Riding high on the $55m success of God’s Not Dead, Pure Flix Entertainment has hired the industry veteran to head its international division in the run-up to Cannes.

Gell, whose previous appointments include positions at Sony, New Films International, Catalyst Productions and RKO Pictures, is named to the newly created position of vp of international sales and distribution.

“Ron’s extensive experience in licensing worldwide rights to highly competitive feature films is a perfect fit for us,” said Pure Flix CEO and managing partner Russell Wolfe. “We have a wealth of content ready to distribute to multiple markets.”

“Pure Flix is poised to become a major supplier of both major independent theatrical motion pictures, as well as a significant supplier of family programming for international broadcasters and digital content platforms,” said Gell.

Gell most recently launched and ran his own film sales and production financing company The G-Machine.