The National Association of Theatre Owners (NATO)

What The National Association of Theatre Owners (NATO) does

Cinema United (formerly The National Association of Theatre Owners, NATO) is the largest motion picture exhibition trade organization in the world, founded in 1948 and rebranded to its current identity in 2024. The organization represents the largest cinema circuits in North America alongside hundreds of independent theatre owners and international operators, collectively covering more than 31,000 screens across all 50 US states and 30,000+ screens across 80+ countries. Headquartered in Washington DC, the organization operates with a small professional staff (11-50 employees) led by President & CEO Todd Vradenburg and Director of Media & Research Phil Contrino.

The organization's product and service portfolio centers on a membership program, with flagship offerings including CinemaCon — the largest annual gathering of movie theatre owners worldwide held in Las Vegas — alongside the Independent Theatre Owners Coalition (ITOC) for independent operators, the Cinema Foundation for industry education and preservation, a network of State & Regional Associations, and a member dashboard portal. Supplementary products include educational webinars, a merchandise store, Data and Research publications, and resources covering ADA compliance, security, movie ratings, distribution contacts, and opening procedures for new theatres. Distribution occurs through direct sales via the "Become a Member" portal, in-person events, and partnerships with state and regional cinema associations.

The business model relies on recurring membership dues from theatre operators, supplemented by event revenue (CinemaCon, Fall Summit, state/regional meetings) and ancillary merchandise sales. The organization monetizes primarily through advocacy, education, and networking rather than technology products; it explicitly states no proprietary technology or AI capabilities. As a nonprofit trade association, Cinema United is owned and governed by its member theatres rather than external investors, with no disclosed funding rounds, M&A activity, or institutional ownership.

Name

The National Association of Theatre Owners (NATO)

Legal name

Cinema United

Website

https://natoonline.org

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Cinema United is the largest global motion picture exhibition trade organization, founded in 1948, representing 64,000+ cinema screens across all 50 US states and 80+ countries. It provides advocacy, research, education, and networking to large cinema chains and independent theatre operators via membership and its flagship CinemaCon trade show.

Ownership category

akta.pro rank

Product category

Industry Trade Association

NAICS

Motion Picture Theaters (except Drive-Ins) (512131)

SIC

Services-Motion Picture Theaters (7830)

akta.pro primary industry

Cinema Chains & Multiplex Operators (MPADAKAA)

akta.pro secondary industry

Independent & Art-house Cinemas (MPADAKAB)

Keywords

• Cinema exhibition trade association
• Motion picture exhibition
• Theatre owner advocacy
• Cinema industry membership
• Trade association events

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Cinema United generates revenue through membership dues from theatre operators. Membership includes the largest cinema chains in the world and hundreds of independent theatre owners, providing access to member benefits, resources, advocacy, and industry events.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Cinema United (formerly the National Association of Theatre Owners) is a membership-based trade association representing cinema owners and exhibitors across the United States and internationally. It provides legislative advocacy, industry research, educational resources, networking opportunities, and operates CinemaCon, the largest annual gathering of movie theatre owners worldwide.

Product overview

Cinema United (formerly The National Association of Theatre Owners, NATO) is the largest exhibition trade organization in the world, founded in 1948. The organization operates as a unified platform centered on membership services, industry advocacy, and major events. Its core offerings include the flagship CinemaCon annual trade show, a comprehensive membership program representing over 31,000 screens in the US and 30,000+ screens internationally, the Independent Theatre Owners Coalition (ITOC) for independent cinema advocacy, the Cinema Foundation for industry research and education, and an online member dashboard portal. Supplementary services include webinars and educational resources, a merchandise store, data and research publications, and a network of state and regional cinema associations.

Differentiator

Problem solved

Functional benefit

Brands

• CinemaCon: The largest and most important gathering of movie theater owners from around the world, held annually in Las Vegas.
• Cinema Foundation

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• CinemaConcoreStrategic or Co-development PartnerCinemaCon is the largest gathering of movie theater owners worldwide. Cinema United organizes and hosts this annual industry event in Las Vegas, representing the most significant industry partnership for showcasing the exhibition sector.
• The Cinema FoundationcoreStrategic or Co-development PartnerThe Cinema Foundation is a sister organization focused on cinema preservation, education, and industry development. The organizations collaborate on the annual Fall Summit and Cinema Foundation Summit.
• State & Regional AssociationscoreChannel Partner/ Reseller/ DistributorNetwork of state and regional theatre associations affiliated with Cinema United, including Cinema Association of California/Nevada, North Central Convention, and others. These partners help reach independent theatre operators across different regions.
• Industry PartnersminorGTM or Marketing PartnerVarious industry partners that collaborate with Cinema United on events, marketing, and industry initiatives. Featured on the Industry Partners section of the website.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Independent Film & Television Alliance (IFTA): IFTA is the global trade association for independent film and television production and distribution, running the American Film Market. Comparable as a film industry trade body with annual market events, member dues, and data/research services analogous to CinemaCon.
• Motion Picture Association (MPA): The MPA is the trade association representing the major US film studios (the supply side of the theatrical value chain). It is directly comparable to Cinema United as the counterpart body on the other side of exhibition negotiations, with analogous membership dues model, lobbying function, and industry data publishing.
• International Union of Cinemas (UNIC): UNIC is the European cinema trade association representing exhibitor associations across EU member states. Directly comparable to Cinema United's international exhibitor representation function, with overlapping member profiles and shared advocacy themes (windowing, piracy, regulatory).
• National Association of Television Program Executives (NATPE): NATPE is the membership-based global association for television content producers, distributors, and buyers, running NATPE Global and Budapest events. Directly comparable as an adjacent-screen trade association with similar dues/event model.
• Academy of Motion Picture Arts and Sciences (AMPAS): AMPAS is the film industry's most prominent membership-based organization, awarding the Oscars and serving as a film industry convener. Comparable to Cinema United as a long-standing film industry membership body with events, education, and prestige functions.

Broad incumbents

• National Association of Broadcasters (NAB): NAB is the trade association for US broadcasters and runs NAB Show, the largest annual broadcast technology convention. Closely comparable business model: membership dues + flagship event + legislative advocacy + research, in an adjacent media vertical.
• Consumer Technology Association (CTA): CTA produces CES, the world's largest consumer technology trade show, and operates as a membership-based industry association. Highly comparable to Cinema United/CinemaCon model: dues-funded trade association anchored by a flagship Las Vegas trade event.
• Internet and Television Association (NCTA): NCTA is the US cable and broadband industry's principal trade association, running The Cable Show and providing legislative advocacy for member operators. Comparable organizational model: dues-funded trade body with federal lobbying and industry events.

Others

• Society of Motion Picture and Television Engineers (SMPTE): SMPTE is the global professional association for motion picture and television engineering standards. Adjacent rather than directly competitive: enables the exhibition ecosystem Cinema United represents through standards work, but does not lobby on behalf of exhibitors.

Regional players

• British Film Institute (BFI): The BFI is the UK lead body for film and cinema, supporting exhibition, education, and cultural policy. Comparable as a film industry organization with membership and advocacy functions, but primarily UK-focused rather than competing directly with Cinema United in North America.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cinemacon
• LinkedInlinkedin.com/company/national-association-of-theatre-owners-nato-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The National Association of Theatre Owners (NATO)