Introducing A New Wave of Independent Film Distributors

How Watermelon Pictures, Willa, CartunaXDweck and Muscle Distribution are changing the indie distribution landscape.

In preparation for our upcoming webinar tomorrow, June 25th 2pm ET, I wanted to provide a deeper introduction to four distribution companies that are reshaping how distribution for independent film. These companies are building new partnerships with filmmakers and finding new ways to engage audiences.

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Here's a closer look at how each company is making an impact, and what sets them apart. This is a summary of the longer article that I wrote with Scott Macaulay in the latest print issue of Filmmaker Magazine and currently behind the online paywall here.

WILLA: Empowering Filmmakers with Hybrid Funding and Strategic Collaboration

WILLA, founded by Elizabeth Woodward, is a mission-driven distribution company that leans into impact-driven films. WILLA is unique in that they integrate philanthropic and investor capital, allowing them to take creative risks on socially important films. WILLA doesn’t just work for filmmakers—they work with them. Each project begins with a paid development phase where filmmakers contribute to the release strategy, shaped by their unique communities and goals. WILLA guides execution, but prioritizes education and empowerment, offering digestible tools and resources to help filmmakers understand—and eventually own—their distribution path.

WILLA builds audience engagement around impact, education, and community-led experiences. Their hybrid releases often include Pay-What-You-Can virtual events, brand-sponsored screenings, and culturally-specific partnerships (like working with Product of Culture to reach South Asian audiences). They’re constantly testing nontraditional windows—from platforms like Kinema and Eventive to pop-up merch campaigns—and are open to collaborations that amplify reach through festivals, schools, or advocacy groups.

Watermelon: Building a Movement Around Cultural Resistance

Watermelon, founded by brothers Badie and Hamza Ali, continues the legacy of their family’s MPI Media Group, founded in 1976. Watermelon is deeply rooted in cultural resistance—centered around Palestinian voices and marginalized communities worldwide. Their distribution model integrates grassroots activism with mainstream access, including screenings at art house cinemas and major chains like AMC and Regal, as well as panels and community dinners.

One of their recent releases, The Encampments, has grossed over $500K at the box office. They credit this in part to their intense connection to their audience and community. Online, they wield serious firepower: over 236,000 Instagram followers and a growing influencer network. One of the most exciting things about Watermelon is that they have launched a hybrid SVOD/TVOD hybrid platform, Watermelon+, which aims to be not only the most comprehensive location for Palestinian content but they intend to eventually branch out into other content to satisfy their more progressive audience. In a world where more and more challenging material is being denied access to distribution platforms - this is certainly welcome.

Cartuna x Dweck: Filmmaker-First, Event-Driven

Cartuna x Dweck was born out of frustration with traditional distribution deals that sidelined director-driven films. Founded by James Belfer (Cartuna) and Theodore Schaefer and Hannah Dweck (Dweck Productions), this company focuses on providing filmmaker-friendly terms such as a gross corridor (a % of gross income going directly to filmmakers before expenses). From theatrical strategy to inventive marketing campaigns, Cartuna x Dweck ensures filmmakers are involved in every decision—from budget to revenue modeling.

They intend for their theatrical rollouts to feel more like carnivals than screenings transforming films into communal, offbeat experiences. Outside the cinema, they focus on direct outreach through niche fests, genre hubs, and physical media, cultivating cult energy over clicks.

Muscle: Cultivating Marginalized Voices with Hands-On Collaboration

Muscle, founded by film historian and curator Elizabeth Purchell, focuses on preserving and recontextualizing marginalized voices, especially queer and trans cinema. Muscle’s hands-on approach is rooted in a deeply personal connection with filmmakers. The team works with directors to co-create posters, merchandise, and even touring plans.

Muscle operates deep within grassroots and DIY ecosystems. Drawing on the founder’s ties to queer, academic, and repertory scenes, they activate audiences through trust, personal voice, and local connection. Community groups are often co-hosts, and theatrical events double as gathering spaces. On social, the company leans heavily on founder-forward branding and irreverent humor—promoting Castration Movie as a “12-to-16-hour trans cringe comedy” is a case in point. They're also exploring campaign-specific merchandise like silkscreen posters and apparel, betting on cult appeal over mass consumption. Their slow-build, event-first release model is designed to create durable cultural capital before monetizing via home video or streaming.

These four distributors—Cartuna x Dweck, Muscle, Watermelon, and WILLA—are leading the charge in redefining how independent films are released and how filmmakers are treated throughout the distribution process. Each one has a unique approach to collaborating with filmmakers, reaching specific audiences, and building sustainable revenue models.

Want to dive deeper into their strategies and hear directly from the founders? Don’t miss our exclusive webinar on June 25th at 2PM ET. Join Elizabeth Woodward (WILLA), Munir Atalla (Watermelon Pictures), Elizabeth Purchell (Muscle), and Ted Schaefer & James Belfer (Dweck x Cartuna) for a conversation on how these distributors are changing the future of independent film distribution.

See you there!

Jon.