The ‘Other NATO’ Becomes Cinema United

After being dubbed the “other NATO” for years now, exhibition group the National Association of Theatre Owners has been rebranded.

The organisation, which represents thousands of exhibitors across the globe covering more than 61,000 screens, announced Tuesday it will undergo a name change to Cinema United. They’ve even got a new tagline – “Moviegoing is Our Mission”.

The rebranding aims to end some confusion regarding their acronym being the same as the North Atlantic Treaty Organization – the exhibition group sometimes fielding phone calls from people trying to reach the real NATO.

Cinema United president-CEO Michael O’Leary says the rebranding doubles down on the mission to emphasize seeing movies on the big screen:

“Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed. 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 name change takes effect immediately with the new logo set to be on full display early next month at CinemaCon in Las Vegas.

The rebranding comes at a tough time as this past weekend saw multiple original films, many with good reviews, playing at the box-office and yet they delivered the worst overall weekend box-office in years. At the same time, once-reliable franchises like “Captain America” and even “Paddington” are all falling short.

Source: THR

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