The Dallas-based Independent Cinema Alliance, a cinema trade organization representing around 5,000 independently operated movie screens throughout the U.S. and Canada, has appointed Frank Rash as its first executive director. The ICA called the move “a major step forward” as it expands its mission, scope, and industry influence.

For the past six years, the ICA has been led by a volunteer board of directors while growing into the nation’s largest organization exclusively representing independent exhibitors, the alliance said.

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 key role in forming and launching several high-profile 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, ICA said.

“Frank understands the full spectrum of theatrical exhibition, from large circuits to small independents,” ICA Board President Rich Daughtridge said in a statement. “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.”

Rash called Independent exhibitors “the backbone of theatrical exhibition.”

“They are innovators, community builders, and caretakers of a uniquely American experience,” he added in a statement. “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.”

The ICA noted that independent theatres face “accelerating challenges and new opportunities,” and said it’s advancing four major initiatives aimed at strengthening member value and elevating the role of independent exhibition across the industry. The alliance’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.

The ICA is now 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 said it 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 said it will continue to expand educational resources and training for its members.

“The ICA has already accomplished so much since its formation in 2019,” Rash said. “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.”

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