Director Andrew Disney and Red Productions are using Tugg to distribute their movie Searching For Sonny. Specifically, Tugg is a combination crowd source and social media new way of releasing movies. Here’s how Tugg works: people sign up and request the movie at a participating location at a specific time — then spread the word. When enough moviegoers register, Tugg reserves the theater, handles ticketing, and arranges delivery of the movie. (If not enough people commit, no screening is set up, and moviegoers are charged nothing.) Tugg is developing relationships with theater chains including AMC, Regal, Cinemark and Rave. The service is running but still in beta. As for Searching For Sonny, it screened at the Austin Film Festival in 2011 and at 30+ fests nationwide. It stars Jason Dohring, Minka Kelly, Michael Hogan, and Masi Oka. Interested fans can sign up here to arrange to see the comedy about three friends snared in a murder mystery at their 10-year high school reunion. Potential showings are moving forward in Los Angeles, New York, Chicago and other cities.

Related: Will Social Media Re-Invigorate Moviegoing?: CinemaCon