National Association of Theatre Owners Rebrands to Cinema United
The National Association of Theatre Owners (NATO), based in Washington, D.C., has long been a source of confusion for callers who mistakenly inquire about military matters instead of cinema-related topics due to the shared acronym with the North Atlantic Treaty Organization. This identity issue has now been addressed with the recent announcement from association president and CEO Michael O’Leary: the organization will henceforth be known as Cinema United.
Vision for the Future of Cinema
This significant name change reflects O’Leary’s vision to redefine the largest trade association for cinema owners, especially in the post-pandemic landscape. By emphasizing a renewed perspective on the moviegoing experience, O’Leary aims to foster optimism amidst ongoing box office challenges.
Cinema United will showcase this new branding during the 2025 CinemaCon, taking place from March 31 to April 3 at Caesars Palace in Las Vegas. This annual event gathers exhibitors and Hollywood studios, highlighting the resilience and evolution of the film industry.
Current Challenges in the Film Industry
As CinemaCon approaches, the industry faces a significant downturn, with domestic revenue showing a decrease of 7% year-over-year. Although revenue had increased by over 20% from 2024 initially, the resurgence of problems stemming from the pandemic and recent strikes has placed filmmakers and cinema owners in a precarious position.
Interestingly, as many in the industry grapple with these challenges, there is a silver lining: Sony’s return to present at CinemaCon after a year’s absence and Amazon MGM Studios’ debut on stage signal a crucial moment for major studios, marking the highest number of studio presentations since 2018.
Redirecting Focus: The Importance of Theatrical Windows
In a recent interview with The Hollywood Reporter, O’Leary elaborated on the reasoning behind the name change and shared his vision for the future of distribution windows. He pointed out the significant impact the pandemic has had on theatrical exclusivity, which has been reduced from a traditional minimum of 74 days to as brief as 17 days for certain films. This has led to consumer confusion and, ultimately, the cannibalization of both theatrical and home viewing experiences.
Finding a Sustainable Future
O’Leary expressed concern over the chaotic state of theatrical windows, emphasizing that a balance must be struck to ensure that both consumers and exhibition venues benefit from potential changes. He advocates for a reevaluation of current practices to better define the post-pandemic strategy in the cinema landscape, which will foster a sustainable and unified approach to film distribution.
Support for Independent Cinemas
O’Leary acknowledged the particular pressures faced by independent theaters, which often struggle to secure new releases in a timely manner. The importance of these theaters to local communities cannot be overstated; they play a vital role in preventing “movie deserts”and enriching cultural experiences across diverse regions.
Looking Ahead: Optimism Amidst Uncertainty
Despite the volatility in box office numbers, O’Leary remains optimistic about the industry’s future. He suggests that the overall trajectory is improving and reminds stakeholders to adopt a long-term perspective rather than fixating on short-term fluctuations.
The rebranding to Cinema United symbolizes a renewed commitment to the cinematic experience and highlights the association’s aspiration to unify cinema owners under a recognizable and relevant banner. As discussions around theatrical windows and market strategies continue, O’Leary’s leadership signals a pivotal moment for the theater industry.
Engaging with CinemaCon
As preparations for CinemaCon unfold, the excitement among members is palpable. The anticipation surrounding new presentations and industry innovations offers a glimpse into the revitalization efforts being made in the world of cinema.
A version of this story appeared in the March 19 issue of The Hollywood Reporter magazine. Click here to subscribe.