NATO, no not that one, the National Association of Theater Owners will now go by Cinema United. The organization that shared the name with the North Atlantic Treaty Organization, will not create confusion for people trying to connect with one organization and accidentally connecting with the other due to the shared name. 

The change of name comes with a rebrand that emphasizes the organization’s emphasis on seeing movies in the theater. The Hollywood Reporter has quoted Cinema United president and CEO, Michael O’Leary saying “Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed…The people we represent are constantly innovating and creating paralleled experiences for fans who love movies on the big screen. Their passion, energy and commitment are the real power behind the Cinema United Brand.” Cinema United emphasises the future for movie theaters. 

The name change also comes with a new logo that will debut next month in time for CinemaCon in Las Vegas on March 31 – April 4. The rebrand was discussed at the previous year’s CinemaCon. 

Cinema United represents 64 thousand theaters around the world with over 700 members. They advocate for the movie theater experience, with the organization’s statement being “Moviegoing is our Mission.” (Cinema United)