Cinema United Created New International Executive Roles

The lobbying organization, formerly known as NATO, has promoted two leaders to bolster international theater engagement.

Updated on Sept. 29, 2026 in Film — General

Isometric editorial illustration featuring two intersecting architectural marquee volumes representing global theater advocacy. — Cinema United has promoted Amanda Martin and Erin Von Hoetzendorff to new executive roles to manage international theater engagement and global partnerships. AI Illustration. Upload story photo >

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Cinema United has launched new executive roles dedicated to international theater owner engagement. Amanda Martin and Erin Von Hoetzendorff were promoted to lead these efforts for the organization.

Why it matters

This move aims to strengthen global partnerships and expand advocacy for theater owners. The strategy follows recent industry shifts, including high-profile merger settlements that emphasize theatrical releases.

The organization represents chains managing 30,000 screens worldwide. A recent merger settlement between Paramount and Warner Bros. Discovery includes a pledge for 30 feature films per year in theaters.

The players

Cinema United

This is a Washington D.C.-based lobbying organization that represents major international cinema chains.

Amanda Martin

She is the newly appointed senior vice president of external affairs for the cinema organization.

Erin Von Hoetzendorff

She serves as the newly appointed vice president of membership and global affairs for the group.

The details

Cinema United, which recently rebranded from the acronym NATO, has appointed Amanda Martin as senior vice president of external affairs and Erin Von Hoetzendorff as vice president of membership and global affairs. Based in Washington D.C., the group lobbies on behalf of major chains including AMC Theatres, Cinemark, Regal, Marcus, and Harkins.

Erin Von Hoetzendorff joined the organization in 2018.
Amanda Martin began her tenure with the group in 2023.
The annual CinemaCon convention was held in April 2026.
Theater chain executives signaled support for the merger in August 2026.
The merger settlement terms were formally unveiled on September 21, 2026.

Industry Dynamics

These appointments follow the Paramount and Warner Bros. Discovery merger settlement, which mandates specific theatrical commitments for major studios. This shift marks a strategic pivot for the lobbying group to ensure global compliance with new industry standards.

The organizational changes support efforts to maintain theatrical windows and consistent film output at major cinema chains. Moviegoers should see more stability in theatrical release schedules as these new executive roles focus on strengthening global theater partnerships.

The takeaway

The move signals a deeper commitment to integrating international theater interests into major studio negotiations. Future industry advocacy will likely rely on these new roles to navigate the evolving relationship between exhibitors and content creators.