August 20, 2009 at 09:41 PM EDT

Sony Pictures is doing its best to create a frenzy around the Michael Jackson concert film. The studio announced today that This is It will be released in theaters for a limited, two-week run. And even though the movie — directed by Kenny Ortega, Jackson’s creative collaborator on the planned London concerts — doesn’t open until Oct. 28, tickets will go sale Sunday, Sept. 28. (MJ fans: Save the date!)

“As we began assembling the footage for the motion picture we realized we captured something extraordinary, unique, and very special,” Ortega, who directed the High School Musical films, says in a statement. “It is raw, emotional, moving, and powerful footage that captures his interactions with the This is It collaborators that he had personally assembled for this once in a lifetime project.”

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