January 1, 2025 — In a strategic move that leverages the expertise of two highly successful teams committed to providing clients and partners with exceptional service and cutting-edge technologies, Exploring Potential, which includes CineTRAIN, has been acquired by HighRock.

As HighRock starts 2025 celebrating 20 years of elevating brands, we are excited to be bringing our teams together to embark on this new chapter and the many opportunities it presents for our CineTRAIN clients:

• Expanded Capabilities: HighRock brings a wealth of experience in areas like creative storytelling, branding, and web development, complementing our existing expertise in custom training solutions, video production, and communications.
• Cinema Marketing Expertise: HighRock has a proven track record of marketing success for movie theaters! With a data driven approach rooted in industry and audience research, we can help your theatre stand out from your competition and ensure your message reaches your ideal target audience, wherever they may be.
• Continued Commitment to Excellence: Our commitment to providing you with the highest quality service and innovative solutions remains unchanged. There will be no immediate changes to CineTRAIN’s core processes, and our Client Success team will continue to be available and focused on your needs.

CineTRAIN founder Brett King will lead HighRock as CEO, ensuring a seamless transition and continued focus on client success.

The official press release follows…

For Immediate Release

CineTRAIN Joins HighRock to Elevate Employee Training and Leadership Development in the Cinema Industry

Hagerstown, MD — January 3, 2025 — CineTRAIN, the leading employee training and onboarding platform for the cinema industry, has been acquired by HighRock through the purchase of Exploring Potential Solutions LLC, a Michigan-based marketing and training agency. This acquisition strengthens CineTRAIN’s ability to support theaters nationwide with innovative tools for employee engagement and customer satisfaction.

CineTRAIN, developed under the leadership of Brett King, has transformed how theaters 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 theaters a powerful combination of training tools and branding strategies to elevate the movie-going experience.

“CineTRAIN has always been about empowering theater employees to be the best ambassadors for their brand,” said Brett 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 theaters 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 theaters by enhancing both operations and guest experiences.”

About CineTRAIN
CineTRAIN provides premier employee training and onboarding solutions tailored to the cinema industry. Using interactive eLearning and dynamic instructional tools, CineTRAIN helps theaters optimize employee performance, improve retention, and deliver exceptional guest experiences.

About Exploring Potential Solutions LLC
Exploring Potential Solutions LLC is a Michigan-based marketing and training agency specializing in workforce engagement and operational efficiency. Its flagship product, CineTRAIN, has become a trusted tool for theaters seeking innovative employee training solutions.

About HighRock
Founded in Maryland, HighRock is a full-service marketing agency with 20 years of experience in creative marketing, web development, and advertising solutions. Known for its strategic storytelling and innovative approaches, HighRock has earned six Regional Emmy® Awards and continues to deliver measurable results for clients nationwide.

For Media Inquiries, Please Contact:

Pieter Bickford
Marketing Director, HighRock
pieter@highrock.com
Cell: (301) 331-4119