< PreviousIt is time to think about the future of movie theaters. After two years stuck in a loop of COVID crisis after COVID crisis, the end is now in sight. And while those two years during the pandemic were among the most personally and professionally challenging for everyone in this industry, they also proved a point that everyone in exhibition already knows: consumers want to watch movies in a movie theater, surrounded by friends and strangers in their community. Indeed, in an era where the press often focused on the streaming wars and consumer reluctance to return to moviegoing, the evidence proved the opposite: even with endless options at home, consumers returned to the theaters when there was content. People do not just want a movie; they want a theatrical experience. The pandemic also demonstrated the importance of a strong trade body with dedicated volunteers uniting for a common purpose. During the pandemic, NATO’s advocacy was directly responsible for key law and policy wins that saved thousands of movie theater companies and brought new allies while strengthening existing relationships. These measures ensured that our industry as a whole could emerge largely intact after the single greatest threat it has faced in over a century. And as we emerge, we have the opportunity to reinvest, reimagine and reinvent the theatrical experience. It is in this spirit of optimism and partnership that NATO is thrilled to launch the NATO Cinema Foundation. The Cinema Foundation intends to build on the historic collaboration from all sectors of the industry during the pandemic to expand NATO’s reach, diversify funding, foster innovation and grow volunteer leadership. The Cinema Foundation builds on NATO’s critical work, expanding our impact and ability to serve our industry. So what exactly is the Cinema Foundation? The Cinema Foundation is a new 501(c)(3) supporting organization, which furthers NATO’s mission to advance the moviegoing experience. As a trade association, NATO membership is necessarily limited to movie theater companies, which allows us to effectively lobby governments and studios on issues of shared concerns. But as the pandemic made very clear, the movie theater industry is so much more than just movie theaters. We are an industry made up of film bookers, filmmakers, equipment and concession manufacturers, data and technology companies and so much more. The Cinema Foundation offers an opportunity for all of the industry to come together to create programs that will—to borrow from NATO’s mission—promote the essential exhibition industry. The Cinema Foundation executive board similarly brings together different sectors of this industry with three exhibitors (Tori Baker, Salt Lake Film Society; Brian Schultz, Look Cinemas; and Eduardo Acuna, Cinepolis) two technology companies (Michelle Maddalena, Dolby Laboratories; Adam Cassels, Cinionic) and our best food and beverage partner (Katherine Twells, Coca-Cola). In my role as Cinema Foundation President, I serve as NATO’s representative and ensure that The Cinema Foundation and NATO are aligned. JACKIE BRENNEMAN EVP & General Counsel, NATO and President, The NATO Cinema Foundation INTRODUCING THE NATO CINEMA FOUNDATION (Continued on next page)( Jackie Brenneman Continued) The Cinema Foundation has five key priorities, each of which will approach current obstacles as opportunities for innovation and investment in the industry: 1. Cinema Careers, Education and Diversity: The marketplace for employees is historically challenged, and this is particularly true in the hospitality sector. The exhibition industry is a great place to start and grow a career and the link to the entertainment industry is a desirable element that can be incorporated into internal and public-facing messaging. Through research, targeting training and strategic promotion The Cinema Foundation hopes to help solve today’s crisis for tomorrow’s workforce. 2. Moviegoing Promotion and Creative Community Involvement: The Cinema Foundation will build on NATO’s relationships with the creative community to grow audiences, promote the industry and diversify content options. Formalizing these relationships is a key benefit to The Cinema Foundation which can represent a wider set of stakeholders than NATO. 3. Center for Innovation and Technology: The Center for Innovation and Technology will be the innovation heart of the movie theater industry. The Center will also work to ensure the industry’s technology is future ready and meets standards that help key stakeholders including filmmakers, technology compan and exhibitors while also avoiding costly barriers that do not enhance the theatrical experience. 4. Industry Data and Research: Data will be the key to effective industry messaging, promotion and innovation going forward and The Cinema Foundation will prioritize a data-based approach across all initiatives. The Cinema Foundation will commission best-in-class research supporting each of The Cinema Foundation’s priorities and supporting NATO’s efforts. 5. Industry Charities: Finally, when it is sufficiently funded, The Cinema Foundation plans to build on the industry’s long history of charitable giving by partnering with existing industry charities and donating to organizations that support The Cinema Foundation’s mission. The Cinema Foundation will also develop a scholarship program, which will give back to industry employees. How Can I Help? The Cinema Foundation is building its donor base and growing its programs at a rapid pace. The immediate enthusiasm for this Foundation is a clear demonstration of the widespread belief in a strong future for exhibition. The Cinema Foundation is looking to raise $7 million in our first year to ensure our ability to make an immediate and meaningful impact on the industry. If you are interested in donating and/or volunteering please visit www.thecinemafoundation.org or email us at info@thecinemafoundation.org. On behalf of The NATO Cinema Foundation , we extend our thanks and gratitude to our donors. Your support is further testament to the great future of our industry. Akin Ventures, Inc. Athens Movie Palace Aurora Cineplex, LLC Aviation Cinemas Inc. B&B Theatres Bainbridge Cinemas Belcourt Theatre Bengies Drive-In Theatre Century Square Luxury Theaters Cinema 21 Cinema Cafe Cinema Entertainment Corp. Cinema West Cinemaworld of Florida, Inc. Cinépolis USA Cinetex Inc. Cinionic CKN Theatres, LLC Collins Road Theatres Commonwealth-Ghosen Theatre Corporation Coolidge Corner Theatre Foundation Corydon Cinemas Crowne Pointe Theatre D’Place Entertainment Dakota Cinema Darkside Cinema Dolby Laboratories Eaton Theatre Emagine Entertainment Inc. Famous 5 Theatres LC Far Away Entertainment Film Fest 919 Foothills Entertainment Company Fox Theatres LLC Georgia Theatre Company Glitter Cinemas Inc. Golden Star Theaters Gross-Alaska, Inc. Guido Films LLC Harbor Springs Lyric Theatre Harkins Theaters Historic Lynwood Theater Hollywood 20 Cinema Hometown Cinemas, LLC Indiana Booking Service Jass Entertainment Inc Jones Theatres, Inc. Kerasotes Showplace Theatres, LLC Kiggins Theatre KJB Theaters Laemmle Theatres Larry H. Miller Megaplex Theatres LOOK Dine-In Cinemas M C I C , Inc. Main Street Theatres, Inc. Malco Theatres Inc. Marquee Cinemas Inc Mitchell Theatres MJW, LLP Moviefone Movie Palace, Inc. MovieScoop Cinemas Northwoods Entertainment, LLC Onyx Theatre Orca Theater Paradise Cinemas Inc. Patriot Cinemas Phoenix Main Gate, LLC Pickwick Theatre Pix Theatre Plaza Atlanta, LLC Premiere Theatres Inc. Prestige Theatres Prime Cinemas Sonoma Quoin Media & Entertainment LLC Richland Cinemas Riverview Theater Roseburg Cinema Roxy Theatre Royal Cinemas Salt Lake Film Society Sanborn Theatres Inc. SEEfilm Cinema Seminole Theaters LLC Showplace Cinemas Silver Screen Magic, LLC Smithfield Cinemas South Branch Cinema 6 South Hadley’s Tower Theaters, LLC Southwest Theaters Spotlight of Hornell Spotlight Theatres, Inc. Stadium Cinemas Stanwood Cinemas Studio C The Beltonian Theatre LLC The Coca-Cola Company The Frida Cinema The Historic Admiral Theater Tobie Cinemas Tri-County, Cineplex, LLC Tristone Cinemas Tropicana Theaters University Mall Theatres Vassar Theatre Management LLC Vickers Theatre Vision Max Cinema VSS - Southern Theatres, LLC Water Gardens Theatres Wellfleet Cinemas WyoMovies Zeus Digital Theaters (Donor list as of April 11, 2022)CinemaCon Would Like to Thank the Following Companies for Supplying an Item in the 2022 Goody Bag AICP CANDY DYNAMICS CINETRAIN THE COCA-COLA COMPANY FERRARA CANDY COMPANY FERRERO U.S.A., INC. GOLDEN LINK INC. HARIBO THE HERSHEY COMPANY JUST BORN KELLOGGS MARS WRIGLEY MONDELŌZ PARAMOUNT PICTURES PERFETTE VAN MELLE PIM BRANDS, INC. THE QUORUM RICOS PRODUCTS ST. JUDE CHILDREN’S RESEARCH HOSPITAL TOOTSIE ROLLNext >