National Association of Theater Owners Rebrands as Cinema United

After 77 years, the National Association of Theater Owners is changing its name and rebranding to Cinema United ahead of its annual trade show, CinemaCon.

“Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed,” President/CEO Michael O’Leary said. “The people we represent are constantly innovating and creating unparalleled experiences for fans who love movies on the big screen. Their passion, energy and commitment are the real power behind the Cinema United brand.”

The rebrand was made by the organization’s executive board, led by chairman and B&B Theaters CEO Bob Bagby, who oversaw a committee formed for the name change. Cinema United says the new name will reflect the increasingly global nature of the organization’s role in film exhibition and will be accompanied by the new mantra “Moviegoing is our Mission.”

“Cinema United will remind people of the magic of seeing a movie on the big screen,” said Bagby. “Our industry is fully dedicated to ensuring that the theatrical experience remains the premier entertainment option for millions of fans around the world.”

With its new name, Cinema United also avoids further confusion with the other NATO regularly in the headlines: the North Atlantic Treaty Organization. The shared acronym was poked fun at in a 2015 episode of the CBS series “Scorpion.” In it, the Scorpion team’s phobic mathematician, Sly Dodd, calls NATO requesting extraction for his teammates on an undercover mission in Kazakhstan.

“This is the National Association of Theater Owners,” the receptionist tells Sly. “You want the NATO on Pico.”

Cinema United will host its first CinemaCon under its new name in Las Vegas on March 31-April 3.

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