W magazine confirmed this week that camera crews were in the office filming a documentary about the making of its September issue under new editor-in-chief Stefano Tonchi. Turns out the film is for the Internet only, and won't make it to theaters like Vogue's September Issue film. A spokeswoman for the magazine says the movie "will live online as a part of W's first-ever online film festival, W Fashion on Film, among other curated fashion-based short films." The online film festival begins in late October on the magazine's website. Another September-issue theatrical release would have thrilled the hell out of us, but it's just about as exciting that W, a fashion body, is using the strange alien interwebs for something new and innovative.