The Rebranding of NATO: A New Era for Cinema United
For over six decades, the National Association of Theatre Owners (NATO) has been a steadfast advocate for movie theater owners, representing everything from large chains to small, family-run cinemas. However, the organization’s name often led to confusion due to its accidental acronym overlap with the North Atlantic Treaty Organization (NATO), a multinational military alliance. In an effort to clarity its identity and refocus its mission, the group has rebranded itself as Cinema United. Michael O’Leary, president and CEO of the newly named organization, shared the decision with The Associated Press, emphasizing that the time had come to modernize the name and eliminate any potential confusion. The rebranding reflects a broader shift in the organization’s strategy to emphasize its core values and revitalize the cinematic experience.
A Renewed Focus on Theatrical Exhibition
Cinema United represents over 32,000 movie screens in the U.S. and more than 30,000 screens in 88 countries worldwide. The organization’s primary mission is to promote and support theatrical exhibition, a medium that has faced significant challenges in recent years. The pandemic and subsequent Hollywood strikes have taken a toll on the industry, with domestic box office revenues in 2024 reaching just over $8.7 billion, down 3.3% from 2023 and 23.5% from 2019. Despite these struggles, O’Leary remains optimistic, stating that the industry is on the brink of a new golden age. The organization’s new tagline, “moviegoing is our mission,” underscores its commitment to revitalizing the art and culture of cinema.
A Rallying Cry for Theatrical Experience
The importance of theaters was recently highlighted during the Oscars, where filmmaker Sean Baker used his acceptance speech for Best Director to advocate for the preservation of the theatrical experience. Baker’s passionate plea resonated with theater owners worldwide, many of whom have long championed the unique magic of watching films on the big screen. O’Leary noted that Baker’s speech was met with widespread enthusiasm, as it reinforced the shared commitment to keeping movies alive in theaters. This sentiment aligns with Cinema United’s broader efforts to remind audiences of the cultural and emotional value of shared cinematic experiences.
Investing in the Future of Cinemas
While the headlines often focus on theater closures, there is a growing trend of reinvestment and refurbishment in the industry. Filmmakers and actors, including Jason Reitman, Steven Spielberg, and Quentin Tarantino, have purchased and restored historic theaters, signifying a deeper commitment to preserving the art of cinema. Additionally, the eight largest theater chains in the U.S. and Canada have announced plans to invest over $2.2 billion in modernizing 21,000 screens over the next three years. These upgrades include improved projection and sound systems, enhanced concession offerings, and other amenities aimed at enhancing the moviegoing experience. O’Leary emphasized that such investments are not new but are now being highlighted to showcase the industry’s dedication to innovation and quality.
Gearing Up for a Strong Comeback
As the industry prepares for the 2025 summer movie season, Cinema United is hosting its annual CinemaCon conference in Las Vegas, bringing together over 6,000 theater professionals and representatives from major Hollywood studios. The event will feature presentations from studios like Disney, Warner Bros., and Universal, as well as Amazon/MGM, all vying to impress attendees with trailers, sneak peeks, and star-studded appearances. This event serves as a reminder of the industry’s resilience and its determination to rebuild after a turbulent few years. O’Leary stressed the importance of looking beyond short-term challenges and focusing on long-term growth, urging the industry to stay proactive in its efforts to attract audiences back to theaters.
Cinema United: A Main Street Industry
Contrary to popular perception, the movie theater industry is not just about Hollywood; it is deeply rooted in local communities. Cinema United’s membership consists largely of small businesses, with many of its largest members headquartered in cities like Knoxville, Dallas, and Kansas rather than Los Angeles or New York. This grassroots identity is central to the organization’s mission, as it seeks to support small theaters that are often the heart of their communities. By refocusing on this core identity, Cinema United aims to rebuild trust and enthusiasm for the cinematic experience, ensuring that movie theaters remain a vibrant part of cultural life for generations to come.
