Corporate - Cinema United: A New Dawn for the Theatrical Experience

By Mulder, 18 march 2025

The world's largest exhibition trade association is stepping into the future with a bold new identity. Formerly known as the National Association of Theatre Owners (NATO), the organization has officially rebranded itself as Cinema United, signaling a renewed commitment to the magic of moviegoing and the enduring power of the big screen.

The announcement was made by Michael O’Leary, President and CEO of the Washington, D.C.-based organization, who emphasized that the change takes effect immediately. "Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed," said O’Leary. "The people we represent are constantly innovating and creating unparalleled experiences for fans who love movies on the big screen."

This name change arrives just in time for CinemaCon, the industry’s leading exhibition event taking place March 31 to April 3 in Las Vegas. The rebranding reflects not only a modernization of the association’s image but also a deepened dedication to the communal and cultural value of theatrical moviegoing. The organization’s new mantra, “Moviegoing is Our Mission,” encapsulates this vision and underscores the timeless allure of shared cinematic experiences.

Bob Bagby, Executive Board Chairman of Cinema United, reinforced this message: "Our industry is fully dedicated to ensuring that the theatrical experience remains the premier entertainment option for millions of fans around the world." Bagby also led the Name Change Committee, which played a central role in the transition, positioning the new name as a unifying identity for CinemaCon and the Cinema Foundation—the group’s non-profit branch devoted to promoting moviegoing.

The move to rebrand after 77 years marks a significant chapter in the organization’s history. Founded in 1948, Cinema United now represents more than 31,000 movie screens in all 50 U.S. states, and an additional 30,000 screens across 80 countries worldwide. Its membership spans the full spectrum of the exhibition industry, from major cinema chains to beloved one-screen theaters in local communities.

With the launch of Cinema United, the organization aims to re-center the moviegoing experience as a vital, evolving, and unifying part of global culture. O’Leary concluded with a note of gratitude and optimism: “We are all extremely excited for this next chapter in bringing focus back to the people who have made this industry the success it is and will continue to do so for generations to come.”

For more information, the official website of the newly rebranded organization is now live at cinemaunited.org.

(Source : press release)