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Theater Owners Group Rebrands as Cinema United, Ditching NATO Name
The National Association of Theatre Owners has been renamed Cinema United to avoid NATO mix-ups.
The National Association of Theatre Owners, popularly known around the movie business as NATO, will no longer be confused with a favorite target of Donald Trump’s ire. The group is announcing the change in advance of CinemaCon, its annual theatrical exhibition trade show, which is being held March 31 to April 3 in Las Vegas. It also comes as the box office is in an extended rut, one that the industry hopes it can pull out of with upcoming releases like “Mission: Impossible — The Final Reckoning,” “Jurassic World: Rebirth,” and “Superman.”
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