By: Georgette Virgo
In a room brimming with Hollywood’s most influential figures, Sergeant Major Keith L. Craig, a decorated U.S. Army veteran who contributed to generating over $42 billion in global box office receipts for Disney, asked himself, “What am I doing for independent filmmakers?” Since then, this question has inspired a new mission: to reduce barriers that keep talented filmmakers from wider recognition and build connections between Hollywood and the world’s often-overlooked creative communities.
Entering the World of Entertainment
Raised in a small Southern town, Sergeant Major Keith L. Craig spent over three decades in the U.S. Army, earning 52 awards and decorations, including three Bronze Stars (combat zone) and the Legion of Merit. He served alongside generals such as Norman Schwarzkopf, David Petraeus, James Mattis, and Colin Powell, participating in operations that shaped the world, including the retrieval of Osama Bin Laden.
Photo Courtesy: Sergeant Major Keith L. Craig
(General David Petraeus and Sergeant Major Keith L. Craig)
While deployed, he also played professional football in Europe, winning six championships across three countries during a single season. When Sgt. Major Keith L. Craig transitioned from the military to the entertainment industry, he didn’t just change uniforms; he brought a new perspective to the rules of engagement.
At Walt Disney Studios, where he became a film distribution executive, he and his colleagues contributed to the distribution strategies of several major films of the past decade—including Captain Marvel, Guardians of the Galaxy, Captain America: The Winter Soldier, Star Wars: The Rise of Skywalker, Incredibles 2, Toy Story 4, and Avengers: Endgame.
His work helped Disney achieve over $42 billion in global theatrical releases during his tenure, reflecting his skill in film distribution and strategy.
Strategic and Holistic Approach to Decision Making
As a dynamic film distributor, executive producer, and film producer, Sgt. Major Craig’s approach emphasizes the importance of details. His experience in combat taught him that “every detail matters, every resource counts, and every team member should be empowered to contribute.”
For Sgt. Major Keith L. Craig, success is not just about the story but about adopting a comprehensive approach. His team considers market trends, audience behaviors, timing, and platform preferences to tailor release strategies for each film.
A Blueprint for Inclusion
Sgt. Major Keith L. Craig has used his influence to address a longstanding issue for underrepresented and international filmmakers: access. This motivation led to the founding of Porter + Craig Film and Media Distribution, a company focused on broadening access to the global film marketplace. The Sgt. Major’s vision is not only to distribute films but to equip filmmakers with tools, strategies, and industry knowledge to support their growth.
“It’s not enough to make great films,” Sgt. Major Keith L. Craig explains. “The real challenge is getting those films seen—especially if you don’t have the right connections or resources.”
His combination of operational expertise, entertainment industry insight, data-driven distribution methods, and inclusion strategies has contributed to the growth of his professional network and financial standing, with projections expected to exceed $100 million.
Bridging Continents and Cultures
Porter + Craig’s distinguishing feature is its global reach and inclusive philosophy. Sgt. Major Craig actively seeks partnerships beyond Hollywood’s traditional boundaries, engaging with industries like Bollywood and Nollywood to amplify stories from diverse regions.
In its initial years, Porter + Craig managed between 50 and 100 films annually, including titles such as the Portuguese Academy Award-nominated Nothing Ever Happened, sci-fi thrillers, and documentaries like Roger Corman: The Pope of Pop Cinema. Today, the company secures roughly 50 to 75 licensing deals annually and co-produces several films each year.
Sgt. Major Keith L. Craig’s commitment to inclusion extends into festival support. He co-founded and advises international film festivals such as the Mid-America and Fort Smith International Film Festivals, providing platforms for emerging filmmakers from less-exposed areas. For example, the Mid-America Film Market showcased over 200 films in its inaugural year, with 80 featuring local talent from Arkansas and Oklahoma.
Checkpoint Decoder: Demystifying the Industry
As an author, Sgt. Major Keith L. Craig centers part of his mission on education. His book, Checkpoint Decoder: Unlocking the Film Distribution Codes, serves as a masterclass for aspiring filmmakers. Drawing from his Disney experience, he outlines the Six Phases of Filmmaking, Market Opportunities, and the Four Quadrant Film Approach—industry tactics presented in an accessible format.
Photo Courtesy: Sergeant Major Keith L. Craig
The book offers more than a guide; it provides a framework for navigating an industry often guarded by gatekeepers. Sgt. Major Keith L. Craig’s methodical approach helps filmmakers understand the channels and decision points from post-production to exhibition, creating potential pathways for films to find appropriate audiences regardless of budget or background.
“It’s about making sure the next generation of filmmakers doesn’t just survive, but thrives,” Sgt. Major Keith L. Craig says. “We want to see more diverse stories on screen, more voices at the table, and more opportunities for everyone.”
The Power of Mentorship and Leadership
Known as the “Hollywood Whisperer,” Sgt. Major Craig’s leadership is deeply influenced by his military values: humility, strength, and integrity. His debut book and international bestseller, Serving to Lead, shares lessons guiding him from the battlefield to the boardroom.
Whether in military or entertainment contexts, Sgt. Major Keith L. Craig believes leadership means lifting others up. “It’s about empowering others, not just yourself. Real leadership is measured by the opportunities you create for others,” he says.
This philosophy underpins his coaching and mentorship programs, which offer personalized guidance to filmmakers navigating the complexities of the industry. Through masterclasses, keynote speeches at Cannes and Howard University, and one-on-one consultations, Sgt. Major Keith L. Craig continues sharing his expertise and network.
A New Model for Global Media Distribution
Porter + Craig’s influence is growing. The company plans expansion into European and Middle Eastern markets in the near future. Its model—merging Hollywood expertise with a commitment to inclusion—is garnering attention from industry professionals and competitors alike.
Sgt. Major Keith L. Craig’s vision is both ambitious and pragmatic. He believes the future of media distribution depends on global collaboration, technological advances, and sustained focus on access and equity. With streaming platforms and digital markets reshaping the industry, new distribution models are increasingly important.
As Sergeant Major Keith L. Craig and Porter + Craig work to build bridges across continents and cultures, his story serves as a reminder: the future of global media distribution will be shaped not only by technology or investment but by the willingness to open doors for others.
As he notes, “The world is full of incredible stories. Our job is to ensure they find their audience—no matter where they’re from.”
Disclaimer: This article is for informational purposes only and does not constitute financial, legal, or professional advice. Any projections or estimates mentioned are not guarantees of future results. Readers are encouraged to consult qualified experts for advice tailored to their specific circumstances.
