Cinemark Holdings, Inc. is a holding company which, operates through its subsidiaries in the motion picture exhibition industry. The company operates its multiplex theaters in smaller cities and suburban areas of major metropolitan markets. It operates its business in two segments: International Markets and U.S. Markets. The International Markets segment consists of operations in Brazil, Mexico, Chile, Colombia, Argentina, Ecuador, Peru, Honduras, El Salvador, Nicaragua, Costa Rica, Panama and Guatemala. The U.S. Markets segment includes U.S. and Canada operations. It has introduced NextGen concept, which features wall-to-wall and ceiling-to-floor screens and the latest digital projection and sound technologies in all of the auditoriums of a complex. These theatres generally also have an XD auditorium. The company was founded by Lee Roy Mitchell in 1984 and is headquartered in Plano, TX.