CinemaCon2014_badgeThis “has worked for years in Latin America and Canada,” NATO chief John Fithian says — and could begin as an experiment in one U.S. state by the end of this year. “There are meetings this week about doing a test with a discount.” Although NATO has a state in mind, Fithian declined to say which one is being considered. He adds that studios have to endorse the concept. It makes sense, he says, because “our capacity is so unused,” which is why “we are looking aggressively at it.” Fithian says he can’t disclose much because so many decisions have yet to be made, and to avoid the possibility of violating antitrust laws by appearing to set prices. NATO “could never set what the discount could be … [it] would have to be a concept that this is the day in which theaters discount.”