In 1997, Reno Rollé co-founded Studio Store Direct, a direct response production company that focused on generating new streams of revenue from existing media content. Studio Store Direct enabled enhanced programming and product synergy by facilitating marketing within media like DVD menus.

A decade later, Mr. Rolle joined the board of directors for Red Rock Picture Holdings Inc. to assist in film production, distribution, and marketing. In 2008, Reno Rollé was named CEO of Red Rock Pictures with Red Rock Pictures’ acquisition of Studio Store Direct.