Dan Herrle
Member Profile
How has NATO membership been impactful to you and/or your business?Being a NATO member has been incredibly impactful in several ways. It gives us a strong voice in the industry, ensuring that our concerns and priorities are heard at both national and local levels. Through NATO, we stay informed about key industry trends, emerging technologies, and legislative developments that directly affect our business.
Additionally, NATO provides invaluable networking opportunities, connecting us with industry leaders, fellow exhibitors, and key partners. This collaboration helps us share best practices, stay competitive, and continuously improve the moviegoing experience for our guests.
I got into the exhibition business with my very first job. My best friend Michael—who is now my husband—was the head usher at the Plitt Theaters in Virginia Beach. I was just 15 years old when I was hired on the spot without an interview. Top Gun opened the following week. Within a few months, I had keys to the building and was responsible for changing the marquee each week. That early experience sparked my passion for the industry and set me on the path I’m on today.
My favorite thing about my job is feeling like I’m part of show business. There’s a real passion in creating memorable experiences for guests—knowing that we play a role in making someone’s evening special and entertaining them. I also love the ever-changing nature of the industry; every week brings a new film and something fresh to focus on, keeping things exciting and dynamic.
One particularly memorable moment in my career was my first ShowEast in Atlantic City. That year, they screened Mrs. Doubtfire, which was an incredible experience on its own. But what really made it unforgettable was riding up the elevator with Jodie Foster—a surreal moment that reminded me just how close we are to the magic of the movies.
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One of my favorite moviegoing experiences of all time was seeing Gorillas in the Mist at the Edwards Cinemas in California. It was a limited-release 70mm presentation in a massive 2,000-seat auditorium. I’ll never forget waiting in line around the building, the anticipation building with every step. When we finally got inside, the combination of the stunning projection, the packed house, and the powerful storytelling made it an experience I’ll always cherish.
I think the future of our industry is bright. People will always crave that out-of-home experience, and we’re seeing a push toward more immersive technologies and larger screens that enhance the magic of moviegoing.
I also anticipate a shift in theater ownership, with studios returning to exhibition. This change will not only benefit customers but also drive innovation across the industry. Studios that own cinemas will have a powerful platform to test new content, launch creative ideas, and gather valuable data. They can leverage their loyalty programs to create synergy across the entire entertainment ecosystem, from theatrical releases to streaming services.
People consume content in many different ways, and the key to the future of exhibition will be strengthening the connection between all these platforms while preserving the unmatched experience of seeing a movie on the big screen.
My advice to anyone looking to enter the exhibition industry is simple: once you get in, it’s hard to get out! This business has a way of pulling you in with its energy, excitement, and ever-evolving nature. If you have a passion for movies, customer service, and creating unforgettable experiences, it can be an incredibly rewarding career. Be ready to work hard, embrace change, and build relationships—because this industry is as much about people as it is about films.
