Mike Fleming

When Emilio Estevez launched The Way at the 2010 Toronto Film Festival, reaction was encouraging for the film he directed and which stars his father, Martin Sheen, as a grieving dad who walks The Camino de Santiago to honor his dead son. The movie’s good, but it is also the kind of well-intentioned picture that often slips through the cracks. Estevez has found a way to  escape the straight-to-DVD fate that befalls many such films. He and Elixir Films’ David Alexanian have partnered with John Sloss and Bart Walker’s Producers Distribution Agency and Trevor Drinkwater’s ARC Entertainment to open the film exclusively in AMC Theaters in 15 markets on Oct. 7 for its first week, before broadening to 15 markets the following week and then expanding to 500 screens across the country.

The release will be overseen by a team of distribution vets that includes Dennis Rice, Richard Abramowitz and Cynthia Swartz. Appropriate for a film about a road trip, Estevez and Sheen will conduct a bus tour for eight weeks prior to the film’s wide release to drum up awareness. They’ll be gassing up the bus for a late August start.

For all of Deadline's headlines, follow us @Deadline on Twitter.