The Foundation’s efforts are focused on its five guiding pillars to help advance the moviegoing experience:

1. Invest in Data and Research by building relationships and growing the industry through comprehensive data and research

2. Promote the Moviegoing Experience by developing and implementing all-industry initiatives like National Cinema Day to grow audiences and promote the industry.

3. Celebrate Cinema Careers, Education, and Diversity by promoting the industry as a great place to work via recruitment campaigns, training programs, and opportunities for career growth.

4. Build a Center for Innovation and Technology by creating a cross-industry innovation think-tank where thought leaders will help develop and test initiatives focused on industry growth

5. Support Industry Charities by partnering with existing industry charities to expand their impact and reach and amplify their messaging and programming.