CineTrain, a leading employee training and onboarding platform for the cinema industry, has been acquired by HighRock through the purchase of Exploring Potential Solutions, a Michigan-based marketing and training agency. The companies say this acquisition strengthens CineTrain’s ability to support theatres nationwide with innovative tools for employee engagement and customer satisfaction.
CineTrain, developed under the leadership of Brett King, has transformed how theatres train their teams, reducing turnover, improving retention, and enhancing guest experiences. Now part of HighRock’s expanding portfolio, CineTrain will benefit from the agency’s creative and marketing expertise, offering theatres a powerful combination of training tools and branding strategies to elevate the movie-going experience.
“CineTrain has always been about empowering theatre employees to be the best ambassadors for their brand,” said King, founder of Exploring Potential Solutions and now CEO of HighRock. “Joining HighRock allows us to deliver even greater value to cinemas by integrating innovative training solutions with exceptional marketing expertise. Together, we can help theatres thrive in a competitive industry.”
HighRock, a full-service marketing agency with 20 years of experience, has partnered with iconic brands like Amazon, Under Armour, Volvo, and Martin’s Potato Rolls. The acquisition of Exploring Potential Solutions and CineTrain reflects HighRock’s commitment to expanding its national footprint and delivering transformative solutions to the cinema industry, aligning employee training with compelling branding.
“CineTrain’s approach to employee training and leadership development aligns perfectly with HighRock’s mission to elevate brands through creative storytelling and measurable results,” said Rich Daughtridge, founding CEO of HighRock and now a strategic partner and owner. “This partnership allows us to deliver exceptional value to theatres by enhancing both operations and guest experiences.”