Reel Supplies Acquires Norcross-Based Cross Country Supply

Reel Supplies has acquired Cross Country Supply, a Norcross-based distributor of plaster materials for the film and television industry, underscoring the company’s confidence in the continued resurgence of Georgia’s entertainment sector.

The move broadens Reel Supplies’ product lineup beyond its core inventory of raw lumber, sheet goods and specialty set-construction materials. With the addition of Cross Country’s finishing products, Reel Supplies can now offer both structural and aesthetic materials under one roof, creating a more streamlined production experience for film clients.

“This acquisition is a natural fit for us,” said Matt Davis, founder and CEO of Reel Supplies. “For nearly 15 years, Cross Country has been the industry’s trusted source for plaster materials, making it an ideal complementary addition. We’ve supplied the raw materials, and they’ve provided the finishing products. Now we can deliver both under one roof, streamlining the experience for our customers and widening our reach.”

David Morgan, who has served as sales manager at Cross Country Supply since 2009, will join Reel Supplies as division manager to lead the new plaster materials division under the company’s integration plan.

While the acquisition does not alter Reel Supplies’ existing service area, it expands the company’s reach across both the film industry and the luxury residential market. Company leadership expressed optimism about a strong return for Georgia’s film industry in 2026 as labor challenges subside, noting that potential federal incentives could further enhance the state’s competitive edge.