The National Association of Theatre Owners, popularly known around the movie business as NATO, will no longer be confused with a favorite target of Donald Trump’s ire.
The lobbying organization has been rechristened Cinema United. That avoids any mixups with the North Atlantic Treaty Organization, which is more concerned with troop movements in Ukraine than popcorn sales. The new moniker is also supposed to celebrate “the unique and unmatched communal experience of seeing a movie in the cinema,” according to a press release announcing the shift.
“Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed,” Michael O’Leary, president and CEO of the Washington, D.C.-based organization, said in a statement. “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.”
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The group is announcing the change in advance of CinemaCon, its annual theatrical exhibition trade show, which is being held March 31 to April 3 in Las Vegas. It’s an event where most of the major studios unveil their slates of upcoming films, while heaping praise on cinemas. It also comes as the box office is in an extended rut, one that the industry hopes it can pull out of with upcoming releases like “Mission: Impossible — The Final Reckoning,” “Jurassic World: Rebirth,” and “Superman.”
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The decision to re-name the 77-year-old organization was made by its executive board. The hope is that it will be more aligned with the names of both CinemaCon, as well as the Cinema Foundation, the organization’s charitable non-profit arm dedicated to promoting moviegoing.
