The National Association of Theatre Owners will never again be confused with the other NATO.

The org, representing thousands of exhibitors across the country and around the globe, announced Tuesday it is changing its name to Cinema United. For decades, the group has gone by the acronym NATO, the same shared by the North Atlantic Treaty Organization and often fielded calls from people believing they had reached that group.

Theres also a new mantra Moviegoing is Our Mission. Cinema United president-CEO Michael OLeary said the rebranding doubles down on the orgs mission to emphasize seeing movies on the big screen.

The name change takes effect immediately, and the new Cinema United logo will be on full display early next month when theater operators and Hollywood studios gather in Las Vegas for CinemaCon, which the trade group hosts. This years show runs March 31-April 4.

Cinema United is a celebration of who we are as an industry, but more importantly, where were headed, OLeary said. The people we represent are constantly innovating and creating unparalleled experiences for fans who love movies on the big screen. Their passion, energy and commitment are the real power behind the Cinema United brand.

Added Cinema United Executive Board chair Bob Bagby, Our industry is fully dedicated to ensuring that the theatrical experience remains the premier entertainment option for millions of fans around the world.

The associations executive board made the decision to change its name during a meeting at last years CinemaCon, and tapped Bagby to spearhead the effort. Both CinemaCon and the Cinema Foundation, the organizations charitable non-profit arm, will operate under the Cinema United brand.

Founded in 1948, the newly renamed Cinema United represents more than 31,000movie screens in all 50 states, and more than 30,000 screens in 80 countries worldwide. Its membership includes cinemas of all sizes, from the largest cinema chains to one-screen theaters in cities and towns around the world.