Gell will handle worldwide acquisitions for NFI and The G-Machine and the companies will collaborate on acquisitions and sales.
G-Machine, which launched in January and built up a roster including Spiros Stathoulopoulas' Cannes 2007 Directors Fortnight entry PVC-1 and the thriller Roman starring Kristen Bell, will effectively become a label for cutting edge independent titles.
Gell helped Hason launch New Films into the foreign sales business in 2004 and played a key role in acquiring such titles as The Dying Gaul, Game 6 and The Thing About My Folks.
'New Films has established valuable output deals internationally and is in a great position to be highly competitive and grow,' Gell, who retains the title of chief content officer of NFI and will continue as president and CEO of the G-Machine, said.
'Nesim and I believe in running a lean and mean operation and focusing on the sales and proper marketing of a film, which is why we'll be consolidating back-office services and delivery.'
'Ron brings his extensive industry experience and solid film-maker relationships and we are proud to be marketing The G-Machine's slate of films as its own label,' Hason said.