National Association of Theatre Owners

The National Association of Theatre Owners (NATO) is the largest exhibition trade organization in the world, recently rebranded as Cinema United. It represents the interests of movie theater owners globally. Most major theater chains and hundreds of independent theater operators are members, collectively operating over 35,000 screens in the United States and over 33,000 screens in 100 other countries.

History

NATO was founded in 1965 through the merger of two major movie theater trade organizations: the Theater Owners of America and the Allied States Association of Motion Picture Exhibitors. This merger came after significant movements in the industry following World War II, when many theaters joined the War Activities Committee, which later became the Theatre Activities Committee and eventually the American Theatre Association (ATA). The ATA supported the landmark antitrust case of United States v. Paramount Pictures, Inc., leading to changes in how theaters were affiliated with major studios.

Mission

The primary mission of Cinema United, formerly NATO, is to support and promote the theatrical exhibition industry. This includes advocating for theatrical movie releases, influencing federal policy-making, working with movie distributors, and promoting moviegoing to drive theater attendance. The organization also focuses on community building within the industry to strengthen its members' businesses.

Activities

Cinema United hosts CinemaCon, an annual convention where the exhibition industry gathers to discuss new technologies, marketing strategies, and legislation affecting theaters. Additionally, it publishes Boxoffice Pro, a magazine that provides insights and news on the exhibition industry.

Rebranding

In March 2025, NATO officially rebranded as Cinema United, emphasizing its mission to support and honor movie theaters under the slogan "Moviegoing is Our Mission." This change reflects the organization's commitment to the future of theatrical exhibition and its role in global entertainment.

Leadership

Cinema United is led by a President and CEO and has a Board of Directors consisting of 20 members. This leadership structure helps guide the organization's advocacy efforts and maintain relationships between theater owners and distributors.