Digital cinema technology and distribution solutions provider Qube Cinema has announced the appointment of Mariam El Bacha as vice president, business development, Central and South America. In this role, she will lead Qube’s growth strategy across the region, driving business development initiatives, strengthening industry partnerships, and expanding the adoption of Qube’s technology solutions among distributors, exhibitors, and content owners.
Central and South America represent a significant growth opportunity for Qube. El Bacha will play a key role in deepening relationships across the region while identifying new opportunities to help cinema businesses streamline operations, enhance content distribution workflows, and unlock new revenue opportunities. She will work closely with industry stakeholders across the cinema value chain to support regional growth initiatives and strengthen Qube’s presence in one of the world’s most dynamic cinema markets.
Qube has already established a strong foundation in the region through the continued expansion of Qube Wire, its global content distribution platform. In Brazil, Qube partners with Auwe to provide electronic content delivery services to cinemas across the country. The network connects 328 cinemas and is trusted by four of the five major Hollywood studios, alongside a growing roster of regional and independent distributors.
El Bacha brings more than 20 years of international cinema exhibition and leadership experience spanning both emerging and established markets. Her career has taken her across Vietnam, Malaysia, Pakistan, Argentina, the United Kingdom, Denmark, and Australia, providing her with a uniquely global perspective on cinema operations, technology adoption, commercial strategy, and market development.
Most recently, El Bacha served as territory general manager for Vue Denmark, where she led the company’s brand, digital, and technical transformation initiatives. Prior to that, as chief executive officer of Cinepax in Pakistan, she spearheaded the circuit’s expansion and growth strategy, helping establish a stronger cinema footprint in one of the industry’s most promising emerging markets.
Beyond her operational achievements, El Bacha has been an active advocate for leadership development and diversity within the cinema industry. As a member of Women in Exhibition (WIE), she launched the Women’s Mentorship Program, a global initiative connecting professionals across cinema exhibition, multimedia technologies, and out-of-home entertainment.
“We are thrilled that Mariam has joined us to lead our business development efforts in Latin America,” said Mark Waterston, executive vice president, Qube Wire. “Her experience leading businesses across multiple international markets, combined with her deep understanding of exhibition operations and commercial growth, makes her uniquely positioned to drive Qube’s expansion in Central and South America.”
Commenting on her appointment, Mariam El Bacha said: “I have been blessed with a career that has taken me to the corners of the world, and now I’m bringing all of that experience to the market I’m most passionate about: Latin America. It’s a region full of passion, potential, and incredible people. I’m excited to join Qube Cinema and work with partners across the industry to strengthen relationships, expand opportunities, and support the continued growth of cinema throughout the region.”
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