From the Associated Press:
In hindsight, NATO was an unnecessarily confusing acronym for a trade organization representing movie theater owners. For 60 years, the National Association of Theatre Owners has promoted interests of movie theaters, from the biggest chains to the one screen mom and pop shops. They’ve also regularly gotten mail and phone calls intended for the other NATO, the North Atlantic Treaty Organization.
But the theater owner’s organization is looking to the future, with a new name and a refocused mission. The group will now be known as Cinema United, president and CEO Michael O’Leary told The Associated Press Tuesday.
“It can be a little complicated having the same name as a multinational military alliance,” O’Leary said. “We felt that it was time to look at our name and do a rebrand.”
They wanted the new name to reflect the “passion and energy of the people that run theaters,” O’Leary said, and to put the focus back on the exhibitors and movie theaters. Cinema United represents more than 32,000 movie screens in the U.S. and more than 30,000 screens in 88 countries. Their job, O’Leary explained, is to promote and support theatrical exhibition. Moviegoing, the new tagline reads, is their mission.
“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,” O’Leary said. “I think that we stand on the precipice of the next great era of cinema.”
