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.

“Cinema United is a celebration of who we are as an industry, but more importantly, where we’re headed,” President/CEO Michael O’Leary said. “The people we represent are constantly innovating and creating unparalleled experiences for fans who love movies on the big screen. Their passion, energy and commitment are the real power behind the Cinema United brand.”

The rebrand was made by the organization’s executive board, led by chairman and B&b Theaters CEO Bob Bagby, who oversaw a committee formed for the name change. Cinema United says the new name will reflect the increasingly global nature of the organization’s role in film exhibition and will be accompanied by the new mantra “Moviegoing is our Mission.”

“Cinema United will remind people of the...