CinemaCon is doubling as a retirement party for its president and CEO, John Fithian, who in his final opening day speech urged movie theater owners to not use the word “content” to describe what they put on their screens.“The words ‘product’ and ‘content’ are still used far too often, and they diminish the value this industry provides,” Fithian said on Tuesday. “We are not in the widget business…Movies are fun, entertaining, and sometimes art.
When we speak of that art, the art of cinema, let’s use that word.”“Content makes something sound disposable. Content may have shifted during transit,” he continued. “Movies are about pleasure, and cinema signifies lasting power and cultural relevancy.”Joining NATO as outside counsel in 1991 and becoming president/CEO in 1999, Fithian’s long career at the trade organization saw him tackle several crucial issues facing movie theaters, including the MPA ratings system, the transition from 35mm to digital projectors, and years of debates over the length of the theatrical window system.
When the pandemic hit and thousands of theaters were forced to close, Fithian led lengthy lobbying meetings with federal and state lawmakers to create grants, tax relief packages and other financial aid packages to allow cinemas to get through the yearlong shutdown.
Fithian also spearheaded the creation of the CinemaSafe program, designed to prevent the spread of COVID-19 in movie theaters through safety protocols such as social distance between parties in auditoriums, deep cleanings between screenings, and updating of HVAC air filters.
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