Screening Room, ‘Captain America’ to star at CinemaCon 2016 – USA TODAY

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The company generating the most discussion ahead of CinemaCon isn’t even officially attending the four-day convention of theater owners, which kicks off Monday in Las Vegas.

Representatives for Screening Room, the start-up movie service that intends to offer new film releases for home viewing, will attend the annual gathering where nine studios will present their upcoming movie slates.

The company declined to discuss specifics of the trip, and CinemaCon managing director Mitch Neuhauser says Screening Room “is not on our official schedule.” But industry news sites have outlined a low-key visit by Screening Room principal Prem Akkaraju to plead the service’s case to wary exhibitors, away from the convention’s main stage at Caesars Palace.

“The Screening Room contingent isn’t looking to disrupt the convention, but rather try to explain what the issues are” to exhibitors and studios, notes, both of whom are needed to support the project.

The venture will attract as much attention as the fleet of Hollywood stars jetting in for studio appearances.

“Screening Room is the biggest thing at CinemaCon this year,” says Jeff Bock, a senior box office analyst for Exhibitor Relations. “This service could be an industry game-changer that affects everyone there. It will be interesting to see how people react.”

While the showcase is all about surprises, here are other expected big moments at CinemaCon:

‘Captain America’ leads off Disney slate

Walt Disney Studios is going all out, screening Marvel’s Captain America: Civil War in its entirety Wednesday, weeks before the movie’s release date May 6.

“It shows the kind of confidence and bravado they have in their products,” Bock says. “They are going to show off one of the summer’s biggest hits at CinemaCon.”

While Disney is keeping mum about the presentation, expect it to feature a few Marvel superheroes, especially with competitor Warner Bros. and DC Comics taking their turn Tuesday.

“We’ll see some Avengers on stage,” Bock says. “They wouldn’t want to be upstaged by DC’s heroes.”

Disney’s slate of Star Wars films also will be a hot topic, given that the first trailer for Rogue One arrived last week.

Paramount is bringing ‘Star Trek Beyond’

Paramount Studios will kick off the studio presentations Monday night, bringing talent such as Will Arnett and Megan Fox from Teenage Mutant Ninja Turtles: Out of the Shadows. But all eyes will be on Star Trek Beyond, with producer J.J. Abrams and star/screenwriter Simon Pegg attending ahead of the July 22 release date.

The first action-packed trailer was met with mixed reviews in December. Even Pegg criticized it, telling Star Trek fans to “hang in there.”

“What they show at CinemaCon will be key,” says managing editor Erik Davis. “Star Trek is Paramount’s juggernaut.”

Newcomers will stake their spot

Emerging film studios Amazon and STX Entertainment will attend CinemaCon for the first time. Amazon Studios representatives will discuss their films over a luncheon Thursday, and STX will present its slate Tuesday.  “Nothing sends a stronger signal to the exhibition community about how far, how fast we’ve come,” says Adam Fogelson, chairman of STX Entertainment Motion Picture Group.

“These are two of the biggest up-and-coming studios,” Bock says. “They’re now playing with the big boys in the movie arena.”

Screening Room, ‘Captain America’ to star at CinemaCon 2016 – USA TODAY

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