Cinema United represents the 32,000 screens in the U.S. and another 30,000 screens across 88 countries, and that encapsulates not just the “Theatre Owners” of NATO but also the employees at those movie theaters, so the name change was fitting for yet another reason.

The rebranding is designed to emphasize the importance of seeing a film on the big screen. It also means the org will no longer been confused with the other NATO.

The decision to re-name the 77-year-old organization was made by its executive board. The hope is that it will be more aligned with the names of both CinemaCon, as well as the Cinema Foundation, the organization’s charitable non-profit arm dedicated to promoting moviegoing.