On the eve of CinemaCon in Las Vegas, Cinema United has launched a council to champion film-going and appointed Jerry Bruckheimer chair and Emma Thomas vice-chair.
Ryan Coogler, Brad Bird, Jason Reitman and Celine Song round out the inaugural membership of the group, which will work alongside Cinema United to provide feedback and recommendations on key theatrical exhibition talking points such as consolidation, sustainable windows, promoting the cinematic experience, and showcasing innovation and technology.
Bruckheimer and Thomas will attend the conference running April 13-16. Industry veteran Greg Foster helped establish the council and serves as executive director. Additional council members are expected to be announced shortly.
Year-to-date North American box office led 2025 by the same stage by 26%, last weekend, with Amazon MGM Studios’ Project Hail Mary and fresh release The Super Mario Galaxy Movie from Universal among the top performers.
However film-going remains at least 20% behind pre-Covid times and cinema chains continue to struggle in light of alternative entertainment options. Dine-in chain iPic recently filed for Chapter 11 voluntary bankruptcy and AMC, the world’s largest group, has been closing “underperforming” cinemas. Among the bright spots is the reported engagement by Gen Z filmgoers and a promising release slate of tentpoles for the remainder of the year.
Cinema United president and CEO Michael O’Leary said having Bruckheimer and Thomas lead the initiative “cannot be overstated”, while Bruckheimer added that the industry was “at a defining point”.
Thomas noted, “That shared moment – the laughter, the tears, the collective intake of breath – is irreplaceable. That is what this is about: making sure that cinemas of all sizes, around the world, can continue to present our stories in the best possible setting, so movie fans of all ages can enjoy them as they were intended to be seen.”
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