Barco Joins Coca-Cola as Co-Presenting Sponsor of CinemaCon 2026

Barco has signed on as an official co-presenting sponsor of CinemaCon 2026, joining The Coca-Cola Company in a partnership that marks a first for the annual Global Cinema Convention. The collaboration represents the first time in the event’s 15-year history that CinemaCon will feature two presenting sponsors since the convention adopted its current name in 2011.

The announcement was made on Thursday ahead of the upcoming gathering of the theatrical exhibition industry, which is organized by Cinema United. As part of the new partnership, Barco will also sponsor the Trade Show Networking Reception scheduled for the opening day of the convention on Monday, April 13.

Barco, widely known for its laser-powered cinema projection systems, will showcase its technology throughout the event. The company plans to install its advanced projection systems in the Colosseum and will host a dedicated exhibition suite at Caesars Palace. Attendees will also be able to experience a purpose-built HDR by Barco laser theater in Roman Ballrooms 3 and 4, highlighting the company’s latest innovations designed to enhance theatrical presentation.

Michael O’Leary, president and chief executive officer of Cinema United, said the partnership represents a milestone for the convention as it continues expanding internationally.

“This new level of partnership by Barco represents an exciting first for CinemaCon as the convention continues to grow and expand on a global scale,” O’Leary said. “Barco continues to be an incredible partner of exhibition, and by choosing to join Coca-Cola as an official co-presenting sponsor, they are taking their commitment to the global theatrical experience to new heights. We look forward to their continued leadership and support in the years ahead.”

Gerwin Damberg, executive vice president of Barco Cinema, said the company sees the partnership as an opportunity to strengthen collaboration across the theatrical industry while celebrating the role cinema continues to play in storytelling.

“We’re proud to expand our relationship with Cinema United as the new co-presenting partner at CinemaCon,” Damberg said. “Cinema is one of the most powerful storytelling mediums in the world, and the theatrical experience remains the best way for audiences to discover and share those stories together.”

Damberg added that Barco’s ongoing focus on innovation, from laser projection technology to emerging premium formats such as HDR by Barco, aims to help filmmakers present their work in the most compelling way possible. However, he emphasized that the magic of cinema depends on collaboration across the industry.

“But technology alone doesn’t create the magic of cinema,” Damberg said. “It’s the collaboration between filmmakers, studios, exhibitors, and technology partners that brings stories to life for audiences around the globe. CinemaCon is where our industry comes together each year to celebrate that collaboration, share ideas, and look ahead to the next chapter of the theatrical experience.”

CinemaCon is considered the largest and most influential gathering dedicated to theatrical exhibition. The annual convention brings together filmmakers, studio executives, exhibitors, and technology companies to preview upcoming films, discuss industry trends, and showcase innovations shaping the future of moviegoing.

The 2026 edition of the event will take place April 13–16 at Caesars Palace in Las Vegas.