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 decision to re-name the 77-year-old organization was made by its executive board. The hope is that it will be more aligned with the names of both CinemaCon, as well as the Cinema Foundation, the organization’s charitable non-profit arm dedicated to promoting moviegoing.