In a significant rebranding move, the National Association of Theatre Owners (NATO) has announced its new identity: Cinema United. This change, effective immediately, was revealed by President and CEO Michael O’Leary, who explained that the rebranding represents the industry’s evolution and its dedication to the cinematic experience.
“Cinema United is a celebration of who we are, and where we’re headed,” O’Leary stated. The timing of the announcement, just before CinemaCon in Las Vegas, underscores the organization’s commitment to the future of theatrical exhibition. The new name emphasizes the unique communal experience of cinema and is accompanied by the mantra, “Moviegoing is Our Mission.” Executive Board Chairman Bob Bagby, who led the Name Change Committee, stressed that Cinema United aims to remind audiences of “the magic of seeing a movie on the big screen.” The rebranding will unify CinemaCon and the Cinema Foundation under the new banner.
O’Leary concluded by thanking the board for their leadership and expressing enthusiasm for the organization’s future.
