Cinema United: Advancing Theatrical Moviegoing Worldwide Cinema United
Cinema United (formerly known as NATO, the National Association of Theatre Owners) is the leading global organization advocating for theatrical exhibition, representing over 62,000 movie screens across more than 100 countries. With a mission to uphold and innovate the moviegoing experience, Cinema United supports consistent theatrical windows, invests in the future of cinemas, and collaborates with major studios and exhibitors to protect the unique value of in-theater entertainment.
The organization champions theatrical exclusivity as essential to the survival of movie theaters in an evolving digital landscape. Through active lobbying, research, and educational initiatives, Cinema United plays a pivotal role in influencing studio strategies and public policy. From promoting a 45-day exclusive window before films debut on digital platforms, to hosting events like CinemaCon, Cinema United ensures that movie theaters remain a vital, modern, and profitable cultural force.
In recent years, Cinema United has overseen over $2.2 billion in infrastructure upgrades, bringing luxury seating, immersive sound, and cutting-edge projection to theaters around the world. Its members include top regional and global theater chains, independent exhibitors, and new technology innovators, united in their goal to elevate the in-theater experience.
Whether guiding studios through shifting consumer habits or providing exhibitor support during challenging times (such as the COVID-19 pandemic), Cinema United remains the backbone of the global theatrical community. The organization also partners with international stakeholders to create uniform safety, access, and programming standards—ensuring theaters remain inclusive and engaging for all audiences.
Cinema United’s Core Goals
- Advocate for fair and extended theatrical windows worldwide
- Support $2B+ in upgrades to modernize theater infrastructure
- Unify global exhibitors under a common mission of theatrical preservation
- Host industry events like CinemaCon to drive innovation and partnerships
- Educate studios, media, and governments on the value of the big-screen experience
As the entertainment landscape continues to evolve, Cinema United remains steadfast in its dedication to cinema as a communal, cultural, and artistic experience. For more industry analysis, be sure to follow our CinemaCon coverage and stay informed on Film Industry News.