevez and Sheen will commence their bus tour in late August, doing a combination of traditional media and special screenings.
“The Way is the kind of film that does not come around often. It is an extremely moving film that is wholly entertaining,” Sloss said. “It elicits a strong emotional response from people of all faiths and from people who just appreciate the experience of being uplifted and inspired by a motion picture.”
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