CinemaCon is always about looking ahead. It is where this industry comes together to celebrate the big screen, share ideas, and build momentum for what comes next. But it is also a good moment to remember what keeps this business strong in the first place: the exhibitors who make it happen.

This will be the first CinemaCon since the passing of Colleen Barstow, a widely respected independent exhibitor, member of the Cinema United Executive Board, and leader of your association’s Independent Theatre Owners Coalition (ITOC). Colleen was a tireless advocate for independent exhibitors and believed deeply in the idea that cinemas bring people together in ways that go far beyond the screen. We will feel her absence this year, but we will also carry forward the spirit she brought to this work.

Independent cinemas make up more than 90 percent of Cinema United’s member companies. That says something important. Independent theaters are not a side part of this industry. They are its backbone. They serve rural towns, neighborhoods, suburbs, and downtowns across the country. In many communities, they are the only big screen experience. They keep moviegoing local, personal, and rooted in the places people call home.

They are also vital to the movie business. Main Street independents with 75 or fewer screens generate about $1 billion annually at the box office. They help make theatrical truly national by bringing the moviegoing experience to communities across the country. They support studio tentpoles, of course, but they also make room for family films, specialty titles, awards contenders, classics, documentaries, and community programming that keeps audiences engaged throughout the year. Independent operators have to do everything. They are business leaders, marketers, community partners, and problem-solvers all at once.

Just as important, independent cinemas are Main Street businesses. They are economic engines and cultural hubs. They create jobs and drive foot traffic that supports nearby restaurants, retail, and local business districts. They are where first dates happen, where families and friends gather, where fundraisers and community events take place, and where communities come together for a shared experience. When cinemas thrive, downtowns and neighboring businesses thrive. Supporting theaters is economic development, not just entertainment.

That is why Cinema United’s advocacy for independents matters. Under the ITOC banner, we are working to make sure the needs of independent exhibitors are heard and acted on. That includes pushing for fair film availability, more flexible scheduling, relief from rigid holdovers, stronger collaboration with studios, and more practical marketing support for smaller operators. It also means helping independents address operating challenges, strengthen profitability and make sure Main Street cinemas have the tools and voice they need to succeed.

That work will be on display Sunday, April 12, when the ITOC program returns to Caesars Palace. More than 300 members are expected to attend, and this is the third year since Cinema United brought the event back to Caesars Palace. It has grown with each passing year, reflecting the energy and commitment of this community. Independent exhibitors want to connect, share ideas, tackle challenges, and help shape the future of this business together.

This year’s discussions will focus on issues that matter right now: how operators are separating loyalty, rewards, and membership into distinct strategies, what actually brings audiences back, and how building a strong staff culture can improve both the guest experience and the bottom line. That kind of practical exchange is one of ITOC’s greatest strengths. It is a place for real-world ideas, honest conversation, and shared problem-solving.

Cinema United and ITOC are also about connection. ITOC leaders Becky Dupuis (Polson Theatres), Paul Gunsky (CineLux Theatres), Lauren McChesney (Shankweiler's Drive-In Theatre), and I are here to support independent exhibitors, explore opportunities, and help address the challenges facing Main Street cinemas. Please find us during the convention and reach out afterward as well. We want to hear from you. The more we hear directly from operators, the better we can advocate, build useful programming, and make sure your priorities are reflected in Cinema United’s work.

The week ahead will bring exciting studio presentations, new programming, and the energy that makes CinemaCon so special. But it should also remind us of something simple. Independent cinemas matter to Cinema United because they are at the heart of this association. They matter to the industry because they keep moviegoing strong and connected to communities in every part of the country. And they matter to those communities because they are more than businesses. They are gathering places. They are hometown anchors. They are where Hollywood meets Main Street.