Las Vegas, NV – In a first for the global cinema industry, Barco, a leading innovator in laser-powered cinema technology, will join The Coca-Cola Company as a co-presenting sponsor of CinemaCon 2026. The announcement, made Thursday, marks the first time in the convention’s 15-year history – since its rebranding in 2011 – that two companies will share presenting sponsor status. This partnership underscores the continued importance of the theatrical experience and the collaborative spirit driving innovation within the industry.
The annual gathering, organized by Cinema United, brings together filmmakers, studio executives, exhibitors and technology companies to shape the future of moviegoing. With attendance figures consistently high, CinemaCon serves as a crucial platform for previewing upcoming films, discussing industry trends, and showcasing cutting-edge technologies. This year’s event, scheduled for April 13–16 at Caesars Palace in Las Vegas, promises to be particularly significant given this expanded sponsorship.
Barco’s commitment extends beyond co-presenting sponsorship. The company will also sponsor the Trade Present Networking Reception on the opening day of the convention, Monday, April 13, providing a valuable opportunity for industry professionals to connect. Attendees can expect a comprehensive showcase of Barco’s latest advancements, including its award-winning laser projection systems, at the Colosseum and within a dedicated exhibition suite at Caesars Palace. A purpose-built HDR by Barco laser theater, located in Roman Ballrooms 3 and 4, will offer a firsthand experience of the company’s premium visual technologies.
A Milestone for CinemaCon and the Industry
Michael O’Leary, President and CEO of Cinema United, hailed the partnership as a landmark achievement. “This new level of partnership by Barco represents an exciting first for CinemaCon as the convention continues to grow and expand on a global scale,” O’Leary stated. “Barco continues to be an incredible partner of exhibition, and by choosing to join Coca-Cola as an official co-presenting sponsor, they are taking their commitment to the global theatrical experience to new heights. We look forward to their continued leadership and support in the years ahead.”
Gerwin Damberg, Executive Vice President of Barco Cinema, echoed this sentiment, emphasizing the importance of collaboration. “We’re proud to expand our relationship with Cinema United as the new co-presenting partner at CinemaCon,” Damberg said. “Cinema is one of the most powerful storytelling mediums in the world, and the theatrical experience remains the best way for audiences to discover and share those stories together.”
Focus on Innovation and the Future of Cinema
Barco’s ongoing investment in laser projection technology and premium formats like HDR by Barco reflects a broader industry trend toward enhancing the cinematic experience. Damberg highlighted that whereas technology plays a vital role, the true magic of cinema lies in the collaborative efforts of filmmakers, studios, exhibitors, and technology partners. “But technology alone doesn’t create the magic of cinema,” he explained. “It’s the collaboration between filmmakers, studios, exhibitors, and technology partners that brings stories to life for audiences around the globe.”
CinemaCon is widely recognized as the largest and most influential gathering dedicated to theatrical exhibition, providing a crucial space for these collaborations to flourish. The event’s continued growth and the addition of a second co-presenting sponsor demonstrate the enduring appeal and evolving nature of the theatrical experience. As CinemaCon prepares for its 2026 edition, the industry is poised to explore new innovations and strategies for captivating audiences worldwide.
The partnership between Barco and Coca-Cola signals a strong vote of confidence in the future of cinema and the power of shared experiences. As the industry navigates a changing landscape, collaborative efforts like these will be essential for ensuring that the magic of the movies continues to thrive.
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