Launching films with a limited release in major cities is part of the strategy of upstart W2 Media, helmed by former Peace Arch exec John Flock.

“We are a Canadian company,” Flock tells Playback Daily from his L.A. office. “Everyone is pleased to see another buyer because there’s an awful lot of people announcing micro-distribution. If you don’t have a track record, it’s tough.”

The new distribution outfit was announced last month, with Flock as CEO alongside his partners and managing directors Warren Nimchuk and Warren Fergus, who are handling the W2 Entertainment Finance arm.

The company’s first feature, war thriller Essential Killing (pictured) from Poland’s Skopia Films, hits theatres Tuesday. Starring Vincent Gallo and Emmanuelle Seigner,  it was picked up from London sales rep HanWay Films. Like other upcoming films, it will see a limited release across Canada and the U.S.

W2 is interested in acquiring completed films — domestic and international — for North America. The company has also signed an ancillary deal with Entertainment One, as well as an output arrangement with Image Entertainment for DVD, digital and VOD distribution in the U.S.

“Our expectation is that we’ll release 12 films throughout the year,” notes Flock, with at least six theatrical releases. Right now, he’s keen on acquiring international films, hoping that five to eight of them will make up the annual slate. At the time of the interview, he was up to seven.

He’s looking at pre-buys for W2’s international business and focusing more on acquisition for domestic.

Flock and his team are gearing up for Cannes, adding that he may want to staff up on the sales side going forward.

And while film is the focus right now, Flock says W2 will eventually move into the TV business. “We had some success with Peace Arch, and it’s a market we can penetrate over the next few months, likely in Vancouver,” adding that he’s currently in discussions and is open to discussions with interested parties.