FlickDirect Industry Guide
The movie theater trade association formerly known as NATO. Its mission, its people and its role in the future of theatrical moviegoing.
From independent cinemas to major theater chains, Cinema United represents the businesses that bring movies to the big screen. Follow the organization through official resources and FlickDirect's independent industry reporting.
Understanding the organization
Cinema United is a trade association for the theatrical exhibition business: the companies and people who operate movie theaters. Its membership spans large circuits, regional operators and independent cinemas in the United States and internationally.
It works on government policy, relationships with film distributors, cinema technology and the promotion of moviegoing. Its official mission page explains how those activities support exhibitors and their communities.
On , the National Association of Theatre Owners announced its new name, Cinema United, effective immediately. The rebrand emphasized the communal cinema experience and the industry's future. NATO in this context refers to the theater association, separate from the military alliance.
The organization traces its roots to 1948. The 2025 announcement changed its identity, rather than creating a new association. Read the official rebranding announcement.
The business of the big screen
The association's work extends throughout the year, beyond the CinemaCon stage. These areas help explain its role in the stories shaping movie theaters.
Cinema United advocates on issues affecting theater operations, including payment processing costs, investment incentives and accessibility. Its published positions explain the industry's perspective on proposed rules and legislation.
Read official policy prioritiesIts research examines the health of theatrical exhibition, audience behavior and cinema upgrades. The October 2026 investment update reports $2.7 billion reinvested in North American theaters over two years.
Explore the investment updateEvents, education and member services connect exhibitors with distributors, technology partners and one another. CinemaCon and the Fall Summit serve different parts of that year-round industry conversation.
Learn about the Fall SummitOrganization & event
Cinema United is the association. CinemaCon is its annual convention, bringing theater owners, studios, distributors and cinema suppliers together in Las Vegas for presentations, business discussions and technology showcases.
FlickDirect's CinemaCon hub brings together our reporting, interviews, videos and photography. The official event website provides registration and organizer updates.
Independent coverage
Selected reporting on association leadership, theatrical exhibition and CinemaCon. Each story reflects the information available on its publication date.
Go to the source
For membership eligibility, dues, association services or direct inquiries, use Cinema United's own resources. Its membership offerings include education, industry information and event benefits; current terms are published by the organization.
The official research library provides reports on exhibition and audiences. Its press section records association announcements and statements, which are useful primary sources alongside independent reporting.
This guide's organizational facts were checked against the official sources linked here on November 12, 2026. Membership terms, personnel and event details can change.
Common questions
Yes. The National Association of Theatre Owners adopted the name Cinema United in March 2025. Older exhibition reporting may still refer to the association as NATO.
No. It is a trade association representing theater operators, including independent businesses and major chains. It does not serve as a consumer ticket-booking service.
Cinema United is the industry association; CinemaCon is the annual convention it organizes. Visit our CinemaCon guide for more event background.
Review the official membership information for the applicable eligibility requirements, dues and application process. Applications are handled by Cinema United.
No. FlickDirect is an independent entertainment publication covering Cinema United and CinemaCon. The association's official website is cinemaunited.org.