National Cinema Day is a one-day event that takes place in the United States, where participating theaters offer discounted admissions for all movies, with prices no more than $4. The event features new titles, independent films, and other movies that have been well-reviewed. The Cinema Foundation, a non-profit branch of the National Association of Theatre Owners, organizes the event to promote and expand the cinema industry. The foundations mission is to advance the moviegoing experience by developing future diverse workforces and moviegoing communities through research, education, and philanthropy. The movie theater industry includes more than movie theaters, and it is made up of key partners, including filmmakers, studios, content providers, equipment and concession manufacturers, data and technology companies, and audiences and communities that they work to serve and inspire every day. The event is held annually, and if it continues to be successful, the long-term goal is to make it an annual event and eventize it, making it less about the price and more like little Comic Cons in every city where you never know what to expect.