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.

After 77 years, the National Association of Theater Owners is changing its name and rebranding to Cinema United ahead of its annual trade show, CinemaCon.

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.