The National Association of Theatre Owners has rebranded as Cinema United to clarify its identity in the entertainment industry and reflect its mission. The new name aims to unify the passion of theater operators and promote theatrical exhibition. With over 32,000 movie screens in the U.S. and more internationally, the organization underlines its commitment to supporting the moviegoing experience, especially after facing significant challenges recently. CEO Michael O'Leary emphasizes hopeful future prospects for cinema, inspired by industry advocates like filmmaker Sean Baker, who recently highlighted the importance of theaters during his Oscars acceptance speech.
"It can be a little complicated having the same name as a multinational military alliance. We felt that it was time to look at our name and do a rebrand."
"We've had a challenging four or five years. But with each passing day, we put those challenges in the rearview mirror a little bit more. Our focus right now is on the future."
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