- National Association of Theatre Owners rebrands as Cinema United after 60 years
- $2.2 billion pledged to modernize 21,000 screens across North America
- 76% of Americans aged 12-74 attended theaters in 2024 despite industry hurdles
- Historic venues revived by filmmakers signal cultural preservation efforts
- CinemaCon 2024 to showcase major studio releases and tech innovations
For six decades, the National Association of Theatre Owners operated under the shadow of an acronym better suited to geopolitics than popcorn. Now reborn as Cinema United, the trade group launches a transformative era for exhibitors. CEO Michael O’Leary emphasizes this isn’t merely cosmetic: Our new identity reflects exhibitors’ grit through pandemic closures and streaming wars.The rebrand coincides with an unprecedented $2.2 billion modernization initiative spanning 21,000 screens.
Recent data reveals surprising resilience in audience habits. Nearly 8 in 10 Americans between ages 12-74 visited cinemas in 2024, defying predictions of permanent streaming dominance. However, the industry still grapples with a 24% box office deficit compared to 2019 levels. O’Leary attributes this to last year’s production delays: 2025’s robust slate, from Marvel epics to intimate indies, will showcase theaters’ irreplaceable magic.
Beyond multiplex chains, mom-and-pop theaters drive innovation through partnerships. When Connecticut’s 1948-built New Canaan Playhouse faced demolition, actor Patrick Wilson led a preservation coalition. We’re not just saving a screen,Wilson explains, but creating a hub for filmmaker Q&As and community events.Similar stories unfold nationwide, with Jason Reitman’s Los Angeles theater collective hosting live script readings alongside first-run films.
Technology upgrades form another pillar of Cinema United’s strategy. Over half of AMC’s U.S. locations now feature laser projectors capable of 4K/120fps playback—a boon for gaming tournaments and concert simulcasts. Marcus Theatres’ pilot program with Dolby Atmos-enabled auditoriums saw 63% higher concession sales per patron. Modern theaters must excel as experiential destinations,notes O’Leary.
As CinemaCon 2024 approaches, studios prepare to dazzle exhibitors with exclusive footage. Universal will preview its Wickedadaptation in immersive 270-degree formats, while A24 plans surprise screenings of Sofia Coppola’s archival restoration projects. Amazon Studios aims to bridge streaming and theatrical with Prime Ticket Bundles offering 48-hour home access post-premiere.
The road ahead remains challenging. Despite 2024’s $8.7 billion domestic gross, inflation-adjusted revenue trails 2019 by nearly $3 billion. Yet Cinema United members find hope in emerging markets—Saudi Arabia’s cinema infrastructure grew 400% since 2022—and generational shifts. As Gen Z audiences flock to anime marathons and Taylor Swift-style event bookings, exhibitors reimagine cinemas as cultural town squares. Our curtains are rising on Act III,O’Leary declares. And it’s a blockbuster.
