The National Association of Theater Owners’ annual trade show 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.