“Making a great film is only half the battle—getting people to watch it is the real challenge.” This opening line from the upcoming third book of Sergeant Major Keith L. Craig’s (Ret.) highlights the central paradox of modern cinema: extraordinary stories from every corner of the globe remain unseen not because they lack quality, but because they lack the right pathways to audiences.
Sergeant Major Craig’s vision addresses this fundamental inequity, bridging diverse storytelling traditions and mainstream Hollywood distribution channels. His work represents more than business strategy. It embodies a mission to democratize global cinema and celebrate the universal power of compelling narratives to transcend borders and connect cultures.
While Hollywood continues to dominate international box offices, audiences increasingly hunger for fresh perspectives and authentic voices from cultures beyond the familiar. Sergeant Major Craig recognizes this shift and, through Porter + Craig Film and Media Distribution, establishes distribution networks that amplify stories previously relegated to niche markets or festival circuits.
The film expert’s commitment extends beyond commercial considerations to encompass what he terms “cultural diplomacy through cinema”, a strategy that uses storytelling’s universal language to bridge divides and create collaborative opportunities across continents.
The Hollywood Expert’s Success and Global Curiosity
Sergeant Major Craig’s credentials are legendary in industry circles. He has already shown an eye for excellence from his education background with degrees and certifications from multiple universities, including the prestigious United States Army Sergeants Major Academy (class 57).
After 32 years in the U.S. Army, receiving 52 awards and decorations and roles alongside iconic leaders, he entered the world of film distribution at Walt Disney Studios Motion Pictures. There, as Central Division’s theatrical sales and distribution manager, he contributed to releasing more than 50 major films, including the Oscar-winning Coco and three-time Academy Award winner Black Panther. These hits led to Disney’s $3.7 billion domestic box office in 2019 and more than $42 billion in global theatrical releases during his tenure.
But those blockbuster triumphs left Sergeant Major Craig hungry for something deeper. His work on Black Panther (2018), which earned three Academy Awards and became the first superhero film nominated for Best Picture, benefited from Craig’s team’s strategic placement across major theater chains, AMC, Regal, and Cinemark.
This success resonated with his later mission, as the film demonstrated how diverse perspectives could achieve critical acclaim and commercial success. The experience reinforced his belief that compelling stories transcend cultural boundaries when given proper distribution support.
“I believe the best stories often come from the places and people we seldom notice,” Sergeant Major Craig shares. “It is those perspectives, raw, urgent, authentic, that help us grow as an industry and as people.”
Building the Bridges: Porter + Craig’s Global Model
Years of attending prestigious film festivals, meeting with filmmakers and distributors across continents, and collaborating with top celebrities opened Sergeant Major Craig’s eyes to cinema’s untapped global potential. These encounters revealed countless talented filmmakers whose stories deserved broader recognition but lacked access to mainstream distribution channels.
The establishment of Porter + Craig Film and Media Distribution marked Sergeant Major Craig’s transition from studio executive to independent advocate. The partnership with Jeff Porter created what industry observers describe as a hybrid model, combining Porter Pictures’ 15 years of independent film expertise with Sergeant Major Craig’s Disney-forged relationships across theater chains and streaming platforms.
Porter + Craig’s portfolio speaks to this vision. In its first years, the company distributed 50 films annually, including the Portuguese Academy Award-nominated Nothing Ever Happened, which succeeded on the festival circuit and secured theatrical runs across Portugal, Belgium, and Brazil. Sci-fi thrillers and documentaries, like Roger Corman: The Pope of Pop Cinema, round out a catalog purpose-built to introduce unique viewpoints to the world stage.
“‘Nothing Ever Happened’ aligns perfectly with our strategic focus on distributing films that offer unique perspectives and emotional depth. We see Gonçalo Galvão Teles as an amazing director that we look to showcase to a much wider audience,” Sergeant Major Craig explains.
Porter + Craig’s reach extends beyond European cinema to encompass Bollywood and Nollywood productions, creating distribution pathways for stories from Nigeria, India, and emerging markets worldwide. Recent successes include the theatrical release of Nigerian romantic comedy Single Not Searching in over 40 major US and Canadian markets via AMC Theaters, an achievement for Nollywood content in mainstream American theaters.
The company’s practical, collaborative approach is key to unlocking global appeal. Each film has a strategy tailored to its strengths and intended audience. Sergeant Major Craig mentions, “What separates us is the belief that every film deserves a fair shot at finding its viewers, regardless of budget, accent, or country of origin.”
Cultural Diplomacy Through Cinema
Sergeant Major Craig’s vision extends beyond traditional distribution models to encompass what he characterizes as “cultural diplomacy through cinema.” This philosophy recognizes storytelling’s power to build understanding between diverse communities while creating economic opportunities for creators worldwide.
Porter + Craig’s Beverly Hills headquarters is a command center for these global efforts, coordinating releases across the demographic markets Craig previously managed for Disney.
The company’s commitment to flourishing international cinema reflects Sergeant Major Craig’s belief that diverse stories strengthen the entire industry ecosystem. His work on distribution pathways for films from Nollywood, Bollywood, and European markets creates opportunities for cross-cultural collaboration while introducing American audiences to fresh perspectives and storytelling traditions.
Inclusion as Purpose: the Heart of the Mission
Sergeant Major Craig’s hands-on work illustrates his commitment to building careers, not just distributing content. As co-founder and senior advisor to international events like the Mid-America and Fort Smith International Film Festivals, and author of international best-sellers Serving to Lead and Checkpoint Decoder: Unlocking the Film Distribution Codes, he has created platforms where emerging and marginalized filmmakers can learn, connect with audiences, industry gatekeepers, and potential partners.
This mission proves particularly relevant as audiences worldwide express an appetite for authentic, diverse narratives. Recent industry trends show growing demand for international content on streaming platforms, while festival circuits increasingly celebrate films from emerging markets. He believes that supporting global voices is not just a moral imperative but a practical pathway for revitalizing the industry.
Sergeant Major Craig’s distribution network positions independent and international filmmakers to capitalize on these shifting preferences while providing American audiences access to stories they might never otherwise encounter. This highlights how diversity in storytelling benefits the industry and society, opening eyes, challenging assumptions, and reinvigorating the art form.
Sergeant Major Craig mentions, “People everywhere are looking for something new—an idea, a perspective, a feeling they haven’t experienced before. By championing films from every continent, we can remind viewers why they fell in love with cinema in the first place.”
He adds, “When I walk into a festival in Lagos or Mumbai or Fayetteville, I see hope on the faces of every director and actor. My job is to help those dreams find a bigger screen. Real leadership is measured by the opportunities you create for others.”
Success, for Sergeant Major Keith L. Craig (Ret.), is measured less by trophies and sales figures than by the question: Who gets to tell their story next? If his past performance, a $42 billion box office record, over a hundred of celebrated releases, a $100 million networth, with a new generation of empowered filmmakers, is any guide, the answer is clear: As long as experts and leaders like Keith L. Craig is in the game, film dreams are global property, and Hollywood’s doors remain open to the world.