The post by Shimmin makes an excellent point about when to hold corporations accountable through boycotts and pickets. I believe that some of the boycotts proposed by our community are ill-founded. Including those that target Home Depot for have a human rights manager that donated to the Yes on 8 campaign. We do not want corporations hiring and firing individuals based on their political beliefs, no matter how awful we find them to be.
Still, there is a point where the proponent of discrimination is so central to the operation of the company it is as if the company as a whole did not support equal rights. This may be true of a CFO or key spokesperson who believes LGBT people are second class citizens. It is true of a CEO who works to deny LGBT individuals their rights.
The CEO of Cinemark theatres is sufficiently central to the Cinemark’s operation that his support of Prop 8 constitutes Cinemark’s support of Prop 8. If they don’t want to be aligned with a political movement, then they should tell the individuals charged with representing the company to stop involving themselves in politics.