Cinema United names Amanda Martin senior VP of external affairs and promotes Erin Von Hoetzendorff to VP of membership and global affairs, signaling a strategic shift for the trade group.

Cinema United appointed Amanda Martin to the newly created post of senior vice president of external affairs and promoted Erin Von Hoetzendorff to vice president of membership and global affairs.

Leadership changes

Martin, who previously oversaw government relations for the association, will lead outreach to policymakers, media partners and community groups. Von Hoetzendorff, who has headed the membership department for three years, will now manage member services worldwide and steer the group’s global engagement strategy.

"As exhibition continues to evolve, Cinema United is evolving with it," said Michael O’Leary, president and chief executive officer of the association. "These appointments position us to address the regulatory, technological and market forces shaping the cinema landscape."

Industry context

Cinema United represents more than 2,000 independent and regional theaters across the United States. The association has focused on lobbying for fair licensing terms, supporting digital projection upgrades and advocating for flexible ticket‑pricing models.

The senior vice president of external affairs will coordinate the group’s lobbying agenda in Washington, D.C., and expand outreach to state legislatures. The role also includes building partnerships with content creators to secure diverse programming for member theaters.

In her expanded portfolio, the vice president of membership and global affairs will oversee member recruitment, retention and education programs. She will also spearhead the association’s efforts to collaborate with overseas cinema bodies on best‑practice exchanges.

Industry analysts note that the dual appointments come as theaters navigate post‑pandemic recovery, streaming competition and evolving consumer preferences. The leadership team, now bolstered by Martin and Von Hoetzendorff, aims to reinforce the association’s advocacy and service functions.

O’Leary added that the changes reflect “a proactive stance on the challenges and opportunities confronting exhibitors today.” The association plans to roll out a series of webinars and policy briefings later this year to support its members.