Experienced exhibition executive to guide expanded buying group, film marketing partnerships, cinema advocacy, content programming initiatives, and educational resources

The Independent Cinema Alliance (“ICA”), a cinema trade organization representing approximately 5,000 independently operated movie screens throughout the United States and Canada, today announced the appointment of Frank Rash as its first Executive Director, marking a major step forward for the organization as it expands its mission, scope, and industry influence. For the past six years, the ICA has been successfully led by a volunteer Board of Directors while growing into the nation’s largest organization exclusively representing independent exhibitors.

Rash brings 35 years of experience across the filmed entertainment sector, including serving as a member of the senior leadership team at AMC Entertainment, where he headed Marketing, Strategic Development, and Partnerships. During his tenure, he played a central role in the formation and launch of several high-profile, industry-shaping initiatives, including MovieTickets.com, Digital Cinema Implementation Partners, National CineMedia, Fathom Entertainment, Digital Cinema Distribution Coalition, and Open Road Films. In recent years, Rash has provided content management and advisory services to independent theatre owners.

“Frank understands the full spectrum of theatrical exhibition, from large circuits to small independents,” said Rich Daughtridge, President, ICA Board. “The timing, the need, and the opportunity are aligned, and his leadership will help the ICA strengthen its programs, advocate more effectively for independent theatres, and play a meaningful role in shaping the future of our industry.”

“Independent exhibitors are the backbone of theatrical exhibition,” Rash said. “They are innovators, community builders, and caretakers of a uniquely American experience. I’ve spent my life in this industry—from tarring flat roofs and repairing seats in my family’s theatres to helping develop initiatives that changed the exhibition landscape—and I believe deeply in the importance and potential of independent exhibitors.”

As independent theatres face accelerating challenges and new opportunities, the ICA is advancing four major initiatives aimed at strengthening member value and elevating the role of independent exhibition across the industry. The ICA’s Marketplace program continues to help members reduce cost of goods through national purchasing power for equipment and supplies. At the same time, the organization is expanding its film marketing and promotion program, partnering directly with distributors to spotlight upcoming releases within ICA member theatres.

Building on these established programs, the ICA is intensifying its cinema advocacy work with a focus on restoring a healthier theatrical window and ensuring fair access to major studio content for independent exhibitors. The organization is also preparing to launch a new content programming initiative offering low-cost, efficient marketing and distribution services for filmmakers and independent distributors seeking direct access to ICA member screens. In addition, the ICA will continue to expand educational resources and training for its members.

“The ICA has already accomplished so much since its formation in 2019,” Rash added. “With the collective strength of our members and a renewed focus on what comes next, we can improve access to content, strengthen the economics of exhibition, and position independent theatres to thrive in the years ahead.”

About ICA

ICA is a not-for-profit, alliance of independent cinemas operating in communities throughout the United States and Canada. Theatres operated by members range in size from single-screen venues in small towns to multiplexes in larger cities. Today a growing 180-member companies representing approximately 5,000 screens share one common goal: to provide a public voice that promotes the importance of independent cinemas as a vital and necessary part of a healthy and vibrant motion picture industry. For more information, visit www.cinemaalliance.org.

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