A new way for individuals to organize and screen movies is coming to a theater near you thanks to new web service Tugg. The collective action web-platform will help users put together special, one-time movie events at theaters nationwide, utilizing social networks in a way that will allow moviegoers to choose what plays on the big screen.

The Austin-based company, founded by producers Nicolas Gonda and Pablo Gonzalez, revolves around a simple principle: every film deserves the chance to be seen in a theater with a group of people who appreciate the theater experience.

Gonzalez says of this notion,

A key factor to Tugg’s success will be their film library, something I was initially concerned about considering how political the film industry is, especially when it comes to distribution.

Gonzales has quelled some of that concern, telling me, “We have not had a bad exhibitor or studio meeting yet...I’d tell you a number of films now, but it’d be a lie because it’s growing on a daily basis."

The process is as streamlined as it can be for users: Pick a movie from Tugg’s ever-expanding library, then pick a theater and time slot, pool together an audience however you like and Tugg will take care of booking, ticketing and everything in between. All you have to do is buy a ticket and enjoy the show.

User simplicity is key for an endeavour like this, so it’s reassuring to see Gonda and Gonzalez have taken the time to develop a platform that achieves just that.

Proof of Tugg’s potential is evident in the case of Austin directors Joe Bailey, Jr. and Steve Mims. Their 2011 documentary Incendiary: The Willingham Case, which focuses on the arson case of Todd Willingham, won the Louis Black Award at SXSW, and played among a slate of America's best documentaries at AFI/Discovery Silverdocs 2011.

The indie doc mustered a limited theatrical run through NYC, LA, DC, Austin and Dallas, and a medley of special screenings. While the film is now available on DVD and iTunes, the filmmakers are ecstatic to see INCENDIARY back in the cinema, playing fresh markets like San Francisco and Seattle. "Tugg really fills a void for us—" says co-director Joe Bailey, "offering audiences across the country a chance to see INCENDIARY on the big screen."

Social networks are critical to Tugg’s model, as they will be the main avenue for event promotion. The web-service sees the tools they’ve created as a way for individuals to become film promoters, relying on personal touch to make each event unique to that city and that film. Gonzales says of the model,

The individuality of each event is what will drive Tugg’s success. Creating a local experience that won’t be recreated anywhere else is something no other service can provide.

SXSW will be big for Tugg. Not only will the festival mark the service’s official launch, but they will also be announcing what films are available in their library and will be sponsoring the film conference’s buzz screenings.

The company hopes to bridge the Interactive and Film conferences by providing the means to facilitate encore screenings of popular movies that play during the festival. Gonzales and Gonda hope all of this will build buzz around their venture, helping to proliferate the service throughout the thousands of filmmakers and tech-innovators attending the festival.

All in all, Tugg hopes to help all those involved with filmmaking — from promoters, to the filmmakers, down to the audience members themselves.

If the platform succeeds, filmmakers and fans will have another method of displaying and viewing films in a way that compliments the current distribution model, capitalizing on the ubiquity of social networks.

A truly innovative idea anchored in a city that possesses the technological and filmmkaing innovation required to make it successful. Alamo Drafthouse CEO Tim League said it best, “This [is] a brilliant, well-executed concept that could really change things for our business in a significant way," Let’s hope so, for the movies sake.