Document:

EX-4.4

 Exhibit 4.4 

UNLESS THIS RECEIPT IS PRESENTED BY AN AUTHORIZED REPRESENTATIVE OF THE DEPOSITORY TRUST COMPANY, A NEW YORK CORPORATION (“DTC”),
NEW YORK, NEW YORK, TO THE CORPORATION OR ITS AGENT FOR REGISTRATION OF TRANSFER, EXCHANGE OR PAYMENT, AND ANY RECEIPT ISSUED IS REGISTERED IN THE NAME OF CEDE & CO. OR SUCH OTHER NAME AS IS REQUESTED BY AN AUTHORIZED REPRESENTATIVE OF DTC
(AND ANY PAYMENT IS MADE TO CEDE & CO., OR TO SUCH OTHER ENTITY AS IS REQUESTED BY AN AUTHORIZED REPRESENTATIVE OF DTC) ANY TRANSFER, PLEDGE OR OTHER USE HEREOF FOR VALUE OR OTHERWISE BY OR TO ANY PERSON IS WRONGFUL INASMUCH AS THE
REGISTERED OWNER HEREOF, CEDE & CO. HAS AN INTEREST HEREIN. 
 TRANSFERS OF THIS GLOBAL RECEIPT SHALL BE LIMITED TO TRANSFERS IN
WHOLE, BUT NOT IN PART, TO NOMINEES OF DTC OR TO A SUCCESSOR THEREOF OR SUCH SUCCESSOR’S NOMINEE AND TRANSFERS OF PORTIONS OF THIS GLOBAL RECEIPT SHALL BE LIMITED TO TRANSFERS MADE IN ACCORDANCE WITH THE RESTRICTIONS SET FORTH IN THE
CERTIFICATE OF DESIGNATION REFERRED TO BELOW. 
 IN CONNECTION WITH ANY TRANSFER, THE HOLDER WILL DELIVER TO THE REGISTRAR AND TRANSFER
AGENT SUCH CERTIFICATES AND OTHER INFORMATION AS SUCH REGISTRAR AND TRANSFER AGENT MAY REQUIRE TO CONFIRM THAT THE TRANSFER COMPLIES WITH THE RESTRICTIONS ON TRANSFER AND OTHER PROVISIONS OF SAID AGREEMENT. ANY SALE OR OTHER TRANSFER NOT IN
COMPLIANCE WITH SAID AGREEMENT WILL BE VOID. 
  

			
	Certificate Number	 	Number of Depositary Shares
		
	1	 	10,000,000

 CUSIP 316773860 

FIFTH THIRD BANCORP 

RECEIPT FOR DEPOSITARY SHARES 

EACH REPRESENTING 1/1000TH OF A SHARE OF 

4.95% NON-CUMULATIVE 

PERPETUAL PREFERRED STOCK, SERIES K 

(LIQUIDATION PREFERENCE $25,000 PER SHARE) 

American Stock Transfer & Trust Company, LLC, as Depositary (the “Depositary”), hereby certifies that Cede & Co. is the registered
owner of Depositary Shares (“Depositary Shares”), each Depositary Share representing 1/1000th of an ownership interest in a share of 4.95%
Non-Cumulative Perpetual Preferred Stock, Series K, liquidation preference of $25,000 per share (the “Stock”), of Fifth Third Bancorp, an Ohio corporation (the “Company”), on deposit with
the Depositary, subject to the terms and entitled to the benefits of the Deposit Agreement dated September 17, 2019 (the “Deposit Agreement”), among the Company, the Depositary, and the holders from time to time of Receipts for
Depositary Shares (“Depositary Share Receipts”). By accepting this Depositary Share Receipts, the holder hereof becomes a party to and agrees to be bound by all the terms and conditions of the Deposit Agreement. This Depositary Share
Receipts shall not be valid or obligatory for any purpose or entitled to any benefits under the Deposit Agreement unless it shall have been executed by the Depositary by the manual or facsimile signature of a duly authorized officer and, if a
Registrar in respect of the Depositary Share Receipts (other than the Depositary) shall have been appointed, by the manual signature of a duly authorized officer of such Registrar. 

Dated: September 17, 2019 
  

			
	American Stock Transfer & Trust Company, LLC, as Depositary and Registrar
		
	By:	 	 
		 	Authorized Signatory

 [REVERSE OF RECEIPT] 

The following abbreviations when used in the inscription on the face of this Receipt shall be construed as though they were written out in
full according to applicable laws or regulations.  
  

									
	 TEN COM
	  	–  	  	 as tenants in common

			
	 TEN ENT
	  	–  	  	 as tenants by the entireties

			
	 JT TEN
	  	–  	  	 as joint tenants with rights of survivorship and not as tenants in
common

					
	 UNIF GIFT MIN ACT
	  	–  	  	  
	 	Custodian	  	  

		  		  	(Cust)	 		  	(Minor)
			
		  		  	under Uniform Gift to Minors Act
			
		  		  	      

		  		  	(State)

 Additional abbreviations may also be used though not in the above list.  

 
  

	
	 ASSIGNMENT

    

For Value Received, the undersigned hereby sells, assigns 
and transfers unto
                                         
                                         
                            

 PLEASE INSERT SOCIAL SECURITY OR 

OTHER IDENTIFYING NUMBER OF ASSIGNEE 
  

	
	 

 (PLEASE PRINT OR TYPEWRITE NAME AND ADDRESS, 

INCLUDING ZIP CODE OF ASSIGNEE) 
  

	
	 

                       
  Depositary Shares represented by the within Receipt, and do hereby irrevocably constitute and appoint
                         Attorney to transfer the said Depositary Shares on the books of the within
named Depositary with full power of substitution in the premises. 
 Dated:
                                 
        
 NOTICE: THE SIGNATURE TO THE ASSIGNMENT MUST CORRESPOND WITH THE NAME AS WRITTEN UPON THE FACE OF
THIS RECEIPT IN EVERY PARTICULAR, WITHOUT ALTERATION OR ENLARGEMENT OR ANY CHANGE WHATEVER. 
 Signature(s) Guaranteed:
                                  
           
 THE SIGNATURE(S) SHOULD BE GUARANTEED BY AN ELIGIBLE GUARANTOR INSTITUTION
(BANKS, STOCKBROKERS, SAVINGS AND LOAN ASSOCIATIONS AND CREDIT UNIONS WITH MEMBERSHIP IN AN APPROVED SIGNATURE GUARANTEE MEDALLION PROGRAM), PURSUANT TO RULE 17Ad-15 UNDER THE SECURITIES EXCHANGE ACT OF 1934.Exhibit

Exhibit 10.1
FINAL
 
 NOTE: CERTAIN IDENTIFIED INFORMATION HAS BEEN EXCLUDED FROM THIS EXHIBIT BECAUSE IT IS NOT MATERIAL AND WOULD LIKELY CAUSE COMPETITIVE HARM TO THE REGISTRANT IF PUBLICLY DISCLOSED. “[***]” INDICATES THAT INFORMATION HAS BEEN REDACTED.

FIRST AMENDMENT 
TO
AMENDED AND RESTATED EXHIBITOR SERVICES AGREEMENT

This First Amendment to Amended and Restated Exhibitor Services Agreement (this “Amendment”), dated September 17, 2019 (the “Amendment Effective Date”), is by and between National CineMedia, LLC (“LLC”) and Cinemark USA, Inc. (“Cinemark”). Capitalized terms used but not defined herein shall have the respective meanings given to them in the Amended and Restated Exhibitor Services Agreement between LLC and Cinemark, dated as of February 13, 2007 and amended and restated as of December 26, 2013 (the “ESA”).
WHEREAS, the Parties desire to amend the ESA; and
WHEREAS, the Board of Directors of National CineMedia, Inc. (“NCM Parent”) and the Transaction Review Committee of NCM Parent have deemed this Amendment to be in the best interest of NCM Parent and its shareholders. 
NOW, THEREFORE, in consideration of the foregoing and the mutual covenants and conditions set forth below, and for other good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, the Parties hereby agree as follows:
		
	1.
	Definitions. 

		
	A.
	The following definitions are hereby added to the ESA and inserted alphabetically into Section 1.01 thereof:

“Aggregate Post-Showtime 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 displayed in any Post-Showtime Inventory, excluding revenue  payable to LLC related to (i) Event Sponsorships, (ii) Advertising Services provided to third parties that are not Founding Members, (iii) Advertising Services provided to Founding Members outside the provisions of this Agreement pursuant to a written agreement between LLC and such Founding Members, (iv) Inventory displayed prior to Showtime, and (v) Trailer Pod Inventory.
“Aggregate Trailer Pod Revenue” means, for the applicable measurement period, the total revenue, in the form of cash, payable to LLC for Advertising Services displayed in any Trailer Pod Inventory, excluding revenue payable to LLC related to (i) Event Sponsorships, (ii) Advertising Services provided to third parties that are not Founding Members, (iii) Advertising Services provided to Founding Members outside the provisions of this Agreement pursuant to a written agreement between LLC and such Founding Members, (iv) Inventory displayed prior to Showtime, and (v) Post-Showtime Inventory.

1

[***].
“Beverage Slot” means the Inventory sold to Cinemark pursuant to Section 4.06(a).
“Cinemark Pro-Rated Platinum Revenue Minimum” has the meaning assigned to it in Schedule 1.
“Co-Branded Slot” has the meaning assigned to it in Section 4.06(a).
“Exhibitor” means Cinemark or any other motion picture theatre exhibitor which participates in LLC’s Advertising Services.
[***].
“Platinum Contract Year” means the time period of November 1 of each year to October 31 of the following year.
“Platinum Revenue Minimum” has the meaning assigned to it in Section 4.01(b)(i)(B)(I)(8)(ii). 
“Platinum Spot” has the meaning assigned to it in Section 4.01(b)(i)(B)(I)(5).
“Post-Showtime Content Revenue” has the meaning assigned to it in Section 4.03A.
“Post-Showtime Inventory” has the meaning assigned to it in Section 4.01(b)(i)(B)(I)(4).
“Post-Showtime Theatre Access Fees” has the meaning assigned to it in Schedule 1.
“Pre-Feature Closing” has the meaning assigned to it in Section 4.05(a).
“Pre-Showtime Reduction” has the meaning assigned to it in Section 4.01(b)(i)(B)(I)(2).
“Pre-Showtime Trailer” is a Trailer up to two and a half (2.5) minutes in length to be displayed by LLC, at Cinemark’s option, on Cinemark’s behalf in the Pre-Feature Program beginning approximately six (6) minutes prior to Showtime and ending approximately three and a half (3.5) minutes prior to Showtime.
“Trailer Pod Fees” has the meaning assigned to it in Section 2.05(b)(i)(C).
“Trailer Pod Inventory” means, collectively, the Platinum Spot [***].
“Trailer Position” means a specified Inventory slot directly preceding the applicable Trailer. For example, “Third Trailer Position” means a slot directly preceding the third Trailer prior to the feature film.
[***].
B.The definition of “Aggregate Advertising Revenue” in Article 1 of the ESA is hereby deleted and replaced with the following:

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“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 Sponsorships, (ii) Advertising Services provided to third parties that are not Founding Members, (iii) Advertising Services provided to Founding Members outside the provisions of this Agreement pursuant to a written agreement between LLC and such Founding Members, (iv) Post-Showtime Inventory, and (v) Trailer Pod Inventory.
		
	C.
	The definition of “Beverage Agreement” in Article 1 of the ESA is hereby deleted and replaced with the following:

“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 Cinemark, dated as of January 1, 2009 and all exhibits and amendments  thereto which is in effect on the effective date of the First Amendment to the Agreement, as such agreement may be amended from time to time, and any subsequent agreements entered into by Cinemark and  its  beverage  concessionaires  at  the  expiration  or  termination  of  the  agreement referenced above.
		
	D.
	The definition of “Pre-Feature Program” in Article 1 of the ESA is hereby deleted and replaced with the following:

“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 and/or after Showtime (as further described in Section 4.01(b)) 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 and/or after 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.
		
	E.
	The definition of “Trailer” in Article 1 of the ESA is hereby deleted and replaced with the following:

“Trailer” means a promotion secured by Cinemark, directly or indirectly, for a feature film or other programming, other than a Digital Programming Event, that is exhibited in the Theatres either as the Pre-Showtime Trailer or after Showtime.
2.Theatre Access Fees. The heading of Section 2.05(b) and Sections 2.05(b)(i) - (ii) of the ESA are hereby deleted and replaced with the following:

(b)    Fees: Theatre Access Fees, Post-Showtime Theatre Access Fees and Trailer Pod Fees.

(i)    Calculation.
 
(A)    Theatre Access Fees. In consideration for utilization of the Theatres pre-Showtime pursuant to the terms hereof, LLC shall calculate and Cinemark shall be entitled to receive a Theatre Access Fee, as set forth in Schedule 1, which shall be paid based on Cinemark 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 

3

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 Cinemark for the same fiscal month.

(B)    Post-Showtime Theatre Access Fees. In consideration for utilization of the Theatres post-Showtime pursuant to the terms hereof (other than for [***] Platinum Spots), LLC shall calculate and Cinemark shall be entitled to receive Post-Showtime Theatre Access Fees as set forth in Schedule 1, which shall be paid based on Cinemark Attendance for the relevant fiscal month in which LLC provides the Post-Showtime Inventory, and which shall include the amount of Post-Showtime Content Revenue allocated to Cinemark for the same fiscal month.  For the avoidance of doubt, the Parties agree that the Post-Showtime Theatre Access Fees for the relevant fiscal month are owed to Cinemark even if the amount of Aggregate Post-Showtime Revenue for the same fiscal month is zero dollars ($0).

(C)    Trailer Pod Fee. In consideration for the utilization of the Theatres post-Showtime for [***] Platinum Spots pursuant to the terms hereof, LLC shall calculate and Cinemark shall be entitled to receive twenty-five (25%) of all revenue generated by LLC from the actual display of [***] Platinum Spots in the Theatres (as more particularly calculated in Schedule 1, the “Trailer Pod Fees”). 

(ii)    Payment. LLC shall pay Cinemark its Theatre Access Fees, Post-Showtime Theatre Access Fees, [***], and Trailer Pod Fees, as applicable, on or before the last day of LLC’s fiscal month following the fiscal month in which the applicable Advertising Services are provided by LLC; provided that Cinemark has, by the fourteenth (14th) day of LLC’s fiscal month following the fiscal 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 Fees, the Post-Showtime Theatre Access Fees, [***], and the Trailer Pod Fees. If Cinemark has not, by the fourteenth (14th) day of LLC’s fiscal month following the fiscal 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, Post-Showtime Theatre Access Fee, [***], or Trailer Pod Fee, the due date of the payment for the relevant fee for which data has not been provided shall be extended by one day for each day that Cinemark is late in providing such data. LLC shall provide Cinemark with a detailed report of the calculation of the Theatre Access Fees, Post-Showtime Theatre Access Fees, [***], and Trailer Pod Fees, pursuant to Schedule 1, which report shall accompany each such payment.

3.Non-Cash Consideration. The reference to “Aggregate Advertising Revenue” in Section 2.06 is hereby deleted and replaced with the following: “Aggregate Advertising Revenue and Aggregate Post-Showtime Revenue”.

4.Pre-Feature Programs. Section 4.01(b)(i) of the ESA is hereby deleted and replaced with the following:
(i)    Pre-Feature Program. 

(A)    Generally. The Pre-Feature Program shall consist of the following elements: (I) commercial advertising; (II) promotions for the Cinemark brand (including the Brand and 

4

Branded Slots), Concessions sold and services used by Cinemark and other products and services in accordance with Section 4.05; (III) interstitial content, including the Pre-Feature Closing; (IV) subject to Section 4.01(b)(i)(B)(I)(1), the Pre-Showtime Trailer; 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. 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.

(B)    Pre-Showtime and Post-Showtime Allocations.

(I)    Beginning on November 1, 2019:
 
		
	(1)
	Cinemark will have the option to display a Pre-Showtime Trailer.  Pre-Showtime Trailer display requests will be in accordance with the then-current LLC national advertising delivery guidelines and specifications.  

		
	(2)
	The amount of time included in the Pre-Feature Program displayed prior to Showtime for any Play List shall be reduced by five (5) minutes (not including the Pre-Showtime Trailer) plus the lengths of any Platinum Spot [***] displayed after such Showtime in that Play List (the “Pre-Showtime Reduction”).  For the purposes of clarity, in the event that there is no Trailer Pod Inventory displayed in the applicable Play List, the Pre-Showtime Reduction for that Play List will be five (5) minutes (not including the Pre-Showtime Trailer).

		
	(3)
	The Event Trailer (commonly known as the “Fathom trailer”) will display at Showtime.

		
	(4)
	LLC will be entitled to display up to five (5) minutes of the Pre-Feature Program post-Showtime (“Post-Showtime Inventory”), to be displayed between the Event Trailer and the Pre-Feature Closing and followed by the Pre-Feature Closing, a Beverage Slot, the Co-Branded Slot, and the Policy Trailer. 

		
	(5)
	LLC will be entitled to display an additional single unit that is either thirty seconds (:30) or sixty seconds (:60) of the Pre-Feature Program in the Final Trailer Position, i.e. directly prior to the attached Trailer(s) (the one to two (1-2) Trailer(s) immediately) preceding the feature film (the “Platinum Spot”).

		
	(6)
	The Platinum Spot shall only be used for advertising across LLC’s national network and shall not be used for local advertising or self-promotion of LLC or its brands.

		
	(7)
	[***].

		
	(8)
	(i) If LLC does not sell the Platinum Spot in any given Play List, there 

5

will be no Trailer Pod Fee [***] for the applicable Play List.   

(ii) If NCM sells a Platinum Spot (whether a sixty second (:60)  spot or a thirty second (:30) spot) in all Exhibitor theatres (i.e. all of LLC’s network of Exhibitors) across all Play Lists, then the Aggregate Trailer Pod Revenue specific to the Platinum Spot displayed in all Exhibitor theatres is expected (on an annualized basis, using a Platinum Contract Year)  to be [***] dollars ($[***]) (the “Platinum Revenue Minimum”) and, as applied to Cinemark, shall be pro-rated based on the annual Cinemark Attendance (as defined in Schedule 1) as a percentage of all aggregate Exhibitor attendance for such period. Notwithstanding the foregoing, in the event that the Platinum Spot (whether a sixty second (:60) spot or a thirty second (:30) spot) is sold in less than all Exhibitor theatres (i.e. all of LLC’s network of Exhibitors) or less than across all Play Lists, then the amount of the Platinum Revenue Minimum in respect to such Platinum Spot, as applied to Cinemark, shall be the Cinemark Pro-Rated Platinum Revenue Minimum (as defined in Schedule 1).  
		
	(9)
	Subject to Sections 4.01(b)(i)(B)(I)(10) and (11), if LLC is selling a Platinum Spot, LLC shall always offer Cinemark the ability to display such Platinum Spot in 100% of auditoriums in all Theatres. 

		
	(10)
	In the event that a particular advertiser [***] opts out of displaying its Platinum Spot in front of [***], then LLC shall be entitled to sell the Platinum Spot to such advertiser and shall offer Cinemark the ability to display such Platinum Spot in 100% of auditoriums in all Theatres excluding auditoriums showing [***].

		
	(11)
	LLC may elect to display up to [***] advertisers’ Platinum Spots concurrently by way of a Network Split (as defined in Schedule 1).  In the event that LLC is displaying [***] advertisers’ Platinum Spots by way of a Network Split, then LLC shall procure that the average cost per mille for each set of concurrent Platinum Spots will be equal to or greater than an average cost per mille of [***] dollars ($[***]).

		
	(12)
	Cinemark will display the Trailer Pod Inventory in accordance with technical specifications, including delivery and update timelines and file specifications in the same manner as have been customarily agreed by the Parties.  Cinemark will notify LLC of the success or failure to display the Trailer Pod Inventory in order for LLC to comply with its obligations to advertising clients in the same manner as Cinemark customarily provides reporting to LLC of advertising displays.

		
	(13)
	LLC acknowledges and agrees that the Trailer Pod Inventory shall not be sold for non-cash consideration.

		
	(14)
	Subject to any applicable health or safety legal requirements or regulations, Cinemark will ensure that at and after Showtime, the auditorium lighting in each Theatre will be materially similar to the 

6

auditorium lighting in that Theatre during the Trailers as of the Amendment Effective Date.  In the event that such health or safety issues arise from the auditorium lighting, the Parties agree to work in good faith to find a resolution.  

(II)    [***].

5.As of November 1, 2019, NCM acknowledges that (until it is notified otherwise by Cinemark in writing): (i) the first Beverage Slot shall be displayed immediately after the Pre-Feature Closing, shall be thirty (:30) seconds in length, and shall immediately be followed by the Co-Branded Slot; and (ii) the second Beverage Slot shall be thirty (:30) seconds in length and shall be displayed immediately after the Final Trailer Position.

6.Content Standards. All references to “Advertising Services” throughout Section 4.03 will be deleted and replaced with the following: “Advertising Services, excluding Post-Showtime Inventory and Trailer Pod Inventory”.

7.Content Standards. The following is hereby added to the ESA immediately after Section 4.03 as a new and separate Section 4.03A:

Section 4.03A Post-Showtime and Trailer Pod 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 Post-Showtime Inventory or the Trailer Pod Inventory 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 Cinemark or LLC; (viii) would violate any of Cinemark’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 Cinemark or adversely affects Cinemark’s attendance as determined in Cinemark’s reasonable discretion. Cinemark 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 4.03A(ix), Cinemark may opt out of such content in Post-Showtime Inventory or the Trailer Pod Inventory only with respect to Theatres in the geographic locations identified, which may include all of Cinemark’s Theatres. To the extent Post-Showtime Inventory or Trailer Pod Inventory is displayed using the Digital Content Service, if either the Post-Showtime Inventory or Trailer Pod Inventory contains any content that violates the foregoing standards, LLC must remove such content as soon as reasonably practical, but no later than within twenty-four (24) hours of Cinemark notifying LLC of such violation. If LLC fails to remove such content within such twenty-four (24)-hour period, Cinemark 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. To the extent the Post-Showtime Inventory or Trailer Pod Inventory is displayed using Cinemark’s equipment and contains any content that violates the foregoing standards, Cinemark may remove such content after notifying LLC of such violation and shall have no liability for such discontinuation.  If any Founding Member does not agree to exhibit 

7

any content of the Advertising Services subject to Section 4.03A(i), (iii), (iv), (v) or (vi), then LLC shall apply any revenue it is entitled to receive from such Post-Showtime Inventory (“Post-Showtime Content Revenue”) to adjust payments of the Post-Showtime Theatre Access Fee as set forth in Schedule 1.
8.Branded Content. The second and third sentences of Section 4.05(a) of the ESA are hereby deleted and replaced with the following:

The interstitial messaging shall include a Pre-Feature Program introduction and a “Pre-Feature Closing” containing content branded with the Cinemark Marks. The Pre-Feature Closing shall be displayed after Showtime, be no more than thirty (30) seconds in length, and include content branded with the marks of Cinemark’s beverage concessionaire.
		
	9.
	Branded Slot.

Each reference in Section 4.05(c) to “of the Play List” is hereby deleted and replaced with the following: “prior to Showtime.” 
		
	10.
	Beverage Agreements.

		
	A.
	In the first sentence of Section 4.06(a) of the ESA, “advertising Inventory” is hereby deleted and replaced with the following: “Beverage Slot”.

		
	B.
	In the first sentence of Section 4.06(a) of the ESA, “within the Play List, as set forth in the Specification Documentation,” is hereby deleted and replaced with the following: “following the Pre-Feature Closing”.

		
	C.
	Effective November 1, 2019, the following is hereby inserted at the end of Section 4.06(a) of the ESA: 

“For the avoidance of doubt, other than as set forth in this paragraph, no other amounts shall be payable by Cinemark to LLC in consideration for the Beverage Slot (including, for the avoidance of doubt, the Beverage Slot prior to the Co-Branded Spot (as defined below) and the Beverage Slot which follows the final trailer position). The Parties agree that Cinemark’s co-branded spot with its beverage concessionaire (the “Co-Branded Slot”), which is up to (and including) thirty (:30) seconds in length, shall be displayed prior to the Policy Trailer, and may be an advertisement for or may include advertisements for Cinemark’s beverage concessionaire, (i) is not a Beverage Slot for the purposes of this Agreement, (ii) does not reduce the amount of time allotted under Section 4.05 to its Branded Slots within the Play List, and (iii) Cinemark is not required to pay the Beverage Agreement Advertising Rate for such spot.”

11.Excluded Theatres. In Section 4.13(a) of the ESA, the words “calculation of Theatre Access Fees” are hereby deleted and replaced with the following: “calculation of Theatre Access Fees, Post-Showtime Theatre Access Fees, Trailer Pod Fees, or [***]”.

12.Payment. In the first sentence of Section 8.01 of the ESA, the words “(e.g., payment of the Theatre Access Fees pursuant to Section 2.05(b))” are hereby deleted and replaced with the following: “(e.g., payment of the Theatre Access Fees, Post-Showtime Theatre Access Fees, Trailer Pod Fees, and [***] pursuant to Section 2.05(b)(ii))”.

8

13.Term. “February 13, 2037” in the first sentence of Section 9.01 of the ESA is hereby deleted and replaced with the following: “February 13, 2041”.

14.Termination of Post-Showtime Inventory and Post-Showtime Theatre Access Fees. The following is hereby added to the ESA as a new and separate Section 9.02A and is inserted immediately prior to Section 9.03 of the ESA:

Section 9.02A Termination of Post-Showtime Inventory and Post-Showtime Theatre Access Fees. In its sole discretion, LLC may, by written notice to Cinemark no later than August 1, 2022, terminate: (i) the display of the Post-Showtime Inventory and the Trailer Pod Inventory, and (ii) payments of the Post-Showtime Theatre Access Fees and [***], both effective as of November 1, 2022. If LLC exercises such termination option, then, as of November 1, 2022, the First Amendment to Amended and Restated Exhibitor Services Agreement dated September 17, 2019 between LLC and Cinemark (other than Section 15 thereof that amends Section 14.01 of this Agreement) shall be terminated and deemed to be null and void and of no further force or effect with respect to this Agreement.
15.Confidential Treatment. “For a period of three years after the termination of this Agreement:” in Section 14.01 of the ESA is hereby deleted and replaced with the following: “During the Term, and for a period of three (3) years after the termination of this Agreement:”.

16.Fiscal Calendar; No Affiliates. The following is hereby added to the ESA as a new and separate Section 15.05A and Section 15.05B and is inserted immediately after Section 15.05 of the ESA:

Section 15.05A Fiscal Calendar.  LLC’s fiscal year ends on the first Thursday after December 25 each year.   LLC shall not change its method of calculating its fiscal year (i) unless for a bona fide accounting reason, and (ii) in any event without prior written notice to Cinemark.  
Section 15.05B No Affiliates. As of the date of the First Amendment to the Agreement, LLC hereby represents and warrants to Cinemark that LLC has no Affiliates. LLC acknowledges and agrees that it shall not sell Advertising Services through Affiliates of LLC without Cinemark’s consent, and, if Cinemark so consents, then references in this Agreement to “revenue payable to LLC” or similar phrases shall be deemed to refer to “revenue payable to LLC or its Affiliates”.
17.Beverage Agreement Advertising Rate. The first paragraph of Section B of Exhibit B to the ESA is hereby deleted and replaced with the following:

The initial Beverage Agreement Advertising Rate as of the Original Effective Date is $[***] in Cinemark Attendance for a thirty second (:30) advertisement. The Beverage Agreement Advertising Rate shall (i) increase eight percent (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 clause (i) above, increase six percent (6%) per year for each of the next two fiscal years; and (iii) beginning at the end of the period set forth in clause (ii) above until November 1, 2019, 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 (6) minutes preceding the start of the Trailers for each fiscal year, but in no event more than the highest advertising rate per thousand attendees being then-charged by LLC.  Commencing on November 1, 2019, the Beverage Agreement Advertising Rate shall be $[***] in Cinemark 

9

Attendance for a thirty second (:30) advertisement, which is the cost per mille charged by LLC to Cinemark as of the beginning of LLC’s 2019 fiscal year for the Beverage Slot and shall increase two percent (2%) annually (1) effective beginning the first day of the 2020 fiscal year and (2) thereafter on each fiscal year anniversary of such date.
For clarity, prior to November 1, 2019, the existence of this Amendment shall not impact the then-current Beverage Agreement Advertising Rate. 
18.Calculation of Exhibitor Allocation, Theatre Access Fee and Run-Out Obligations. Schedule 1 to the ESA is hereby amended as follows:

		
	A.
	Definitions: 

The following definitions are hereby added to Schedule 1 to the ESA and inserted alphabetically into Section A thereof:
“Aggregate Post-Showtime Opt-In Attendance” means [***].
“Aggregate Post-Showtime Opt-In Revenue” means [***].
 “Aggregate Post-Showtime Theatre Access Pool” means [***].
[***].
“Cinemark Attendance Allocation” has the meaning assigned to it in Schedule 1, Section E.
“Cinemark Post-Showtime Opt-In Revenue” means [***].
“Cinemark Post-Showtime Opt-Out Attendance” means [***].
“Cinemark Post-Showtime Opt-Out Revenue” means [***].
“Cinemark Post-Showtime Theatre Access Fee” means the product of (i) the Post-Showtime Theatre Access Fee per Patron and (ii) Cinemark Attendance for the applicable fiscal month. 
“Cinemark Pro-Rated Platinum Revenue Minimum” has the meaning assigned to it in Schedule 1, Section E.
“Cinemark Pro-Rated Platinum Revenue Trailer Pod Fee” has the meaning assigned to it in Schedule 1, Section E.
“Cinemark Spot Trailer Pod Fees” means Cinemark’s Trailer Pod Fees for any [***] Platinum Spot.  
“Network Split” means displaying [***] concurrent advertisers’ Platinum Spots in different auditoriums in Theatres that receive the applicable advertiser’s Platinum Spot in a Play List (but never, for the avoidance of doubt, in any auditorium in the same Play List).  The [***] Network Splits will always add up to 100% of the auditoriums in 100% of the Theatres, except as provided for in Section 4.01(b)(i)(B)(I)(10).
“Participating Cinemark Attendance” means the Cinemark Attendance for auditoriums in Theatres that: (a) for Platinum Spots, actually displayed the applicable Platinum Spot(s) as Platinum Spot(s) in the Trailer Pod Inventory, and (b) [***].

10

 “Post-Showtime Content Opt-Out” means the process of opting out of Post-Showtime Inventory under Section 4.03A. 
“Post-Showtime Content Participating Attendance” means [***].
“Post-Showtime Content Theatre Access Fee” means [***].
“Post-Showtime Theatre Access Fee” means a monthly payment from LLC to Cinemark in consideration for Theatres’ participation in Post-Showtime Advertising Services, which shall be the sum of (i) the Cinemark Post-Showtime Theatre Access Fee and (ii) the Post-Showtime Content Theatre Access Fee.
“Post-Showtime Theatre Access Fee per Patron” means the fee per patron as follows:
		
	a.
	Beginning on November 1, 2019, the Post-Showtime Theatre Access Fee per Patron will be $0.025.

		
	b.
	Beginning on November 1, 2020, the Post-Showtime Theatre Access Fee per Patron will increase to $0.0375.

		
	c.
	Beginning on November 1, 2021, the Post-Showtime Theatre Access Fee per Patron will increase to $0.05.

		
	d.
	Beginning on November 1, 2022, the Post-Showtime Theater Access Fee per Patron shall increase by four percent (4%).

		
	e.
	On November 1, 2027 and every five (5) years thereafter on November 1, the Post-Showtime Theatre Access Fee per Patron shall increase by eight percent (8%).

“Post-Showtime Theatre Access Pool Percentage” means [***]. 
“Pro-Rated Platinum Minimum Ratio” has the meaning assigned to it in Schedule 1, Section E.
“Regal Post-Showtime Theatre Access Fee” means the Regal Post-Showtime Theatre Access Fee, calculated pursuant to the Regal Exhibitor Agreement.
“Spot Trailer Pod Revenue” means all revenue generated from any [***] Platinum Spot as Trailer Pod Inventory that was displayed in the applicable period. 
[***].
The following definition in Section A of Schedule 1 to the ESA is hereby deleted and replaced with the following:
[***].
		
	B.
	Definition References:  The Parties agree that the table at the end of Section A of Schedule 1 to the ESA containing references to the definitions in the main body of the ESA is hereby updated to include all new and updated definitions set forth in the main body of this Amendment.

11

		
	C.
	Section C: The calculation for “Aggregate Advertising Revenue” in Section 2(c) of Section C of Schedule 1 to the ESA is hereby deleted and replaced with the definition of Aggregate Advertising Revenue as defined in Section 1.B. of this Amendment.

		
	D.
	Section D:

[***].
		
	E.
	New Section E: Schedule 1 to the ESA is hereby amended by adding at the end thereof, and as Section E thereto, the section titled “Section E: Post-Showtime Theatre Access Fees and Trailer Pod Fees” set forth in Exhibit A attached hereto.

19.Remaining Terms; Conflicts. Except as modified by this Amendment, all terms and conditions of the ESA shall remain in full force and effect. To the extent there is a conflict between the terms of the ESA and this Amendment, the terms of this Amendment shall control.

Remainder of page intentionally left blank; signature page follows.

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IN WITNESS WHEREOF, the Parties have, by their respective duly authorized representatives, executed this Amendment as of the Amendment Effective Date.

	
			
	National CineMedia, LLC
By National CineMedia, Inc., its manager

/s/ Tom Lesinski
	 
	Cinemark USA, Inc.

/s/ Michael Cavalier

	Signature
	 
	Signature

	Tom Lesinski
	 
	Michael Cavalier

	Printed Name
	 
	Printed Name

	Chief Executive Officer
	 
	Executive Vice President - General Counsel

	Title
	 
	Title

Signature Page to First Amendment to Amended and Restated Exhibitor Services Agreement

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