EX-10.2.4



 Exhibit 10.2.4 

FINAL 
 NOTE: THIS DOCUMENT IS THE
SUBJECT OF A CONFIDENTIAL TREATMENT REQUEST PURSUANT TO RULE 24B-2 UNDER THE SECURITIES EXCHANGE ACT OF 1934, AS AMENDED. PORTIONS OF THIS DOCUMENT FOR WHICH CONFIDENTIAL TREATMENT HAS BEEN REQUESTED HAVE BEEN REDACTED AND ARE MARKED HEREIN BY
“[***]”. SUCH REDACTED INFORMATION HAS BEEN FILED SEPARATELY WITH THE COMMISSION PURSUANT TO THE CONFIDENTIAL TREATMENT REQUEST. 

AMENDED AND RESTATED 

EXHIBITOR SERVICES AGREEMENT 

BETWEEN NATIONAL CINEMEDIA, LLC AND 

AMERICAN MULTI-CINEMA, INC. 

DATED AS OF FEBRUARY 13, 2007 

AND 
 AMENDED AND
RESTATED AS OF DECEMBER 26, 2013 







 FINAL 

TABLE OF CONTENTS 
  

 

							
	 	 	 	  	Page	 
	 ARTICLE 1 DEFINITIONS
	  	 	2	  
	 Section 1.01
	 	Definitions	  	 	2	  
		
	 ARTICLE 2 PARTICIPATION AND FEES
	  	 	15	  
	 Section 2.01
	 	Theatre Service Participation	  	 	15	  
	 Section 2.02
	 	Addition of Theatres	  	 	16	  
	 Section 2.03
	 	Disposition of Theatres	  	 	17	  
	 Section 2.04
	 	Mandatory Participation	  	 	17	  
	 Section 2.05
	 	ESA Modification Payments; Theatre Access Fees	  	 	18	  
	 Section 2.06
	 	Non-Cash Consideration	  	 	19	  
		
	 ARTICLE 3 EQUIPMENT
	  	 	19	  
	 Section 3.01
	 	Procurement; Cost; Specifications	  	 	19	  
	 Section 3.02
	 	Ownership of Equipment	  	 	20	  
	 Section 3.03
	 	Regal Equipment	  	 	20	  
	 Section 3.04
	 	Installation	  	 	20	  
	 Section 3.05
	 	Upgrades and Modifications	  	 	21	  
	 Section 3.06
	 	Conversion of Theatres to Digital Cinema Equipment	  	 	21	  
	 Section 3.07
	 	Training	  	 	24	  
	 Section 3.08
	 	Equipment Maintenance Standard	  	 	24	  
		
	 ARTICLE 4 DELIVERY OF THE ADVERTISING SERVICES
	  	 	25	  
	 Section 4.01
	 	Content and Distribution of the Digital Content Service and Traditional Content Program	  	 	25	  
	 Section 4.02
	 	Lobby Promotions	  	 	27	  
	 Section 4.03
	 	Content Standards	  	 	28	  
	 Section 4.04
	 	Development of the Advertising Services	  	 	28	  
	 Section 4.05
	 	Brand; Policy Trailer; Branded Slots	  	 	29	  
	 Section 4.06
	 	Beverage and Legacy Agreements	  	 	30	  
	 Section 4.07
	 	Other Regal Advertising Agreements	  	 	32	  
	 Section 4.08
	 	Regal Run-Out Obligations	  	 	33	  
	 Section 4.09
	 	License	  	 	34	  
	 Section 4.10
	 	Cooperation and Assistance	  	 	34	  
	 Section 4.11
	 	Trailers	  	 	36	  
	 Section 4.12
	 	Customer Access to Pre-Feature Program	  	 	37	  
	 Section 4.13
	 	Excluded Theatres; IMAX Screens	  	 	37	  
	 Section 4.14
	 	Grand Openings; Popcorn Tubs; Employee Uniforms	  	 	37	  
	 Section 4.15
	 	Consultation regarding Certain Advertising Agreements	  	 	38	  
	 Section 4.16
	 	3D Services	  	 	38	  
	 Section 4.17
	 	Digital Programming Event Simulcast	  	 	39	  
	 Section 4.18
	 	Event Sponsorships; Sponsor Message	  	 	40	  









							
	 ARTICLE 5 SUPPORT; MAKE GOODS
	  	 	41	  
	 Section 5.01
	 	Software Support	  	 	41	  
	 Section 5.02
	 	Cooperation	  	 	41	  
	 Section 5.03
	 	Make Goods	  	 	41	  
		
	 ARTICLE 6 INTENTIONALLY DELETED
	  	 	42	  
		
	 ARTICLE 7 INTELLECTUAL PROPERTY
	  	 	42	  
	 Section 7.01
	 	Software License	  	 	42	  
	 Section 7.02
	 	License of the LLC Marks	  	 	42	  
	 Section 7.03
	 	License of the Regal Marks	  	 	44	  
	 Section 7.04
	 	Status of the LLC Marks and Regal Marks	  	 	45	  
		
	 ARTICLE 8 FEES
	  	 	45	  
	 Section 8.01
	 	Payment	  	 	45	  
	 Section 8.02
	 	Administrative Fee	  	 	45	  
	 Section 8.03
	 	Audit	  	 	45	  
		
	 ARTICLE 9 TERM AND TERMINATION
	  	 	46	  
	 Section 9.01
	 	Term	  	 	46	  
	 Section 9.02
	 	Termination; Defaults	  	 	46	  
	 Section 9.03
	 	Right of First Refusal	  	 	47	  
	 Section 9.04
	 	Survival	  	 	49	  
	 Section 9.05
	 	Effect of Termination	  	 	49	  
		
	 ARTICLE 10 REPRESENTATIONS, WARRANTIES AND COVENANTS
	  	 	49	  
	 Section 10.01
	 	Representations and Warranties	  	 	49	  
	 Section 10.02
	 	Additional Covenants	  	 	50	  
	 Section 10.03
	 	Disclaimer	  	 	51	  
		
	 ARTICLE 11 INDEMNIFICATION
	  	 	51	  
	 Section 11.01
	 	Indemnification	  	 	51	  
	 Section 11.02
	 	Defense of Action	  	 	52	  
		
	 ARTICLE 12 ADDITIONAL RIGHTS AND OBLIGATIONS
	  	 	52	  
	 Section 12.01
	 	Assistance	  	 	53	  
	 Section 12.02
	 	Infringement	  	 	53	  
	 Section 12.03
	 	Theatre Passes	  	 	53	  
	 Section 12.04
	 	Compliance with Law	  	 	53	  
	 Section 12.05
	 	Insurance	  	 	53	  
	 Section 12.06
	 	Most Favored Nations	  	 	53	  
	 Section 12.07
	 	Non-Competition and Non-Solicitation	  	 	54	  
		
	 ARTICLE 13 OWNERSHIP
	  	 	54	  
	 Section 13.01
	 	Property	  	 	54	  
	 Section 13.02
	 	Derived Works	  	 	55	  
	 Section 13.03
	 	No Title	  	 	56	  


  
 ii 









							
		
	 ARTICLE 14 CONFIDENTIALITY
	  	 	56	  
	 Section 14.01
	 	Confidential Treatment	  	 	56	  
	 Section 14.02
	 	Injunctive Relief	  	 	57	  
		
	 ARTICLE 15 MISCELLANEOUS
	  	 	57	  
	 Section 15.01
	 	Notices	  	 	57	  
	 Section 15.02
	 	Waiver; Remedies	  	 	58	  
	 Section 15.03
	 	Severability	  	 	58	  
	 Section 15.04
	 	Integration; Headings	  	 	58	  
	 Section 15.05
	 	Construction	  	 	58	  
	 Section 15.06
	 	Non-Recourse	  	 	59	  
	 Section 15.07
	 	Governing Law; Submission to Jurisdiction	  	 	59	  
	 Section 15.08
	 	Assignment	  	 	60	  
	 Section 15.09
	 	Force Majeure	  	 	60	  
	 Section 15.10
	 	Third Party Beneficiary	  	 	60	  
	 Section 15.11
	 	Export	  	 	61	  
	 Section 15.12
	 	Independent Contractors	  	 	61	  
	 Section 15.13
	 	Counterparts	  	 	61	  

 EXHIBITS AND SCHEDULES 
  

			
	 Exhibit A
	 	Description of Advertising Services
		
	 Exhibit A-1
	 	Inventory of Lobby Promotions
		
	 Exhibit B
	 	Creative Services, Beverage Agreement Advertising Rate, Administrative Fee
		
	 Schedule 3.06(a)
	 	Auditoriums containing Digital Cinema Equipment
		
	 Schedule 1
	 	Calculation of Exhibitor Allocation, Theatre Access Fee and Run-Out Obligations
		
	 Schedule 2
	 	“ACE Solution” Architecture
		
	 Schedule 3
	 	“Dual Interface” Architecture
		
	 Schedule 4
	 	“Low Resolution Projection System”
		
	 Schedule A
	 	DCN Advertising Equipment List


  
 iii 








 FINAL 

AMENDED AND RESTATED 

EXHIBITOR SERVICES AGREEMENT 

THIS AMENDED AND RESTATED EXHIBITOR SERVICES AGREEMENT (this “Agreement”) is entered into as of December 26, 2013 (the
“Restated Effective Date”) by and between National CineMedia, LLC, a Delaware limited liability company (“LLC”), and American Multi-Cinema, Inc., a Missouri corporation (“AMC,” and with LLC, each a “Party” and
collectively, the “Parties”). 
 BACKGROUND 

WHEREAS, AMC, AMC Showplace Theatres, Inc. (“AMC Showplace”), Regal Cinemas, Inc. (“Regal”), Regal
CineMedia Holdings, LLC (“RCH”) and Cinemark Media, Inc. (“Cinemark Media”) are parties to that certain Third Amended and Restated Limited Liability Company Operating Agreement, dated as of February 13, 2007,
as amended (the “LLC Agreement”), which governs the rights and obligations of AMC, AMC Showplace, Regal, RCH and Cinemark Media (collectively, the “Founding Members”) and National CineMedia, Inc. (“National
CineMedia”) as Members of the LLC; and 
 WHEREAS, LLC and AMC are parties to that certain Exhibitor Services
Agreement dated as of February 13, 2007 (the “Original Agreement”), which has been subsequently amended by the Amendments (as defined below), pursuant to which LLC provides AMC certain advertising and digital programming
services; and 
 WHEREAS, LLC and AMC are parties to that certain Amendment to Exhibitor Services Agreement dated as of
November 5, 2008 (the “First Amendment”); and 
 WHEREAS, LLC and AMC are parties to that certain Second
Amendment to Exhibitor Services Agreement dated as of October 1, 2010 (the “Second Amendment”); and 

WHEREAS, LLC and AMC are parties to that certain Third Amendment to Exhibitor Services Agreement dated as of April 17, 2012 (the
“Third Amendment”; the First Amendment, the Second Amendment and the Third Amendment are referred to herein as the “Amendments”); and 

WHEREAS, in anticipation of (a) the assignment of LLC’s rights and obligations under the Original Agreement, as amended by the
Amendments, with respect to digital programming services to Alternative Content JV (as defined herein), (b) the assumption by Alternative Content JV of such rights and obligations and (c) LLC and Alternative Content JV entering into the
Alternative Content Services Agreement (as defined herein), the Parties are hereby (x) dividing the Original Agreement, as amended by the Amendments, into two separate agreements, one of which will address rights and obligations of the Parties
related to Advertising Services (as defined herein) and the other of which will address rights and obligations of the Parties related to digital programming services, (y) incorporating the Amendments (to the extent relating to Advertising
Services) into this Agreement and amending and restating the Parties’ respective rights and obligations as they relate to Advertising Services in this Agreement, and (z) incorporating the Amendments (to the extent relating to digital
programming services) into, and amending and restating the Parties’ respective rights and obligations as they relate to digital programming services in, a Digital Programming Exhibitor Services Agreement (as defined herein); and 







 NOW, THEREFORE, in consideration of the premises and mutual covenants in this Agreement, and for
other good and valuable consideration, the receipt and sufficiency of which are hereby expressly acknowledged, and, intending to be legally bound hereby, the Parties hereto agree as follows: 

ARTICLE 1 

DEFINITIONS 

Section 1.01 Definitions. Within the context of this Agreement, the following terms shall have the following meanings: 

“3D” means a digital format that is three dimensional and creates the illusion of depth perception. 

“3D Advertising Services” has the meaning assigned to it in Section 4 of Exhibit A. 

“3D Content” has the meaning assigned to it in Section 4.16(a). 

“3D Glasses” means glasses worn by theatre patrons to enable them to view content in 3D that meet or exceed 3D
Equipment supplier’s specifications and are approved by Exhibitor. 
 “4.03 Revenue” has the meaning
assigned to it in Section 4.03. 
 “ACE Solution” means a delivery system in which the DCN screen player
is eliminated, and the ACE (also referred to as an alternative content engine) interfaces directly with the TMS, as illustrated on Schedule 2. The ACE Solution is also known as “fully integrated”. 

“Acquisition Theatre(s)” has the meaning assigned to it in Section 2.02(b). 

“Additional Lobby Promotions” has the meaning assigned to it in Section 4.02(b). 

“Administrative Agent” means (i) Barclays Bank PLC as administrative agent under the LLC Credit Agreement and any
successors and assignees in accordance with the terms of the LLC Credit Agreement, (ii) Barclays Bank PLC as collateral agent with respect to the Senior Secured Notes and any successors and assignees in accordance with the terms of the Senior
Secured Notes and (iii) any administrative agent or collateral agent that becomes party to any other secured debt to be entered into or issued by LLC after the Restated Effective Date. 

“Administrative Fee” means the fee for services provided by LLC as requested by AMC in connection with delivery of
content to Theatres. 
 “Advertising Services” means the advertising and promotional services (including the
Digital Content Service, the Digital Carousel, the Traditional Content Program, Lobby Promotions, Event Sponsorships, Event Simulcast Advertising Services and 3D Advertising Services) as described in Exhibit A. 

  
 2 








 “Affiliate” means with respect to any Person, any Person that directly or
indirectly, through one or more intermediaries Controls, is Controlled by or is under common Control with such Person. Notwithstanding the foregoing, (i) no Member shall be deemed an Affiliate of LLC, (ii) LLC shall not be deemed an
Affiliate of any Member, (iii) no stockholder of REG, or any of such stockholder’s Affiliates (other than REG and its Subsidiaries) shall be deemed an Affiliate of any Member or LLC, (iv) no stockholder of Cinemark Holdings, or any of
such stockholder’s Affiliates (other than Cinemark Holdings and its Subsidiaries) shall be deemed an Affiliate of any Member or LLC, (v) no stockholder of National CineMedia shall be deemed an Affiliate of National CineMedia, and
(vi) National CineMedia shall not be deemed an Affiliate of any stockholder of National CineMedia. 
 “Aggregate
Advertising Revenue” means, for the applicable measurement period, the total revenue, in the form of cash and non-cash consideration, payable to LLC for Advertising Services, excluding revenue payable to LLC related to (i) Event
Sponsorship, (ii) Advertising Services provided to third parties that are not Founding Members, and (iii) Advertising Services provided to Founding Members outside the provisions of this Agreement pursuant to a written agreement between
LLC and such Founding Members. 
 “Agreement” has the meaning assigned to it in the preamble of this
Agreement, as the same may be amended, supplemented or otherwise modified from time to time. 
 “Alternative
Agreement” has the meaning assigned to it in Section 9.03(a). 
 “Alternative Content JV” means
AC JV, LLC, a Delaware limited liability company, and its successors and assigns. 
 “Alternative Content Services
Agreement” means that certain services agreement entered into between Alternative Content JV and LLC dated as of the date hereof pursuant to which, among other things, LLC shall provide Alternative Content JV with the advertising inventory
described therein. 
 “AMC” has the meaning assigned to it in the preamble of this Agreement. 

“AMC Derived Works” has the meaning assigned to it in Section 13.02(b). 

“AMC Equipment” means the Equipment owned by AMC. 

“AMC Information” means all Confidential Information supplied by AMC and its Affiliates. 

“AMC Initial ESA Modification Payment” has the meaning assigned to it in Section 2.05(a)(i). 

“AMC Legacy Agreement(s)” means all pre-Original Effective Date agreements of AMC or its Affiliates, including without
limitation such agreements relating to the purchase of 

  
 3 








 
advertising in Acquisition Theatres, pursuant to which services which fall within the definition of Advertising Services are provided and which are expected to result in the generation of
revenue payable to AMC or its Affiliates on and after the Original Effective Date, but excluding the Beverage Agreement, agreements with third-party cinema advertising service providers (which give rise to Run-Out Obligations pursuant to
Section 4.08) and agreements between AMC or its Affiliates and any theatres owned by third parties (including other Members or their Affiliates) regarding the exhibition of content, advertisements or promotions in such third-party theatres.

 “AMC Marks” means the trademarks, service marks, logos, slogans and/or designs owned by AMC or otherwise
contributed by AMC for use under this Agreement, in any and all forms, formats and styles, including as may be used in the Brand (as defined herein), as may be modified from time-to-time all as notified to LLC from time-to-time by AMC. 

“AMC Property” has the meaning assigned to it in Section 13.01(b). 

“AMC Quality Standards” has the meaning assigned to it in Section 7.03(c).  

“AMC Showplace” has the meaning assigned to it in the recitals to this Agreement. 

“Amendments” has the meaning assigned to it in the recitals to this Agreement. 

“Assignment and Assumption” has the meaning assigned to it in Section 15.08. 

“Bankruptcy Code” means Title 11 of the United States Code (11 U.S.C. §101 et seq.), as amended from time to
time. 
 “Beverage Agreement” means the Marketing, Advertising and Brand Presence Agreement by and between
Coca-Cola North America, a division of The Coca-Cola Company, and AMC, dated as of July 1, 2013 and all exhibits and amendments thereto, as such agreement may be amended from time to time, and any subsequent agreements entered into by
AMC and its beverage concessionaires at the expiration or termination of the agreement referenced above which is in effect on the Restated Effective Date. 

“Beverage Agreement Advertising Rate” has the meaning assigned to it in Section 4.06(a). 

“Beverage Compliance Report” has the meaning assigned to it in Section 4.10(b)(i). 

“Brand” has the meaning assigned to it in Section 4.05(a). 

“Branded Slots” has the meaning assigned to it in Section 4.05(a). 

“Cinemark” means Cinemark USA, Inc., a Texas corporation. 

“Cinemark Exhibitor Agreement” means the Amended and Restated Exhibitor Services Agreement between LLC and Cinemark,
dated of even date herewith, as the same may be amended, supplemented or otherwise modified from time to time. 

  
 4 








 “Cinemark Holdings” means Cinemark Holdings, Inc. or its successor or any
Person that wholly owns Cinemark Holdings, directly or indirectly, in the future. 
 “Cinemark Media” has the
meaning assigned to it in the recitals to this Agreement. 
 “Cinemark Theatre” means any “Theatre”
as defined in the Cinemark Exhibitor Agreement. 
 “Client Limitation” has the meaning assigned to it in
Section 4.07(b)(i). 
 “Common Unit Adjustment” has the meaning assigned to it in the LLC Agreement.

 “Common Units” has the meaning assigned to in the LLC Agreement. 

“Concessions” means popcorn, candy, and other food and beverage items sold at the concession stands in Theatres.

 “Confidential Information” means all documents and information concerning any other Party hereto furnished it
by such other Party or its representatives in connection with the transactions contemplated by this Agreement (together with confidential information, including but not limited to Intellectual Property and other Proprietary Information of the other
Members and LLC), and shall include, by way of example and not limitation, the LLC Property, the AMC Property, the LLC Derived Works and the AMC Derived Works. Confidential Information shall also include all Confidential Information supplied by the
Members and their Affiliates. Notwithstanding the foregoing, Confidential Information shall not include any information that can be shown to have been (i) previously known by the Party to which it is furnished lawfully and without breaching or
having breached an obligation of such Party or the disclosing Party to keep such documents and information confidential, (ii) in the public domain through no fault of the disclosing Party, or (iii) independently developed by the disclosing
Party without using or having used the Confidential Information. 
 “Control” (including the terms
“Controlled by” and “under common Control with”), with respect to the relationship between or among two or more Persons, means the possession, directly or indirectly, of the power to direct or cause the direction of
the affairs or management of a Person, whether through the ownership of voting securities, as trustee or executor, by contract or otherwise. 

“Costs” has the meaning assigned to it in Section 11.01(a). 

“CPI” means the monthly index of the U.S. City Average Consumer Price Index for Urban Wage Earners and Clerical Workers (All
Items; 1982-84 equals 100) published by the United States Department of Labor, Bureau of Labor Statistics or any successor agency that shall issue such index. In the event that the CPI is discontinued for any reason, LLC shall use such other index,
or comparable statistics, on the cost of living for urban areas of the United States, as shall be computed and published by any agency of the United States or, if no such index is published by any agency of the United States, by a responsible
financial periodical of recognized authority. 

  
 5 








 “CPI Adjustment” means the quotient of (i) the CPI for the month of
January in the calendar year for which the CPI Adjustment is being determined, divided by (ii) the CPI for January of 2007. 

“Creative Services” has the meaning assigned to it in paragraph A of Exhibit B. 

“DCI Spec Compliance” means compliance with (i) the Digital Cinema Specification Version 1.2 released on
March 7, 2008 by Digital Cinema Initiatives, LLC and its errata; (ii) the DCI Stereoscopic Digital Cinema Addendum Version 1.0 released on July 11, 2007 and its errata; and (iii) any applicable specifications formally approved
and adopted by SMPTE DC28, each as of March 10, 2010. 
 “DCIP” means Digital Cinema Implementation
Partners, LLC, a Delaware limited liability company. 
 “Designated Services” has the meaning assigned to it
in Section 9.03(a). 
 “Digital Carousel” means a loop of slide advertising with minimal branding and
entertainment content which (i) is displayed before the Pre-Feature Program in Digitized Theatres via the Digital Content Network and (ii) is displayed before the Traditional Content Program in Non-Digitized Theatres via a non-digital
slide projector. 
 “Digital Cinema Equipment” has the meaning assigned to it in Section 3.06(a). 

“Digital Cinema Screen” means a screen in an auditorium in a Theatre that is equipped with Digital Cinema Equipment
and such Digital Cinema Equipment is operational to provide the Advertising Services. 
 “Digital Cinema
Services” means services related to the digital playback and display of feature films at a level of quality commensurate with that of 35 mm film release prints that includes high-resolution film scanners, digital image compression,
high-speed data networking and storage, and advanced digital projection. 
 “Digital Content Network” means a
network of LLC Equipment and third-party equipment and other facilities which provides for the electronic transmission of digital content, directly or indirectly, from a centrally-controlled location to Theatres, resulting in the
“on-screen” exhibition of such content in such Theatres, either in Theatre auditoriums or on Lobby Screens. 

“Digital Content Service” means the Pre-Feature Program, Policy Trailer and the Video Display Program. 

“Digital Programming Event” means a digital programming event delivered live, substantially live or prerecorded
including, without limitation, sports, music and comedy events exhibited in Theatres, but shall not include (a) the Pre-Feature Program, the Digital Programming Event Pre-Feature Program, the Digital Carousel or the Video Display Program, or
(b) feature 

  
 6 








 
film content or (c) Event Trailers or Trailers. For purposes of this definition, “feature film content” shall not include (i) any form of content which is booked in the
majority of the Theatres exhibiting such content for less than seven (7) consecutive days or (ii) anime, documentaries or classic movies.  

“Digital Programming Exhibitor Services Agreement” means that certain amended and restated digital programming
exhibitor services agreement entered into between LLC and AMC dated as of the date hereof and assigned to Alternative Content JV pursuant to which, among other things, Alternative Content JV will provide digital programming services to AMC.

 “Digital Programming Event Pre-Feature Program” means a program of digital content of between twenty
(20) and thirty (30) minutes in length that is distributed for exhibition in Theatres prior to the Showtime of a Digital Programming Event. 

“Digital Programming Event Simulcast” has the meaning assigned to it in Section 4.17. 

“Digital Screen” means a screen in an auditorium of a Digitized Theatre. 

“Digitized Theatres” means all Theatres that are connected to the Digital Content Network, as of the Restated
Effective Date, and all Theatres that subsequently connect to the Digital Content Network, as of the date such connection is established. 

“Disposition” (including the term “Disposed”) has the meaning assigned to it in Section 2.03.

 “Dual Interface Architecture” means a delivery system in which the SMS and the DCN screen player connect to
the same digital cinema projector (one projector with two play-back servers), as illustrated on Schedule 3. 

“EBITDA” means, for the applicable measurement period, earnings before interest, taxes, depreciation and amortization,
all as defined by GAAP. 
 “Encumbered Theatres” has the meaning assigned to it in Section 4.08(a).

 “Equipment” means the equipment and cabling, as prescribed by the terms of this Agreement, which is necessary
to schedule, distribute, play, reconcile and otherwise transmit and receive the Advertising Services delivered by LLC pursuant to the terms of this Agreement, and a complete list of all such equipment located inside or on any Theatre building and
the ownership thereof as of the Restated Effective Date is set forth in the Specification Documentation, as may be amended from time to time at the request of either Party.  

“ESA Payment Letter” has the meaning assigned to it in Section 15.04. 

“ESA-Related Tax Benefit Payments” has the meaning assigned to it in Section 1.1 of the Tax Receivable
Agreement. 
 “Event Simulcast Advertising Services” has the meaning assigned to it in Section 2 of
Exhibit A. 

  
 7 








 “Event Sponsorship” has the meaning assigned to it in Section 2 of
Exhibit A. 
 “Event Trailer” means a promotion for a Digital Programming Event that is exhibited in
the Theatres after Showtime. 
 “Excluded Theatres” has the meaning assigned to it in
Section 4.13(a). 
 “First Amendment” has the meaning assigned to it in the recitals to this
Agreement. 
 “Flight” has the meaning assigned to it in Section 4.01(a). 

“Founding Members” has the meaning assigned to it in the recitals to this Agreement and shall include their respective
Affiliates. 
 “Future Theatres” has the meaning assigned to it in Section 3.01. 

“GAAP” means United States generally accepted accounting principles, consistently applied. 

“Governmental Authority” means any nation or government, any state or other political subdivision thereof, and any
entity exercising executive, legislative, judicial, regulatory or administrative functions of or pertaining to government. 

“Group” has the meaning used in Section 13(d) and 14(d) of the Securities Exchange Act of 1934. 

“IMAX Screens” has the meaning assigned to it in Section 4.13(b). 

“Indemnifying Party” has the meaning assigned to it in Section 11.01(c). 

“Infringement” has the meaning assigned to it in Section 12.02. 

“Initial Term” has the meaning assigned to it in Section 9.01. 

“Intellectual Property” means all intellectual property, including but not limited to all U.S., state and foreign
(i) (A) patents, inventions, discoveries, processes and designs; (B) copyrights and works of authorship in any media; (C) trademarks, service marks, trade names, trade dress and other source indicators and the goodwill of the
business symbolized thereby, (D) software; and (E) trade secrets and other confidential or proprietary documents, ideas, plans and information; (ii) registrations, applications and recordings related thereto; (iii) rights to
obtain renewals, extensions, continuations or similar legal protections related thereto; and (iv) rights to bring an action at law or in equity for the infringement or other impairment thereof. 

“Inventory” means any advertising or other content. 

“License Agreement” means that certain Second Amended and Restated Software License Agreement, dated as of
February 13, 2007, among LLC, AMC, Cinemark and Regal, as applicable, and as such agreement may be amended, supplemented or otherwise modified from time to time. 

  
 8 








 “LLC Agreement” has the meaning assigned to it in the recitals to this
Agreement. 
 “LLC Confirmation” has the meaning assigned to it in Section 3.06(a). 

“LLC Credit Agreement” means the Amended and Restated Credit Agreement dated as of November 26, 2012 among LLC,
the several lenders from time to time parties thereto, JPMorgan Chase Bank, N.A., as syndication agent, Credit Suisse Securities (USA) LLC, MacQuarie Capital (USA) Inc. and Morgan Stanley Senior Funding, Inc., as co-documentation agents and Barclays
Bank PLC, as the Administrative Agent, as amended, modified or supplemented from time to time and any extension, refunding, refinancing or replacement (in whole or in part) thereof. 

“LLC Derived Works” has the meaning assigned to it in Section 13.02(a). 

“LLC Equipment” means the Equipment owned by LLC pursuant to the terms of this Agreement. 

“LLC Marks” means the trademarks, service marks, logos, slogans and/or designs owned by LLC or otherwise contributed
by LLC for use under this Agreement, in any and all forms, formats and styles, including as may be used in the Brand (as defined herein), as may be modified from time-to-time all as notified to AMC from time to time by LLC. 

“LLC Property” has the meaning assigned to it in Section 13.01(a). 

“LLC Quality Standards” has the meaning assigned to it in Section 7.02(c). 

“Lobby Promotions” has the meaning assigned to it in Section 1 of Exhibit A. 

“Lobby Screen” means a plasma, LED or other type of screen displaying digital or recorded content that is located inside a
Theatre and outside the auditoriums, or any other type of visual display mechanism that replaces such a screen. Lobby Screens shall not include, however, digital poster cases, digital animated poster cases, ATM or ticket kiosk screens (or such items
that may replace digital poster cases or ATM or ticket kiosk screens in the future) or other substantially similar display mechanisms that display Theatre Advertising or promotional material that may include some or all of the following types of
content: isolated images or still scenes from feature films or Digital Programming Events, full motion elements that are not a Trailer or an Event Trailer, interactive elements, audio elements and motion sensors and which content, considered
singularly and collectively, is sufficiently limited in playtime and complexity such that it cannot reasonably be considered equivalent to a Trailer or an Event Trailer. 

“Loews Theatres” mean the theatres acquired (and not divested under government order) by AMC Entertainment Inc. in
connection with its merger with Loews Cineplex Entertainment Corporation completed on January 26, 2006. 

  
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 “Low Resolution Projection System” means a digital projection system
deployed in Theatres that (i) is not DCI Spec Compliant, (ii) has a maximum resolution less than 2K (i.e., a resolution of less than 2048×1080), and (iii) is similar in functionality to the low resolution projection systems
currently deployed in Theatres, as illustrated on Schedule 4. 
 “Marketing Materials” has the meaning
assigned to it in Section 7.02(a). 
 “Member” means each Person that becomes a member, as contemplated
in the Delaware Limited Liability Act, of LLC in accordance with the provisions of the LLC Agreement and has not ceased to be a Member pursuant to the LLC Agreement. 

“National CineMedia” has the meaning assigned to it in the recitals to this Agreement. 

“Newbuild Theatre(s)” has the meaning assigned to it in Section 2.02(a). 

“Non-Assignable Legacy Agreement” has the meaning assigned to it in Section 4.06(b)(ii). 

“Non-Digitized Theatres” means Theatres that are not Digitized Theatres. 

“Original Agreement” has the meaning assigned to it in the recitals of this Agreement. 

“Original Effective Date” means February 13, 2007. 

“Party” has the meaning assigned to it in the preamble of this Agreement. 

“Permitted Transfer” means: 

(a) by operation of law or otherwise, the direct or indirect change in control, merger, consolidation or acquisition of all or
substantially all of the assets of LLC or AMC, as applicable, or the assignment of this Agreement by AMC to an Affiliate, 
 (b) with
respect to the rights and obligations of LLC under this Agreement, (i) the grant of a security interest by LLC in this Agreement and all rights and obligations of LLC hereunder to the Administrative Agent, on behalf of the Secured Parties,
pursuant to the Security Documents, (ii) the assignment or other transfer of such rights and obligations to the Administrative Agent (on behalf of the Secured Parties) or other third party upon the exercise of remedies in accordance with the
LLC Credit Agreement, the Senior Secured Notes and/or any other secured debt to be entered into or issued by LLC after the Restated Effective Date and the Security Documents and (iii) in the event that the Administrative Agent is the initial
assignee or transferee under the preceding clause (ii), the subsequent assignment or other transfer of such rights and obligations by the Administrative Agent on behalf of the Secured Parties to a third party, or 

(c) in the event that LLC becomes a debtor in a case under the Bankruptcy Code, the assumption and/or assignment by LLC of this
Agreement under section 365 of the Bankruptcy Code, notwithstanding the provisions of section 365(c) thereof. 

  
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 “Person” means any individual, corporation, limited liability company,
partnership, trust, joint stock company, business trust, unincorporated association, joint venture, Governmental Authority or other entity or organization of any nature whatsoever or any Group of two or more of the foregoing. 

“Play List” has the meaning assigned to it in Section 4.01(a). 

“Policy Trailer” has the meaning assigned to it in Section 4.05(b). 

“Pre-Feature Program” means a program of digital content of between twenty (20) and thirty (30) minutes in
length that is distributed by LLC through the Digital Content Network for exhibition in Digitized Theatres prior to Showtime of a feature film or other programming or event (other than a Digital Programming Event) or that is distributed
non-digitally by some other means, including DVD, for exhibition prior to Showtime of a feature film or other programming or event (other than a Digital Programming Event) in Non-Digitized Theatres. For the avoidance of doubt, the definition of
Pre-Feature Program shall not include any Digital Programming Event Pre-Feature Program. 
 “Pre-Feature Programming
Schedule” means the schedule for the Pre-Feature Program as developed from time to time by LLC after consultation with AMC. 

“Projection System” means, collectively, a digital projection system including at least the following components: a
digital projector with a minimum resolution of 2K, a digital cinema playout system (server or media block) and a screen management system for the relevant Screen. 

“Proprietary Information” means all Intellectual Property, including but not limited to information of a technological
or business nature, whether written or oral and if written, however produced or reproduced, received by or otherwise disclosed to the receiving Party from or by the disclosing Party that is marked proprietary or confidential or bears a marking of
like import, or that the disclosing Party states is to be considered proprietary or confidential, or that a reasonable person would consider proprietary or confidential under the circumstances of its disclosure. 

“PSA Trailer” means up to 30 seconds for AMC approved fundraising and that may contain the display of any trademark,
service mark, logo or other branding of the charitable organizations sponsoring such fundraising that is exhibited in the Theatres after Showtime. 

“RCH” has the meaning assigned to it in the recitals to this Agreement. 

“REG” means Regal Entertainment Group or its successor or any Person that wholly owns REG, directly or indirectly, in
the future. 
 “Regal” has the meaning assigned to it in the preamble of this Agreement. 

“Regal Exhibitor Agreement” means the Amended and Restated Exhibitor Services Agreement between LLC and Regal, dated
of even date herewith, as the same may be amended, supplemented or otherwise modified from time to time. 
 “Regal
Theatre” means any “Theatre” as defined in the Regal Exhibitor Agreement. 

  
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 “Renewal Term” has the meaning assigned to it in Section 9.01(a).

 “Representatives” has the meaning assigned to it in Section 11.01(a). 

“Restated Effective Date” has the meaning assigned to it in the preamble of this Agreement. 

“ROFR Notice” has the meaning assigned to it in Section 9.03(b). 

“ROFR Period” has the meaning assigned to it in Section 9.03(a). 

“ROFR Response” has the meaning assigned to it in Section 9.03(d). 

“ROFR Response Period” has the meaning assigned to it in Section 9.03(d). 

“Run-Out Obligations” has the meaning assigned to it in Section 4.08(a). 

“Second Amendment” has the meaning assigned to it in the recitals to this Agreement. 

“Secured Parties” means (i) the “Secured Parties” (or any analogous concept) as defined in the LLC Credit
Agreement, (ii) Barclays Bank PLC (or any successor thereto), as Collateral Agent for the First-Lien Secured Parties (as defined in the Security Documents), (iii) the holders of any Notes Obligations (as defined in the Security Documents);
(iv) Wells Fargo Bank, National Association (or any successor thereto), in its capacity as Trustee and authorized representative for the Senior Secured Notes and the holders of the Senior Secured Notes and (v) any other person acting in
any analogous agency capacity or any other lender, noteholder or holder of secured debt, in each case in connection with any secured debt entered into or issued by LLC after the Restated Effective Date. 

“Security Documents” means collectively, the “Security Documents” as defined in the LLC Credit Agreement and
in the purchase agreement or the indenture for the Senior Secured Notes, and any amendment, modification, supplement or replacement of such Security Documents and any security documents to be entered into by LLC in connection with any LLC
secured debt after the Restated Effective Date. 
 “Senior Secured Notes” means the 6.00% senior secured
notes issued by LLC in April 2012, due in 2022. 
 “Showtime” means the advertised showtime for a feature
film or a Digital Programming Event. 
 “Software” means the software owned by, and/or licensed to, LLC or
its direct or indirect Subsidiaries and which is installed on either LLC Equipment or AMC Equipment and used in connection with delivery of the Digital Content Service and the Digital Carousel. 

“Special Promotions” has the meaning assigned to it in Section 4.14. 

  
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 “Specification Documentation” means documentation as specified herein,
relating to technical specifications or other matters relating of this Agreement, that is delivered and agreed upon by the Parties on the Restated Effective Date. 

“Sponsor” means any Person that, financially or through the provision of goods or services, supports the production,
distribution, underwriting or marketing of a Digital Programming Event. 
 “Sponsor Message” means a
marketing message from a Sponsor that may be exhibited under the conditions, restrictions and requirements identified herein. 

“Strategic LEN Promotions” has the meaning assigned to it in Section 4.07(b)(ii). 

“Strategic Lobby Promotions” has the meaning assigned to it in Section 4.07(b)(iii). 

“Strategic Programs” has the meaning assigned to it in Section 4.07(b). 

“Strategic Relationship” has the meaning assigned to it in Section 4.07(b). 

“Subsidiary” means, with respect to any Person, (i) a corporation a majority of whose capital stock with the
general voting power under ordinary circumstances to vote in the election of directors of such corporation (irrespective of whether or not, at the time, any other class or classes of securities shall have, or might have, voting power by reason of
the happening of any contingency) is at the time beneficially owned by such Person, by one or more Subsidiaries of such Person or by such Person and one or more Subsidiaries thereof or (ii) any other Person (other than a corporation), including
a joint venture, a general or limited partnership or a limited liability company, in which such Person, one or more Subsidiaries thereof or such Person and one or more Subsidiaries thereof, directly or indirectly, at the date of determination
thereof, beneficially own a majority ownership interest entitled to vote in the election of directors, managers or trustees thereof (or other Persons performing such functions) or act as the general partner or managing member of such other
Person. 
 “Supplemental Theatre Access Fee” has the meaning assigned to it in Schedule 1.

 “Tax Receivable Agreement” means that certain Tax Receivable Agreement by and among National CineMedia, LLC,
RCH, AMC, Cinemark Media, Cinemark, and Regal, and dated as of February 13, 2007. 
 “Term” has the
meaning assigned to it in Section 9.01. 
 “Territory” means the 50 states of the United States of
America and the District of Columbia. 
 “Theatre Access Fee” has the meaning assigned to it in
Schedule 1. 
 “Theatre Advertising” means advertisement of one or more of the following
activities associated with operation of the Theatres of AMC or its Affiliates: (A) Concessions or Concession promotions, (B) AMC’s gift cards, loyalty programs and other items related to


  
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AMC’s business in the Theatres, (C) events or services presented by AMC including without limitation business meetings, church services or other events, or (D) vendors of
services (other than film-related vendors or vendors for Digital Programming Events) provided to the Theatres, provided such promotion is incidental to the vendor’s service such as, but without limitation, online or telephone ticketing or other
alternative delivery sources for the same, credit cards, bank cards, charge cards, debit cards, gift cards and other consumer payment devices. Theatre Advertising includes the display of concession menus, movie listings, Showtimes and pricing
information. 
 “Theatre Maintenance Fee per Digital Cinema Screen” has the meaning assigned to it in Schedule 1.

 “Theatres” means from time-to-time, as applicable, all theatres in the Territory owned by AMC or an Affiliate of
AMC or as to which AMC or an Affiliate of AMC has a controlling interest or operational control, including both Digitized Theatres and Non-Digitized Theatres, except as provided in Sections 2.02(b), 4.08 and 4.13 or as may be mutually agreed by
the Parties in writing. The foregoing notwithstanding, no motion picture theatre located outside of the Territory shall be a Theatre without LLC’s prior written consent. Theatre includes all parts of the physical facilities inside a theatre
building to which the public has access. 
 “Third Amendment” has the meaning assigned to it in the recitals
to this Agreement. 
 “Third Party Theatre Agreement” means an agreement between LLC and a third party that
gives LLC a right to provide Advertising Services with respect to the Theatres being Disposed of by a Founding Member to such third party and that meets the following minimum requirements: (i) the third party grants LLC exclusive access to and
the exclusive right to provide Advertising Services with respect to the Theatres; (ii) the Third Party Theatre Agreement incorporates content standards no more restrictive than as set forth in section 4.03 of this Agreement; (iii) the fee
payable by LLC to the third party for the Advertising Services does not exceed [***]% of LLC’s total revenue attributable to such Advertising Services; (iv) the term of the Third Party Theatre Agreement (excluding extensions) is for the
shorter of (A) the term of the longest lease (excluding extensions) being Disposed of by the Founding Member in the transaction, or (B) [***]; (v) LLC has substantially similar penalties upon a breach of the Third Party Theatre
Agreement by such third party than as set forth in this Agreement for breaches by such Founding Member; and (vi) in all other material respects, the Third Party Theatre Agreement imposes obligations upon the third party that are substantially
similar to the obligations imposed upon the Founding Member in this Agreement, except that obligations arising exclusively from such Founding Member’s status as a Founding Member shall be inapplicable to the third party. 

“TMS” means a digital cinema theatre management server. 

“Traditional Content Program” means advertising and other promotional content which is displayed on 35 mm film
prior to Showtime. 

  
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 “Trailer” means a promotion secured by AMC or its designee (which retains
the exclusive rights to so secure for all of its Theatres) for a feature film or other programming, other than a Digital Programming Event that is exhibited in the Theatres after Showtime.  

“Unit Adjustment Agreement” means that certain Common Unit Adjustment Agreement dated as of February 13, 2007
among National CineMedia, LLC, RCH, AMC, Cinemark Media, Cinemark, and Regal. 
 “Upgrade Request” has the
meaning assigned to it in Section 3.05. 
 “Video Display Program” means a program of digital content
exhibited on Lobby Screens which is distributed by LLC through the Digital Content Network for exhibition in Digitized Theatres, and which is distributed non-digitally by some other means, including DVD, for exhibition in Non-Digitized Theatres.

 ARTICLE 2 

PARTICIPATION AND FEES 

Section 2.01 Theatre Service Participation. From the Original Effective Date and during the Term, LLC shall provide
all aspects of the Advertising Services to AMC and AMC shall exhibit and otherwise participate in such aspects of the Advertising Services, on the terms and conditions set forth herein. Subject to the provisions of Section 4.08 (AMC Run-Out
Obligations), during the Term all Theatres will participate in the Advertising Services either as Digitized Theatres or Non-Digitized Theatres. 

(a) Digitized Theatres. As of the Original Effective Date and during the Term, pursuant to the terms of Section 4.01
(Content and Distribution of the Digital Content Service and Traditional Content Program), LLC will provide the following Advertising Services to the Digitized Theatres, and all Digitized Theatres will, subject to the terms of Section 4.12
(Customer Access to Pre-Feature Program), participate in (i) the Pre-Feature Program, (ii) the Policy Trailer and (iii) the Video Display Program. Additionally, LLC may provide the Digital Carousel during the period beginning after
the preceding feature film (or, in the case of the first feature film of the day, beginning after the opening of the auditorium doors for that film) until the beginning of the Pre-Feature Program and, if LLC provides the Digital Carousel, then all
Digitized Theatres will, subject to the terms of Section 4.12 (Customer Access to Pre-Feature Program), participate in the Digital Carousel. 

(b) Non-Digitized Theatres. As of the Original Effective Date and during the Term, pursuant to the terms of Section 4.01
(Content and Distribution of the Digital Content Service and Traditional Content Program), LLC will provide the following Advertising Services to the Non-Digitized Theatres, and all Non-Digitized Theatres will, subject to the terms of
Section 4.12 (Customer Access to Pre-Feature Program), participate in (i) the Traditional Content Program, (ii) the Policy Trailer and (iii) the Video Display Program, but with respect to participation of Non-Digitized
Theatre’s participation in the Video Display Program, only to the extent that a Non-Digitized Theatre has at least one Lobby Screen and has the requisite equipment necessary to participate in the Video Display Program. Additionally, LLC may


  
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provide the Digital Carousel during the period beginning after the preceding feature film (or, in the case of the first feature film of the day, beginning after the opening of the auditorium
doors for that film) until the beginning of the Traditional Content Program, and, if LLC provides the Digital Carousel, then all Non-Digitized Theatres will, subject to the terms of Section 4.12 (Customer Access to Pre-Feature Program),
participate in the Digital Carousel. No Non-Digitized Theatre will be obligated to participate in, nor will LLC be obligated to provide to any Non-Digitized Theatre, the Pre-Feature Program. 

(c) Lobby Promotions. LLC shall provide Lobby Promotions to Theatres and Theatres shall participate in Lobby Promotions as
described in Section 4.02. 
 (d) Modifications. The Parties agree that the rights and obligations to provide and
participate in elements of the Advertising Services, as set forth immediately above, may be modified during the Term upon mutual written agreement of the Parties. 

(e) Conversion of Theatres. No Digitized Theatre shall become a Non-Digitized Theatre without the mutual agreement of AMC and
LLC. AMC will determine from time to time which Non-Digitized Theatres will be converted to Digitized Theatres. 
 (f) Rights to
Transfer Theatres. The Parties agree that nothing in this Agreement is intended to, nor shall, bind or otherwise limit AMC’s or its Affiliates’ rights and abilities in its sole discretion from time to time to close, sell, acquire or
otherwise transfer any interest in (including by mortgage or otherwise) any theatre. 
 Section 2.02 Addition of
Theatres. 
 (a) Newbuild Theatres. Except as provided in Section 4.13 (Excluded Theatres; IMAX Screens) or as
mutually agreed by the Parties in writing, any theatre in the Territory newly built by AMC or an Affiliate of AMC following the Original Effective Date (“Newbuild Theatres”) shall be equipped to receive the Digital Content Service
via the Digital Content Network, shall be a Digitized Theatre, and shall participate in the Digital Content Service on the terms set forth in Section 2.01. LLC agrees to provide all aspects of the Advertising Services to Newbuild Theatres on
the terms and conditions set forth herein. 
 (b) Acquisition Theatres. Any theatre in the Territory of which AMC or an
Affiliate of AMC obtains control of the advertising or promotional activities therein after the Original Effective Date (excluding any Newbuild Theatres and any Loews Theatre) shall be an “Acquisition Theatre(s)”. Subject to
Sections 4.08 and 4.13, LLC shall provide all aspects of the Advertising Services to such Acquisition Theatres and AMC shall cause such Acquisition Theatres to exhibit and participate in the Advertising Services on the terms and conditions set
forth herein. The Parties agree that AMC may obtain operational control of an Acquisition Theatre but not obtain any or all rights necessary to receive or display any or all aspects of the Advertising Services or control over advertising or
promotions but not over all of the foregoing, and, in such circumstances AMC shall use its commercially reasonable efforts to have as much of the Advertising Services received or displayed in such Acquisition Theatres as is within its control, or if
not, then as reasonably practicable. The Parties agree that it may not be commercially reasonable to equip each Acquisition Theatre to receive the Digital Content 

  
 16 








 
Service via the Digital Content Network. Therefore, the Parties agree, subject to Sections 4.08 and 4.13, that every Acquisition Theatre that is a Digitized Theatre shall participate in the
Digital Content Service via the Digital Content Network on the terms set forth in Section 2.01, but that AMC retains sole discretion as to if, when and which Acquisition Theatres AMC converts to Digitized Theatres. Upon AMC’s decision to
convert an Acquisition Theatre to a Digitized Theatre, the Parties agree to discuss in good faith the appropriate schedule for equipping such Acquisition Theatre to receive the Digital Content Service via the Digital Content Network. Upon agreeing
upon the schedule to conduct such equipping, LLC shall diligently prosecute such work until completion. 
 (c) Common Unit
Adjustment. Any adjustment of Common Unit ownership by the Members related to Newbuild Theatres and Acquisition Theatres shall be addressed in the Unit Adjustment Agreement. 

Section 2.03 Disposition of Theatres. 

(a) Disposition. AMC shall provide LLC prompt written notice after the sale, transfer, permanent closure or other disposition of
a Theatre (other than as the result of a Permitted Transfer) or the permanent loss of any Theatre lease (a “Disposition”). The decision to sell, close or otherwise dispose of any Theatre shall be in AMC’s sole and absolute discretion.
Any such Theatre shall cease to be a Theatre for all purposes under this Agreement; and, if so determined by AMC and agreed by LLC (which agreement shall not be unreasonably or untimely withheld), then unless LLC and the applicable third party(ies)
enter into a Third Party Theatre Agreement, then the Parties will agree on a date and time at which LLC shall be permitted to enter the affected Theatre(s) and remove any LLC Property. In the event LLC fails to remove any LLC Property within the
timeframe the Parties agree upon for such removal, AMC or such third party transferee shall have the right to remove and dispose of such LLC Property in its sole discretion; provided that any Software included in the LLC Property shall be removed
and returned to LLC at LLC’s expense. 
 (b) Common Unit Adjustment. Any adjustment of Common Unit ownership by the
Members related to Disposition of Theatres shall be addressed in the Unit Adjustment Agreement. 
 Section 2.04 Mandatory
Participation. During the Term, except as expressly provided in this Agreement, including Sections 4.01(b) (Pre-Feature Programs), 4.01(c)(ii) (Video Display Programs), 4.02(e) (Alternative Content Lobby Promotions), 4.05 (Brand; Policy
Trailer; Branded Slots), 4.06(a) (Beverage Agreements), 4.07 (Other AMC Advertising Agreements), 4.08 (AMC Run-Out Obligations), 4.11(b) (Event Trailers), 4.13 (Excluded Theatres; IMAX Screens), 4.14 (Grand Openings; Popcorn Tubs; Employee
Uniforms), 4.17(a) and (b) (Digital Programming Event Simulcast), 4.18 (Event Sponsorships; Sponsor Message) and Exhibit A, AMC shall subscribe for and LLC shall be the exclusive provider to the Theatres of the services specifically
set forth in the definition of the “Advertising Services.” Except as expressly provided in this Agreement, during the Term, AMC shall neither engage nor permit a third party (excluding third party designees of LLC as provided hereunder) to
provide, or itself provide, to a Theatre any of the services specifically set forth in the definition of “Advertising Services” set forth in Exhibit A. Nothing in this Agreement shall limit or affect (i) LLC’s ability to
contract or enter into any relationship with any Person or entity for any product, service, or otherwise, whether or not similar to any products or services provided by LLC under this Agreement, or (ii) AMC’s ability 

  
 17 








 
to contract or enter into any relationship with any Person or entity for any product, service, or otherwise, other than the services that will be provided exclusively by LLC as set forth in this
Section 2.04. All rights with respect to advertising and promotions not explicitly granted hereunder are reserved to AMC, including without limitation AMC’s ability to offer and sell advertising to any third party on any website on the
Internet, its telephone ticketing service or other alternative media sources used for ticketing. 
 Section 2.05 ESA Modification
Payments; Theatre Access Fees. 
 (a) ESA Modification Payments. 

(i) AMC Initial ESA Modification Payment. As of February 13, 2007, and in consideration for AMC’s agreement to use a Theatre
Access Fee calculation and payment mechanism (as described in Section 2.05(b)) in connection with LLC’s utilization of the Theatres on and after the Original Effective Date of this Agreement, LLC has paid to AMC $281,024,120 (such amount
being the “AMC Initial ESA Modification Payment”). 
 (ii) ESA-Related Tax Benefit Payments. After February 13,
2007, and in consideration for AMC’s agreement to use a Theatre Access Fee calculation and payment mechanism (as described in Section 2.05(b)) in connection with LLC’s utilization of the Theatres on and after the Original Effective
Date of this Agreement, LLC has paid and will continue to pay any ESA-Related Tax Benefit Payments to AMC, pursuant to the terms of the Tax Receivable Agreement. 

(iii) Adjustments. The AMC Initial ESA Modification Payment will be subject to contingent and ongoing adjustments, pursuant to the Unit
Adjustment Agreement. 
 (b) Theatre Access Fees. 

(i) Calculation. In consideration for utilization of the Theatres pursuant to the terms hereof, LLC shall calculate and AMC shall be
entitled to receive a Theatre Access Fee, as set forth in Schedule 1, which shall be paid based on AMC’s attendance for the relevant fiscal month in which LLC provides the Advertising Services and number of Digital Screens during
the fiscal month in which LLC provides the Advertising Services (calculated as the average between the number of Digital Screens on the last day of the fiscal month preceding the relevant fiscal month in which LLC provides the Advertising Services
and the last day of the fiscal month in which LLC provides the Advertising Services), and which shall include the amount of 4.03 Revenue allocated to AMC for the same fiscal month. 

(ii) Payment. LLC shall pay AMC its Theatre Access Fees on or before the last day of LLC’s fiscal month following the fiscal month
in which Advertising Services are provided by LLC; provided that AMC has, by the fourteenth day of LLC’s fiscal month following the 

  
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month in which Advertising Services are provided by LLC, given LLC the data regarding attendance and number of Digital Screens necessary for LLC to calculate the Theatre Access Fee. If AMC has
not, by the fourteenth day of LLC’s fiscal month following the month in which Advertising Services are provided by LLC, given LLC the data regarding attendance and number of Digital Screens necessary for LLC to calculate the Theatre Access Fee,
the due date of the Theatre Access Fee payment shall be extended by one day for each day that AMC is late in providing such data. LLC shall provide AMC with a detailed accounting of the calculation of Theatre Access Fees pursuant to
Schedule 1, which report shall accompany each such payment. 
 (iii) Supplemental Theatre Access Fee. If applicable, LLC
shall pay AMC a Supplemental Theatre Access Fee, as set forth in Schedule 1, on or before the last day of LLC’s fiscal month following the end of LLC’s applicable fiscal year. 

(iv) Theatre Maintenance Fee per Digital Cinema Screen. If applicable, LLC shall pay AMC the Theatre Maintenance Fee per Digital
Screen, as set forth in Schedule 1, along with and at the same time as the Theatre Access Fee, beginning with the first month in which a LLC Confirmation is delivered to AMC. 

Section 2.06 Non-Cash Consideration. Any Aggregate Advertising Revenue that LLC receives in the form of
non-cash consideration shall be valued as revenue in accordance with GAAP. If LLC’s value of non-cash consideration received under any arrangement exceeds $500,000 but is not greater than $5 million from any party in a single transaction
or series of related transactions, such value shall be confirmed by National CineMedia, if it is LLC’s managing member, or LLC’s then managing member. If LLC’s value of non-cash consideration received under any arrangement exceeds
$5 million from any party in a single transaction or series of related transactions, LLC shall engage an independent qualified appraiser to determine the fair market value of such non-cash consideration. Notwithstanding the foregoing, no
confirmation or appraisal of value shall be required for LLC’s acquisition of tickets from Founding Members at their published group sale price in exchange for advertising at LLC’s rate card rate. 

ARTICLE 3 
 EQUIPMENT

 Section 3.01 Procurement; Cost; Specifications. The Parties agree that all Theatre-level Equipment required to
exhibit and otherwise participate in the Advertising Services on the terms and conditions set forth herein has been installed in all Theatres as of the Original Effective Date. With respect to all Newbuild Theatres, Acquisition Theatres, and
Theatres which are converted from Non-Digitized Theatres to Digitized Theatres or from Digitized Theatres to Non-Digitized Theatres after the Original Effective Date (collectively, the “Future Theatres”), LLC shall, except as
provided in Section 3.03, be solely responsible for procuring any Equipment for such Theatres. LLC shall bear the cost of all Equipment for use outside the Theatres, as well as Equipment installed in the Theatres for maintenance purposes (if
any) (a description of such LLC Equipment installed in the Theatres is included in the Specification Documentation; which may be amended by mutual written agreement of the Parties) and the Software. AMC shall reimburse LLC, at LLC’s cost, for
all other Equipment to be installed at or within any Future Theatres (a description of such AMC Equipment is included in the Specification Documentation; which may be amended by mutual written agreement of the


  
 19 








 
Parties) within thirty (30) days after (i) the installation of such Equipment by AMC or LLC in accordance with Section 3.04 and (ii) the delivery of invoices by LLC to AMC
supporting the expenses for which reimbursement is sought. All Theatre-level operational costs associated with AMC’s use of Equipment located in the Theatres, such as the cost of electricity, shall be borne exclusively by AMC. LLC shall assure
that the Equipment purchased by LLC satisfies AMC’s specifications for such equipment, including the communication interface between LLC Equipment and AMC Equipment. 

Section 3.02 Ownership of Equipment. As between the Parties, each Party will own the Equipment it pays for or reimburses
the other Party for, whether pursuant to Section 3.01 or Section 3.03. To the extent possible, LLC agrees to assign to AMC any manufacturer warranties applicable to AMC Equipment procured by LLC pursuant to Section 3.01. If for any
reason the aforementioned warranties are not assignable, upon written request of AMC, LLC shall use commercially reasonable efforts to enforce the warranties on behalf of AMC. Notwithstanding anything to the contrary herein, any LLC Equipment placed
or installed in a Theatre for maintenance purposes may, upon termination of this Agreement or deletion of a particular Theatre as provided herein, as applicable, be removed by LLC and held for its sole benefit. 

Section 3.03 AMC Equipment. AMC shall be permitted to furnish any of the Equipment, at its sole cost and expense, upon
consultation with LLC, and provided such Equipment satisfies LLC’s specifications for such Equipment (including compatibility with the Digital Content Network). LLC agrees to cooperate with AMC in good faith to permit the procurement by AMC of
Equipment in lieu of procurement of such Equipment by LLC and reimbursement by AMC pursuant to Section 3.01. 
 Section 3.04
Installation. 
 (a) Performance. AMC and/or its subcontractors shall be solely responsible for the installation of
all Equipment purchased pursuant to Section 3.01 or Section 3.03, as well as for ancillary services such as reporting, software integration and system cutover; provided, however, that AMC may elect to have LLC perform such services, and
LLC shall then assume the responsibility for installation of all Equipment. If AMC elects for LLC to assume the responsibility for installation of all Equipment, (i) AMC shall reimburse LLC for the cost of installing AMC Equipment as set forth
in the Specification Documentation, (ii) LLC will not issue invoices for any Equipment cost, or installation services related to such Equipment until the completion of such installation services, and (iii) LLC shall ensure that Equipment
installed pursuant to this section is made functional in accordance with any installation rollout schedule agreed to by the Parties, as may be amended from time to time upon mutual agreement of the Parties or as circumstances warrant. 

(b) Consultation; Landline. The Parties agree to consult with each other with respect to any modifications to Theatre premises
necessary for receipt of the Advertising Services. LLC shall use commercially reasonable efforts to limit the size and number of satellite dishes that are required as part of the Equipment. AMC shall be solely responsible for obtaining any consents
required for the installation or use of any Equipment at any Theatre, including without limitation governmental and landlord consents, provided LLC reasonably cooperates with AMC at AMC’s request in obtaining such consents. If AMC cannot obtain
consent to 

  
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installation of a satellite dish at a Theatre because of technical, landlord or legal restrictions, AMC and LLC shall work together in good faith to establish a landline connection to such
location for the Digital Content Network. All costs of the landline connection, which shall be maintained with sufficient bandwidth for delivery of the Digital Content Service, shall be borne by LLC with respect to delivery of content from LLC to
AMC’s wide area network and by AMC with respect to delivery of content from AMC’s wide area network to the applicable Theatres. 

(c) Coordination. All installation, maintenance and other services provided by LLC to the Theatres hereunder shall be performed
in a manner reasonably expected not to disrupt AMC’s operations and, except where no practical alternative exists, shall be provided outside of Theatre business hours, as mutually determined by the Parties in their reasonable discretion.
Subject to the preceding sentence and upon advance written notice, LLC and its vendors or subcontractors shall be provided reasonable access to the Theatres and such other support services as reasonably required to install and inspect the Equipment,
for such fees as provided in the Specification Documentation, and otherwise as required to perform LLC’s obligations under this Agreement. In addition to the foregoing, and with respect to the installation of Equipment in Newbuild Theatres
only, LLC agrees (i) to cooperate with AMC in coordinating the installation of Equipment with the construction schedule for such Newbuild Theatres, and (ii) to consult with AMC prior to subcontracting the performance of Equipment
installation so as to permit a determination of whether AMC might itself perform such Equipment installation. 
 Section 3.05
Upgrades and Modifications. In order to ensure compatibility with, and optimum performance and robustness of, the Digital Content Network and the LLC Equipment (including hardware and software), LLC reserves the right to request of AMC
the replacement, upgrade or modification of any AMC Equipment installed at any Theatre or the assistance with an upgrade to Software on AMC Equipment; provided that such requests are equally and timely communicated to each of Regal, AMC and Cinemark
(the “Upgrade Request”). In the event of an Upgrade Request, LLC shall provide AMC as much written notice as is reasonably practicable under the circumstances, but in no event less than ten (10) business days written notice.
LLC and AMC will negotiate with each other in good faith on the terms of any Upgrade Requests, including cost sharing terms, if any. If LLC and AMC are not able to come to agreement about an Upgrade Request, LLC may elect to pay for the
replacements, upgrades or modifications contained in the Upgrade Request including all reasonable incidental and incremental costs to AMC, and AMC shall be obligated to permit LLC to perform all necessary work to fulfill the Upgrade Request,
provided (i) there is no additional unreimbursed cost to it to accept such replacement, upgrade or modification and (ii) that such replacement, upgrade or modification does not unreasonably interfere with AMC’s theatre operations and
does not include any replacement, upgrade or modification of AMC software without AMC’s express prior written consent. LLC agrees that, to the extent practicable, it will develop a system that seeks to minimize the need to enter the Theatres in
order to update the Software. 
 Section 3.06 Conversion of Theatres to Digital Cinema Equipment. 

(a) Conversion of Digitized Theatres. During the Term and at its sole option, AMC may choose to install a Projection System in
one or more auditoriums in any Digitized Theatre. As between AMC and LLC, AMC will be responsible for purchasing, installing and 

  
 21 








 
maintaining the Projection Systems selected by AMC. After the installation of a Projection System in an auditorium in a Digitized Theatres, AMC, at its sole option, may elect to convert the
manner in which the Advertising Services are exhibited in such auditorium from the existing Low Resolution Projection System to either a Dual Interface Architecture or the ACE Solution. Upon such conversion, such Projection Systems shall constitute
AMC Equipment under this Agreement (the “Digital Cinema Equipment”), including, but not limited to, the Equipment set forth on Schedule A. During such conversion, AMC shall be responsible for connecting the Equipment, including LLC
Equipment, to the AMC Equipment in a functional manner as mutually agreed by AMC and LLC. LLC shall be responsible for providing specifications and process instructions to AMC for such connectivity in advance of the scheduled conversion; provided
that such specifications and process instructions shall not require AMC to acquire any additional equipment or software in order to effectuate such connectivity unless such additional equipment or software is purchased by LLC and does not render
such Digital Cinema Equipment not DCI Spec Compliant. Once LLC receives notice from AMC that a Projection System has been installed in a given auditorium and that AMC has elected to convert the Advertising Services to such Projection System, LLC and
AMC shall have the responsibility to jointly test such conversion to ensure that the Digital Cinema Equipment is operational to provide the Advertising Services. LLC and AMC hereby agree that the Auditoriums listed on Schedule 3.06(a) have Digital
Cinema Equipment operational to provide Advertising Services as of October 1, 2010. If the conversion is operational to provide the Advertising Services, LLC shall notify AMC in writing (the “LLC Confirmation”). If the
conversion is not operational to provide the Advertising Services, LLC and AMC shall cooperate to make the system operational to provide the Advertising Services. The Parties agree that LLC shall have 60 days, which shall include all testing,
following receipt of notice from AMC that a Projection System has been installed and is capable of receiving the Advertising Services in a given auditorium to complete the conversion in such auditorium. Until the testing of the conversion has been
completed and approved, AMC shall not be permitted to remove the Low Resolution Projection System from such auditorium. After a conversion of an auditorium has been completed and approved, AMC may, in certain limited circumstances, replace the
Digital Cinema Equipment with 35mm projection. In such event AMC shall reinstall Low Resolution Projection Systems in order to deliver the Advertising Services in such auditoriums and AMC will no longer be required to exhibit 3D Advertising Services
in such auditoriums. 
 (b) Non-Digital Theatres. During the Term and at its sole option, AMC may choose to install a
Projection System in one or more auditoriums in any Non-Digitized Theatre. As between AMC and LLC, AMC will be responsible for purchasing, installing and maintaining the Projection Systems selected by AMC. After the installation of a Projection
System in an Auditorium in a Non-Digitized Theatre, AMC, at its sole option, may elect to convert such Non-Digitized Theatre to a Digitized Theatre. Upon such conversion, such Projection Systems shall constitute Digital Cinema Equipment under this
Agreement. During such conversion, AMC shall be responsible for connecting the Equipment, including LLC Equipment, to the AMC Equipment in a functional manner as mutually agreed by AMC and LLC. LLC shall be responsible for providing specifications
and process instructions to AMC for such connectivity in advance of the scheduled conversion; provided that such specifications and process instructions shall not require AMC to acquire any additional equipment or software in order to effectuate
such connectivity. Once LLC receives notice from AMC that a Projection System has been 

  
 22 








 
installed in a given auditorium and that AMC has elected to convert such Non-Digitized Theatre to a Digitized Theatre, LLC and AMC shall have the responsibility to jointly test such conversion to
ensure that the Equipment is operational to provide the Advertising Services. If the conversion is operational to provide the Advertising Services, LLC shall provide AMC with a LLC Confirmation. If the conversion is not operational to provide the
Advertising Services, LLC and AMC shall cooperate to make the system operational to provide the Advertising Services. The Parties agree that LLC shall have 60 days, which shall include all testing, following receipt of notice from AMC that a
Projection System has been installed and is capable of receiving the Advertising Services in a given auditorium to complete the conversion in such auditorium. After a conversion of an auditorium has been completed and approved, AMC may, in certain
limited circumstances, replace the Digital Cinema Equipment with 35mm projection. In such event AMC shall install Low Resolution Projection Systems in order to deliver the Advertising Services in such auditoriums and AMC will no longer be required
to exhibit 3D Advertising Services in such auditoriums. 
 (c) Maintenance Obligations. At the time any Digital Cinema
Equipment is used to deliver Advertising Services hereunder, whether using a Dual Interface Architecture or the ACE Solution, LLC shall have no further obligation to maintain the Low Resolution Projection System in that auditorium or to remove or
dispose of such projection system. LLC shall continue to be responsible for maintaining the Equipment, including the LLC Equipment and any remaining Low Resolution Projection Systems in use at such Digitized Theatre, pursuant to the terms of this
Agreement, as identified on Schedules 2, 3 and 4. AMC shall continue to be responsible for maintaining all AMC Equipment, including the Digital Cinema Equipment. 

(d) Dual Interface Architecture or ACE Solution. Subject to the requirements and procedures set forth in Section 3.06(a) or
(b) as applicable nothing in this Section 3.06 shall prohibit AMC from implementing either a Dual Interface Architecture or the ACE Solution or from switching from a Dual Interface Architecture to the ACE Solution or vice-versa. In
addition, in certain limited circumstances, AMC may replace the Digital Cinema Equipment with 35mm projection in specific auditoriums and, in such circumstances, AMC shall reinstall Low Resolution Projection Systems in order to deliver the
Advertising Services in such auditoriums on the same terms and conditions as existed prior to the initial conversion to either a Dual Interface Architecture or ACE Solution, as applicable. For any auditorium converted to the ACE Solution, LLC shall
be responsible for all costs necessary to provide the Advertising Services for each Play List in the SMPTE format described in Section 4.01(a), and AMC will be responsible for all costs necessary to receive the Advertising Services content into
AMC’s TMS and append the digital cinema playlist to provide LLC substantially the same functionality that existed before the conversion to the ACE Solution. 

(e) Conversion Reporting. AMC will provide LLC with a weekly report setting forth (i) a list of the auditoriums in each
Digitized Theatre that AMC intends to convert the Advertising Services to Dual Interface Architecture or ACE Solution and the time frame thereof, (ii) a list of the auditoriums in each Non-Digitized Theatre that AMC intends to convert to
auditoriums in a Digitized Theatre using a Dual Interface Architecture or ACE Solution and the time frame thereof, and (iii) a list of the auditoriums in each Theatre as to which Digital Cinema Equipment is being used for Advertising Services.


  
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 (f) Integration. The Parties shall cooperate in good faith during the conversion
process contemplated by this Section 3.06. Once LLC receives notice from AMC that a Projection System has been installed in a given auditorium and AMC has elected to convert the Advertising Services to such Projection System, LLC shall
reimburse AMC for incremental costs incurred by AMC resulting from delays by LLC in completing the integration within 60 days following receipt of notice from AMC that a Projection System has been installed in a given auditorium. 

Section 3.07 Training. To the extent necessary, LLC and AMC, respectively, will provide training services to
AMC’s support staff and customer service and other employees and agents on terms as mutually agreed by the Parties in their reasonable discretion. LLC agrees that it will pay for these training services and they will be adequate to permit AMC
to train its own employees and agents as required to perform under this Agreement. AMC agrees to provide training services according to any reasonable standards as may be promulgated by LLC in consultation with AMC. LLC agrees to provide training
services, at its cost, to AMC’s support staff and other employees with respect to any Equipment or Software upgrades or modifications prior to implementation. 

Section 3.08 Equipment Maintenance Standard. 

(a) Standard; Replacement. During the Term, the Parties shall each use their commercially reasonable efforts (i) to ensure
there is no unauthorized access, loss or damage to or theft of Equipment hereunder, and (ii) to prevent piracy or other theft of Inventory exhibited through the use of such Equipment or otherwise in its possession or control. AMC further agrees
to keep all AMC Equipment, including without limitation Lobby Screens, clean, and to promptly notify LLC if any AMC Equipment is not functioning properly. AMC shall promptly arrange to repair or replace any Equipment in its possession (provided the
damage interferes with the delivery of the Advertising Services) that is lost, stolen, damaged or otherwise fails to function or becomes inoperable, other than because of LLC’s failure to properly maintain the Equipment as set forth in
Section 3.08(b). 
 (b) Performance of Repair and Replacement. Subject to the terms of this Section 3.08(b) and of
Section 3.08(c) below regarding cost, the repair and replacement of Equipment shall be performed by LLC until such time as AMC elects to assume this responsibility by giving written notice to LLC. If AMC assumes this responsibility to perform
replacement or repair but fails to maintain the AMC Equipment at a performance level substantially similar to the LLC Equipment, then LLC shall promptly provide AMC written notice of such failure and if such failure is not cured within 30 days, LLC
shall be entitled to repair, or if repair is not reasonably possible, replace such LLC Equipment not so maintained and deduct the cost of such replacement from AMC’s Theatre Access Fees. 

(c) Repair Costs. So long as LLC is performing repair and replacement of Equipment, LLC shall pay the costs of repair (but not
replacement, which is the responsibility of AMC). Notwithstanding anything to the contrary in this Section 3.08, LLC shall not be required or requested to make any expenditures that (i) would constitute a capital expenditure for LLC under
GAAP or (ii) would have otherwise been payable by AMC’s insurance provider; provided, however, LLC shall be responsible for all costs to repair or replace Equipment to the extent damaged as a result of the negligence or misconduct of LLC
and/or its subcontractors. 

  
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 (d) Condition. Subject to the foregoing, for purposes of ongoing maintenance, LLC
shall keep and maintain Equipment installed in the Theatres in good condition and repair at its sole expense (with the exception of projector bulb replacement and equipment replacement, the cost of which shall be borne by AMC), and in a manner
consistent with the Service Level Agreement set forth in the Specification Documentation and as may be reasonably amended by mutual agreement of LLC and AMC from time to time. The Parties agree to consult with each other on a regular basis during
the Term in an attempt to reduce maintenance costs arising from redundancies in the Parties’ respective service fleets. Upon advance notice to AMC, AMC shall provide LLC and/or its subcontractors reasonable access to the Equipment and such
other support services as LLC and/or its subcontractors reasonably require to provide maintenance and repair services as required hereunder. 

ARTICLE 4 

DELIVERY OF THE ADVERTISING SERVICES 

Section 4.01 Content and Distribution of the Digital Content Service and Traditional Content Program. 

(a) Distribution; Quality. On the Original Effective Date, LLC will commence distribution of the Digital Carousel, the Digital
Content Service and the Traditional Content Program to the Digitized Theatres and Non-Digitized Theatres, all as set forth above in Article 2. With respect to Digitized Theatres, content shall be distributed through the Digital Content
Network, via either LLC’s satellite network or by LLC’s or exhibitor’s landline network. Each of the Pre-Feature Program and the Video Display Program shall consist of Inventory comprising a single play list (“Play
List”). The Play List will be refreshed during the Term when and as determined by LLC but not less frequently than 12 times per year (each a “Flight”). The Digital Carousel, the Digital Content Service (including
the Pre-Feature Programming Schedule) and the Traditional Content Program will be substantially similar in nature, quality, and scope to the corresponding advertising, promotional and other content, as received by the Theatres immediately prior to
the Original Effective Date, and will in addition be delivered pursuant to the Service Level Agreement included in the Specification Documentation, as applicable. In addition, LLC agrees that the quality of the Advertising Services delivered to each
of the Founding Members will be consistent throughout the Term. If AMC elects to use the ACE Solution to deliver the Advertising Services which use Digital Cinema Equipment, LLC shall ensure that such Advertising Services are provided to AMC as
specified in the SMPTE draft, as of March 10, 2010, named Proposed 430-8, D-Cinema Operations Show Playlist (which addresses provision of show playlist and showpack by a third party to a DCI compliant TMS) and, with respect to the Digital
Carousel, the Pre-Feature Program, and the Policy Trailer, in the format of the film exhibited on the AMC Equipment which follows the Advertising Services. Notwithstanding the foregoing, the Parties agree that from October 1, 2010 through the
earlier of (i) the date that the ACE Solution has been installed with respect to 1,000 total Digital Screens (including Digital Screens operated by the other Founding Members of LLC and Network Affiliates), or (ii) December 31, 2011,
LLC may deliver the Advertising Services to Theatres requiring the JPEG 2000 format via disc drives rather than via satellite. 

  
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 (b) Pre-Feature Programs. 

(i) Pre-Feature Program. The Pre-Feature Program shall consist of four (4) or more elements, including: (i) commercial
advertising; (ii) promotions for the AMC brand (including the Brand and Branded Slots), Concessions sold and services used by AMC and other products and services in accordance with Section 4.05; (iii) interstitial content; and
(iv) other entertainment programming content which, while promotional of businesses or products, shall be primarily entertaining, educational or informational in nature, rather than commercially inspired. Additionally, only to the extent
required by the terms of the Alternative Content Services Agreement and subject to the limitations set forth therein, Event Sponsorships and promotions for Digital Programming Events may be included in the Pre-Feature Program. 

(ii) Digital Programming Event Pre-Feature Program. Under the Alternative Content Services Agreement, LLC and Alternative Content JV
agree to work together to develop and exhibit a Digital Programming Event Pre-Feature Program. AMC acknowledges that it is the intent of LLC and Alternative Content JV that the Digital Programming Event Pre-Feature Program shall consist of five
(5) or more elements, including: (i) commercial advertising; (ii) promotions for the AMC brand (including the Brand and Branded Slots), Concessions sold and services used by AMC and other products and services in accordance with
Section 4.05; (iii) interstitial content; (iv) promotional content used by Alternative Content JV to promote Digital Programming Events which may include a Sponsor Message; and (v) other entertainment programming content which,
while promotional of businesses or products, shall be primarily entertaining, educational or informational in nature, rather than commercially inspired. Any Digital Programming Event Pre-Feature Program shall conclude at Showtime for the Digital
Programming Event in order to permit Alternative Content JV and/or AMC opportunities to exhibit Event Trailers or Trailers. Any Digital Programming Event Pre-Feature Program will be programmed, to the extent commercially reasonable, to cater to the
demographic of the audience of the related Digital Programming Event. AMC acknowledges and agrees that as of the Restated Effective Date, it is not commercially reasonable to deliver Digital Programming Event Pre-Feature Programs that are customized
for the AMC Brand or that cater to the demographic of the audience of the related Digital Programming Event. Any advertising, promotion, marketing or other services set forth in the definition of the “Advertising Services” contained in the
Digital Programming Event Pre-Feature Program and exhibited by AMC at the direction of LLC or Alternative Content JV shall be expressly permitted by LLC hereunder notwithstanding the provisions of Section 2.04 hereof. 

(iii) LLC shall have no liability of any kind under this Agreement for any content provided by Alternative Content JV. 

(c) Video Display Program. The elements of the Video Display Program shall be, generally, the same as those for the Pre-Feature
Program, and will include the Brand and the Branded Slots. LLC specifically agrees that the Video Display Program will contain only material that has received, or had it been rated would have received, an MPAA “G” or “PG” rating.
In addition, LLC shall not restrict the sale of Inventory from the Video Display Program 

  
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for promotions of feature films. Lobby Screens displaying the Video Display Program shall be located in areas of Theatres of LLC’s choosing (subject to AMC’s reasonable operational
constraints and provided relocation of existing Lobby Screens is not required). AMC is obligated to provide at least one Lobby Screen per Digitized Theatre with ten or fewer screens, two Lobby Screens per Digitized Theatre with eleven to twenty
screens and three Lobby Screens per Digitized Theatre with more than twenty screens; provided, however, that AMC shall have no obligation to increase the number of Lobby Screens in any Theatre that has at least one Lobby Screen that is capable of
receiving the Video Display Program as of the Original Effective Date. When a Theatre has more than the minimum number of Lobby Screens required, AMC may, at its discretion, elect to display on such excess Lobby Screens (i) the Video Display
Program or (ii) internal programming (including promotion of AMC’s internal business or promotion of Digital Programming Events) that does not include third-party advertising and/or third-party mentions for products and services (other
than Theatre Advertising or Sponsor Messages in connection with Event Sponsorships); provided, however, AMC shall provide at least 30 days advance notice prior to an initial election of either (i) or (ii) in any such Theatre, and at
least 60 days advance notice prior to any subsequent change in election. 
 Section 4.02 Lobby
Promotions. 
 (a) Delivery. On the Original Effective Date, LLC will make available to the Theatres the Lobby
Promotions, and AMC will accept such Lobby Promotions on the terms and conditions set forth herein. 
 (b) Guidelines;
Inventory. Lobby Promotions shall satisfy the guidelines and specifications set forth herein and as may be provided by AMC to LLC pursuant to Section 4.02(c). The Inventory of Lobby Promotions for each Theatre that AMC covenants to display
pursuant to this Agreement is set forth in Exhibit A-1. LLC may provide additional Lobby Promotions (“Additional Lobby Promotions”), subject to approval by AMC. LLC will take all other actions necessary and prudent to
ensure the delivery of Lobby Promotions as required under the terms hereof. LLC will inform AMC of the length of time that Lobby Promotions and Additional Lobby Promotions are to be displayed. 

(c) Standards and Specifications. LLC covenants and agrees that Lobby Promotions provided pursuant to this Agreement will conform
to all standards and specifications of which AMC provides LLC reasonable notice during the Term, including without limitation standards and specifications with respect to manufacturers and suppliers, sizing (e.g., cup and popcorn tub sizing), timing
of delivery of concession supplies to Theatres, reimbursement of incremental costs (e.g., cups, floor mats, plates) and the like. LLC further covenants that the Lobby Promotions will not diminish or tarnish the reputation of AMC or unreasonably
disrupt Theatre operations, including, without limitation, traffic flow or noise level, each as determined in AMC’s reasonable discretion, and that Lobby Promotions will comply with the content standards set forth in Section 4.03. LLC
specifically agrees (i) that Lobby Promotions will contain only material that has received, or had it been rated would have received, an MPAA “G” or “PG” rating, (ii) that the only type of sampling that will be
permitted is exit sampling, (iii) to refrain from distributing chewing gum as part of any Lobby Promotion, other than attended sampling as patrons are exiting the Theatre, (iv) not to permit a Lobby Promotion that would distribute or
sample any item that is the same as or substantially similar to any item sold at the Theatre’s concession stand and (v) not to permit a Lobby Promotion involving fund raising on Theatre property. 

  
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 (d) Costs. LLC will be responsible for all costs and expenses associated with
sourcing, production, delivery and execution of Lobby Promotions to the Theatres, including incremental costs actually incurred by the Theatres in connection with Lobby Promotions. In its discretion, AMC may make employees available to assist in
Lobby Promotions requiring exit sampling; provided that LLC shall reimburse AMC for the employees’ time used to conduct the exit sampling at their customary wage. 

(e) Alternative Content Lobby Promotions. To the extent that AMC provides Alternative Content JV with the right to use certain
Inventory of Lobby Promotions to promote Digital Programming Events, AMC may display such promotions at the direction of Alternative Content JV notwithstanding the provisions of Section 2.04 hereof, provided that such promotions are limited to
a Sponsor Message in connection with an Event Sponsorship. 
 Section 4.03 Content Standards. The Parties agree that
(unless mutually agreed by the Parties with respect to clauses (i), (iii), (iv), (v) or (vi)) all content within the Advertising Services will not contain content or other material that: (i) has received, or had it been rated would
have received, an MPAA “X” or “NC-17” rating (or the equivalent), (ii) promotes illegal activity, (iii) promotes the use of tobacco, sexual aids, birth control, firearms, weapons or similar products; (iv) promotes
alcohol, except prior to “R”-rated films in the auditorium; (v) constitutes religious advertising (except on a local basis, exhibiting time and location for local church services); (vi) constitutes political advertising or
promotes gambling; (vii) promotes theatres, theatre circuits or other entities that are competitive with AMC or LLC; (viii) would violate any of AMC’s Beverage Agreements or the exclusive contractual relationships identified in the
Specification Documentation (including renewals and extensions of the foregoing, but excluding any amendments or modifications thereto as such relate to such content standards) and any subsequent exclusive arrangement entered into by LLC with
respect to the Theatres; or (ix) otherwise reflects negatively on AMC or adversely affects AMC’s attendance as determined in AMC’s reasonable discretion. AMC may, without liability, breach or otherwise, prevent and/or take any other
actions with respect to the use or distribution of content that violates the foregoing standards; provided, that with respect to Section 4.03(ix), AMC may opt out of such content in the Advertising Services only with respect to Theatres in the
geographic locations identified, which may include all of AMC’s Theatres. If the Digital Content Service contains any content that violates the foregoing standards, LLC must remove such content as soon as reasonably practical, but no later than
within 24 hours of AMC notifying LLC of such violation. If LLC fails to remove such content within such 24-hour period, AMC may discontinue the Digital Content Service in such auditoriums where such content is shown until the violating content
is removed and shall have no liability for such discontinuation. If any other elements of the Advertising Services contain any content that violates the foregoing standards, LLC shall at AMC’s request, or AMC acting on its own behalf may, upon
giving written notice to LLC, remove such content immediately. If any Founding Member opts out of any Lobby Promotion or other advertising pursuant to Section 4.03(viii) or (ix) of this Agreement, the AMC Exhibitor Agreement or the
Cinemark Exhibitor Agreement (as applicable) or out of any Video Display Program because of lack of equipment to display such content, or if any Founding Member does 

  
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not agree to exhibit any content of the Advertising Services subject to Section 4.03(i), (iii), (iv), (v) or (vi), then LLC shall apply any revenue it is entitled to receive from such
Advertising Services (“4.03 Revenue”) to adjust payments of the Theatre Access Fee as set forth in Schedule 1. 

Section 4.04 Development of the Advertising Services. All operational costs associated with LLC’s procurement,
preparation and delivery of the Advertising Services (including Inventory and other promotional materials as provided herein) to the Theatres shall be borne exclusively by LLC. Except as provided herein, all in-Theatre operational costs associated
with AMC’s receipt and exhibition of the Advertising Services within the Theatres shall be borne exclusively by AMC; provided that, upon prior written notice to and consultation with LLC, LLC shall reimburse AMC for its reasonable incremental
out-of-pocket third party costs incurred in connection with receipt and exhibition of the Advertising Services within the Theatres. Any excess on-screen Inventory which may be made available to AMC in LLC’s discretion pursuant to
Section 5.03 or otherwise, and any other on-screen Inventory provided by AMC pursuant to Section 4.05, will be subject to both Parties’ review and approval, which will not be unreasonably withheld. LLC will provide at its own expense
all creative and post-production services necessary to ingest, encode and otherwise prepare for distribution all other on-screen Inventory as part of the Digital Content Service. All on-screen Inventory provided by AMC for inclusion in the Digital
Content Service must (i) be submitted to LLC for review for compliance with (ii) and (iii) below as LLC may reasonably request, but in any event at least twenty (20) business days before scheduled exhibition (unless otherwise
previously approved by LLC), (ii) satisfy the content restrictions enumerated in Section 4.03(i) through (vii) hereof, and (iii) be fully produced in accordance with LLC’s technical specifications as promulgated by LLC from
time to time (all as provided in written or electronic form to AMC in a reasonable time period prior to implementation, including any amendments thereto; and which are equally applied to all exhibitors), ready for exhibition, as well as in
accordance with applicable LLC commercial standards and operating policies, and all applicable federal, state and local laws and regulations. LLC must reject or approve all Inventory provided by AMC within five (5) business days. Any such
Inventory provided by AMC and not rejected within such time frame shall be deemed approved and incorporated into the Advertising Services. Any Inventory provided by AMC for review and approval by LLC need not, once approved by LLC, be resubmitted by
AMC for approval in connection with any future use. 
 Section 4.05 Brand; Policy Trailer; Branded Slots. 

(a) Branded Content. LLC agrees to create, in conjunction with and subject to AMC’s prior approval, a AMC brand identity
(the “Brand”) that will surround, or “house,” the Digital Content Service and include interstitial messaging (“bridges and bumps”), throughout the Play List and in the Policy Trailer, to reinforce the Brand. The
interstitial messaging shall include a Pre-Feature Program introduction and close containing content branded with the AMC Marks. The close shall also include content branded with the marks of AMC’s beverage concessionaire. The Brand and the
Branded Slots shall not contain the display of any trademark, service mark, logo or other branding of a film, film studio(s), distributor(s), or production company(ies). In addition to the interstitial messaging, the Digital Content Service will
feature (i) up to two (2) minutes for the promotion of AMC’s internal business and/or promotional 

  
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materials for Digital Programming Events (the “Branded Slots”) in each Play List, (ii) the Policy Trailer, to be created by LLC at the direction of AMC as part of the
Creative Services and (iii) any other content as may be agreed between AMC and LLC. The Parties hereby acknowledge that AMC has the right to exhibit the PSA Trailer after Showtime. 

(b) Policy Trailer. The policy trailer will be (i) up to 60 seconds, (ii) exhibited in the Theatres after
Showtime, and (iii) used to feature content relating to Theatre policy and operations, and may include (w) a policy service announcement that promotes appropriate theatre behavior, (x) promotions of AMC Concessions, (y) the
display of any trademark, service mark, logo or other branding of a film studio(s), distributor(s), or production company(ies) and (z) upon prior written approval of AMC, other promotional materials of third-party products for which LLC sells
advertising and is paid a fee (the “Policy Trailer”). 
 (c) Branded Slot. Each Branded Slot may only exhibit
Theatre Advertising and/or Sponsor Messages in connection with Event Sponsorships. LLC is required to include no less than forty-five (45) seconds of Branded Slots within the final fifteen (15) minutes of the Play List, fifteen
(15) seconds of which shall be included within the final eleven (11) minutes of the Play List; provided, that LLC may begin these Branded Slots up to one minute earlier when LLC expands the amount of advertising units that follow these
Branded Slots through the sale of additional advertising to third parties. LLC shall not exhibit any advertising relating to LLC after AMC’s Branded Slot placement referred to in this Section 4.05(c). 

(d) Restrictions. Other than as permitted in Sections 4.05(a), (b), (c) or Section 4.07, none of the Brand, the
Policy Trailer or the Branded Slots will include third-party advertising and/or third-party mentions for products and services, without LLC’s prior written approval; provided that a Branded Slot promoting a Digital Programming Event may include
a Sponsor Message. 
 (e) Creative Services. The Brand messaging, Policy Trailer and Branded Slots may be created and edited by
LLC as part of the Creative Services, in consultation with AMC, subject to final, mutual agreement of the Parties. LLC will provide AMC with up to 1,000 hours of Creative Services annually at no cost for Brand development, Policy Trailers and
Branded Slots exhibiting Theatre Advertising. Time spent on Creative Services exceeding the initial 1,000 hours shall be determined as described in Exhibit B. AMC may use other vendors for creative services at AMC’s cost and
subject to LLC’s production standards. 
 (f) Traditional Content Program. The Traditional Content Program in
Non-Digitized Theatres will contain, at a minimum, promotions for AMC’s beverage and other Concessions. 
 Section 4.06
Beverage and Legacy Agreements. 
 (a) Beverage Agreements. LLC shall, through the expiration or other
termination of AMC’s Beverage Agreement in effect on the Restated Effective Date, display or exhibit, as applicable, as part of the Advertising Services, advertising Inventory meeting any and all specifications and requirements prescribed by
the Beverage Agreement, including format, length (not to be longer than ninety (90) seconds), and placement within the Play List, as set 

  
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forth in the Specification Documentation, with compliance by LLC to be within a reasonable time after such specifications are communicated from time-to-time by AMC to LLC in a written notice. In
consideration for the advertising pursuant to the Beverage Agreement, AMC agrees to pay LLC at the advertising rates set forth on Exhibit B (the “Beverage Agreement Advertising Rate”). The Beverage Agreement Advertising
Rate shall be paid on or before the last day of LLC’s fiscal month following LLC’s fiscal month in which the Advertising Services related to the Beverage Agreement were provided. Beginning after AMC’s Beverage Agreement in effect on
the Restated Effective Date expires or otherwise terminates through the end of the Term, AMC shall have the right to have included in the Advertising Services advertising Inventory for its beverage concessionaires at the then current Beverage
Agreement Advertising Rate; provided that AMC (i) keeps LLC apprised of the status of negotiations with the beverage vendor (including likelihood of reaching agreement, advertising length and placement required), from the time such negotiations
begin until an agreement is signed, and (ii) provides LLC notice (including advertising length and placement required) within two (2) business days after the date that AMC and its beverage concessionaire agree on terms for a new Beverage
Agreement. AMC shall be permitted to prescribe the length and placement within the Play List of on-screen Inventory based on the requirements of the Beverage Agreements which may then be in effect between AMC and such then-applicable beverage
concessionaires; provided that such Inventory shall not exceed ninety (90) seconds in length for all such Beverage Agreements. AMC-redacted and/or AMC-selected (by disclosure or summary) contents of the Beverage Agreement shall only be
disclosed as, and to the extent, required pursuant to this Agreement, provided such disclosure would not violate the terms of such Beverage Agreement. 

(b) AMC Legacy Agreements. 

(i) Listing. The Specification Documentation sets forth a list of the AMC Legacy Agreements, including the identity of each advertiser.
On the Original Effective Date, AMC shall assign all rights and obligations arising from or out of each AMC Legacy Agreement to LLC. 
 (ii)
Non-Assignable Legacy Agreements. This Agreement shall not constitute an assignment or transfer, or an attempted assignment or transfer, of any AMC Legacy Agreement, if and to the extent such agreement is a “Non-Assignable Legacy
Agreement,” meaning that the assignment or transfer of such AMC Legacy Agreement would constitute a breach of the terms of such AMC Legacy Agreement. AMC and LLC shall use commercially reasonable efforts to obtain a waiver to assignment of
any Non-Assignable Legacy Agreement and in the meantime AMC shall pay to LLC all proceeds from any Legacy Agreement. To the extent that any waiver referred to in this Section 4.06(b)(ii) is not obtained by AMC, AMC shall also use commercially
reasonable efforts to, at the request of LLC, enforce for the account of LLC any right of AMC arising from any Non-Assignable Legacy Agreement. LLC shall perform the obligations of AMC under or in connection with any Non-Assignable Legacy Agreement,
except to the extent that LLC is not provided the benefits thereof in any material respect pursuant to this Section 4.06(b)(ii). 

  
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 Section 4.07 Other AMC Advertising Agreements. 

(a) Theatre Advertising. In addition to advertising Inventory referenced above in Sections 4.05 and 4.06, AMC may purchase,
on an arm’s length basis and subject to availability, as part of the Advertising Services, advertising Inventory for Theatre Advertising and to promote Digital Programming Events. AMC shall pay for Advertising Services pursuant to this
Section 4.07(a) on or before the last day of LLC’s fiscal month following LLC’s fiscal month in which the Advertising Services were provided. 

(b) Non-Theatre Advertising. AMC may enter into a cross-marketing arrangement designed to (i) promote the Theatres and the
movie-going experience with a local, regional or nationally-known vendor of products or services that are not of the type described in Theatre Advertising or (ii) promote Digital Programming Events, in either case, for the purpose of generating
increased attendance at the Theatres or increased revenue for AMC (other than revenue from any Advertising Services) (the “Strategic Relationship”) with advertising of such products or services being presented in the Theatres
(either in the Video Display Program or in Lobby Promotions) (“Strategic Programs”), subject to the terms set forth in this Section 4.07(b). Strategic Programs may not be made on an exclusive basis. Strategic Programs entered
into in connection with a Digital Programming Event shall not include any third-party advertising, trademarks, service marks, logos or other branding and/or third-party mentions for products and services except for a Sponsor Message. AMC covenants
that it shall not re-sell any Advertising Services, including those received in connection with Strategic Programs. Strategic Programs shall be subject to the following limitations: 

(i) Strategic Programs. AMC may conduct at no cost with respect to any Strategic Programs no more than (A) two (2) local or
regional promotions per Flight per Theatre and (B) four (4) national promotions per year; provided, however, that no more than one national promotion may run at any time (the “Client Limitation”). By means of
illustration, the Client Limitation for national promotions are not limited to a Flight, accordingly, one national promotion may run for twelve months, two national promotions may run for six months each provided that they do not run at the same
time, four national promotions may run for three months each provided that they do not run at the same time, or another combination of national promotions may be used if there are no more than four promotions within a twelve-month period. For
purposes of this Section 4.07(b), each continuously running promotion is counted as one promotion, regardless of whether such promotion is displayed using only one element (e.g., Lobby Screens) or displayed in an integrated basis using multiple
elements (e.g., Lobby Screens and Lobby Promotions). Additionally, for purposes of this Section 4.07(b), a local or regional promotion is a promotion that is exhibited in Theatres located within one or two contiguous Designated Marketing Areas
(as defined by the term DMA®, a registered trademark of Nielsen Marketing Research, Inc.), and a national promotion is a promotion that is exhibited in Theatres located within two (other than
two contiguous) or more Designated Marketing Areas. 
 (ii) Strategic LEN Promotions. With respect to Strategic Programs in the Video
Display Program (“Strategic LEN Promotions”), AMC may utilize at no cost up to one minute of time for its Strategic Programs per every thirty (30) minutes of the Video Display Program advertising. AMC may purchase an additional
one minute for every thirty (30) minutes of the Video Display Program advertising for use in Strategic Programs at the applicable rate card rate for third-party advertising established by LLC for such Video Display Program


  
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advertising inventory. Any purchase of time for Strategic LEN Promotions in excess of the two minutes described above or any utilization of Strategic LEN Promotions in excess of the Client
Limitation may be obtained at rate card rates and subject to availability, only with prior written consent of LLC, acting in its sole discretion. Strategic LEN Promotions may not be displayed on any Lobby Screens that, pursuant to
Section 4.01(c), are displaying internal programming of AMC and may not be made to promote any film, film studio(s), distributor(s) or production company(ies). 

(iii) Strategic Lobby Promotions. With respect to Strategic Programs through Lobby Promotions (“Strategic Lobby
Promotions”), AMC may utilize only such type and number of Inventory that is available to LLC in the applicable Theatre(s) on a pre-approved basis; provided, however, vehicle/motorcycle displays and floor mats will not be
available for use in Strategic Lobby Promotions. AMC may purchase an additional amount of Inventory in excess of the Strategic Lobby Promotions described above or in excess of the Client Limitation at rate card rates and subject to availability,
only with prior written consent of LLC, acting in its sole discretion. 
 Section 4.08 AMC Run-Out Obligations.

 (a) Encumbered Theatres. AMC agrees to provide LLC written notice as much in advance as is reasonably practicable under the
circumstances of, and to furnish LLC true and correct copies (reasonably redacted by AMC and subject to confidentiality) of all documentation evidencing, all valid, pre-existing contractual obligations (the “Run-Out Obligations”)
relating to any of the advertising, promotional and event activities and services in any Acquisition Theatres (collectively, the “Encumbered Theatres”); provided such disclosure does not violate the terms of any such agreements.

 (i) No Run-Out Obligations. Agreements with advertisers that purchase advertising are Legacy Agreements and do not create Run-Out
Obligations. AMC shall, effective upon acquisition of the Acquisition Theatre, terminate any agreements between AMC and an Affiliate relating to advertising, promotional and event activities and services in any Acquisition Theatre, so that any such
agreements do not create Run-Out Obligations. 
 (ii) Run-Out Obligations. AMC and/or its Affiliates (as applicable) shall be
permitted to abide by the terms of the Run-Out Obligations; however, AMC agrees, subject to legal constraints (if any), to use commercially reasonable efforts to obtain the termination of such Run-Out Obligations, including without limitation
neither extending nor renewing such Run-Out Obligations (provided that AMC shall have no obligation to make any payment in connection with obtaining the termination of such Run-Out Obligations). AMC further agrees not to enter into any new
agreement with any third party with respect to any Encumbered Theatre, or amend or modify any Run-Out Obligation, to the extent such agreement, amendment or modification would be inconsistent with the rights of LLC under Section 2.04 or have
the effect of any extension. Prior to the expiration of the Run-Out Obligations, each Encumbered Theatre may, upon the mutual agreement of LLC and AMC, become a Theatre with respect to some or all of the Advertising Services, provided such
election does not create a default under any Run-Out Obligation. In any event, except in accordance with Section 4.13 (Excluded Theatres; IMAX Screens) or as may be mutually agreed by the Parties in writing, each Encumbered Theatre shall
automatically become a Theatre, for all purposes hereof, no later than the expiration of the Run-Out Obligations with respect to such Encumbered Theatre. 

  
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 (b) Exclusive Run-Out Obligations. With respect to each Advertising Service for
which the third party to the Run-Out Obligations has exclusive rights as a service provider, if AMC has provided LLC with written notice of AMC’s intent to receive additional equity in LLC with respect to the Encumbered Theatres pursuant to the
Unit Adjustment Agreement, AMC shall, until such Run-Out Obligations have terminated, make a quarterly Exclusivity Run-Out Payment (as defined in Schedule 1) to LLC. Any such payments shall be made on or before the last day of LLC’s fiscal
month following the fiscal quarter in which AMC receives the Advertising Services from the third party to the Run-Out Obligations. 
 (c)
Non-Exclusive Run-Out Obligations. With respect to each Advertising Service for which the third party to the Run-Out Obligations has non-exclusive rights as a service provider, if AMC has provided LLC with written notice of AMC’s
intent to receive additional equity in LLC with respect to the Encumbered Theatres pursuant to the Unit Adjustment Agreement, AMC shall, until such Run-Out Obligations have terminated, pay LLC [***]. Any such payments shall be made on or before the
last day of LLC’s fiscal month following the fiscal quarter in which AMC receives third party payment for the Advertising Services. 

(d) Beverage Agreement Advertising Rate and Encumbered Theatres. If AMC has provided LLC with written notice of AMC’s intent
to receive additional equity in LLC with respect to the Encumbered Theatres prior to termination of the Run-Out Obligations pursuant to the Unit Adjustment Agreement, the attendance at Encumbered Theatres shall be included in the calculation of the
Beverage Agreement Advertising Rate. 
 Section 4.09 License. LLC hereby grants to AMC and its Affiliates a
limited, non-exclusive, non-transferable, non-sublicenseable license in the Theatres only to receive, store, display and exhibit the Digital Content Service, the Traditional Content Program and the Digital Carousel, as applicable, on the LLC
Equipment and the AMC Equipment solely in connection with its performance of and subject to all of the terms and conditions of this Agreement. AMC may not alter intentionally the Digital Content Service, the Traditional Content Program or the
Digital Carousel or otherwise intentionally exhibit the Digital Content Service, the Traditional Content Program or the Digital Carousel in a manner resulting in a change to the Digital Content Service, Traditional Content Program or Digital
Carousel or any related on-screen Inventory, nor may AMC use or make the Digital Content Service, Traditional Content Program or Digital Carousel available for any purpose, at any location, or in any manner not specifically authorized by this
Agreement, including without limitation recording, copying or duplicating the Digital Content Service, Traditional Content Service or Digital Carousel or any portion thereof. AMC shall at all times receive and exhibit the Digital Content Service or
Traditional Content Program and Digital Carousel in accordance with such policies and procedures of LLC that are provided in advance to AMC and consistently applied with respect to other exhibitors from time to time. Each Party shall be solely
responsible for obtaining and providing all rights, licenses, clearances and consents necessary for the use of any Inventory it sources or creates (whether or not it sources or creates such Inventory on behalf of the other Party), or that is
prepared or provided by third parties on its behalf, as contemplated herein, except as may otherwise be agreed by the Parties in writing. 

  
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 Section 4.10 Cooperation and Assistance. The Parties agree that the
effectiveness and quality of the Advertising Services as provided by LLC are dependent on the cooperation and operational support of both Parties. 

(a) AMC. AMC agrees that it (and each of the Theatres) shall at all times during the Term provide LLC, at AMC’s own cost
except as otherwise provided in this Agreement, with the following: 
 (i) internal resources and permissions as reasonably required to
effectuate delivery of the Advertising Services, including without limitation projection and sound technicians and other employees to assist with LLC Equipment installation and Digital Content Service transmission; 

(ii) unless unavailable, 24 (hour) by 7 (day) “real time” access via AMC’s network assets in conformity with
AMC’s network use and security policies (provided in advance to LLC and consistently applied with respect to other AMC service providers) to the in-Theatre software and hardware components of the Digital Content Network, consistent with the
Service Level Agreement (as set forth in the Specification Documentation), so that LLC can monitor the distribution and playback of the Advertising Services and the Parties will reasonably cooperate to ensure that corrections or changes are made as
required to deliver the Advertising Services; 
 (iii) detailed playback information in a form, whether electronic or hard copy, and at such
times as either AMC or LLC shall reasonably request; 
 (iv) prompt notification of reception, playback or other technical problems
associated with receipt of the Advertising Services; 
 (v) the results of quality audits performed by AMC periodically during the Term upon
LLC’s request and at its direction to confirm playback compliance; 
 (vi) adequate opportunities to train AMC personnel, as provided
in Section 3.07; 
 (vii) attendance data film-by-film, rating-by-rating and Theatre-by-Theatre for all Theatres, in an electronic form
and in a format agreed by the Parties, at such times as are consistent with AMC’s internal reporting systems but in any event at least weekly; 

(viii) on a monthly, quarterly and annual basis as requested by LLC from time to time, a list of all Theatres, including
(i) identification of which Theatres are Digitized Theatres, (ii) the number of total screens and digital screens at each Theatre and for all Theatres at which Advertising Services are provided, (iii) identification of any Theatres
that are not equipped with at least one Lobby Screen to display the Video Display Program, (iv) attendance for screens on which Advertising Services are provided (by Theatre and in total), including


  
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separate identification of attendance for screens on which Advertising Services under the Beverage Agreement is provided (if different); (v) upon LLC’s request, identification of
Theatres in which Advertising Services are not provided, and the attendance and number of screens at such theatres; (vi) estimated Theatre opening and closing dates; and (vii) such other information described in the Specification
Documentation, as such may be amended from time to time by mutual agreement of the Parties; 
 (ix) AMC’s budgeted attendance by
theatre (and by month if AMC budgets on a monthly basis) for the next full fiscal year once approved by AMC’s board, and; and 
 (x)
such other information regarding the Advertising Services as LLC may reasonably request from time to time, as AMC agrees to provide in its sole discretion; 

(b) LLC. LLC agrees that it shall at all times during the Term provide AMC, at LLC’s own cost except as otherwise provided
in this Agreement, with the following: 
 (i) on a weekly basis, a report of compliance by each Digitized Theatre with on-screen advertising
requirements and reasons for any noncompliance, including a report of compliance relating to the Beverage Agreement (the “Beverage Compliance Report”); 

(ii) on a weekly basis, a representative Play List of national advertising, which LLC shall make available no later than two business days
prior to the day on which the Play List be implemented; 
 (iii) on a monthly basis, a report regarding local advertising. 

(c) Confidentiality. For the avoidance of doubt, information made available subject to this Section 4.10 shall be subject
to the provisions of Section 14.01 (Confidential Treatment); provided however, that LLC agrees that AMC shall be permitted to provide the Beverage Compliance Report to its beverage concessionaire. AMC agrees to be included in any
compliance reporting LLC provides to its advertisers and other content providers for proof of performance. 
 Section 4.11
Trailers. 
 (a) Trailers. Trailers that are exhibited in the Theatres shall not include the exhibition or
display of any trademark, service mark, logo or other branding of a party other than the film studio(s), distributor(s), or production company(ies); provided, however, Trailers may include incidental images of products or services which appear in
the motion picture or other programming or event (e.g., product placements). 
 (b) Event Trailers. Any Event Trailer shall be
limited to a promotion for an applicable Digital Programming Event and shall not include the exhibition or display of any trademark, service mark, logo or other advertising or branding other than the Alternative Content JV or the distributor(s) or
production company(ies) of the Digital Programming Event. Additionally, Event Trailers may include (i) incidental images of products or services which 

  
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appear in the Digital Programming Event (e.g., product placements), and (ii) Sponsor Message(s) in connection with Event Sponsorship(s). The exhibition of any Event Trailer by AMC at the
direction of Alternative Content JV shall be expressly permitted by LLC hereunder notwithstanding the provisions of Section 2.04 hereof; provided however, that LLC shall have no liability of any kind under this Agreement for any content in an
Event Trailer provided by Alternative Content JV or AMC. 
 Section 4.12 Customer Access to Pre-Feature Program.
AMC shall use commercially reasonable efforts to provide audiences access to the Theatre auditorium for the Pre-Feature Program or Traditional Content Program not less than 20 minutes prior to Showtime. 

Section 4.13 Excluded Theatres; IMAX Screens. 

(a) Excluded Theatres. AMC shall have the right to designate art house and draft house theatres that for purposes of this
Agreement shall be “Excluded Theatres”; provided, however, that the aggregate annual attendance at all such Excluded Theatres on the date of designation shall not exceed four (4) percent of the aggregate annual attendance at
the Theatres. The list of Excluded Theatres identified as of the Restated Effective Date is set forth in the Specification Documentation. AMC shall provide written or electronic notice to LLC, in the form specified by LLC, each time there is a
change in its list of Excluded Theatres. Excluded Theatres shall not be deemed Theatres for purposes of this Agreement. Excluded Theatres will not receive Advertising Services. Excluded Theatres will not be considered for purposes of the calculation
of Theatre Access Fees. Notwithstanding the foregoing, Excluded Theatres will be subject to the exclusivity obligations of AMC, as set forth in Section 2.04 to the same extent as a Theatre hereunder. With respect to any Theatre subsequently
designated as an Excluded Theatre, the parties will negotiate in good faith terms for the discontinuation of delivery of the Advertising Services to such Excluded Theatre. 

(b) IMAX Screens. All Theatre screens dedicated to the exhibition of films using “IMAX” technology shall be deemed
“IMAX Screens.” IMAX Screens will not receive, and AMC will have no duty to exhibit on any IMAX Screen, the Digital Carousel, the Pre-Feature Program or the Traditional Content Program; provided however, that AMC may elect to
exhibit the Digital Carousel, the Pre-Feature Program or the Traditional Content Program on its IMAX Screens in its sole discretion. Notwithstanding the foregoing, all IMAX Screens will be subject to the exclusivity obligations of AMC, as set forth
in Section 2.04 to the same extent as a Theatre hereunder. AMC will provide LLC prompt written or electronic notice, in the form specified by LLC, of any additions to or deletions from its list of IMAX Screens, which list as of the Restated
Effective Date is provided in the Specification Documentation. 
 Section 4.14 Grand Openings; Popcorn Tubs; Employee
Uniforms. Notwithstanding anything herein to the contrary, AMC shall not be prohibited from: (i) promoting the grand opening of a Theatre or an Excluded Theatre, provided such promotional activity (A) may occur only for the
fourteen (14) day period immediately preceding the opening of the theatre to the general public through the fourteen (14) day period immediately following the opening of the theatre to the general public, and (B) includes local
advertising of such opening in exchange for the advertising of local businesses only, provided any on-screen advertising related thereto shall be subject to availability of on-screen Inventory and limited to


  
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one (1) advertisement thirty (30) seconds in length; (ii) placing advertising promoting full-length feature films on special popcorn tubs (such as plastic or oversized containers
not regularly sold by AMC) sold in Theatres or Excluded Theatres, provided AMC shall (A) provide LLC one hundred twenty (120) days prior notice of AMC’s desire to conduct such promotion and permit LLC sixty (60) days to sell
promotional advertising for such special popcorn bags/tubs, and if LLC cannot sell advertising for such special popcorn tubs within such sixty (60) day period then AMC shall have the right to sell such advertising, (B) be limited to two
(2) such promotions in any twelve (12) month period during the Term, (C) not conduct any such promotion over a period exceeding thirty (30) days, and (D) not sell such advertising below the lowest total rate card amount
received by LLC for popcorn bags; and (iii) allowing advertising for the supplier of AMC employee uniforms to appear on such uniforms, provided not more than two (2) individual instances of such advertising may appear on any such uniform
at any one time. AMC will provide LLC reasonable advance written notice of any promotion under this Section 4.14 (collectively, “Special Promotions”) and LLC will have the right to approve each such Special Promotion. LLC may
not unreasonably withhold, condition or delay its approval, provided that LLC shall be permitted to withhold its approval from any such Special Promotion that is inconsistent with any exclusive obligation of LLC then in force, or otherwise
interferes with the current or proposed business activities of LLC as reasonably determined by LLC. Any cash consideration paid by a third party in connection with a Special Promotion relating to any Advertising Services shall be paid to LLC. 

Section 4.15 Consultation regarding Certain Advertising Agreements. 

(a) Theatre Advertising. Prior to either Party entering into an exclusive agreement for longer than one Flight with any third
party for Theatre Advertising, the contracting Party will give the other Party written notice not less than twenty (20) days in advance of the contract date, and the Parties will consult in good faith to confirm that such exclusive arrangement
does not conflict with any exclusive arrangements the other Party has entered into or contemplates entering into; provided however, this notice shall not apply to entry into the Beverage Agreement by AMC. Notwithstanding the foregoing, if the
Parties have satisfied the foregoing provisions of this Section 4.15(a) and identified a conflict of interest regarding an agreement with exclusivity, AMC’s exclusivity interests shall prevail. 

(b) Strategic Relationships. AMC shall not enter into any Strategic Relationship that conflicts with any existing or proposed
exclusive advertising or promotional arrangement between LLC and a third party for which LLC has provided prior written notice, which may be by electronic mail, to AMC’s designated representative(s) of such existing or proposed exclusive
arrangement, including the identity of the other party, the length of time, and type of category of such exclusive arrangement, and specifically in connection with a proposed exclusive arrangement the anticipated start date of such arrangement. AMC
may enter into any Strategic Relationship that conflicts with a proposed exclusive arrangement prior to the anticipated start date of such arrangement. Further, in the event that LLC is unable to enter into a definitive agreement with respect to
such proposed exclusive arrangement within sixty (60) days after such notice by LLC to AMC of such proposed exclusive arrangement, which notice may not be provided more than once in any twelve month period, then AMC shall have the right to
enter into any such Strategic Relationship. 

  
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 Section 4.16 3D Services. 

(a) Access to Projection Systems for 3D Advertising Services. Subject to the terms and conditions of this Agreement, including,
without limitation this Section 4.16, if and to the extent that AMC has the capability to exhibit full-length motion pictures using a Projection System in 3D in one or more auditoriums in any Digitized Theatre, LLC shall have the right to
exhibit 3D Advertising Services using such Projection System in such auditoriums, in the following instances (i) after the Advertising Services have been converted to such Projection System in accordance with Section 3.06 or
(ii) prior to the presentation of a 3D motion picture or other 3D content (“3D Content”); in either case, such 3D Advertising Services, (x) will be properly conditioned to meet the specifications of AMC 3D equipment
providers, and (y) LLC shall pay or reimburse AMC for any and all third party licensing fees incurred by AMC related to use of the 3D equipment in conjunction with 3D Advertising Services. Notwithstanding the foregoing, to the extent such
Projection System has not become Digital Cinema Equipment in accordance with Section 3.06, LLC shall be responsible for providing such 3D Advertising Services in a form and format to be reasonably requested by AMC. In the event that LLC
requests AMC to ingest and play 3D Advertising on AMC’s player, if there are incremental costs that are going to be incurred beyond AMC’s normal operating procedures then AMC and LLC must meet and agree on the appropriate reimbursement to
be paid by LLC to AMC to offset such AMC incremental costs necessary to accommodate LLC’s request. 
 (b) 3D Glasses. LLC
agrees that AMC will bear no expense with respect to 3D Glasses provided to theatre patrons to view 3D Advertising Services. In the case of 3D Advertising Services distributed prior to the presentation of 3D Content, LLC shall obtain any and all
necessary consents to allow theatre patrons to use the 3D Glasses delivered to AMC by the provider of such 3D Content; provided that LLC shall be liable for, and, if necessary, reimburse AMC for, any and all costs imposed by such provider on either
LLC or AMC for the use of 3D Glasses to view the 3D Advertising Services; provided, further, that if AMC agrees with such provider to purchase 3D Glasses in order to provide them to theatre patrons to view such 3D Content, then the Parties will
negotiate in good faith a reasonable allocation of such costs between AMC and LLC, which costs shall include additional payroll or general and administrative costs incurred by AMC for inventory and storing such 3D Glasses for LLC. LLC will not
interfere with the rights of Real D to advertise its business, products or services on storage bins for 3D Glasses, as set in the current agreement(s) between AMC and Real D, or between Real D and any distributor. 

(c) Applicability of ESA Provisions. All provisions of this Agreement, including the revenue provisions of Article 2 and the
content standards set forth in Section 4.03, will apply to any advertising on 3D Glasses, packaging for 3D Glasses and 3D Glasses recycling bins used by LLC in connection with the distribution of 3D Advertising Services. Advertising on 3D
Glasses and packaging for 3D Glasses will be permitted only as approved by AMC in its sole and absolute discretion. 
 Section 4.17
Digital Programming Event Simulcast. 
 (a) Definition. Under the Digital Programming Exhibitor Services Agreement,
AMC may exhibit a Digital Programming Event that is simulcast across a broadcast 

  
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(or cable, including pay-per-view) network or the Internet (the Digital Programming Event Simulcast”). LLC acknowledges that Digital Programming Event Simulcasts may contain third-party
advertising that is provided by the provider of such Digital Programming Event Simulcast as part of such simulcast. A store-forward event shall not be a Digital Programming Event Simulcast for purposes of this Agreement. 

(b) Third-Party Advertising. For clarification, to the extent that the content provider allows any third-party advertising,
trademarks, service marks, logos or other branding and/or third-party mentions for products and services to be included in a Digital Programming Event Simulcast, other than that provided by the content provider, as between, AMC, Alternative Content
JV and LLC, LLC shall have the exclusive right to provide Event Simulcast Advertising Services. LLC acknowledges that AMC shall require that any third-party advertising to be exhibited during a Digital Programming Event Simulcast be subject to
content standards substantially similar to those contained in Section 4.03 of this Agreement. If AMC grants Alternative Content JV a waiver of compliance with one or more of such standards, AMC will give LLC written notice of such waiver at
such time as the waiver is granted. LLC shall be deemed to be granted a waiver from compliance with the content standards of Section 4.03 to the same extent for sole purposes of providing Event Simulcast Advertising Services for the Digital
Programming Event Simulcast to which the waiver applies. If AMC or any of its Affiliates receives any compensation specifically for the broadcast of third-party advertising during a Digital Programming Event Simulcast, AMC or such Affiliate will pay
LLC [***] percent ([***]%) of such compensation. For example purposes only, the receipt of revenue from ticket sales or revenue from a content provider or a Sponsor for the purpose of hosting a Digital Programming Event Simulcast (and such revenue
is not in any way attributable to the Inventory) will not be considered compensation for advertising that must be paid to LLC. The exhibition by AMC at the direction of Alternative Content JV of any third-party advertising provided by the content
provider of a Digital Programming Event Simulcast shall be expressly permitted by LLC hereunder notwithstanding the provisions of Section 2.04 hereof. 

(c) No Liability. LLC will have no liability of any kind under this Agreement for any content included in a Digital Programming
Event Simulcast, unless, and only to the extent that, LLC provides Event Simulcast Advertising Services. 
 Section 4.18 Event
Sponsorships; Sponsor Message. 
 (a) Event Sponsorships. Under the Alternative Content Services Agreement, Alternative
Content JV and LLC will work together in good faith to develop and sell Event Sponsorships for Digital Programming Events. No Sponsor for an Event Sponsorship may be a theatre or theatre circuit which is a competitor of AMC. Any Event Sponsorship
provided by LLC shall be subject to the content standards of Section 4.03 of this Agreement. LLC acknowledges that AMC shall require any Event Sponsorship provided by Alternative Content JV to be subject to content standards substantially
similar to those contained in Section 4.03 of this Agreement. If AMC grants Alternative Content JV a waiver of compliance with one or more of such standards, AMC will give LLC written notice of such waiver at such time as the waiver is granted.
LLC shall be deemed to be granted a waiver from compliance with the content standards of Section 4.03 to the same extent for purposes of the sale of advertising by LLC for such Event Sponsorship to which the waiver applies. The exhibition of
third-party advertising 

  
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relating to an Event Sponsorship by AMC at the direction of Alternative Content JV shall be expressly permitted by LLC hereunder notwithstanding the provisions of Section 2.04 hereof;
provided however, that LLC shall have no liability of any kind under this Agreement for any content provided by Alternative Content JV. 

(b) Sponsor Message. If LLC or Alternative Content JV sell an Event Sponsorship for a Digital Programming Event, no third-party
advertising, trademark, service mark, logo or other advertising or branding, including any third-party mentions for products and services, may be displayed, except a Sponsor Message may be included in the Digital Programming Events Pre-Feature
Program, an Event Trailer, Branded Slot, Lobby Promotion or as part of a Strategic Program, subject to the limits of Section 4.07(b). Any Sponsor Message shall be limited to (a) up to 5 seconds per Sponsor and (b) not more than 10
seconds if there is more than one Sponsor setting forth a “sponsored by” or “presented by” mention. The Sponsor Message may include Sponsor’s logo and audio announcement or mention of the Sponsor’s name, subject to the
limits in the previous sentence, and may not include any references of any kind to any of the Sponsor’s products or services. Under no circumstances will any Sponsor have the right to “pass-through” any of the marketing rights in the
Event Sponsorship or Strategic Program. 
 ARTICLE 5 

SUPPORT; MAKE GOODS 

Section 5.01 Software Support. LLC reserves the right to request of AMC and agrees to consult with AMC during the Term on
any proposed material changes or updates to the Software. LLC shall make available to AMC pursuant to the terms of the license in Section 7.01 below all such updates or modifications to the Software. Unless otherwise agreed to in writing by
LLC, AMC shall not permit any third party to perform or provide any maintenance or support services with respect to the LLC Equipment or the Software. 

Section 5.02 Cooperation. AMC agrees to take all actions during the Term that are within its control and
reasonably necessary to permit the delivery, exhibition and viewing of the Advertising Services in the Theatres on the terms and conditions set forth herein. 

Section 5.03 Make Goods. In the event that any Inventory scheduled for exhibition pursuant to
Sections 4.06(a), 4.06(b) or 4.07 is not exhibited as scheduled, LLC shall take such action or provide such remedy as is required pursuant to the applicable AMC advertising agreement, including the exhibition of “make good” Inventory
sufficient to achieve the level of Inventory content impressions necessary to satisfy any contractual obligations governing the exhibition of such Inventory. AMC acknowledges and agrees that such contractual obligations must have been timely
disclosed to LLC in writing as a condition to the exercise of the foregoing exclusive right and remedy; such obligations as of the Original Effective Date have been provided by AMC to LLC in a separate letter. To the extent such third-party
agreement prescribed a “make good” remedy, AMC agrees to make its Theatres (including screens and Lobby Screens, as applicable) available for the exhibition of such “make goods,” and LLC agrees to exhibit such “make
goods” consistent with any contractual obligations of AMC concerning the exhibition of such “make goods.” LLC reserves the right to use excess or unsold 

  
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Inventory as “make goods,” remnant advertising, other revenue generating advertising, public service announcements, and the like. Notwithstanding the foregoing, LLC shall only be
required to make any payment of moneys (including a refund of amounts paid by the applicable advertiser) in the event that the reason that the applicable Inventory was not exhibited or was exhibited in an incorrect position was primarily a result of
actions or inactions by LLC (or its designees or assigns) and the applicable advertising agreement does not allow, or LLC otherwise does not provide, a remedy of exhibition of “make good” Inventory. 

ARTICLE 6 

INTENTIONALLY DELETED 

ARTICLE 7 

INTELLECTUAL PROPERTY 

Section 7.01 Software License. Subject to the terms and conditions of this Agreement and the License Agreement, LLC hereby
grants to AMC, and AMC hereby accepts, a non-exclusive, non-transferable, non-sublicenseable, limited license to install and execute the object code version of the Software solely for the limited purpose to receive, store, display and exhibit the
Digital Content Service, the Traditional Content Program and the Digital Carousel, as applicable, on the LLC Equipment and the AMC Equipment solely in connection with its performance of and subject to all of the terms and conditions of this
Agreement and only to the extent such Software is utilized by AMC. 
 Section 7.02 License of the LLC Marks. 

(a) Grant. Subject to the terms and conditions of this Agreement and any guidelines or requirements provided in writing from
time-to-time by LLC to AMC, LLC hereby grants at no additional cost to AMC, and AMC hereby accepts, a non-exclusive, non-transferable (except in connection with an assignment of this Agreement in accordance with Section 15.08 hereof),
nonsublicenseable, limited license (i) to use the LLC Marks solely in connection with its participation in the Advertising Services, as approved by LLC in writing in advance (which shall not be unreasonably or untimely withheld), and
(ii) to use the LLC Marks in marketing or advertising materials (“Marketing Materials”) that have been approved (which shall not be unreasonably or untimely withheld) by LLC pursuant to the terms hereof, provided and to the
extent LLC shall have authorized AMC to promote the Advertising Services. AMC acknowledges that LLC is and shall remain the sole owner of the LLC Marks, including the goodwill of the business symbolized thereby. AMC recognizes the value of the
goodwill associated with the LLC Marks and acknowledges and agrees that any goodwill arising out of the use of the LLC Marks or any of them by AMC shall inure to the sole benefit of LLC for all purposes hereof. 

(b) Approval of Use. Prior to using any Marketing Material or depicting or presenting any LLC Mark in or on any marketing or
advertising material or otherwise, AMC shall submit a sample of such Marketing Material or other material to LLC for approval. LLC shall exercise commercially reasonable efforts to approve (which shall not be unreasonably


  
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withheld) or reject any such Marketing Material or other material submitted to it for review within five (5) business days from the date of receipt by LLC. AMC shall not use, publish, or
distribute any Marketing Material or other material unless and until LLC has so approved it in writing. Upon receipt of such approval from LLC for a particular Marketing Material or other material, AMC shall not be obligated to submit to LLC
substantially similar material for approval; provided, however, AMC shall timely furnish samples of all such material to LLC. 
 (c)
Quality Standards. Any and all use or exercise of rights by AMC with respect to the LLC Marks or any other trademark, tradename, service mark or service name provided by LLC to AMC for use in connection with the Advertising Services shall be
in accordance with standards of quality and specifications prescribed by LLC from time to time (the “LLC Quality Standards”) and which have been delivered to AMC. LLC shall have the right to change the LLC Quality Standards from
time to time upon written notice to AMC, provided such modified LLC Quality Standards are equally and timely applied to any and all other exhibitors of the Advertising Services. 

(d) Designation. AMC shall cause the appropriate designation “(TM)” or “(SM)” or the registration symbol
“(R)” to be placed adjacent to the LLC Marks in connection with the use thereof and to indicate such additional or alternative information as LLC shall specify from time to time concerning the use by AMC of the LLC Marks as such is,
equally and timely communicated and applied to any and all other exhibitors of the Advertising Services. 
 (e) Right to Suspend
Use. AMC shall not use any LLC Mark in any manner that may reflect adversely on the image or quality symbolized by the LLC Mark, or that may be detrimental to the image or reputation of LLC. Notwithstanding anything herein to the contrary, LLC
shall have the right, at its sole option, to terminate or suspend the trademark license grant provided herein if it determines that AMC’s use of the LLC Marks or any of them is in violation of its trademark usage guidelines or is otherwise
disparaging to its image or reputation, and such use is not conformed to such guidelines and other reasonable requests of LLC within ten (10) days of receipt of written notice thereof. 

(f) Use Limitations. AMC agrees not to use (i) any trademark or service mark which is confusingly similar to, or a colorable
imitation of, any LLC Mark or any part thereof, (ii) any trademark or service mark in combination with any LLC Mark, except in the case of the Brand as created by LLC under the terms of Section 4.05(a) or (iii) any LLC Mark in
connection with or for the benefit of any product or service of any other Person or entity, except in the case of the Brand as created by LLC under the terms of Section 4.05(a). AMC shall not engage in any conduct which may place LLC or any LLC
Mark in a negative light or context, and shall not represent that it owns or has any interest in any LLC Mark other than as expressly granted herein, nor shall it contest or assist others in contesting the title or any rights of LLC (or any other
owner) in and to any LLC Mark. 
 (g) Treatment. With respect to all of LLC’s approvals, rights and otherwise under this
Section 7.02, LLC shall treat AMC at least as favorably with respect to each instance as it has for any other exhibitor of the Advertising Services. 

  
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 Section 7.03 License of the AMC Marks. 

(a) Grant. Subject to the terms and conditions of this Agreement, and any guidelines or requirements provided in writing from
time-to-time by AMC to LLC, AMC hereby grants at no cost to LLC, and LLC hereby accepts, a non-exclusive, non-transferable (except in connection with an assignment of this Agreement in accordance with Section 15.08 hereof), nonsublicenseable,
limited license (i) to use the AMC Marks solely in connection with its delivery of the Advertising Services, as approved (which shall not be unreasonably or untimely withheld) by AMC in writing in advance, and (ii) to use the AMC Marks in
Marketing Materials that have been approved (which shall not be unreasonably or untimely withheld) by AMC pursuant to the terms hereof. LLC acknowledges that AMC is and shall remain the sole owner of the AMC Marks, including the goodwill of the
business symbolized thereby. LLC recognizes the value of the goodwill associated with the AMC Marks and acknowledges and agrees that any goodwill arising out of the use of the AMC Marks by LLC shall inure to the sole benefit of AMC for all purposes
hereof. 
 (b) Approval of Use. Prior to using any Marketing Material or depicting or presenting any AMC Mark in or on any
marketing or advertising material or otherwise, LLC shall submit a sample of such Marketing Material or other material to AMC for approval. AMC shall exercise commercially reasonable efforts to approve (which shall not be unreasonably withheld) or
reject any such Marketing Material or other material submitted to it for review within five (5) business days from the date of receipt by AMC LLC shall not use, publish, or distribute any Marketing Material or other material unless and until
AMC has so approved it in writing. Upon receipt of such approval from AMC for a particular Marketing Material or other material, LLC shall not be obligated to submit to AMC substantially similar material for approval; provided, however, LLC shall
timely furnish samples of all such material to AMC. 
 (c) Quality Standards. Any and all use or exercise of rights by LLC with
respect to the AMC Marks or any other trademark, tradename, service mark or service name provided by AMC to LLC for use in connection with the Advertising Services shall be in accordance with standards of quality and specifications prescribed by AMC
from time to time (the “AMC Quality Standards”) and provided to LLC. AMC shall have the right to change the AMC Quality Standards from time to time upon written notice to LLC. 

(d) Designation. LLC shall cause the appropriate designation “(TM)” or “(SM)” or the registration symbol
“(R)” to be placed adjacent to the AMC Marks in connection with the use thereof and to indicate such additional or alternative information as AMC shall specify from time to time concerning the use by LLC of the AMC Marks as such is equally
and timely communicated and applied to any and all other licensees of the AMC Marks. 
 (e) Right to Suspend Use. LLC shall not
use any AMC Mark in any manner that may reflect adversely on the image or quality symbolized by the AMC Mark, or that may be detrimental to the image or reputation of AMC. Notwithstanding anything herein to the contrary, AMC shall have the right, at
its sole option, to terminate or suspend the trademark license grant provided herein if it determines that LLC’s use of the AMC Marks or any of them is in violation of its trademark usage guidelines or is otherwise disparaging to its image or
reputation, and such use is not conformed to such guidelines and other reasonable requests of AMC within ten (10) days of receipt of written notice thereof. 

  
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 (f) Use Limitations. LLC agrees not to use (i) any trademark or service mark
which is confusingly similar to, or a colorable imitation of, any AMC Mark or any part thereof, (ii) any trademark or service mark in combination with any AMC Mark, except for the LLC Marks as permitted under this Agreement or (iii) any
AMC Mark in connection with or for the, benefit of any product or service of any other Person or entity, except for the LLC Marks as permitted under this Agreement. LLC shall not engage in any conduct which may place AMC or any AMC Mark in a
negative light or context, and shall not represent that it owns or has any interest in any AMC Mark other than as expressly granted herein, nor shall it contest or assist others in contesting the title or any rights of AMC (or any other owner) in
and to any AMC Mark. 
 Section 7.04 Status of the LLC Marks and AMC Marks. Without expanding the rights and licenses
granted under this Agreement, the Parties acknowledge and agree that (a) the rights and licenses granted under this Agreement to use the LLC Marks and AMC Marks permit the use of the AMC Marks in combination or connection with the LLC Marks,
(b) the use of the AMC Marks in combination or connection with the LLC Marks, whether in the Brand, Policy Trailer, Branded Slots, Marketing Materials or otherwise in connection with the participation in or delivery of the Advertising Services,
will not be deemed to create a composite or combination mark consisting of the AMC Marks and the LLC Marks, but instead will be deemed to create and will be treated by the Parties as creating a simultaneous use of the LLC Marks and AMC Marks as
multiple separate and distinct trademarks or service marks, (c) neither Party will claim or assert any rights in a composite mark consisting of elements of the LLC Marks and AMC Marks, and (d) all use of the AMC Marks and the LLC Marks
under this Agreement will be subject to the provisions regarding the use and ownership of the AMC Marks and LLC Marks contained in this Agreement. 

ARTICLE 8 
 FEES

 Section 8.01 Payment. Except as otherwise provided in this Agreement (e.g., payment of the Theatre Access Fees
pursuant to Section 2.05(b)), all amounts due by one Party to the other under this Agreement shall be paid in full within thirty (30) days after the receipt by the paying Party of an invoice therefor. Each Party agrees that invoices for
amounts payable by the other Party will not be issued until the event triggering such payment obligation has occurred, or the condition triggering such payment obligation has been satisfied, as applicable. 

Section 8.02 Administrative Fee. AMC may request the right to use the Digital Content Network for the delivery of any
Digital Programming Events, Digital Programming Event Pre-Feature Program, Event Trailers, Trailers, PSA Trailers, meeting events or other entertainment content programming and, if such use is acceptable to LLC, AMC shall pay an Administrative Fee
for such use as set forth in Exhibit B. 
 Section 8.03 Audit. Each Party shall keep and maintain accurate
books and records of all matters relating to the performance of its obligations hereunder, including without limitation the sale of advertising, in accordance with generally accepted accounting principles. During the Term and for a period of one
(1) year thereafter, each Party, at its sole expense, shall, upon 

  
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reasonable advance written notice from the other Party, make such books and records (redacted, as applicable, to provide information relative to the Advertising Services and this Agreement)
available at its offices for inspection and audit by the other Party, its employees and agents. Any audit with respect to amounts payable by either Party to the other Party under this Agreement shall be limited to an audit with respect to amounts to
be paid in the current calendar year and immediately preceding calendar year only. Any period that has been audited pursuant to this section shall not be subject to any further audit. In the event an audit of the books and records of a Party reveals
an underpayment to the other Party, the audited Party shall pay to the other Party the amount of such underpayment within 30 days of the completion of the audit. If such audit determines that the underage in payments paid to a Party were in the
aggregate in excess of five percent (5%) of the payments owed, the Party owing the payment shall, in addition to making the payment set forth above, reimburse the Party receiving the payment for all reasonable costs, expenses and fees incurred
in connection with such audit. Any disputes between the Parties relating to the calculation of amounts owed shall be referred to a mutually satisfactory independent public accounting firm that has not been employed by either Party for the two
(2) year period immediately preceding the date of such referral. The determination of such firm shall be conclusive and binding on each Party, and judgment upon any such determination can be entered in any court having jurisdiction over the
matter. Each Party shall bear one-half of the fees of such firm. If the Parties cannot select such accounting firm, then the selection of such accounting firm shall be made by the American Arbitration Association located in New York, New York. In
addition to the foregoing audit rights of the Parties, during the Term, LLC and its authorized agents shall have the right, upon reasonable advance notice, to inspect any AMC premises or facilities involved in the performance of this Agreement to
confirm the performance and satisfaction of AMC’s obligations hereunder. 
 ARTICLE 9 

TERM AND TERMINATION 

Section 9.01 Term. Unless earlier terminated as provided below, the term of this Agreement shall begin on the Original
Effective Date and shall continue through February 13, 2037 (the “Initial Term”), after which AMC shall have the right to renew this Agreement on the terms as set forth in this Agreement for continuous, successive five-year
periods (each, a “Renewal Term,” and together with the Initial Term, the “Term”). AMC shall give LLC written notice of any intent to exercise its right to renew at least thirty (30) days prior to the expiration
of the Initial Term and any Renewal Term. The Parties shall, for a period of six (6) months commencing eighteen (18) months before the conclusion of the Initial Term and any Renewal Term, negotiate in good faith terms, if any, on which
they may agree to extend the Initial Term or any Renewal Term, and, if such agreement is reached, this Agreement shall be amended to incorporate such terms. Unless this Agreement is extended by AMC, this Agreement may only be extended by subsequent
written agreement of the Parties. Prior to and during such six (6) month period, AMC shall not enter into or conduct any negotiations with any third party with respect to any service that may be competitive with the Advertising Services or any
feature thereof. 

  
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 Section 9.02 Termination; Defaults. Either Party may terminate this Agreement,
immediately, by giving written notice of termination to the other, and without prejudice to any other rights or remedies the terminating Party may have, if: 

(a) Breach of Material Provision. The other Party materially breaches this Agreement, other than any provision of
Section 15.08, and fails to cure such breach within ninety (90) days after receipt from the terminating Party of written notice of the breach specifying in detail the nature of the breach, provided, that if such material breach cannot be
cured within ninety (90) days from the notice, then the ninety-day period shall be extended as long as is reasonably necessary to cure such breach if the Party receiving notice diligently attempts to cure such breach; and provided, further,
that if any such breach by AMC is confined to a Theatre or limited number of Theatres, LLC shall have the right in its sole discretion to terminate this Agreement only as to such Theatre or Theatres. 

(b) Breach of Anti-Assignment Provision. The other Party materially breaches any provision of Section 15.08, and fails to
cure such breach within thirty (30) business days after receipt from the terminating Party of written notice of the breach; provided, that if such breach cannot be cured within thirty (30) business days from the notice, then the period of
thirty business days shall be extended as long as is reasonably necessary to cure such breach if the Party receiving notice diligently attempts to cure such breach; and provided, further, that if any such breach by AMC is confined to a Theatre or
limited number of Theatres, LLC shall have the right in its sole discretion to terminate this Agreement only as to such Theatre or Theatres. 

(c) Injunction, Order or Decree. Any governmental, regulatory or judicial entity of competent jurisdiction shall have issued a
permanent injunction or other final order or decree which is not subject to appeal or in respect of which all time periods for appeal have expired, enjoining or otherwise preventing LLC or, AMC from performing, in any material respect, this
Agreement. 
 (d) Bankruptcy. The dissolution, bankruptcy, insolvency or appointment of a receiver or trustee of the other
Party that is not dismissed within sixty (60) days, or the other Party convenes a meeting of creditors, has a receiver appointed, ceases for any reason to carry on business or is unable to pay its debts generally. 

Section 9.03 Right of First Refusal. 

(a) ROFR Period. For a period (the “ROFR Period”) beginning 12 months prior to the end of the scheduled
expiration of this Agreement pursuant to Section 9.01 and ending 48 months after expiration of this Agreement, AMC shall not enter into any agreement or arrangement with a third party (whether in writing or otherwise) (an
“Alternative Agreement”) to receive services that were being provided by LLC to AMC at any time during the one-year period ending on expiration of this Agreement (“Designated Services”) without complying with this
Section 9.03. 
 (b) ROFR Notice. Before entering into or committing to enter into an Alternative Agreement, AMC shall
present to LLC notice (the “ROFR Notice”) containing a summary of all material terms and conditions of the proposed Alternative Agreement. The 

  
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ROFR Notice shall state that AMC intends to enter into the Alternative Agreement and shall certify that there are no other direct or indirect arrangements or understandings with respect to the
provision of the Designated Services that have not been disclosed to LLC. 
 (c) Information Request. AMC shall provide LLC
such additional and supplemental information as LLC shall reasonably request within 10 days of receiving such request and AMC shall cooperate fully with LLC in its evaluation of the Alternative Agreement. 

(d) ROFR Response. LLC shall have the right during a period ending 90 days after submission of the Alternative Agreement (or
in the event additional information is requested by LLC, within 90 days after the final submission to LLC of such additional information) (the “ROFR Response Period”) to give AMC written notice (the “ROFR Response”)
that it either (i) will enter into an agreement with AMC providing AMC with the Designated Services on terms and conditions no less favorable to AMC than those contained in the Alternative Agreement or (ii) does not seek to provide the
Designated Services. 
 (e) Negotiation regarding Portion of Designated Services. If any of the Designated Services to be
provided by the Alternative Agreement cannot reasonably be provided by LLC, then LLC and AMC shall negotiate in good faith during the ROFR Response Period as to LLC’s ability to provide certain portions of the Designated Services; provided that
should (x) AMC and LLC fail to reach agreement on LLC’s provision of the Designated Services in part and (y) LLC fails to agree to provide all of the Designated Services by the end of the ROFR Response Period, then AMC shall be
permitted to enter into the Alternative Agreement on terms no less favorable to AMC than those set forth in the ROFR Notice as provided in Section 9.03(b) above. If AMC fails to enter into such Alternative Agreement within 45 days after
the end of the ROFR Response Period, then the procedures set forth in this Section 9.03 shall once again become applicable. 

(f) Alternative Proposals. During the period commencing on the date that AMC provides LLC the ROFR Notice and continuing until
the earlier of (i) the end of the ROFR Response Period and (ii) the date LLC notifies AMC that it does not seek to provide the Designated Services, AMC shall not solicit alternative proposals from any other party for the Designated
Services. 
 (g) Agreement. If either (i) LLC delivers a ROFR Response indicating that LLC wants to provide AMC with the
Designated Services on the terms and conditions set forth in the ROFR Notice or (ii) the Parties agree that LLC will provide only certain of the Designated Services, the Parties will, within 45 days of such verbal agreement, enter into a
written agreement to provide the agreed-on Designated Services on such terms and conditions. If AMC and LLC fail to enter into such agreement within 45 days after the end of the ROFR Response Period, then AMC shall have 45 days thereafter
to enter into the Alternative Agreement on the terms and conditions no less favorable to AMC than those set forth in the ROFR Notice. If AMC fails to enter into such Alternative Agreement within such 45 day period, then the provisions of this
Section 9.03 shall once again become applicable. 
 (h) Entry into Alternative Agreement. If either (i) LLC delivers
a ROFR Response indicating that LLC does not want to provide AMC with the Designated Services on 

  
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the terms and conditions set forth in the ROFR Notice or (ii) the Parties agree that LLC will provide only certain of the Designated Services, AMC shall be permitted, with respect to those
Designated Services not provided by LLC, to enter into the Alternative Agreement on the terms and conditions no less favorable to AMC than those set forth in the ROFR Notice. If AMC fails to enter into such Alternative Agreement within 45 days
after the end of the ROFR Response Period, then the provisions of this Section 9.03 shall once again become applicable. 

Section 9.04 Survival. Articles 1, 10, 11, 13, 14 and 15 and Sections 9.04, 9.05 and 9.06 shall survive any
expiration or termination of this Agreement, and Section 9.03 shall survive any expiration of this Agreement. 
 Section 9.05
Effect of Termination. Upon termination or expiration of this Agreement, each Party may exercise all remedies available to it as a matter of law and upon prior notice to AMC, LLC shall be entitled to enter the Theatres, and any other
premises of AMC where any LLC Property may be located (or in the event of partial termination of this Agreement pursuant to Section 9.02(a) or (b) the affected Theatre(s) or premises), at a time mutually agreed to by the Parties in order
to recover any and all LLC Property. In the event LLC fails to recover any LLC Property within the timeframe the Parties agree upon for such recovery, AMC shall have the right to remove and dispose of such LLC Property in its sole discretion,
provided that any Software included in the LLC Property shall be recovered and returned to LLC at LLC’s expense. LLC shall be obligated to restore all premises from which LLC Property is removed pursuant to this section to their previous
condition, excluding reasonable wear and tear and any other improvements or material alterations to such premises as may have been approved by the Parties in connection with installation of LLC Equipment or operation of the Advertising Services and
shall repair any damage to the premises as a result of such removal. In addition, any and all licenses granted by either Party to the other under this Agreement shall immediately terminate, AMC shall cease using LLC Marks, LLC shall cease using AMC
Marks and LLC shall be entitled to immediately discontinue the Advertising Services. Promptly upon termination or expiration of this Agreement, and except as expressly provided in Article 8 of the License Agreement, each Party shall return to
the other Party all Confidential Information of the other Party, or, at the other Party’s option, destroy such Confidential Information and promptly provide to the other Party a certificate signed by an officer of the Party attesting to such
destruction. Notwithstanding termination of this Agreement, each Party shall pay to the other, within thirty (30) days after the effective date of such termination, any and all fees (including costs and expenses) and other amounts owed
hereunder as of such termination. 
 ARTICLE 10 

REPRESENTATIONS, WARRANTIES AND COVENANTS 

Section 10.01 Representations and Warranties. Each Party represents and warrants that: 

(a) Formation. It (i) is duly formed and organized, validly existing, and in good standing under the laws of the
jurisdiction of its formation and incorporation and has the power and authority to carry on its business as carried on, and (ii) has the right to enter into this Agreement and to perform its obligations under this Agreement and has the power
and authority to execute and deliver this Agreement. 

  
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 (b) Governmental Authorization. Any registration, declaration, or filing with, or
consent, approval, license, permit or other authorization or order by, any governmental or regulatory authority, domestic or foreign, that is required to be obtained by it in connection with the valid execution, delivery, acceptance and performance
by it under this Agreement or the consummation by it of any transaction contemplated hereby has been completed, made, or obtained, as the case may be. 

(c) Consents. It is the exclusive owner of, or otherwise has or will have timely obtained all rights, licenses, clearances and
consents necessary to make the grants of rights made or otherwise perform its obligations under this Agreement as required under this Agreement. 

(d) No Conflicts. The execution and delivery of this Agreement do not, and the performance of its obligations under this
Agreement and the consummation of the transactions contemplated hereby will not (with or without notice or lapse of time or both) (i) conflict with or result in a violation or breach of its charter or other organizational documents;
(ii) conflict with or result in a violation or breach of any law or order applicable to it, or (iii) (A) conflict with or result in a violation or breach of, (B) constitute a default under, or (C) result in the creation or
imposition of any lien upon it or any of its assets and properties under, any material contract or material license to which it or any of its Affiliates is a party or by which any of its or their respective assets and properties are bound. 

Section 10.02 Additional Covenants. 

(a) No Challenge. Each Party covenants that it will not at any time, except to the extent necessary to, assert or defend its
rights under this Agreement: (i) challenge or otherwise do anything inconsistent with the other Party’s right, title or interest in its property, (ii) do or cause to be done or omit to do anything, the doing, causing or omitting of
which would contest or in any way impair or tend to impair the rights of the other Party in its property or the rights of third party licensors or providers in their property, or (iii) assist or cause any Person or entity to do any of the
foregoing. 
 (b) No Infringement by AMC. AMC covenants that, except as AMC discloses in writing concurrently with the
execution hereof and excluding any intellectual property or other rights licensed pursuant to the License Agreement, none of the information, content, materials, or services it supplies or has supplied on its behalf under this Agreement to its
knowledge infringes or misappropriates, or will infringe or misappropriate, any U.S. patent, trademark, copyright or other intellectual property or proprietary right of any third party to the extent used in accordance with the terms and conditions
of this Agreement. 
 (c) No Infringement by LLC. LLC covenants that, except as specified in Section 10.02(b) and
excluding any intellectual property or other rights licensed pursuant to the License Agreement, (i) to its knowledge, the Advertising Services will not violate, infringe or dilute any trademark, tradename, service mark or service name or any
other intellectual property 

  
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of any third party or the right of privacy or publicity of any person and (ii) LLC shall procure any and all consents, licenses or permits necessary relating to the Advertising Services
provided to AMC and shall pay all license fees and royalties to the appropriate parties that become due and owing as a result of the performance of the Advertising Services or any other services as may be provided by LLC to AMC from time to time,
other than film rent to the film distributors. 
 Section 10.03 Disclaimer. EXCEPT AS EXPRESSLY AND EXPLICITLY SET FORTH
IN THIS AGREEMENT, ANY AND ALL INFORMATION, PRODUCTS, AND SERVICES, INCLUDING, WITHOUT LIMITATION, THE AMC PROPERTY AND LLC PROPERTY, ARE PROVIDED “AS IS” AND “WITH ALL FAULTS,” AND NEITHER PARTY MAKES ANY REPRESENTATIONS OR
WARRANTIES, AND EACH PARTY DISCLAIMS ALL REPRESENTATIONS AND WARRANTIES, EXPRESS OR IMPLIED, WRITTEN OR ORAL, ARISING FROM COURSE OF DEALING, COURSE OF PERFORMANCE, USAGE OF TRADE, OR OTHERWISE, INCLUDING, WITHOUT LIMITATION, THE IMPLIED WARRANTIES
OF NON-INFRINGEMENT, MERCHANTABILITY, TITLE AND FITNESS FOR A PARTICULAR PURPOSE. NEITHER PARTY MAKES ANY REPRESENTATION THAT THE DIGITAL CONTENT SERVICE OR ITS DISPLAY, OR RECEIPT OF ANY OTHER SERVICES, WILL BE UNINTERRUPTED OR ERROR-FREE. 

ARTICLE 11 

INDEMNIFICATION 

Section 11.01 Indemnification. 

(a) Indemnification by AMC. AMC shall defend, indemnify, and hold harmless LLC and its officers, directors, members, owners,
contractors, employees, representatives, agents, successors, and assigns (collectively, “Representatives”) from and against any and all losses, obligations, risks, costs, claims, liabilities, settlements, damages, liens, judgments,
awards, fines, penalties, expenses and other obligations whatsoever (including, without limitation, reasonable attorneys’ fees and disbursements, except as limited by Section 11.02, and any consultants or experts and expenses of
investigation) (collectively, “Costs”) suffered or incurred by LLC or its Representatives in connection with, as a result of, based upon, or relating to, (i) any breach by AMC of this Agreement, (ii) any use by AMC of any
LLC Property (other than LLC Property licensed by LLC to AMC under the License Agreement) other than as authorized by this Agreement, (iii) any third-party claims directly resulting from acts or omissions of AMC or its designee(s),
(iv) any breach of a Legacy Agreement prior to the date on which such Legacy Agreement is assigned to LLC, (v) AMC’s fraud, willful misconduct, or noncompliance with law, (vi) any infringement, violation, misappropriation, or
misuse of any third-party intellectual property rights by the AMC Property (excluding the intellectual property or other rights licensed by AMC pursuant to the License Agreement); or (vii) any items disclosed by AMC pursuant to
Section 10.02(b). 
 (b) Indemnification by LLC. LLC shall defend, indemnify, and hold harmless AMC and its
Representatives from and against any and all Costs suffered or incurred by AMC or its Representatives in connection with, as a result of, based upon, or relating to, (i) any breach by 

  
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LLC of this Agreement, (ii) any use by LLC of any information, content or other materials supplied by or on behalf of AMC hereunder (including the Brand), but not under the License
Agreement, other than as authorized by this Agreement, (iii) any breach of a Legacy Agreement on or after the date on which such Legacy Agreement is assigned to LLC, (iv) any damage caused by LLC, its vendors or subcontractors in
installation, inspection or maintenance of any Equipment, (v) any third-party claims directly resulting from acts or omissions of LLC or its designee(s), including subcontractors, (vi) any infringement, violation, misappropriation, or
misuse of any third-party intellectual property rights by the LLC Property (excluding the intellectual property or other rights licensed by LLC pursuant to the License Agreement); or (vii) LLC’s fraud, willful misconduct, or noncompliance
with law. 
 (c) Mutual Indemnification. Each Party (the “Indemnifying Party”) shall defend, indemnify, and
hold harmless the other Party and the other Party’s Representatives from and against any and all Costs suffered or incurred by the other Party or the other Party’s Representatives in connection with or as a result of, and from and against
any and all third party claims, suits, actions, or proceedings actually or allegedly arising out of, based upon, or relating to any infringement or dilution of any third party trademark, tradename, service mark or service name by any trademark,
tradename, service mark or service name provided by the Indemnifying Party. In the event of any infringement or dilution giving rise to a claim for indemnification under Sections 10.02(b), 10.02(c) or 11.01(a)(iii), or if infringement or
dilution potentially giving rise to a claim under this Section is, in the Indemnifying Party’s opinion, likely to occur the Indemnifying Party may, either: (i) procure for the other Party the right to continue using the trademark,
tradename, service mark or service name in question, (ii) replace or modify the trademark, tradename, service mark or service name in question with a non-infringing or non-dilution alternative; or (iii) order the other Party to cease use
of, and terminate the grant of rights under this Agreement with respect to, the trademark, tradename, service mark or service name in question. The Indemnifying Party will have no obligation under this Section for any infringement or dilution caused
by, and the other Party will indemnify the Indemnifying Party in the event of, use by the other Party of the trademark, tradename, service mark or service name in question: (A) after the Indemnifying Party has notified the other Party to cease
use of that trademark, tradename, service mark or service name; (B) in combination with any other trademark, tradename, service mark or service name not supplied by the Indemnifying Party; or (C) in breach of this Agreement. This
Section 11.01(c) states each Party’s entire liability and sole and exclusive remedy for infringement or dilution claims or actions relating to third party trademarks, tradenames, service marks or service names in connection with this
Agreement. 
 Section 11.02 Defense of Action. An indemnitor under this Article shall have the right to control the
defense and settlement of any and all claims, suits, proceedings, and actions for which such indemnitor is obligated to indemnify, hold harmless, and defend hereunder, but the indemnitee shall have the right to participate in such claims, suits,
proceedings, and actions at its own cost and expense. An indemnitor shall have no liability under this Article 11 unless the indemnitee gives notice of such claim to the indemnitor promptly after the indemnitee learns of such claim so as to not
prejudice the indemnitor. Under no circumstance shall either Party hereto settle or compromise or consent to the entry of any judgment with respect to any claim, suit, proceeding, or action that is the subject of indemnification hereunder without
the prior written consent of the other Party, except for settlement involving only monetary payment by the indemnitor or no commitment or admission by the indemnitee, which consent shall not be withheld or delayed unreasonably. 

  
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 ARTICLE 12 

ADDITIONAL RIGHTS AND OBLIGATIONS 

Section 12.01 Assistance. Each Party, upon the request of the other, shall perform any and all further reasonable acts and
reasonably execute, acknowledge, and deliver any and all documents which the other Party determines in its sole reasonable judgment may be necessary, appropriate, or desirable to carry out the intent and purposes of this Agreement, including without
limitation to document, perfect, or enforce the other Party’s right, title, or interest in and to any of such Party’s property, as well as any assistance requested in connection with the proceedings, suits, and hearings described in
Section 12.02. 
 Section 12.02 Infringement. The Parties shall notify one another promptly, in writing, of any
alleged, actual or threatened infringement, violation, misappropriation or misuse of or interference with (“Infringement”) any intellectual property which such Party knows of or has reason to suspect. 

Section 12.03 Theatre Passes. Upon the request of LLC’s CEO, AMC will issue a number of annual passes, as reasonably
requested by LLC and agreed by the parties and as reasonably consistent with prior practice, to the Theatres for use by LLC advertising clients, subject to AMC’s ability to issue such passes pursuant to AMC’s agreements with film
distributors. LLC may purchase passes in excess of such number each year at a reasonably negotiated price. All other tickets used by LLC for promotional and sales purposes will be acquired by LLC at AMC’s then current group ticket discount
rate. 
 Section 12.04 Compliance with Law. AMC and LLC shall each at all times operate and conduct its business,
including, without limitation, exercising its rights under this Agreement, in compliance with all applicable international, national, state, and local laws, rules, and requirements, and the compliance by either Party with such laws, rules and
requirements shall under no circumstances be deemed a breach of this Agreement. 
 Section 12.05 Insurance. AMC shall
maintain with financially sound and reputable insurance companies insurance on the Theatres and Equipment in such amounts and against such perils as AMC deems adequate for its business. LLC shall maintain with financially sound and reputable
insurance companies insurance for its business and Equipment in such amounts and against such perils as LLC deems adequate for its business. Each Party will name the other Party (including its agents, officers, directors, employees and affiliates)
as an additional insured on such policies of insurance. Furthermore, to the extent reasonably practicable, LLC shall use commercially reasonable efforts to have AMC listed as an additional insured on any insurance policy carried by the advertiser,
agent or event promoter in connection with Advertising Services provided under this Agreement. 
 Section 12.06 Most Favored
Nations. LLC shall promptly provide to AMC a copy of each agreement, amendment or extension as may be entered into by LLC on or after the Original 

  
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Effective Date with each Founding Member which amends any term of the Exhibitor Services Agreement entered into with any of the Founding Members, as such may be amended from time to time. The
Parties recognize and acknowledge that the provision of the Advertising Services is dependent on the cooperation and operational support of LLC and the Founding Members and, from time to time, LLC may elect to waive compliance with a term of this
Agreement or a term of an Exhibitor Services Agreement entered into with another Founding Member, so long as LLC acts reasonably and fairly in granting waivers requested by each of Regal, AMC and Cinemark, as applicable. If LLC acts reasonably and
fairly in granting such waivers to each of Regal, AMC and Cinemark and any such waivers do not materially alter the applicable Exhibitor Services Agreement, then such waiver will not be considered an amendment of the relevant exhibitor’s
Exhibitor Services Agreement for purposes of this Agreement and shall not be covered by the terms of this Section 12.06. Such copies shall be redlined to reflect all differences between such agreements or amendments and this Agreement or
corresponding amendment. At the election of AMC, by written notice to LLC within twenty (20) days following its receipt of such agreements or amendments, to amend this Agreement so that it conforms, in part or whole, to any one of such
agreements or amendments, this Agreement shall be deemed so amended by LLC and AMC as soon as reasonably practicable after receipt of such notice. 

Section 12.07 Non-Competition and Non-Solicitation. 

(a) Non-Competition. In consideration of AMC’s participation in LLC and in consideration of the mutual covenants and
agreements contained in this Agreement, AMC and its Affiliates agree, except as otherwise provided in this Agreement, not to engage or participate in any business, hold equity interests, directly or indirectly, in another entity, whether currently
existing or hereafter created, or participate in any other joint venture that competes or would compete with any business that LLC is authorized to conduct in the Territory pursuant to this Agreement, whether or not LLC is actually conducting such
business in a particular portion of the Territory. The foregoing restrictions shall not apply (i) in the event AMC or its Affiliate acquires a competing business in the Territory as an incidental part of an acquisition of any other business
that is not prohibited by the foregoing, if AMC disposes of the portion of such business that is a competing business as soon as practicable, (ii) to any direct or indirect ownership or other equity investments by AMC or its Affiliates in such
other competing business that represents in the aggregate less than 10% of the voting power of all outstanding equity of such business, and (iii) in the event AMC enters into any agreement for the acquisition or installation of equipment or the
provision of services on customary terms that does not violate the exclusivity of LLC hereunder with any entity that has other businesses and provides other services that may compete with LLC. 

(b) Non-Solicitation. For the Term of this Agreement and a three-year period after its termination or expiration, each Party
shall not, without the prior written approval of the other Party, directly or indirectly: (i) solicit for hire any employees of any other Party or its Affiliates at the level of vice president or higher; or (ii) induce any such employee of
such Party to terminate their relationship with such Party. The foregoing will not apply to individuals hired as a result of the use of a general solicitation (such as a newspaper, radio or television advertisement) not specifically directed to the
employees of such Party. 

  
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 ARTICLE 13 

OWNERSHIP 

Section 13.01 Property. 

(a) LLC Property. As between LLC and AMC, LLC owns, solely and exclusively, any and all right, title, and interest in and to the
Advertising Services (including all Inventory and other content supplied by or on behalf of LLC), the LLC Marks, the Software (excluding any Software owned by AMC as provided in the License Agreement), LLC’s Confidential Information, the
Digital Content Network, and any and all other data, information, Equipment (excluding the AMC Equipment), material, inventions, discoveries, processes, methods, technology, know-how, written works, software, works of visual art, audio works, and
multimedia works provided, developed, created, reduced to practice, conceived, or made available by or on behalf of LLC to AMC or used by LLC to perform any of its obligations under or in connection with this Agreement, as well as any and all
translations, improvements, adaptations, reproductions, look and feel attributes, and derivates thereof (collectively, the “LLC Property”), and, except as expressly and explicitly stated in this Agreement, reserves all such right,
title, and interest. 
 (b) AMC Property. As between AMC and LLC, AMC owns, solely and exclusively, any and all right, title,
and interest in and to all content supplied by or on behalf of AMC, the AMC Marks, Software not included in Section 13.01(a) above, AMC’s Confidential Information, and any and all other data, information, Equipment (excluding the LLC
Equipment), material, inventions, discoveries, processes, methods, technology, know-how, written works, software, works of visual art, audio works, and multimedia works provided, developed, created, reduced to practice, conceived, or made available
by or on behalf of AMC to LLC or used by AMC to perform any of its obligations under or in connection with this Agreement, as well as any and all translations, improvements, adaptations, reproductions, look-and-feel attributes, and derivates thereof
(collectively, the “AMC Property”), and, except as expressly and explicitly stated in this Agreement, reserves all such right, title, and interest. 

Section 13.02 Derived Works. 

(a) Derived Works from LLC Property. Any and all data, information, and material created, conceived, reduced to practice, or
developed pursuant to this Agreement, but not pursuant to the License Agreement, including, without limitation, written works, processes, methods, inventions, discoveries, software, works of visual art, audio works, look-and-feel attributes, and
multimedia works, to the extent based on, using, or derived from, in whole or in part, any LLC Property, whether or not done on LLC’s facilities, with LLC’s equipment, or by LLC personnel, by either Party alone or with each other or any
third party, and any and all right, title, and interest therein and thereto (including, but not limited to, the right to sue for past infringement) (collectively, “LLC Derived Works”), shall be owned solely and exclusively by LLC,
and AMC hereby assigns, transfers, and conveys to LLC any right, title, or interest in or to any LLC Derived Work which it may at any time acquire by operation of law or otherwise. To the extent any LLC Derived Works are included in the Advertising
Services, LLC hereby grants to AMC during the Term a non-exclusive, non-transferable, non-sublicenseable license to such LLC Derived Works solely for use in connection with the Advertising Services, as expressly provided by this Agreement. 

  
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 (b) Derived Works from AMC Property. Except as specified in Section 13.02(a),
any and all data, information, and material created, conceived, reduced to practice, or developed pursuant to this Agreement, but not pursuant to the License Agreement, including, without limitation, written works, processes, methods, inventions,
discoveries, software, works of visual art, audio works, look-and-feel attributes, and multimedia works, to the extent based on, using, or derived from, in whole or in part, any AMC Property (and specifically including any materials included in the
Policy Trailer or the Branded Slots based on or derived from materials supplied by AMC), whether or not done on AMC’s facilities, with AMC’s or LLC’s equipment, or by AMC personnel, by either Party alone or with each other or any
third party, and any and all right, title, and interest therein and thereto (including, but not limited to, the right to sue for past infringement) (collectively, “AMC Derived Works”), shall be owned solely and exclusively by AMC,
and LLC hereby assigns, transfers, and conveys to AMC any right, title, or interest in or to any AMC Derived Work which it may at any time acquire by operation of law or otherwise. To the extent any AMC Derived Works are included in the Advertising
Services, AMC hereby grants to LLC during the Term a nonexclusive, non-transferable, non-sublicenseable license to such AMC Derived Works solely for use in connection with the Advertising Services, as expressly provided by this Agreement. 

Section 13.03 No Title. This Agreement is not an agreement of sale, and (a) no title or ownership interest in or to
any LLC Property is transferred to AMC, and (b) no title or ownership interest in or to any AMC Property is transferred to LLC, as a result of or pursuant to this Agreement. Further, (i) AMC acknowledges that its exercise of rights with
respect to the LLC Property shall not create in AMC any right, title or interest in or to any LLC Property and that all exercise of rights with respect to the LLC Property and the goodwill symbolized thereby or connected therewith will inure solely
to the benefit of LLC, and (ii) LLC acknowledges that its exercise of rights with respect to the AMC Property shall not create in LLC any right, title or interest in or to any AMC Property and that all exercise of rights with respect to the AMC
Property and the goodwill symbolized thereby or connected therewith will inure solely to the benefit of AMC. 
 ARTICLE 14 

CONFIDENTIALITY 

Section 14.01 Confidential Treatment. For a period of three years after the termination of this Agreement: 

(a) Treatment of Confidential Information. Each Party shall use and cause its Affiliates to use the same degree of care it uses
to safeguard its own Confidential Information and to cause its and its Affiliates’ directors, officers, employees, agents and representatives to keep confidential all Confidential Information; and each Party shall hold and shall cause its
Affiliates to hold and shall cause its and its Affiliates’ directors, officers, employees, agents and representatives to hold in confidence, unless compelled to disclose by judicial or administrative process or, in the opinion of counsel, by
the requirements of law, Confidential Information. 

  
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 (b) LLC’s Confidential Information. AMC agrees that the Confidential
Information of LLC shall only be disclosed in secrecy and confidence, and is to be maintained by AMC in secrecy and confidence subject to the terms hereof. AMC shall (i) not, directly or indirectly, use the Confidential Information of LLC,
except as necessary in the ordinary course of LLC’s business, or disclose the Confidential Information of LLC to any third party and (ii) inform all of its employees to whom the Confidential Information of LLC is entrusted or exposed of
the requirements of this Section and of their obligations relating thereto. 
 (c) AMC’s Confidential Information.
Confidential Information of AMC shall not be supplied by LLC or its Subsidiaries to any Person who is not an employee of LLC, including any employee of a Member or of LLC’s manager who is not an employee of LLC. Notwithstanding the foregoing,
AMC Confidential Information may be disclosed to authorized third-party contractors of LLC if LLC determines that such disclosure is reasonably necessary to further the business of LLC, and if such contractor executes a non-disclosure agreement
preventing such contractor from disclosing AMC’s Confidential Information for the benefit of each provider of AMC’s Confidential Information in a form reasonably acceptable to the Founding Members. AMC’s Confidential Information
disclosed to LLC shall not be shared with any other Member without AMC’s written consent. 
 Section 14.02 Injunctive
Relief. It is understood and agreed that each Party’s remedies at law for a breach of this Article 14, as well as Section 12.07, will be inadequate and that each Party shall, in the event of any such breach or the threat of
such breach, be entitled to equitable relief (including without limitation provisional and permanent injunctive relief and specific performance) from a court of competent jurisdiction. The Parties shall be entitled to the relief described in this
Section 14.02 without the requirement of posting a bond. Nothing stated herein shall limit any other remedies provided under this Agreement or available to the Parties at law. 

ARTICLE 15 

MISCELLANEOUS 

Section 15.01 Notices. All notices, consents, and other communications between the Parties under or regarding this
Agreement shall be in writing and shall be sent to the recipient’s address set forth in this section by hand delivery, nationally respected overnight carrier, or certified mail, return receipt requested. Such communications shall be deemed to
have been received on the date actually received 
  

			
	 LLC:
	  	 National CineMedia, LLC
 9110 East
Nichols Ave., Suite 200
 Centennial, CO 80112
 Attention:
Chief Executive Officer

		
	 with a copy to:
	  	 National CineMedia, LLC
 9110 East
Nichols Ave., Suite 200
 Centennial, CO 80112
 Attention:
General Counsel



  
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	 AMC:
	  	 American Multi-Cinema, Inc.
 c/o AMC
Entertainment Inc.
 11500 Ash Street
 Leawood, KS 66211

Fax: 913-213-2058
 Attn: Kevin Connor, Senior Vice President,

         General Counsel and Secretary

		
	 with a copy to:
	  	 Hogan Lovells US LLP
 1200 Seventeenth
Street, Suite 1500
 Denver, CO 80202
 Attention: David
London


 Either Party may change its address for notices by giving written notice of the new address to the other Party in accordance
with this section, but any element of such Party’s address that is not newly provided in such notice shall be deemed not to have changed. 

Section 15.02 Waiver; Remedies. The waiver or failure of either Party to exercise in any respect any right provided
hereunder shall not be deemed a waiver of such right in the future or a waiver of any other rights established under this Agreement. All remedies available to either Party hereto for breach of this Agreement are cumulative and may be exercised
concurrently or separately, and the exercise of any one remedy shall not be deemed an election of such remedy to the exclusion of other remedies. 

Section 15.03 Severability. Should any term or provision of this Agreement be held to any extent unenforceable, invalid, or
prohibited under law, then such provision shall be deemed restated to reflect the original intention of the Parties as nearly as possible in accordance with applicable law and the remainder of this Agreement. The application of any term or provision
restated pursuant hereto to Persons, property, or circumstances other than those as to which it is invalid, unenforceable, or prohibited, shall not be affected thereby, and each other term and provision of this Agreement shall be valid and
enforceable to the fullest extent permitted by law. 
 Section 15.04 Integration; Headings. The Parties hereto agree that
the Amended and Restated Exhibitor Services Agreement dated as of July 15, 2005 was terminated (except as otherwise provided in the Letter Agreement dated as of February 13, 2007 by and among LLC, AMC, Cinemark and Regal (the “ESA
Payment Letter”)), and replaced by the Original Agreement and the exhibits thereto. The Original Agreement and the ESA Payment Letter constituted the complete and exclusive statement of the agreement between the Parties with respect to the
subject matter of the Original Agreement as of February 13, 2007, and superseded any and all other prior or contemporaneous oral or written communications, proposals, representations, and agreements, express or implied. This Agreement and the
exhibits hereto, together with the Digital Programming Exhibitor Services Agreement, amends and replaces the Original Agreement (as amended by the Amendments) as of the date hereof and, as of the Restated Effective Date, the Original Agreement (as
amended by the Amendments) shall be of no further force or effect. This Agreement may be amended only by mutual agreement 

  
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expressed in writing and signed by both Parties, except as otherwise provided in Section 12.06. Headings used in this Agreement are for reference only and shall not affect the interpretation
of this Agreement. 
 Section 15.05 Construction. The Parties hereto have participated jointly in the negotiation and
drafting of this Agreement. In the event an ambiguity or question of intent or interpretation arises, this Agreement shall be construed as if drafted jointly by the Parties and no presumption or burden of proof shall arise favoring or disfavoring
any Party by virtue of the authorship of any of the provisions of this Agreement. Whenever required by the context, any pronoun used in this Agreement shall include the corresponding masculine, feminine or neuter forms, and the singular forms of
nouns, pronouns, and verbs shall include the plural and vice versa. Reference to any agreement, document, or instrument means such agreement, document, or instrument as amended or otherwise modified from time to time in accordance with the terms
thereof, and if applicable. The use of the words “include” or “including” in this Agreement shall be by way of example rather than by limitation. The use of the words “or,” “either” or “any” shall
not be exclusive. 
 Section 15.06 Non-Recourse. Notwithstanding anything contained in this Agreement to the contrary, it
is expressly understood and agreed by the Parties hereto that each and every representation, warranty, covenant, undertaking and agreement made in this Agreement was not made or intended to be made as a personal representation, undertaking,
warranty, covenant, or agreement on the part of any individual or of any partner, stockholder, member or other equity holder of either Party hereto, and any recourse, whether in common law, in equity, by statute or otherwise, against any such
individual or entity is hereby forever waived and released. 
 Section 15.07 Governing Law; Submission to Jurisdiction.
Subject to the provisions of Section 14.02 and the Parties’ agreement that the United Nations Convention on Contracts for the International Sale of Goods shall not apply to this Agreement and is hereby disclaimed by the Parties: 

(a) Governing Law. This Agreement is to be construed in accordance with and governed by the internal laws of the State of
Delaware without giving effect to any choice of law rule that would cause the application of the laws of any jurisdiction other than the internal laws of the State of Delaware to the rights and duties of the Parties. 

(b) Jurisdiction. Each Party hereto agrees that any legal action or other legal proceeding relating to this Agreement or the
enforcement of any provision of this Agreement shall be brought or otherwise commenced exclusively in any state or federal court located in Delaware or in New York, New York. Subject to the preceding sentence, each Party hereto: 

(i) expressly and irrevocably consents and submits to the jurisdiction of each state and federal court located in New York, New York (and each
appellate court located in the State of New York) in connection with any such legal proceeding, including to enforce any settlement, order or award; 

(ii) consents to service of process in any such proceeding in any manner permitted by the laws of the State of New York, and agrees that
service of process by registered or certified mail, return receipt requested, at its address specified pursuant to Section 15.01 is reasonably calculated to give actual notice; 

  
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 (iii) agrees that each state and federal court located in New York, New York shall be deemed to
be a convenient forum; 
 (iv) waives and agrees not to assert (by way of motion, as a defense or otherwise), in any such legal proceeding
commenced in any state or federal court located in New York, New York, any claim that such Party is not subject personally to the jurisdiction of such court, that such legal proceeding has been brought in an inconvenient forum, that the venue of
such proceeding is improper or that this Agreement or the subject matter hereof or thereof may not be enforced in or by such court; and 

(v) agrees to the entry of an order to enforce any resolution, settlement, order or award made pursuant to this Section by the state and
federal courts located in New York, New York and in connection therewith hereby waives, and agrees not to assert by way of motion, as a defense, or otherwise, any claim that such resolution, settlement, order or award is inconsistent with or
violative of the laws or public policy of the laws of the State of New York or any other jurisdiction. 
 (c) Costs and
Expenses. In the event of any action or other proceeding relating to this Agreement or the enforcement of any provision of this Agreement, the prevailing party (as determined by the court) shall be entitled to payment by the non-prevailing party
of all costs and expenses (including reasonable attorneys’ fees) incurred by the prevailing party, including any costs and expenses incurred in connection with any challenge to the jurisdiction or the convenience or propriety of venue of
proceedings before any state or federal court located in New York, New York. 
 Section 15.08 Assignment. Neither Party
may assign or transfer, by operation of law or otherwise, any of its rights or obligations under this Agreement to any third party without the other Party’s prior written consent. Either Party may fulfill their respective obligations hereunder
by using third-party vendors or subcontractors; provided, however that such Party shall remain fully and primarily responsible to ensure that such obligations are satisfied. AMC acknowledges and agrees that in the event of assignment or transfer by
the sale of all or substantially all of its assets, the failure to obtain (by operation of law or otherwise) an agreement in writing by assignee/transferee to be bound by the terms of this Agreement to the same extent as if such assignee/transferee
were a party hereto (an “Assignment and Assumption”) of its interest in this Agreement in respect of such assets as part of the sale shall constitute a material breach of this Agreement. Notwithstanding the foregoing, this Agreement
shall not be assignable by either Party unless the assignee enters into an Assignment and Assumption. A Permitted Transfer shall not be deemed an assignment or transfer for purposes of this Agreement; provided, however, any Permitted Transfer by
assignment to an Affiliate of AMC shall be (i) conditioned upon (A) the transferee entering into an Assignment and Assumption, (B) AMC agreeing in writing to remain bound by the obligations under this Agreement, and
(ii) effective only so long as the Affiliate remains an Affiliate of transferee. Any attempted assignment in violation of this section shall be void. 

  
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 Section 15.09 Force Majeure. Any delay in the performance of any duties or
obligations of either Party (except the payment of money owed) will not be considered a breach of this Agreement if such delay is caused by a labor dispute, shortage of materials, fire, earthquake, flood, or any other event beyond the control of
such Party, provided that such Party uses commercially reasonable efforts, under the circumstances, to notify the other Party of the circumstances causing the delay and to resume performance as soon as possible. 

Section 15.10 Third Party Beneficiary. The Parties hereto do not intend, nor shall any clause be interpreted, to create
under this Agreement any obligations or benefits to, or rights in, any third party from either LLC or AMC. Neither Party hereto is granted any right or authority to assume or create any obligation or responsibility, express or implied, on behalf of,
or in the name of, the other Party, or to bind the other Party in any matter or thing whatever. No Affiliate of either Party shall have any liability or obligation pursuant to this Agreement. Each Party shall be solely responsible, and each Party
agrees to look solely to the other, for the satisfaction of such other Party’s obligations under this Agreement. 

Section 15.11 Export. 

(a) LLC’s Software and Confidential Information. AMC acknowledges and agrees: (i) that the Software and the
Confidential Information of LLC are subject to the export controls of the United States, and (ii) that AMC has no right to, and further agrees that it will not, export or otherwise transfer or permit the transfer of any Software or Confidential
Information of LLC outside the Territory. AMC will defend, indemnify, and hold harmless LLC from and against all fines, penalties, liabilities, damages, costs, and expenses incurred by LLC as a result of any failure to comply with the preceding
sentence. 
 (b) AMC’s Confidential Information. LLC acknowledges and agrees: (i) that the Confidential Information
of AMC is subject to the export controls of the United States, and (ii) that LLC has no right to, and further agrees that it will not, export or otherwise transfer or permit the transfer of any Confidential Information of AMC outside the
Territory. LLC will defend, indemnify, and hold harmless AMC from and against all fines, penalties, liabilities, damages, costs, and expenses incurred by AMC as a result of any failure to comply with the preceding sentence. 

Section 15.12 Independent Contractors. The Parties’ relationship to each other is that of an independent contractor,
and neither Party is an agent or partner of the other. Neither Party will represent to any third party that it has, any authority to act on behalf of the other. 

Section 15.13 Counterparts. This Agreement may be executed in any number of separate counterparts each of which when
executed and delivered to the other Party hereto shall be an original as against the Party whose signature appears thereon, but all such counterparts shall together constitute one and the same instrument. 

[Signature Page to Follow] 

  
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 IN WITNESS WHEREOF, the Parties have executed this Agreement as of the day and year first above
written. 
  

			
	AMERICAN MULTI-CINEMA, INC.
		
	By:	 	/s/ Craig R. Ramsey
	Name:	 	Craig R. Ramsey
	Title:	 	Executive Vice President and Chief Financial Officer


  

			
	NATIONAL CINEMEDIA, LLC
		
	By:	 	 NATIONAL CINEMEDIA, INC.,
 Its
Manager



  

			
		
	By:	 	/s/ Kurt C. Hall
	Name:	 	Kurt C. Hall
	Title:	 	Chairman and Chief Executive Officer


 [Signature page to ESA - Advertising] 







 FINAL 

EXHIBITS TO AMENDED AND RESTATED EXHIBITOR SERVICES AGREEMENT 

(AMENDED AND RESTATED AS OF DECEMBER 26, 2013) 

EXHIBIT A 

DESCRIPTION OF ADVERTISING SERVICES 

“Advertising Services” consist of the following: 

1. Lobby Promotions. “Lobby Promotions” means as follows: 

All lobby promotions and other in-theatre promotional activities (excluding the Digital Content Service, the Digital Carousel, the Traditional
Content Program and other on-screen content, as described in 3 below), but specifically excluding the following promotional activities (which AMC shall retain the right to perform and have performed on its behalf): 

 

	 	(i)	promotional activities arising under the AMC contracts identified in the Specification Documentation; 

  

	 	(ii)	(1) poster case advertising, digital poster case advertising, advertising on digital animated poster cases, ATM or ticket kiosk screens (or such items that may replace digital poster cases, or ATM or ticket kiosk
screens in the future) or other substantially similar display mechanisms and other lobby or in-theatre promotions for (A) Theatre Advertising, (B) film festivals organized by AMC (unless such poster cases have been sold by LLC),
(C) fundraising programs conducted by AMC for any non-profit organizations, (D) full-length theatrical productions, (E) Digital Programming Events and (F) other promotional material that may include some or all of the following
types of content: isolated images or still scenes from feature films or Digital Programming Events, full motion elements that are not a Trailer or Event Trailer, interactive elements, audio elements and motion sensors; provided,
however, that no Trailers, Event Trailers or content equivalent to Trailers or Event Trailers are displayed; 


(2) drink cup and popcorn bag/tub advertising related to the Concessions, as necessary to fulfill contractual obligations of AMC with
respect to promotion of such Concessions in the Theatres; 
 (3) lobby or in-theatre promotions and advertising for vendors of services
provided to the Theatres, provided such promotion is incidental to the vendor’s service, including by way of illustration and not limitation, 







 FINAL 
  


(A) logos of Movietickets.com and Fandango related to promotions for online ticketing services, (B) credit card company logos displayed at the box office, automated box office,
Concession stands, cafes, arcades, and lobby kiosks, (C) bank logos displayed at ATM’s, (D) phone company logos displayed at public telephones, and (E) logos of vendors who provide restroom soaps, toilet paper and lotions; 

(4) logos on digital menu boards at the Concession stand or digital displays at the box office of manufacturers of such products; 

(5) advertising and/or signage pursuant to the IMAX agreement (if applicable); and 

(6) any trademark, service mark, logo or other branding of AMC (or its theatre-operating Affiliates), film studio(s), distributors and
production companies and of Alternative Content JV, distributors and production companies for a Digital Programming Event; 

provided, however, that AMC shall not be permitted to exhibit or display any promotion described in this Section 1.(ii), if
such promotion features any trademark, service mark, logo or other branding of a party other than the film studio(s), distributors, production companies, Concession providers, or other service vendors or providers responsible for the production or
promotion, as applicable, or of AMC (or its theatre-operating Affiliates), unless such promotion (x) relates to a Strategic Program that complies with Section 4.07(b) or (y) in connection with an Digital Programming Event contains
only a Sponsor Message. 
 Popcorn bags, popcorn tubs, cups and kids’ trays will be provided according to AMC’s template and
packaging requirements, subject to AMC’s providing reasonable notice of changes to any such requirements. LLC may obtain advertising for all of the surface area of all such items that is not required (i) under the Beverage Agreement,
(ii) as necessary to fulfill contractual obligations of AMC with respect to Concessions, and (iii) incidental branding needs of AMC, subject to the terms contained in the Beverage Agreement. AMC shall not amend or modify any contract to
the extent such amendment or modification would be inconsistent with the exclusive rights of LLC hereunder or have the effect of any extension of third party restrictions on surface area advertising on such popcorn bags, popcorn tubs, cups and
kids’ trays, except as permitted under Section 4.06(a) with respect to the Beverage Agreement or as permitted under Section 4.07(a). 







 FINAL 
  

2. Event Sponsorships 

“Event Sponsorship” means the sale of advertising or sponsorships with respect to any Digital Programming Event
exhibited or shown in Theatres. 
 “Event Simulcast Advertising Services” means the sale of advertising with
respect to any Digital Programming Event Simulcast. For clarification, to the extent that the content provider allows any third-party advertising to be included in a Digital Programming Event Simulcast, other than that provided by or on behalf of
the content provider, LLC shall have the exclusive right, subject to the rights granted by LLC to the Alternative Content JV in the Alternative Content JV Services Agreement, to provide such advertising content. 

3. Digital Content Service, Digital Carousel and Traditional Content Program 

The Digital Content Service (which includes the Pre-Feature Program, Policy Trailer, and the Video Display Program), the Digital Carousel and
the Traditional Content Program, and all other on-screen content which is exhibited in Theatre auditoriums prior to the feature film presentation or a Digital Programming Event, but specifically excluding Trailers and Event Trailers. Additionally,
if agreed upon by LLC and Alternative Content JV, the Digital Content Service may include the Digital Programming Event Pre-Feature Program. 

4. 3D Advertising Services 

“3d Advertising Services” means any of the Digital Carousel, the Pre-Feature Program, the Policy Trailer portions of
the Advertising Services that are viewed by theatre patrons in 3D by using the Digital Cinema Equipment and 3D Glasses. 







 FINAL 

EXHIBIT A-1 
 AMC 

INVENTORY FOR LOBBY PROMOTIONS 
 The
Inventory of Lobby Promotions for each Theatre to which LLC has “pre-approved” access is as listed below. Per Flight (unless otherwise specified below), LLC may provide each Theatre with any combination of Lobby Promotions as described
below. 
  

							
	 Item
	  	 Inventory per Flight
	  	 Quantity
	  	 Spec

				
	 Box Office Handout
	  	2 programs per Theatre	  	TBD	  	3”x5” 2-sided
			
	 (1 handout per transaction; not film specific)
	  		  	
				
	 Exit Sampling
	  	1 program per Theatre	  	TBD	  	
				
	 Poster Case
	  	1 program per Theatre	  	varies (below)	  	27”x40”
				
	 Live Area
	  		  		  	
				
	24”x38”	  		  		  	
	
	 (1-11 screens: 1 poster; 12 screens: 2 posters; 13-20 screens: 3 posters; 21+ screens: 4 posters)

				
	 Tabling/Demo
	  	1 program per Theatre	  	1 per client	  	4-6’ table
			
	 (No active “recruitment” of patrons)
	  		  	
				
	 Vehicle/Motorcycle
	  	1 program per Theatre	  	1 per client	  	
	
	(Displays limited to specific list of Theatres provided by AMC, and updated from time to time after reasonable advance notice to LLC)
				
	 Background Music
	  	1 program per Theatre	  	N/A	  	N/A
				
	 Counter Cards
	  	2 programs per Theatre	  	2-3 per client	  	13”x16.5”x4”
				
	 Danglers
	  	 1 programs per Theatre

per quarter
	  	2-3 per client	  	18”x24”
				
	 Static Clings
	  	 1 program per Theatre

per quarter
	  	2-3 per client	  	4”x6”
				
	 Banners
	  	1 program per Theatre per quarter	  	1 per client	  	6’x4’

  







 FINAL 
  

 

							
				
	 Lobby Display
	  	2 programs per Theatre	  	1 per client	  	4’x6’
	
	(Displays limited to specific list of Theatres provided by AMC, and updated from time to time after reasonable advance notice to LLC)
				
	 Lobby Standee
	  	2 programs per Theatre	  	1 per client	  	3’x5’
	
	(Displays limited to specific list of Theatres provided by AMC, and updated from time to time after reasonable advance notice to LLC)
				
	 Floor Mats
	  	 1 program per Theatre

per quarter
	  	1 per client	  	4”x6’
				
		  		  		  	








 EXHIBIT B 

A. Creative Services (See Section 4.05(e)) 

LLC will provide AMC with up to 1,000 hours per year associated with Creative Services in conjunction with the creation of certain elements of
the Pre-Feature Program (including the Policy Trailer, the Brand, and the Branded Slots, but excluding the Digital Programming Event Pre-Feature Program, Event Sponsorships and Branded Slots used for the promotion of Digital Programming Events) and
Video Display Program (but excluding materials used for the promotion of Digital Programming Events) at no charge. Additional hours will be billed as set forth in item 2 below. The Creative Services provided at no cost may not include creation of
Strategic Programs or any materials in connection with Digital Programming Events or Event Sponsorship. 
 “Creative
Services” include the provision of (i) concept work, idea creation, scripting, treatments, storyboarding, timelines and animatics, (ii) execution, animation, production, post production, sound design, final encoding and the
preparation of all deliverables, and (iii) project management, meetings, communications, sub contractor management and all administrative activity related to said creative services. 

1. Allocated 1,000 Hours Per Year 

All projects will be quoted on a GMH (Guaranteed Maximum Hours) basis by which the Parties will agree to the concept and execution plan of the
project. This agreement may be based on treatments, scripts, storyboards, timelines or animatics and will define the intended scope of all creative projects. LLC will guarantee the total maximum hours allocated to the project regardless of actual
hours invested so long as the defined scope is not increased. Scope increases may cause LLC to allocate more hours to a project and therefore could cause overruns in the project’s GMH, resulting in additional hours (and possibly fees). In all
cases, any work resulting in overruns will be communicated to AMC by LLC prior to the work actually being done. 
 There is no specific
deliverable attached to the accrual of hours, meaning that any project cancelled, put on hold, or for which production may extend beyond the anniversary of the agreement, will still have hours accrued against it that were incurred in that
corresponding year. At the end of each calendar year, the balance of hours will be zeroed out. Unused hours will not carry forward. LLC shall provide a quarterly status report to AMC of all hours spent on any particular project as well as the amount
of hours spent on an aggregate basis for all projects in any given calendar year. 
 2. Additional Work 

Upon the utilization of 1,000 hours of Creative Services provided by LLC to AMC on any combination of projects within one calendar year, LLC
will begin charging exhibitor $[***] per hour for all additional hours, subject to the CPI Adjustment. These charges will be consistent for all Creative Services provided across all creative groups within LLC. 

  
 B-1 








 B. Beverage Agreement Advertising Rate (See Section 4.06(a)) 

The initial Beverage Agreement Advertising Rate as of the Original Effective Date is $[***] per thousand attendees in AMC Attendance for a
30-second advertisement. The Beverage Agreement Advertising Rate shall (i) increase 8% per year for each of the first two fiscal years beginning at the end of LLC’s 2007 fiscal year; (ii) beginning at the end of the period set
forth in (i) above, increase 6% per year for each of the next two fiscal years; and (iii) beginning at the end of the period set forth in (ii) above, increase in an amount equal to the annual percentage increase in the
advertising rates per thousand attendees charged by LLC to unaffiliated third parties (excluding the advertising associated with the Beverage Agreement) for on-screen advertising in the Pre-Feature Program during the last six minutes preceding the
start of the feature film for each fiscal year for the remainder of the Term, but in no event more than the highest advertising rate per thousand attendees being then-charged by LLC. 

The rate for a longer or shorter advertisement shall be adjusted based on a multiple or percentage of the 30-second rate. For illustrative
purposes, the initial Beverage Agreement Advertising Rate for 90 seconds of advertising as of the Original Effective Date would be $[***]. The Beverage Agreement Advertising Rate of $[***] agreed to by the Parties as of the Original Effective Date
is a discounted rate due to the length of the Agreement and the initial commitment to purchase 90 seconds of advertising. 
 C. Event Services
Administrative Fee (See Section 8.02) 
 The Administrative Fee to be charged for delivery of Trailers, Event Trailers, PSA
Trailers, meeting events, Digital Programming Events or Digital Programming Event Pre-Feature Programs shall cover all post production services (including ingesting, editing and encryption) performed by LLC and delivery of content to Theatre(s)
through the Digital Content Network. If LLC establishes an additional digital network, pricing related to services provided for such network will be developed separately. 

The Administrative Fee shall be negotiated by LLC and AMC in good faith from time to time to ensure that the Administrative Fee being paid to
LLC is equal to a market rate negotiated at arms length between third parties. 

  
 B-2 








 Schedule 3.06(a) 

[***] 







 Schedule 1 

Calculation of Exhibitor Allocation, Theatre Access Fee and Run-Out Obligations 

A. Definitions 
 Within the context of this Schedule 1, the
following terms shall have the following meanings: 
 “4.03 Participating Attendance” means the sum of Regal Attendance, Cinemark
Attendance and AMC Attendance, calculated only with respect to Theatres, Cinemark Theatres and AMC Theatres that display an advertising campaign that AMC has not displayed in at least some Theatres pursuant to Section 4.03(viii) or (ix) of
this Agreement or because of lack of equipment to display the Video Display Program. 
 “4.03 Theatre Access Fee” means the product of
(i) the difference between (A) AMC 4.03 Opt-In Revenue minus (B) AMC Opt-Out Revenue, multiplied by (ii) the Theatre Access Pool Percentage. It is possible that the 4.03 Theatre Access Fee could be a negative number. 

“Advertising-Related EBITDA” means, for the applicable measurement period, LLC EBITDA, less the sum of Non-Service EBITDA. 

“Aggregate 4.03 Opt-In Attendance” means, with respect to any advertising campaign that is displayed by some but not all Founding Members
pursuant to Section 4.03(i), (iii), (iv), (v) or (vi), the sum of attendance for each of the Founding Members that participate in such advertising campaign, with such attendance calculated for the applicable fiscal month pursuant to the
definition of Regal Attendance, Cinemark Attendance and AMC Attendance, as applicable. 
 “Aggregate 4.03 Opt-In Revenue” means the sum of
all 4.03 Revenue for each advertising campaign that any Founding Member opted not to display pursuant to Section 4.03(i), (iii), (iv), (v) or (vi) during the applicable measurement period. 

“Aggregate Theatre Access Fee” means the sum of the Theatre Access Fee and the comparable theatre access fee payments made to Cinemark and
AMC for the applicable period. 
 “Aggregate Theatre Access Pool” means the sum of the AMC Theatre Access Pool plus the comparable
calculations for Cinemark and Regal. 
 “AMC 4.03 Opt-In Revenue” means AMC’s proportional share of the 4.03 Revenue resulting from
advertising subject to Section 4.03(i), (iii), (iv), (v) or (vi) that was declined by Cinemark or Regal but that AMC exhibited in the fiscal month during which LLC provides the Advertising Services. AMC 4.03 Opt-In Revenue shall be
calculated by aggregating, for the applicable fiscal month, the amount equal to the product of (i) 4.03 Revenue for each relevant advertising campaign, multiplied by (ii) the following the fraction (A) the numerator of which is AMC
Attendance and (B) the denominator of which is Aggregate 4.03 Opt-In Attendance. 
 “AMC 4.03 Opt-Out Attendance” means AMC
Attendance calculated only with respect to Theatres that do not display an advertising campaign pursuant to Section 4.03(viii) or (ix) of this Agreement or because of lack of equipment to display the Video Display Program. 







 “AMC 4.03 Opt-Out Revenue” means the estimate of the proportional share of additional 4.03
Revenue that would have been available to LLC in the applicable fiscal month from an advertising campaign that was not displayed in all Theatres pursuant to AMC’s decision under Section 4.03(viii) or (ix) of this Agreement or lack of
equipment to display the Video Display Program. AMC 4.03 Opt-Out Revenue shall be calculated by aggregating for the applicable fiscal month the amount equal to the product of (i) the 4.03 Revenue for each relevant advertising campaign,
multiplied by (ii) the following fraction (A) the numerator of which is AMC 4.03 Opt-Out Attendance and (B) the denominator of which is 4.03 Participating Attendance. 

“AMC Attendance” means the total number of patrons in all AMC Theatre auditoriums (excluding auditoriums that do not run the applicable
advertising due to human or technical error within AMC’s control, AMC’s failure to allow LLC to upgrade the Software or Equipment, AMC’s failure to install Equipment pursuant to its obligations under Section 3.04 of its Exhibitor
Services Agreement or, after notice and opportunity to cure as set forth in Section 3.08(b) of its Exhibitor Services Agreement, as the result of AMC’s failure to repair or replace any AMC Equipment or AMC’s (or its Affiliates’)
software installed at any Theatre, if such obligation to repair or replace is undertaken by AMC pursuant to Section 3.08(b) of its Exhibitor Services Agreement and excluding auditoriums with IMAX Screens that do not exhibit Inventory), during
the applicable measurement period. 
 “AMC Attendance Ratio” means the quotient of: (i) AMC Attendance, divided by (ii) the sum
of (A) the Regal Attendance, (B) the Cinemark Attendance and (C) the AMC Attendance. 
 “AMC Digital Screen Count” means the
Digital Screen Number with respect to all Theatres for the applicable measurement period. 
 “AMC Screen Count” means the Screen Number
with respect to all AMC Theatre screens for the applicable measurement period. 
 “AMC Screen Ratio” means the quotient of: (i) AMC
Screen Count, divided by (ii) the sum of (A) the Regal Screen Count, (B) the Cinemark Screen Count and (C) the AMC Screen Count. 

“AMC Theatre Access Pool” means the AMC Theatre Access Pool, calculated pursuant to the AMC Exhibitor Agreement. 

“AMC Theatre Access Attendance Fee” means the product of (i) the Theatre Access Fee per Patron and (ii) AMC Attendance for the
applicable fiscal month. 
 “AMC Theatre Access Screen Fee” means the product of (i) the Theatre Access Fee per Digital Screen and
(ii) the AMC Digital Screen Count, calculated as the average between the number of Digital Screens on the last day of the preceding measurement period and the last day of the applicable measurement period. 

  
 2 








 “Attendance Factor” means, as of the Effective Date, [***]% (which represents the percentage
calculated for the fourth fiscal quarter of 2006 using the formula in the following sentence). Effective as of the first day of each succeeding fiscal quarter of LLC beginning with the second fiscal quarter of 2007, the Attendance Factor shall
adjust and be a percentage equal to (i) the total revenue payable to LLC for the immediately preceding fiscal quarter attributable to advertising exhibited in the Theatres, Cinemark Theatres and AMC Theatres with respect to advertising
contracts for which the pricing is based on attendance, flat fee or other than number of screens, divided by (ii) the total revenue payable to LLC for the immediately preceding fiscal quarter attributable to all advertising exhibited by LLC in
the Theatres, Cinemark Theatres and AMC Theatres. 
 “Beverage Agreement Revenue” means the aggregate revenue received by LLC related to
the Beverage Agreement and Cinemark’s and AMC’s beverage agreements for the applicable measurement period. 
 “Cinemark
Attendance” means the total number of patrons in all Cinemark Theatre auditoriums (excluding auditoriums that do not run the applicable advertising due to human or technical error within Cinemark’s control, Cinemark’s failure to
allow LLC to upgrade the Software or Equipment, Cinemark’s failure to install Equipment pursuant to its obligations under Section 3.04 of its Exhibitor Services Agreement or, after notice and opportunity to cure as set forth in
Section 3.08(b) of its Exhibitor Services Agreement, as the result of Cinemark’s failure to repair or replace any Cinemark Equipment or Cinemark’s (or its Affiliates’) software installed at any Theatre, if such obligation to
repair or replace is undertaken by Cinemark pursuant to Section 3.08(b) of its Exhibitor Services Agreement and excluding auditoriums with IMAX Screens that do not exhibit Inventory), during the applicable measurement period. 

“Cinemark Equipment” means the Equipment owned by Cinemark, pursuant to the Cinemark Exhibitor Agreement. 

“Cinemark Screen Count” means the Screen Number with respect to all Cinemark Theatre screens for the applicable measurement period. 

“Cinemark Theatre Access Pool” means the Cinemark Theatre Access Pool, calculated pursuant to the Cinemark Exhibitor Agreement. 

“Digital Screen Number” means the total number of Digital Screens for the applicable measurement period, calculated as the average between
the number of Digital Screens on the last day of the preceding measurement period and the last day of the applicable measurement period. 

“Encumbered Exhibitor Allocation” means [***]. 

“Encumbered Service Revenue” means [***]. 

“Exclusivity EBITDA” means [***]. 

“Exclusivity Percentage” means [***]. 

  
 3 








 “Exclusivity Run-Out Payment” means, for the applicable fiscal quarter, [***]. 

“Exhibitor Allocation” means the sum of (i) the product of the Screen Factor and the AMC Screen Ratio, and (ii) the product of the
Attendance Factor and the AMC Attendance Ratio. 
 “Gross Advertising EBITDA” means Advertising-Related EBITDA less any Beverage Agreement
Revenue. 
 “LLC EBITDA” means the aggregate EBITDA of LLC for the applicable measurement period, excluding any Exclusivity Run-Out
Payments paid pursuant to this Agreement or any Exhibitor Services Agreement. 
 “Non-Encumbered Exhibitor Allocation” means [***]. 

“Non-Service EBITDA” means, for the applicable measurement period, the portion of LLC EBITDA attributable to a business line other than
Advertising Services. For the avoidance of doubt, Non-Service EBITDA shall not include Exclusivity Run-Out Payments pursuant to this Agreement or any other Exhibitor Services Agreement. 

“Regal Attendance” means the total number of patrons in all Theatre auditoriums (excluding auditoriums that do not run the applicable
advertising due to human or technical error within Regal’s control, Regal’s failure to allow LLC to upgrade the Software or Equipment, Regal’s failure to install Equipment pursuant to its obligations under Section 3.04 or, after
notice and opportunity to cure as set forth in Section 3.08(b), as the result of Regal’s failure to repair or replace any Regal Equipment or Regal’s (or its Affiliates’) software installed at any Theatre, if such obligation to
repair or replace is undertaken by Regal pursuant to Section 3.08(b) and excluding auditoriums with IMAX Screens that do not exhibit Inventory), during the applicable measurement period. 

“Regal Equipment” means the Equipment owned by Regal, pursuant to the Regal Exhibitor Agreement. 

“Regal Screen Count” means the Screen Number with respect to all Theatres for the applicable measurement period. 

“Regal Theatre Access Pool” means the Regal Theatre Access Pool, calculated pursuant to the Regal Exhibitor Agreement. 

“Screen Factor” means the percentage resulting from 1 minus the Attendance Factor. 

“Screen Number” means, with respect to any measurement period, the sum of the total number of screens in the applicable theatres on each day
of the applicable measurement period, all divided by the number of days in the applicable measurement period, provided that a screen shall not be counted for purposes of this calculation if such screen is inaccessible to exhibit Inventory for
the majority of the planned exhibitions for any particular day (i) with respect to the Theatres: 

  
 4 








 
due to human or technical error within AMC’s or its Affiliates’ control, AMC’s failure to allow LLC to upgrade the Software or Equipment (subject to Section 3.05), AMC’s
failure to install Equipment pursuant to its obligations under Section 3.04 or, after notice and opportunity to cure as set forth in Section 3.08(b), as the result of AMC’s failure to repair or replace any AMC Equipment or AMC’s
(or its Affiliates’) software installed at any Theatre, if such obligation to repair or replace is undertaken by AMC pursuant to Section 3.08(b)), (ii) with respect to the Cinemark Theatres: due to human or technical error within
Cinemark’s or its Affiliates’ control, Cinemark’s failure to allow LLC to upgrade the Software or Equipment (subject to Section 3.05 of its Exhibitor Services Agreement), Cinemark’s failure to install Equipment pursuant to
its obligations under Section 3.04 of its Exhibitor Services Agreement or, after notice and opportunity to cure as set forth in Section 3.08(b), as the result of Cinemark’s failure to repair or replace any Cinemark Equipment or
Cinemark’s (or its Affiliates’) software installed at any Theatre, if such obligation to repair or replace is undertaken by Cinemark pursuant to Section 3.08(b) of its Exhibitor Services Agreement), (iii) with respect to the AMC
Theatres: due to human or technical error within AMC’s or its Affiliates’ control, AMC’s failure to allow LLC to upgrade the Software or Equipment (subject to Section 3.05 of its Exhibitor Services Agreement), AMC’s failure
to install Equipment pursuant to its obligations under Section 3.04 of its Exhibitor Services Agreement or, after notice and opportunity to cure as set forth in Section 3.08(b), as the result of AMC’s failure to repair or replace any
AMC Equipment or AMC’s (or its Affiliates’) software installed at any Theatre, if such obligation to repair or replace is undertaken by AMC pursuant to Section 3.08(b) of its Exhibitor Services Agreement), or (iv) if such screen
is an IMAX Screen that does not exhibit Inventory. 
 “Supplemental Theatre Access Fee” means an annual payment from LLC to AMC to
supplement the amount of the Theatre Access Fee, payable only if the Aggregate Theatre Access Fee is less than twelve percent of Aggregate Advertising Revenue for the applicable fiscal year. The Supplemental Theatre Access Fee, if any, is equal to
the product of (i) (A) twelve percent of Aggregate Advertising Revenue for the relevant fiscal year minus (B) the Aggregate Theatre Access Fee for the relevant fiscal year, and (ii) the AMC Attendance Ratio for the relevant
fiscal year. 
 “Theatre Access Fee” means a monthly payment from LLC to AMC in consideration for Theatres’ participation in
Advertising Services, which shall be the sum of (i) the AMC Theatre Access Pool and (ii) the 4.03 Theatre Access Fee. 
 “Theatre
Access Fee per Digital Screen” means $66.67 per month per Digital Screen as of the Effective Date through the end of LLC’s 2007 fiscal year and shall increase 5% annually thereafter. 

“Theatre Access Fee per Patron” means a fee of $0.07 per Theatre patron as of the Effective Date and shall increase 8% every five years, with
the first such increase after the end of LLC’s 2011 fiscal year. Patrons are counted as set forth in the definition of AMC Attendance. 

“Theatre Access Pool Percentage” means (i) the Aggregate Theatre Access Pool for the applicable fiscal month, divided by (ii) the
difference between (A) Aggregate Advertising Revenue minus (B) Aggregate 4.03 Opt-In Revenue, for the applicable fiscal month. 

  
 5 








 “Theatre Maintenance Fee per Digital Cinema Screen” means, (i) beginning in the month in
which the conversion of any screen in any auditorium in any Theatre to a Digital Cinema Screen either through Dual Interface Architecture or the ACE Solution) is initially completed and is operational for the exhibition of the Pre-Feature Program
and LLC has delivered the LLC Confirmation with respect to such Digital Cinema Screen or (ii) beginning in the month in which a new-build auditorium with a Digital Cinema Screen is initially operational for the exhibition of the Pre-Feature
Program as confirmed by LLC, a monthly payment in addition to the Theatre Access Fee per Digital Screen shall be made from LLC to AMC in the amount of $[***] per month through the end of LLC’s 2011 fiscal year, which additional amount shall
increase [***]% annually thereafter, with payment for (y) the first month to be pro rata based upon the number of days in such month in which the converted screen is operational and (z) the last month in the term of this Agreement (or the
last month in which the Digital Cinema Equipment is not removed from such Digital Cinema Screen) to be [***]% of the applicable monthly payment then due. The amount of the Theatre Maintenance Fee per Digital Cinema Screen shall be the same
regardless of whether the Dual Interface Architecture or the ACE Solution is chosen to deliver Advertising Services in any auditorium; provided that if AMC removes the Digital Cinema Equipment in any Digital Cinema Screen as permitted by
Section 3.06, LLC shall no longer be liable to pay AMC the Theatre Maintenance Fee per Digital Cinema Screen with respect to such Digital Cinema Screen until such time as Projection System with respect to such Digital Cinema Screen is
reinstalled. 
 In addition to the foregoing, the following terms have the meanings assigned in the Sections of this Agreement referred to in the table
below: 
  

			
	 Term
	  	 Section

	 Agreement
	  	Preamble
	 4.03 Revenue
	  	4.03
	 ACE Solution
	  	Article 1
	 Adverting Services
	  	Article 1
	 Affiliate
	  	Article 1
	 Aggregate Advertising Revenue
	  	Article 1
	 AMC
	  	Preamble
	 AMC Equipment
	  	Article 1
	 Beverage Agreement
	  	Article 1
	 Cinemark Exhibitor Agreement
	  	Article 1
	 Cinemark Theatre
	  	Article 1
	 Digital Cinema Equipment
	  	3.06
	 Digital Cinema Screen
	  	Article 1
	 Digital Screen
	  	Article 1
	 Digitized Theatre
	  	Article 1
	 Dual Interface Architecture
	  	Article 1
	 EBITDA
	  	Article 1
	 Effective Date
	  	Preamble
	 Encumbered Theatre
	  	4.08
	 Equipment
	  	Article 1


  
 76 









			
	 Term
	  	 Section

	 Founding Members
	  	Article 1
	 IMAX Screens
	  	4.13(b)
	 Inventory
	  	Article 1
	 LLC
	  	Preamble
	 LLC Confirmation
	  	3.06(a)
	 Pre-Feature Program
	  	Article 1
	 Projection System
	  	Article 1
	 Regal Exhibitor Agreement
	  	Article 1
	 Regal Theatre
	  	Article 1
	 Software
	  	Article 1
	 Theatres
	  	Article 1


  
 7 








 B. Exhibitor Allocation 

Formula1 

Exhibitor Allocation = (Screen Factor * AMC Screen Ratio) + (Attendance Factor * AMC Attendance Ratio); where: 

 

	 	(1)	Screen Factor = 1 - Attendance Factor 

  

	 	(2)	AMC Screen Ratio = AMC Screen Count / (Regal Screen Count + Cinemark Screen Count + AMC Screen Count) 

  

	 	(a)	Screen Count (for each of Regal, Cinemark and AMC) = Screen Number for that exhibitor during the applicable measurement period 

  

	 	(b)	Screen Number = Number of screens available in the exhibitor’s Theatres on each day of the applicable measurement period to exhibit Inventory / Total number of days in the applicable measurement period


  

	 	(3)	Attendance Factor = Percentage of advertising revenue attributable to contracts with pricing based on any factor other than number of screens (e.g., pricing based on attendance or flat fee) compared to total advertising
revenue, as calculated on the first day of each fiscal quarter 

  

	 	(4)	AMC Attendance Ratio = AMC Attendance / (Regal Attendance + Cinemark Attendance + AMC Attendance) 

  

	 	(a)	Attendance (for each of Regal, Cinemark and AMC) = Total number of patrons in all of the exhibitor’s Theatre auditoriums during the applicable measurement period 


 
  

	1 	The meaning of each term used in this exhibitor allocation formula is qualified by the Definitions section of this Schedule 1. 


  
 8 








 C. Theatre Access Fee 

Formula2 for Monthly Payments of Theatre Access Fee and Annual Payments of Supplemental
Theatre Access Fee 
 Theatre Access Fee = AMC Theatre Access Pool + 4.03 Theatre Access Fee; where: 

 

	 	(1)	AMC Theatre Access Pool = AMC Theatre Access Attendance Fee + AMC Theatre Access Screen Fee 

  

	 	(a)	AMC Theatre Access Attendance Fee = Theatre Access Fee per Patron * AMC Attendance 

  

	 	(i)	Theatre Access Fee per Patron = $0.07 per patron (subject to an increase of 8% every five years, with the first such increase occurring after the end of LLC’s 2011 fiscal year) 


 

	 	(ii)	AMC Attendance = Number of patrons in all Theatre auditoriums that exhibit the advertising 

  

	 	(b)	AMC Theatre Access Screen Fee = Theatre Access Fee per Digital Screen * AMC Digital Screen Count 

  

	 	(i)	Theatre Access Fee per Digital Screen = $66.67 per Digital Screen (subject to a 5% annual increase, beginning after the end of LLC’s 2007 fiscal year) 


 

	 	(ii)	AMC Digital Screen Count = Number of screens in Digitized Theatres that exhibit advertising 

  

	 	(2)	4.03 Theatre Access Fee = (AMC 4.03 Opt-In Revenue – AMC 4.03 Opt-Out Revenue) * Theatre Access Pool Percentage 

  

	 	(a)	AMC 4.03 Opt-In Revenue = For each advertising campaign that is displayed by AMC and contains content not displayed by Cinemark or AMC pursuant to Section 4.03(i), (iii), (iv), (v) or (vi) of this
Agreement, the aggregate of the products obtained from the following calculation: 

 4.03 Revenue for that advertising
campaign * (AMC Attendance / Aggregate 4.03 Opt-In Attendance) 
  

	 	(i)	AMC Attendance = See Section B of this Schedule 

  

	 	(ii)	Aggregate 4.03 Opt-In Attendance = Sum of Regal Attendance, Cinemark Attendance and AMC Attendance, as applicable, for the Founding Members that displayed such 4.03 content 


 

	 	(b)	AMC Opt-Out Revenue = For each advertising campaign that is not displayed in all Theatres pursuant to AMC’s decision under Section 4.03(viii) or (ix) of this Agreement or lack of equipment to display the
Video Display Program, the aggregate of the products obtained by the following calculation: 

  

 

	2 	The meaning of each term used in this Theatre Access Fee formula and Supplemental Theatre Access Fee formula is qualified by the definitions in Section A of this Schedule 1. 


  
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 4.03 Revenue for that advertising campaign * (AMC 4.03 Opt-Out Attendance / 4.03 Participating
Attendance) 
  

	 	(i)	AMC 4.03 Opt-Out Attendance = AMC Attendance during the applicable fiscal month at Theatres that did not display content pursuant to Section 4.03(viii) or (ix) of this Agreement or because of lack of equipment
to display the Video Display Program 

  

	 	(ii)	4.03 Participating Attendance = Sum of Regal Attendance, Cinemark Attendance and AMC Attendance at Theatres, Cinemark Theatres and AMC Theatres that displayed such content 


 

	 	(c)	Theatre Access Pool Percentage = Aggregate Theatre Access Pool / (Aggregate Advertising Revenue – Aggregate 4.03 Opt-In Revenue) 


 

	 	(i)	Aggregate Theatre Access Pool = Sum of Regal Theatre Access Pool + Cinemark Theatre Access Pool + AMC Theatre Access Pool 

  

	 	(ii)	Aggregate Advertising Revenue = LLC’s revenue related to Advertising Services, except Event Sponsorships, revenue related to relationships with third parties that are not Founding Members and Advertising Services
provided to Founding Members outside the provisions of this Agreement 

  

	 	(iii)	Aggregate 4.03 Opt-In Revenue = The aggregate of all 4.03 Revenue for each advertising campaign that any Founding Member opted not to display pursuant to Section 4.03(i), (iii), (iv), (v) or (vi).


 Supplemental Theatre Access Fee = If Aggregate Theatre Access Fee < (12% * Aggregate Advertising Revenue): ((12% * Aggregate Advertising
Revenue) – Aggregate Theatre Access Fee)) * AMC Attendance Ratio; where: 
  

	 	(1)	Aggregate Theatre Access Fee = Sum of Theatre Access Fee plus the comparable theatre access fee payments made to Cinemark and Regal for the same period 


 

	 	(2)	AMC Attendance Ratio = See Section B of this Schedule 


  
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 D. Exclusivity Run-Out Payment 

Formula3 for Quarterly Payments 

Exclusivity Run-Out Payment = [***] 
  

 

	3 	The meaning of each term used in this Exclusivity Run-Out Payment formula is qualified by the definitions in Section A of this Schedule 1. 








  
  

Schedules 
 2, 3, 4

  
  
  

 







 SCHEDULE 2 

“ACE Solution” Architecture 

[***] 







 SCHEDULE 3 

“Dual Interface” Architecture 

[***] 







 SCHEDULE 4 

“Low Resolution Projection System” 

[***] 







  
  

SCHEDULE A 
  

 
  
  







 DCN Advertising 

Equipment List for Separate Systems 
 [***]








 DCN Advertising 

Equipment List for Dual Interface 
 [***]








 DCN Advertising 

Equipment List for Full Integration 
 [***]








 DBN Fathom 

Equipment List using LCD Projector 
 [***]








 DBN Fathom 

Equipment List using Digital Cinema Projector 

[***]