The Independent Cinema Alliance promotes the preservation and prosperity of independent cinemas as an essential part of a healthy motion picture industry. We advocate on behalf of the vitally important independent segment of the motion picture industry. We give independents a voice they otherwise lack on industry issues such as PVOD, shrinking windows and other developments that threaten the survival of independents and the overall health of the motion picture industry. In negotiations with our studio partners, we promote innovative pro-cinema and pro-competitive solutions that bring maximum value to our patrons. It is time that our voice, as independents constituting around 20% of North American theatrical grosses, become focused and cohesive rather than scattershot. That is the aim of the ICA.