Sid Sheinberg’s production venture The Bubble Factory will directly distribute its upcoming Creature in 1,000-2,000 US screens on Sept 9.

The Bubble Factory will bypass the traditional releasing route as Sheinberg announced the deal, adding that bookings will be through direct arrangements with AMC, Regal and Cinemark. Other theaters are expected to follow.

Sheinberg also announced that Creature would be advertised and marketed extensively online utilising social network tools with targeted print advertisements. Street level promotion will be added to supplement digital marketing.

The company anticipates completing Canadian and foreign deals on the film, directed by Fred Andrews from a script by Andrews and Tracy Morse and produced by Sheinberg with his sons Jon and Bill.

Creature is set in the Louisiana bayou and is in the vein of classic creature features. Mehcad Brooks, Serinda Swan, Sid Haig and Daniel Bernhardt star.

“The film represents an opportunity to distribute and market in a unique way, recognising the importance of the internet and social networks as a community of filmgoers,” Sheinberg said. “ We think we have a hit which might not have found theatrical distribution through conventional channels.”