NATO is ever watchful for opportunities to advance and protect the motion picture exhibition industry. The Association has numerous initiatives underway that address key issues for exhibitors, everything from cinema technologies to movie ratings. Ongoing NATO programs help exhibitors understand and utilize cinema technologies, and tackle government relations challenges. NATO also supports exhibitors’ efforts to enforce the voluntary ratings system, and to preserve the theatrical release window. NATO’s newest initiatives are in the marketing arena, exploring exciting new ways to attract patrons to the cinema experience.