EXCLUSIVE: A new theatrical distributor solely devoted to action movies is opening its doors, RSCL (pronounced “rascal”), founded by Maxwell Riesberg.
At the same time, former Universal Pictures Distribution and Marketing EVP John C. Hall has been hired as Head of Distribution & Cinema Partnerships. Hall counts more than 25 years of experience from his tenure at Universal, where he oversaw distribution and marketing for more than 400 theatrical releases, including franchise hits like Jurassic World and The Bourne Ultimatum, as well as blockbuster originals including Wanted.
“The theatrical window remains the most powerful moment in a film’s lifecycle,” says Hall. “But today’s audiences need compelling reasons to leave home, and that’s exactly what RSCL provides. By building a dedicated community around action cinema, we transform each release into a must-attend event that’s bigger than just the film itself. Theatrical is evolving toward experiences that feel essential and communal, and RSCL is leading that evolution.”
Founder and CEO Riesberg has been behind many entertainment startups. He co-founded Paradise Creative, an AV & digital campaign agency that, under his tenure as Chief Executive Officer, garnered numerous awards including Clio Award-winning campaigns for A Quiet Place and Bumblebee. Before that, he co-founded Lord Danger, a commercial production company, where he produced music videos for top artists including J. Cole, Major Lazer, Big Sean, and Steve Aoki, and managed the commercial careers of directors like Mike Diva and Lawrence Lamont.
“The future of the entertainment business belongs to specialists who build meaningful, direct relationships with their audiences,” says Riesberg. “Moving forward, all new studios and distributors will need to be specialists, as the relationship with the audience is the only thing that matters in an AI-dominated world. We’re just the first to embrace this new paradigm.”
For its initial slate, RSCL will focus on international action films that are currently under-distributed in the North American market.
“The incumbent distributors simply don’t have the vision or the appetite to build culture around these incredible international action films,” says Riesberg. “We recognize a massive, untapped audience of action fans ready for something different and bold.”
RSCL plans to scale into domestic acquisitions, global rights, wider releases, original IP development, and eventually, full-scale production.
Hall will continue producing independent film projects with his partner Pam Renall at Retinue Media.
