New World Distribution has acquired U.S. rights to Victor Ginzburg’s Russian feature “Generation P.”

Company will theatrically release the film on Nov. 16 in New York and Los Angeles, with additional markets to follow.

Generation P,” released last year in Russia, is based on the novel of the same name by Victor Pelevin and takes place during the 20 years that followed the collapse of the Soviet Union as seen through the eyes of an advertising “creator.”

The film’s title refers to the first generation of Soviet kids who grew up drinking Pepsi, the only Western brand allowed in the Soviet Union.

“Generation P” screened recently at the New Directors/New Films Festival in New York.

“Recent events in Russia make this film extremely relevant, since it tells the whole wild story that brought us Putin and Pussy Riot,” said New World founder Cary Floyd. “This is a film that demonstrates the broad appeal of the digital information age.”