Cinema audience adobe stock

Source: Adobe stock

Cinema audience

The National Association of Theatre Owners (NATO) has launched The Cinema Foundation, a donor-supported charitable non-profit to promote the exhibition sector by developing diverse workforces and growing cinema-going communities through research, education, and philanthropy.

The Cinema Foundation involves technology companies, food and beverage leaders, members of the creative community and other individuals and companies that support exhibition.

The founding board comprises NATO’s Jackie Brenneman as president; Tori A. Baker from Salt Lake Film Society as vice president; Brian Schultz of Look Cinemas as secretary; Eduardo Acuna from Cinépolis Americas as treasurer; and directors Adam Cassels from Cinionic, Michelle Maddalena from Dolby Laboratories, and Katherine Twells from The Coca-Cola Company.

“The future of the cinema industry is being determined right now,” said Brenneman. “The Cinema Foundation is designed to bring together key industry stakeholders from business, technology and the creative community to be the leading voice in what that future will be.”

The new venture is in its initial fundraising and hiring phase and said its key priorities are: promoting careers, education and diversity; working with NATO’s allies in the creative community to promote cinema-going and greater involvement by the creative community; compiling industry data and research; working with existing industry charities to expand their impact; and setting up a Center for Innovation and Technology to ensure the industry meets standards while avoiding “costly barriers that do not enhance the theatrical experience”.