Document:

Second Amended and Restated Software License Agreement

 Exhibit 10.9 
 SECOND AMENDED AND RESTATED SOFTWARE LICENSE AGREEMENT 
 This Second Amended and Restated Software
License Agreement (this “Agreement”) is made and entered into as of February 13, 2007 (“Effective Date”) by and among American Multi-Cinema, Inc., a Missouri corporation
(“AMC”), Regal CineMedia Corporation, a Virginia corporation (“Regal”), Cinemark USA, Inc., a Texas corporation (“Cinemark”), Digital Cinema Implementation Partners, LLC
(“DCIP”) and National CineMedia, LLC (the “Company”), and amends and restates in its entirety the Amended and Restated Software License Agreement by and among AMC, Regal, Cinemark, and the Company
dated as of July 15, 2005 (the “First Amended and Restated Agreement”), which in turn amended and restated in its entirety the Software License Agreement by and among AMC, Regal, and the Company dated as of
March 29, 2005 (the “Original Agreement”). AMC, Regal and Cinemark are at times collectively referred to herein as the “Exhibitors,” and together with DCIP and the Company, are at times together
referred to herein as the “Parties,” or individually (and without distinction) as a “Party.” 
 RECITALS 
 WHEREAS, Regal and AMC (as successor-in-interest to National Cinema Network, Inc.), entered into
that certain Contribution and Unit Holders Agreement dated as of March 29, 2005 (the “Contribution and Unit Holders Agreement”), pursuant to which they or their Affiliates formed the Company and contributed to the
Company certain assets; 
 WHEREAS, in connection with the contribution of such assets to the Company, and pursuant to the Original
Agreement and the First Amended and Restated Agreement, Regal and AMC licensed to the Company certain computer software and related rights ancillary to the use of such computer software; 
 WHEREAS, Cinemark Media, Inc., a Delaware corporation (“Cinemark Media”), and the Company have entered into that certain
Contribution Agreement, dated July 15, 2005 (the “Contribution Agreement”), pursuant to which Cinemark Media has agreed to contribute cash to the Company and the Company has agreed to issue certain Units to Cinemark
Media; 
 WHEREAS, AMC, Regal CineMedia Holdings, LLC, an Affiliate of Regal, and Cinemark Media have formed DCIP as a joint venture
in order to develop and implement the delivery of Digital Cinema Services; 
 WHEREAS, prior to the formation of DCIP, NCM had begun
to develop, pursuant to the Original Agreement, certain computer software for the purposes of delivery of Digital Cinema Services on behalf of AMC, Regal, Cinemark, and/or their respective Affiliates; and 
 WHEREAS, Regal, AMC, Cinemark and the Company desire to amend the First Amended and Restated Agreement to accommodate and address certain
amendments made to the Operating Agreement and Exhibitor Services Agreements. 

 AGREEMENT 
 NOW, THEREFORE, in consideration of the mutual covenants and promises contained herein and for other good and valuable consideration the receipt and adequacy of which are hereby acknowledged, the Parties hereto
agree as follows: 
 1. Definitions. Capitalized terms not otherwise defined herein will have the meaning given those terms in the Contribution
and Unit Holders Agreement. In addition, the following terms, as used in this Agreement, will have the following meanings: 
 1.1
“Administrative Agent” means Lehman Commercial Paper Inc., as administrative agent under the Company Credit Agreement and any successors and assignees in accordance with the terms of the Company Credit Agreement.

 1.2 “AMC Original Technology” means the AMC original technology identified in Exhibit 1.1 hereto,
including all Object Code thereto and, with the exception of the DTDS Software, all Source Code thereto, and further including all patent rights, copyrights and trade secrets of AMC or any AMC Affiliate applicable to the foregoing (including for the
avoidance of doubt, all patent and other registrations issuing on the Technology listed in Exhibit 1.1). 
 1.3 “Bankruptcy
Code” means Title 11 of the United States Code (11 U.S.C. §101 et seq.), as amended from time to time. 
 1.4
“Company Credit Agreement” means the Credit Agreement dated as of February 13, 2007 among Company, the several lenders from time to time parties thereto, JPMorgan Chase Bank, N.A., as syndication agent, Credit Suisse
(USA) LLC and Morgan Stanley Senior Funding, Inc., as co-documentation agents and 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. 
 1.5 “Company Technology” means all Original Technology and Developments licensed to the Company by
the Exhibitors pursuant to the terms hereof and any Developments of the Company. 
 1.6 “Developments”
means any derivative works, improvements and other modifications to the Original Technology, including all Object Code thereto and, with the exception of the DTDS Software, all Source Code thereto, and further including all patent rights, copyrights
and trade secrets applicable to the foregoing. The term “Developments” shall also include (i) derivative works, improvements and other modifications to Developments to the Original Technology, (ii) any other Technology (whether
or not derived from or otherwise related to the Original Technology), including computer software, owned or licensed (except to the extent such license prohibits Company’s sublicense in accordance with the terms and conditions of this
Agreement) by the Company on or before the Effective Date, and (iii) any Original Technology, to the extent necessary to use Developments and to the extent Company is authorized to distribute such Original Technology pursuant to the terms and
conditions of this Agreement. 
  

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 1.7 “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. 
 1.8 “DTDS Software” means the AMC Digital Theatre Distribution System software for in-theatre
content management. 
 1.9 “Exhibitor Services Agreement” means, with respect to any Exhibitor, that certain
Exhibitor Services Agreement between the Company and such Exhibitor or such Exhibitor’s Affiliate pursuant to which the Company provides services (including without limitation the Advertising Services, the Digital Programming Services, and the
Meeting Services, each as defined therein). 
 1.10 “In-Theatre DCS Software” means the in-theatre portion of
the Regal proprietary Digital Content Software (DCS). 
 1.11 “Object Code” means computer programs in machine
readable, object code format. 
 1.12 “Operating Agreement” means that certain Third Amended and Restated
Limited Liability Company Operating Agreement of National CineMedia, LLC of even date herewith. 
 1.13 “Original
Technology” shall mean the AMC Original Technology and the Regal Original Technology. 
 1.14 “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 a Party, or the assignment of this Agreement by an Exhibitor or DCIP to an Affiliate (for purposes of this Section 1.14, as defined in the Exhibitor Services Agreement), 
 (b) with respect to the rights and obligations of Company under this Agreement, (i) the grant of a security interest by Company in this Agreement
and all rights and obligations of Company 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 Company Credit Agreement 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 
  

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 (c) in the event that Company becomes a debtor in a case under the Bankruptcy Code, the assumption and/or
assignment by Company of this Agreement under section 365 of the Bankruptcy Code, notwithstanding the provisions of section 365(c) thereof. 
 1.15 “Regal Original Technology” means the Regal original technology identified in Exhibit 1.15 hereto, including all Object Code and all Source Code thereto, and further including all patent rights,
copyrights and trade secrets of Regal or any Regal Affiliate applicable to the foregoing (including for the avoidance of doubt, all patents and other registrations issuing on the Technology listed in Exhibit 1.15). 
 1.16 “Secured Parties” means the “Secured Parties” (or any analogous concept) as defined in the Company Credit
Agreement. 
 1.17 “Security Documents” means the “Security Documents” as defined in the Company
Credit Agreement and any amendment, modification, supplement or replacement of such Security Documents. 
 1.18 “Source
Code” shall mean the representation of software in a form amenable to human understanding in a higher level computer programming language, together with all developer comments and other programmer documentation. 
 1.19 “Technology” means copyrights, patents, patent applications and trade secrets. 
 1.20 “Territory” means the 50 states of the United States of America and the District of Columbia. 
 2. License. 
 2.1 Original Technology.
Except for the Source Code to the Original Technology, which is covered in Section 2.2 herein, Regal and AMC each hereby grants to the Company a perpetual, royalty free license in the Territory to use, make, have made, copy, perform, display,
and create derivative works of such Exhibitor’s Original Technology, but only in connection with providing the services that are included within the Service, as that term is defined in the Exhibitor Services Agreement, in the Territory (the
“Field of Use”). Except as may be provided in Section 2.4, below, the license shall be exclusive, even as to the Exhibitors, in the Field of Use. Regal and AMC each remains free to fully exploit its Original Technology and
Developments outside of the Field of Use. The Object Code of the Original Technology may be sublicensed by the Company in the Territory solely as required to permit receipt by the Exhibitors or other movie exhibitors and their affiliates, as
applicable, of services included within the Service, as defined. The Parties agree that ownership of the Original Technology, and, subject to Section 9, Regal and AMC’s Developments thereto, is retained by Regal and AMC, respectively.

 2.2 Source Code to Original Technology and Developments. Regal and AMC each hereby grants to the Company a perpetual,
royalty free license in the Territory and solely in the Field of Use to use, make, have made, copy and create derivative works of the Source Code to its Original Technology and Developments that are licensed hereby, provided, however,
that 

  

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except as provided in Section 8, below, the Source Code of each of Regal’s and AMC’s Original Technology and its Developments thereto will be
treated as Confidential Information and will not be disclosed to the other Exhibitors or to any third party. Except as provided in Sections 2.4 and 9, below, this license shall be exclusive, even as to Regal and AMC, in the Field of Use. Regal and
AMC each remains free to fully exploit the Source Code to its Original Technology and Developments outside of the Field of Use. If appropriate, Source Code can be put into escrow for the benefit of an Exhibitor or other authorized licensee or
sublicensee of the Company subject to the approval of the escrow agreement by the Party which owns the Source Code in question. 
 2.3
Patents. Patents and patent applications of Regal and AMC which are covered by the definition of Original Technology will be treated for purposes of this Agreement like the rest of the Original Technology. 
 2.4 Company Technology. Subject to Section 8, each Exhibitor has the right to use the Company Technology within the Field of Use
solely as provided by Section 7.01 of the respective Exhibitor’s Exhibitor Services Agreement. Each Exhibitor agrees that in connection with its use of the Company Technology as permitted under its Exhibitor Services Agreement, it will
not, nor will it permit, cause, or authorize any other person or entity to re-engineer, reverse engineer, decompile, or disassemble the Original Technology or Developments to the in-theatre portion of the software of any other Exhibitor or create or
recreate the Source Code for the in-theatre portion of any other Exhibitor’s Original Software or Developments. 
 3. Developments.
Notwithstanding any provision in this Agreement to the contrary, each Party hereto shall have the right and shall be free to develop, modify and make improvements to any of the Technology: (a) licensed to such Party pursuant to Sections 2
and 3 of this Agreement or (b) owned by such Party as set forth in Section 9 of this Agreement. The ownership of all such Developments will be as set forth in Section 9 hereof. 
 3.1 License by the Company. 
 3.1.1 License to Exhibitors. As soon as practicable following the Effective Date, the Company will notify the Exhibitors in writing of all Company Developments in existence as of the Effective Date. The Company hereby grants to each
Exhibitor a perpetual, exclusive, worldwide, royalty free license to use, make, have made, copy, perform, and create derivative works of all Developments of the Company in existence as of the Effective Date only outside of the Field of Use (but
excluding Digital Cinema Services) solely for the Exhibitor’s internal business purposes. The foregoing license includes the right to have independent contractors, including without limitation DCIP, prepare derivative works and modifications to
the Developments. This license shall be exclusive, even as to Company, outside the Field of Use (but excluding Digital Cinema Services). Notwithstanding the preceding sentence, the Company has no obligation to provide AMC or Cinemark, and the
license set forth in the preceding sentence expressly excludes, any Developments consisting of Source Code for improvements to the In-Theatre DCS Software. The Company shall deliver to each Exhibitor any Development licensed under this
Section 3.1.1, in both object code and Source Code format, as soon as 

  

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practicable after the Effective Date. Within a reasonable period of time not to exceed thirty (30) days following the Effective Date, representatives
designated by the Company and each of the Exhibitors shall meet to agree in good faith upon a plan and schedule for the transfer and delivery of the Developments licensed under this Section 3.1.1. Any Source Code licensed by the Company
pursuant to this Section 3.1.1 will be treated by the Exhibitor as Confidential Information, but may be disclosed to persons who have a need for such Source Code for purposes of advancing the business of the Exhibitors outside of the Field of
Use (but excluding Digital Cinema Services) and who are legally bound in advance to treat such Source Code as Confidential Information. Upon request of an Exhibitor, Source Code can be put into escrow for the benefit and at the expense of the
Exhibitor subject to the reasonable approval of the escrow agreement by Company. 
 3.1.2 License to DCIP. The Company will reasonably
promptly notify DCIP in writing of any Company Development if the Development may have application to the delivery of Digital Cinema Services. The Company hereby grants to DCIP a perpetual, exclusive, worldwide, royalty free license to use, make,
have made, copy, perform, and create derivative works of and sub-license any such Developments of the Company, in both object code and Source Code format, only for Digital Cinema Services. This license shall be exclusive, even as to Company, for
Digital Cinema Services. Company shall deliver to DCIP any Development licensed under this Section 3.1.2, in both object code and Source Code format, (a) no later than thirty (30) days after Company’s good faith determination
that such Development may have application to Digital Cinema Services, and (b) at any time upon DCIP’s request. Any Source Code licensed by the Company pursuant to this Section 3.1.2, will (i) not be disclosed in any manner by or
on behalf of DCIP to any Exhibitor under any circumstances, and (ii) in all other circumstances be treated by DCIP as Confidential Information. For purposes of clarification, the foregoing does not restrict DCIP from disclosing the following to
the Exhibitors as Confidential Information, (1) information regarding the design or operation of the Developments licensed to DCIP under this Section 3.1.2, or (2) the Source Code to any DCIP developments based on the Source Code
licensed by Company pursuant to this Section 3.1.2, provided, however, that in each of (1) and (2) the unmodified Source Code licensed by Company pursuant to this Section 3.1.2 is not disclosed to the Exhibitors.
Upon request of DCIP, Source Code can be put into escrow for the benefit and at the expense of DCIP subject to the reasonable approval of the escrow agreement by Company. 
 3.2 License by the Exhibitors. While each Exhibitor has granted the Company the exclusive right to create derivative works of the Original Technology within the Field of Use (except as may be
provided in Section 9), each Exhibitor will as soon as practicable following the Effective Date notify the Company in writing of any Exhibitor Development in existence as of the Effective Date if such Development may have application in the
Field of Use. Except for Source Code, which is covered in Section 2.2 herein, each Exhibitor hereby grants to the Company a perpetual, exclusive, royalty free license in the Territory to use, make, have made, copy, perform, display, create
derivative works of and sub-license any such Developments of such Exhibitor, but only in the Field of Use. Except as may be provided in Section 2.4, the 

  

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license shall be exclusive, even as to the Exhibitors, in the Field of Use. AMC has no obligation to provide the Company with Developments consisting of
Source Code for improvements to its DTDS Software. Each of the Exhibitors shall deliver to the Company any Development licensed under Section 2.2 in Source Code format and this Section 3.2 in object code format only as soon as practicable
after the Effective Date. Within a reasonable period of time not to exceed thirty (30) days following the Effective Date, representatives designated by the Company and each of the Exhibitors shall meet to agree in good faith upon a plan and
schedule for the transfer and delivery of the Developments licensed under this Section 3.2. 
 3.3 License by DCIP. DCIP
will reasonably promptly notify the Company in writing of any DCIP Development if the Development may have application in the Field of Use. DCIP hereby grants to the Company a perpetual, exclusive, royalty free license in the Territory to use, make,
have made, copy, perform, display, create derivative works of and sub-license any such Developments of DCIP, in both object code and Source Code format, but only in the Field of Use. Except as may be provided in Section 2.4, the license shall
be exclusive, even as to DCIP, in the Field of Use. DCIP shall deliver to the Company any Development licensed under this Section 3.3, in both object code and Source Code format, (a) no later than thirty (30) days after DCIP’s
good faith determination that such Development may have application in the Field of Use, and (b) at any time upon the Company’s request. 
 4.
License Fee. In addition to the mutual grants of rights exchanged under this Agreement, no additional consideration is due under this Agreement. The Parties agree that no sales or use taxes will be due in connection with this
Agreement; provided, however, in the event such taxes are due, the Company will be responsible for paying them. 
 5. Representations And
Warranties; Disclaimer. Each Party represents and warrants to the other that: (a) it has full power to enter into this Agreement, to carry out its obligations under this Agreement and to grant the rights and licenses granted under this
Agreement; and (b) its compliance with the terms and conditions of this Agreement will not violate laws or regulations applicable to such Party or any third party agreements to which it is a party. EXCEPT FOR THE WARRANTIES EXPRESSLY PROVIDED
FOR IN THIS AGREEMENT, EACH PARTY HEREBY DISCLAIMS UNDER THIS AGREEMENT ALL IMPLIED WARRANTIES, INCLUDING THE WARRANTIES OF TITLE, MERCHANTABILITY, NON-INFRINGEMENT AND FITNESS FOR A PARTICULAR PURPOSE. 
 6. Confidentiality. Confidential Information of one Party that is disclosed to or observed by other Parties pursuant to this Agreement will be governed by
the provisions of Section 10.3 of the Operating Agreement, except as otherwise expressly permitted in Section 3.1.1 and 8.1. For purposes of this Agreement the provisions of Section 10.3 of the Operating Agreement will survive and
bind each Party for a period of 3 years after any expiration of such Party’s rights under this Agreement. 
 7. Noncompetition.

 7.1 Covenants. Throughout the term of this Agreement and notwithstanding the termination of any Exhibitor’s Exhibitor
Services Agreement (the “Noncompetition Period”), (a)

  

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Company shall not, directly or indirectly, as an owner, shareholder, joint venturer, advisor, consultant or otherwise, engage in any activity that competes
with or is enhanced by DCIP’s business or activities within Digital Cinema Services without the prior written consent of DCIP, which DCIP may withhold in its absolute discretion, and (b) DCIP shall not, directly or indirectly, as an owner,
shareholder, joint venturer, advisor, consultant or otherwise, engage in any activity that competes with or is enhanced by Company’s business or activities within the Field of Use without the prior written consent of Company, which Company may
withhold in its absolute discretion. 
 7.2 Acknowledgments. Company and DCIP (the “Noncompetition Parties”) each
acknowledge that the foregoing restriction on competition is fair and reasonable under the circumstances and necessary in order to protect and preserve the business interests of each Noncompetition Party. Company also acknowledges that as a result
of its engagement with DCIP, Company will have access to information and materials that would be valuable or useful to Digital Cinema Services. DCIP likewise acknowledges that as a result of its engagement with Company, DCIP will have access to
information and materials that would be valuable or useful in the Field of Use. Each Noncompetition Party therefore acknowledges that the foregoing restrictions on its future business activities are fair and reasonable. 
 7.3 Remedies. Each Noncompetition Party acknowledges, covenants and agrees that (a) irreparable loss and damage will be
suffered by the protected Noncompetition Party if the obligated Noncompetition Party should breach or violate any of the covenants and agreements contained in this Section 7, and (b) in addition to any other remedies available to the
protected Noncompetition Party, the protected Noncompetition Party shall be entitled to injunctive relief against the obligated Noncompetition Party to prevent a breach or contemplated breach by the obligated Noncompetition Party of any of the
covenants or agreements contained herein without the requirement of posting a bond. 
 8. Rights upon Termination of an Exhibitor Services
Agreement. 
 8.1 Termination for Material Breach by the Company. As soon as practicable prior to the termination of an
Exhibitor’s Exhibitor Services Agreement other than as a result of a material breach by such Exhibitor pursuant to either of subsections 9.02 (a) or (b) of such Exhibitor Services Agreement, (i) a copy of the Company Technology
in existence as of the Effective Date will be distributed to the Exhibitor; (ii) the Company’s license of that Exhibitor’s Original Technology and that Exhibitor’s Developments pursuant to the terms of this Agreement shall
automatically convert to a non-exclusive license without the requirement of further action by any Party; and (iii) the Exhibitor shall have the perpetual, non-exclusive, worldwide, royalty free right and license to use, make, have made, copy,
perform, display and create derivative works of the Company Technology in existence as of the Effective Date, subject to the restrictions herein. With the exception of the Exhibitor’s Original Technology and Developments, the use of which shall
be unrestricted after the termination of the Exhibitor’s Exhibitor Services Agreement (1) the Exhibitor shall be permitted to use the Company Technology distributed pursuant to this Section 8.1 only for its internal business purposes
in its 

  

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own Theatres; and (2) the Source Code included in the Company Technology distributed pursuant to this Section 8.1 will be maintained by the
Exhibitor as Confidential Information, but may be disclosed to persons who have a need for such Source Code for purposes of advancing the internal business of the Exhibitors and who are legally bound in advance to treat such Source Code as
Confidential Information. 
 8.2 In-Theatre DCS Software. Notwithstanding anything herein to the contrary, upon any termination
as provided in this Article 8, or other distribution of Company Technology as may be permitted hereunder, the Company shall have no right or obligation to provide to AMC or Cinemark, and AMC and Cinemark shall not receive access or any rights to,
any Source Code for the In-Theatre DCS Software, or any Developments consisting of Source Code for improvements to the In-Theatre DCS Software. 
 9.
Ownership. 
 9.1 Original Technology. Except for the rights expressly granted to Company under this
Agreement, each Exhibitor will retain all right, title and interest in and to the Original Technology of that Exhibitor, including all worldwide Technology and intellectual property and proprietary rights therein and related thereto. 
 9.2 Exhibitor Developments. Except for the rights expressly granted under this Agreement, each Exhibitor will retain all right, title and
interest in and to any Developments authored, conceived of and reduced to practice, or otherwise developed solely by that Exhibitor, including all worldwide Technology and intellectual property and proprietary rights therein and related thereto, and
such Developments shall be made available to Company pursuant to the license set forth in Section 3.2 hereof. 
 9.3 DCIP
Developments. Except for the rights expressly granted under this Agreement, DCIP will retain all right, title and interest in and to any Developments authored, conceived of and reduced to practice, or otherwise developed by DCIP, including
all worldwide Technology and intellectual property and proprietary rights therein and related thereto, and such Developments shall be made available to Company pursuant to the license set forth in Section 3.3 hereof. 
 9.4 Company Developments. Except for the rights expressly granted under this Agreement, Company will retain all right, title and interest
in and to any Developments authored, conceived of and reduced to practice, or otherwise developed by Company, including all worldwide Technology and intellectual property and proprietary rights therein and related thereto, and such Developments
shall be made available to the Exhibitors and DCIP pursuant to the license set forth in Section 3.1 hereof. Notwithstanding the foregoing, ownership of Developments authored, conceived of and reduced to practice, or otherwise developed by
Company in connection or collaboration with any Exhibitors shall be negotiated by the relevant Parties in good faith on case-by-case basis. 
 9.5 Other Joint Developments. To the extent not addressed in the Operating Agreement, an Exhibitor Services Agreement, or any other agreement existing between the 

  

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Parties, the Parties contemplate that the ownership of any new Technology developments not related to the Original Technology developed under this Agreement
will be determined in accordance with a separate written agreement relating to the development of that Technology, provided that if no such separate agreement is signed between the Parties, the ownership of any such Technology will be determined in
accordance with applicable intellectual property laws. In the event that Parties who jointly own Technology agree to file a patent application or copyright registration in connection therewith, each such Party will be responsible for an equal share
of the costs associated with such filing. Such Parties will agree on which Party shall be responsible for filing and maintaining the resulting intellectual property rights. If all Parties who jointly own the Technology in question are not able to
agree on whether to file the application or registration, the other applicable Parties may proceed, and the non-proceeding Party will cooperate as reasonably requested in connection therewith at the expense of the Party or Parties that are
proceeding with the application or registration, and the Parties who are proceeding will own any resulting patent or copyright. If the Parties who jointly own Technology determine that a third party may be infringing upon any of that Technology,
they shall notify the other Parties and shall discuss the possibility of acting together to halt such infringement. If the parties cannot agree within three months of such notice to take any action to halt such infringement, then the Party or
Parties who are interested in acting may take independent action without the participation of the other Party. In such case, the non-acting Parties will provide all reasonable assistance requested by the acting Party in halting the infringement,
including, for example, becoming a party to any litigation action if such is required for the action to proceed. The proceeding Parties shall share equally in any financial return from such action without an obligation to share with the
non-participating Party. 
 10. Limitation on Liability. EXCEPT FOR A BREACH OF ANY PARTY’S CONFIDENTIALITY OBLIGATIONS, THE GROSS
NEGLIGENCE OR WILLFUL MISCONDUCT OF ANY PARTY, OR AN INFRINGEMENT OR MISAPPROPRIATION OF ANY PARTY’S INTELLECTUAL PROPERTY RIGHTS, NO PARTY TO THIS AGREEMENT WILL BE LIABLE TO THE OTHER FOR ANY INDIRECT, INCIDENTAL, CONSEQUENTIAL, PUNITIVE,
EXEMPLARY OR SPECIAL DAMAGES, EVEN IF SUCH PARTY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.  
 11. General Terms.

 11.1 Entire Agreement and Amendment. This Agreement supersedes all prior agreements, oral and written, between the parties
with respect to its subject matter and constitutes a complete and exclusive statement of the terms of the agreement between the parties with respect to its subject matter. This Agreement may not be amended except by a written agreement executed by
the party to be charged with the amendment. 
 11.2 Effect of Related Agreements on DCIP. DCIP agrees to be bound
(a) by the meaning given to the term “Service” in the Exhibitor Services Agreement, (b) as a “Member” for purposes of Section 10.3 of the Operating Agreement, as provided in Section 6 hereof, and (c) by
the provisions of Section 10.10 of the Operating Agreement, as provided in Section 11.7 hereof. 
  

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 11.3 Waiver; Remedies. The waiver or failure of a 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 any 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. 
 11.4 Assignment. No 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 all other Parties’ prior written
consent. Any Party may fulfill its 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. A
Permitted Transfer and, to the extent not deemed a Permitted Transfer, any assignment or transfer by DCIP to an Exhibitor or by any Exhibitor to DCIP, including without limitation an assignment or transfer in the event of a dissolution or winding up
of DCIP or any of the Exhibitors, shall not be deemed an assignment or transfer for purposes of this Agreement; provided, however, that regardless of whether such assignment or transfer is deemed a Permitted Transfer, any assignment or
transfer by DCIP to an Exhibitor under this Agreement shall be subject to continued compliance by the Exhibitor with the provisions of this Agreement applicable to DCIP prior to such transfer. Any Permitted Transfer by assignment to an Affiliate of
an Exhibitor shall be (i) conditioned upon (A) the transferee entering into an Assignment and Assumption, (B) the Exhibitor 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. The Company, DCIP and each Exhibitor acknowledges and agrees that in the event of the sale of all or substantially all of
its assets, the failure to include (by operation of law or otherwise) the assignment 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 a Party unless the assignee expressly assumes in writing all of the obligations of the assignor hereunder. Any attempted assignment in violation of this section shall be void. 
 11.5 Severability. If any provision of this Agreement is held invalid or unenforceable by any court of competent jurisdiction, the other
provisions of this Agreement will remain in full force and effect. Any provision of this Agreement held invalid or unenforceable only in part or degree will remain in full force and effect to the extent not held invalid or unenforceable. 

11.6 Section Headings, Construction. The headings of Sections in this Agreement are provided for convenience only and will not affect
its construction or interpretation. All references to “Section” or “Sections” refer to the corresponding Section or Sections of this Agreement. 
 11.7 Governing Law, Dispute Resolution. Any dispute arising under this Agreement shall be subject to the provisions of Section 10.10 of the Operating Agreement with respect to governing law and
dispute resolution, which provisions are hereby fully incorporated 

  

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herein and made a part hereof; provided, however, that the Parties further agree 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. 
 11.8
Counterparts. This Agreement may be executed in one or more counterparts, each of which will be deemed to be an original copy of this Agreement and all of which, when taken together, will be deemed to constitute one and the
same agreement. 
 11.9 Independent Contractors. Each of Regal, AMC, Cinemark, DCIP and the Company shall act solely as
an independent contractor, and nothing herein shall at any time be construed to create the relationship of employer and employee, partnership, principal and agent, broker or finder, or joint venturers as among Regal, AMC, Cinemark, DCIP and the
Company. No Party shall have any right or authority, and shall not attempt, to enter into any contract, commitment or agreement or incur any debt or liability of any nature, in the name of or on behalf of any other party. 
 11.10 Bankruptcy. The Parties acknowledge and agree that the license rights granted in this Agreement, including specifically but
without limitation the rights to use, modify, and create derivative works of Source Code, are intended to survive and continue unimpaired by the insolvency or bankruptcy of the licensor, and that this Agreement shall be deemed to be, for purposes of
the Bankruptcy Code, a license to “intellectual property” as such term is used in Sections 365(n) and 101(35A) thereof. 
 11.11
Survival. This Agreement shall survive the liquidation or dissolution of the Company. The rights granted pursuant to this Agreement, including without limitation the license rights granted in Sections 2 and 3 above, are intended to be
perpetual and irrevocable. 
 [Signature Page to Follow] 
  

 - 12 - 

 IN WITNESS WHEREOF, the undersigned have caused this Agreement to be executed by their respective
officers or representatives thereunto duly authorized as of the date first above written. 
  

					
	NATIONAL CINEMEDIA, LLC
	By:	 	NATIONAL CINEMEDIA, INC.,
		 	its Manager
		
	By:	 	 /s/ Gary W. Ferrera

	Name:	 	Gary W. Ferrera
	Title:	 	Executive Vice President and Chief Financial Officer

  

			
	REGAL CINEMEDIA CORPORATION
		
	By:	 	 /s/ Michael L. Campbell

	Name:	 	Michael L. Campbell
	Title:	 	Chief Executive Officer

  

			
	AMERICAN MULTI-CINEMA, INC.
		
	By:	 	 /s/ Craig R. Ramsey

	Name:	 	Craig R. Ramsey
	Title:	 	Executive Vice President and Chief Financial Officer

  

			
	CINEMARK USA, INC.
		
	By:	 	 /s/ Michael Cavalier

	Name:	 	Michael Cavalier
	Title:	 	Senior Vice President–General Counsel

  

			
	 DIGITAL CINEMA IMPLEMENTATION
 PARTNERS, LLC

		
	By:	 	  

	Name:	 	
	Title:	 	

 SIGNATURE PAGE TO SECOND
AMENDED AND RESTATED SOFTWARE LICENSE AGREEMENTs 

 EXHIBIT 1.1 
 AMC ORIGINAL TECHNOLOGY 
  

			
	 Software
	  	 Description

	 Digital Theatre Distribution System (DTDS)
	  	Application software for in theatre content management.
		
	 HAL
	  	Application software for contract management.
		
	 Digital Slot Guide (DSG)
	  	Application software for trafficking of digital products.
		
	 NCN System
	  	Application software for contract management and trafficking of Slides and MovieTunes.
		
	 Patent Application
	  	Application No. US 2004/0216163 A1, Whitcomb, Pub. Date: Oct. 28, 2004

 EXHIBIT 1.15 
 REGAL ORIGINAL TECHNOLOGY 
 The Digital Content System (DCS) includes software to ingest, schedule, deliver, and play
digital content on a network of remote displays, as well as tools to support and administer such a network system. 
 The DCS consists of the following
components: 
  

					
	 Subsystems
	  	 Software Components
	  	 Description

			
	 Sales
 Support
	  	 - Proposal Maker
 - Contract
Management
	  	Application software which provides a user interface and sales tool to create customer proposals and convert them to contracts.
			
	Delivery	  	 Content Distribution
 - Commgr

- ComSrv 
 - MulticastMgr
 - Content Management System (CMS)
	  	 Application software which:
 - Delivers physical content
files from a central location to   the local system
 - Delivers physical content files to the local playback   nodes within a local
system.

			
		  	 Schedule & Data Synchronization
 -
Commgr
 - ComSrv
 -
XMLTransfer
 - TDPackager
 - ContentSvr

	  	 Application software which:
 - Packages and delivers a
subset of the scheduling data   pertinent to a particular theatre.
 - Receives synchronization data from the various sites and   updates
the central database.
 - Packages and delivers audit and status data from the   local database to the central system.
 - Receives audit data from the local playback nodes and   updates the local database

			
	Delivery Preparation	  	
 Content Queuing
 -
AdPrep,
 - MulticastPrep
 - Multicast
Monitor
	  	Application software which reads the central schedule data, determines which media files need to be updated on which local systems, and places each necessary media file in the central queue for
distribution.
			
		  	 Playlist Generation
 -
AdPrep
	  	Application software which reads the central scheduled and default contract data, and creates a play-list for each distinct playback system on the network
			
	Content Library	  	

Job Tracking	  	A repository of digital media items, and tools to ingest, find and manage those items
			
	Content Scheduling	  	
 Inventory Sales
 -
Scheduling
 - Site Selection
	  	Application software which manages the amount and location of sellable inventory (play-list slots) for all sellable end-points on the network.
			
		  	 Contract Fulfillment
 -
Scheduling

 - Site Selection
 - Job
Tracking
	  	Application software which associates a contract with a piece of content stored in the content library

					
	Network Operations	  	 Problem Ticketing
 – Trouble
Ticket
	  	Application software which allows NOC personnel to track issues that are tied to site locations and/or specific end-nodes on the network
	  	  
 Asset Management
 – Inventory Tracker
	  	Application software which allows Operations to track the physical equipment that exists at each site location.
	  	  
 Delivery System Administration
 – Delivery
	  	A set of maintenance and administration tools that allows Operations to configure and manage the delivery system
	  	  
 Network and System Maintenance
 – Site/Unit Maintenance
	  	  
 A set of maintenance tools that allows Operations to edit data related to the
locations and end-points of the system

	  	  
 System Monitoring and Automated Remote Troubleshooting (SMART)
	  	  
 A set of tools to:
 – Monitor the health of the DCS network, and execute self diagnostics at the TMS level
 – Troubleshoot a specific site to determine why it is not operating as expected or desired. .

			
	External Interface	  	  
 Point of Sale System
 – TDPackager
	  	Application software which extracts information from the POS system within a theatre.
	  	  
 Satellite
 – Multicast Manager
	  	Application software which effects an interface with the satellite network provider receiver
			
		  	  
 Player
	  	Application software which plays digital media files in the order specified by the play-list.
			
	Content Playback	  	  
 Content Reception
 – Datasrv
	  	Application software which effects all data communications with a central server or a local server. It also manages delivered media files and prepares them for use by the
Player.

 PATENT FILINGS 
 US Patent and Trademark Office 
  

							
	 Patent Name
	  	Docket No.	  	Date
Filed	  	Application
Serial No.
	 System and Method for Scheduling In-Theatre Advertising
	  	REGA0001	  	3/11/03	  	10/386,366
				
	 System and Method for Scheduling Digital Content
	  	REGA0001CON	  	6/10/03	  	10/458,034
				
	 Digital Projector Automation
	  	REGA0002	  	6/10/03	  	10/458,589
				
	 System and Method for Selling Presentation Times for Digital Media Stream
	  	REGA0003	  	8/14/03	  	10/641,173

 International Filings under the Patent Cooperation Treaty 
  

					
	 Patent Name
	  	 Date
 Filed
	  	Application No.
	System and Method for Scheduling In-Theatre Advertising and System and Method for Scheduling Digital Content	  	12/12/03	  	PCT/US03/39762
WO2004/081903
			
	Digital Projector Automation	  	3/5/04	  	PCT/US04/06993
WO2005/006154Director Designation Agreement dated as of February 13, 2007

 Exhibit 10.10 
 DIRECTOR DESIGNATION AGREEMENT 
 THIS DIRECTOR DESIGNATION AGREEMENT dated as of February 13,
2007 (this “Agreement”), is among National CineMedia, Inc., a Delaware corporation (“NCM Inc.”), American Multi-Cinema, Inc., a Missouri corporation (“AMC”), Cinemark Media, Inc., a Delaware
corporation (“Cinemark Media”), and Regal CineMedia Holdings, LLC, a Delaware limited liability company (“Regal,” and together with AMC and Cinemark Media, including any Affiliate or Permitted Transferee thereof, so
long as any Permitted Transferee continues to qualify as a Permitted Transferee, the “Founding Members”). Certain terms used in this Agreement are defined in Section 1.1. 
 RECITALS 
 A. The Founding Members own all of the outstanding common membership
units (the “Membership Units”) of National CineMedia, LLC, a Delaware limited liability company (“NCM LLC”). 
 B. NCM Inc. is contemplating an offer and sale of its Common Stock to the public in an underwritten initial public offering (the “IPO”). 
 C. Pursuant to the terms of a Common Unit Subscription Agreement dated as of February 13, 2007 (the “Subscription Agreement”), between NCM LLC and NCM Inc., it is contemplated that NCM Inc. will
use the proceeds of the IPO to purchase from NCM LLC a number of Membership Units equal to the number of shares of Common Stock sold in the IPO. 
 D. Upon consummation of the transactions contemplated by the Subscription Agreement, it is contemplated that NCM Inc. will be admitted as a member, and appointed as the manager, of NCM LLC. 
 E. In order to induce the Founding Members to approve the sale and issuance of Membership Units by NCM LLC to NCM Inc. and the appointment of NCM Inc. as
the manager of NCM LLC, NCM Inc. has agreed to permit each of the Founding Members to designate up to two persons for nomination for election to the board of directors of NCM Inc. (the “Board”) on the terms and conditions set forth
herein. 
 F. The Amended and Restated Certificate of Incorporation of NCM Inc. (the “Charter”) provides that NCM Inc. shall
have a staggered Board that consists of three classes of directors and that the term of one class of directors will expire at each annual meeting of the stockholders of NCM Inc. 
 G. Under the terms of the NCM LLC Operating Agreement and the Charter, each Founding Member will have the right to cause NCM LLC to redeem the Membership
Units held by such Founding Members in exchange for shares of Common Stock or cash. 

 AGREEMENT 
 In consideration of the covenants and agreements contained herein and other good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, NCM Inc. and the Founding Members agree as
follows: 
 1. Definitions 
 1.1
Certain Definitions. For purposes of this Agreement, the following terms shall have the meanings specified in this Section 1.1: 
 “Affiliate” has the meaning set forth in the NCM LLC Operating Agreement. 
 “Change of Control”
with respect to any Person that is not individual, means (i) any merger or consolidation with or into any other entity or any other similar transaction, whether in a single transaction or series of related transactions, where (A) the
members or stockholders of such Person immediately prior to such transaction in the aggregate cease to own at least 50 percent of the general voting power of the entity surviving or resulting from such transaction (or its stockholders or the
ultimate parent thereof) or (B) any Person or Group becomes the beneficial owner of more than 50 percent of the general voting power of the entity surviving or resulting from such transaction (or its stockholders or the ultimate parent
thereof), (ii) any transaction or series of related transactions in which in excess of 50 percent of such Person’s general voting power is Transferred to any other Person or Group or (iii) the sale or Transfer by such Person of all or
substantially all of its assets. 
 “Cinemark” means Cinemark Holdings, Inc. or its successor or any Person that wholly-owns
Cinemark Holdings, Inc., directly or indirectly, in the future. 
 “Cinemark USA” means Cinemark USA, Inc., a Texas
corporation. 
 “Common Stock” means the common stock, par value $0.01 per share, of NCM Inc. 
 “Director” means a member of the Board. 
 “ESA Party” means (i) AMC in the case of AMC, (ii) Cinemark USA in the case of Cinemark Media, and (iii) Regal Cinemas in the case of Regal. 
 “Group” has the meaning set forth in Section 13(d)(3) and Rule 13d-5 of the Securities Exchange Act of 1934, as amended.

  

 2 

 “Independent Director” means any Director that if the Common Stock is traded on the
NASDAQ Stock Market, satisfies the definition of an “independent director” set forth in the applicable rules in the Marketplace Rules of the NASDAQ Stock Market, Inc., as such rules may be amended from time to time, or, if the Common Stock
is then traded on a different exchange, such term shall mean any director of NCM Inc. that satisfies the definition of independent director according to the rules of such exchange.. 
 “Marquee Holdings” means Marquee Holdings Inc. or its successor or any Person that wholly-owns Marquee Holdings Inc., directly or
indirectly, in the future. 
 “NCM LLC Operating Agreement” means the Third Amended and Restated Limited Liability Company
Operating Agreement of NCM LLC to be entered into among the Founding Members and NCM Inc., as it may be amended, supplemented or otherwise modified from time to time. 
 “Nominating Committee” means the nominating/governance committee of the Board or any committee of the Board authorized to perform the function of nominating directors for the Board. 
 “Permitted Transferee” means, in the case of any Founding Member and any Permitted Transferee of any Founding Member (i) an
Affiliate of such Founding Member or Permitted Transferee, or (ii) a non-Affiliate of such Founding Member or Permitted Transferee that is owned more than 50 percent directly or indirectly through one or more entities that are the same entities
that own 50 percent or more of the general voting power of the Ultimate Parent of such Founding Member. 
 “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. 
 “REG” means Regal Entertainment Group or its successor or any Person that wholly-owns
Regal Entertainment Group, directly or indirectly, in the future. 
 “Regal Cinemas” means Regal Cinemas, Inc., a Tennessee
corporation. 
 “Retiring Director” means any Director whose term expires at the next annual meeting of stockholders of NCM
Inc. pursuant to the terms of the Charter. 
 “Securities Laws” means the Securities Act of 1933, as amended, and the
Securities Exchange Act of 1934, as amended, and the rules promulgated thereunder. 
 “Transfer” or
“Transferred” means, directly or indirectly, to sell, transfer, give, exchange, bequest, assign, pledge, encumber, hypothecate or otherwise dispose of, either 

  

 3 

 
voluntarily or involuntarily, any of the rights granted under Section 2 (including through a Change of Control of a Person holding units directly or
indirectly), provided, however, a Change of Control of an ESA Party or its stockholders shall not be a Transfer. 
 “Ultimate
Parent” means (i) Marquee Holdings in the case of AMC, (ii) Cinemark in the case of Cinemark Media, and (iii) REG in the case of Regal. 
 1.2 Additional Terms. In addition to defined terms identified in Section 1.1, the following terms have the meanings assigned in the Sections referred to in the table below: 
  

							
	 Term
	 	 Section
	 	 Term
	 	 Section

	 AMC
	 	Preamble	 	IPO	 	Recitals
	 Board
	 	Recitals	 	Manager	 	Preamble
	 Cinemark Media
	 	Preamble	 	NCM Inc.	 	Preamble
	 Designee
	 	§2.1	 	NCM LLC.	 	Recitals
	 Founding Members
	 	Preamble	 	Subscription Agreement	 	Recitals
		 		 	Regal	 	Preamble

 2. Nominee Designation 
 2.1 Nomination Right. Subject to the conditions set forth in this Section 2, each Founding Member shall have the right to designate two persons to be appointed or nominated, as the case may be, for
election to the Board as follows (each, a “Designee”): 
 (a) each Founding Member may designate two persons
for appointment or nomination to the Board, as the case may be, who initially shall be: 
  

					
	 Founding Member
	 	 Designees
	 	 Director Class

	AMC	 	Edward H. Meyer	 	Class II
		 	Peter C. Brown	 	Class III
			
	Cinemark Media	 	James R. Holland, Jr.	 	Class II
		 	Lee Roy Mitchell	 	Class III
			
	Regal	 	Stephen L. Lanning	 	Class II
		 	Michael L. Campbell	 	Class III

  

 4 

 (b) at every meeting of the Board, or a committee thereof, for which Directors are
appointed or are nominated to stand for election by stockholders of NCM Inc., each Founding Member will have the right to designate those persons to be appointed or nominated for election to the Board for each Retiring Director that was a prior
Designee of such Founding Member in accordance with this Section 2.1; 
 (c) if a vacancy occurs because of the death,
disability, disqualification, resignation or removal of a Designee, the Founding Member who designated such person shall be entitled to designate such person’s successors in accordance with this Agreement and the Board, subject to a
determination of the Board in good faith, after consultation with outside legal counsel, that such action would not constitute a breach of its fiduciary duties or applicable law, shall fill the vacancy with such successor Designee; and 

(d) if a Designee is not nominated or elected to the Board because of the Designee’s death, disability, disqualification,
withdrawal as a nominee or for other reason is unavailable or unable to serve on the Board, the Founding Member who designated such person shall be entitled to designate promptly another Designee and the director position for which such Designee was
nominated shall not be filled pending such designation. 
 2.2 Independent Directors. At least one of the Designees of each Founding
Member must qualify as an Independent Director at the time of designation. 
 2.3 Effect of Reduction of Holdings. If at any time any
Founding Member owns less than five percent of the then issued and outstanding Membership Units, including Membership Units acquired from another Founding Member or an Affiliate of another Founding Member (which, for purposes of this
Section 2.3, shall be calculated to include (a) all shares of Common Stock beneficially owned by such Founding Member as of the date of determination as a result of the redemption of any Membership Units in accordance with Article 9 of the
NCM LLC Operating Agreement, (b) any shares of Common Stock issued in connection with any dividend or distribution on the Common Stock so received as a result of the redemption of any Membership Units, and (c) any shares of Common Stock
acquired from another Founding Member provided that such other Founding Member acquired such shares of Common Stock in a transaction described in clause (a) or (b) above, but excluding (x) any shares of Common Stock otherwise acquired
by the Founding Members and (y) any Membership Units issued to NCM Inc. by NCM LLC in connection with redemption of Membership Units by a Founding Member (unless the Founding Member has disposed of any of the shares of Common Stock received in
connection with such redemption of Membership Units (other than to another Founding Member in a transaction described in clause (c) above), in which case a number of Membership Units issued to NCM Inc. in connection with such 

  

 5 

 
redemption equal to the number of shares of Common Stock disposed of by such Founding Member shall be included in determining such Founding Member’s
ownership interest)), then such Founding Member shall permanently cease to have any rights of designation under Section 2.1. 
 2.4
Personal Right. Each Founding Member’s rights under this Section 2 is personal to such Founding Member and may not be Transferred, except in accordance with Section 6.3. 
 2.5 Company Obligations 
 (a) NCM Inc. agrees to use its best efforts to assure that (i) each Designee is included in the Board’s slate of nominees to the stockholders for each election of directors, and (ii) each Designee is included in the proxy
statement prepared by management of NCM Inc. in connection with soliciting proxies for every meeting of the stockholders of NCM Inc. called with respect to the election of members of the Board, and at every adjournment or postponement thereof, and
on every action or approval by written consent of the stockholders of NCM Inc. or the Board with respect to the election of members of the Board. 
 (b) Notwithstanding anything herein to the contrary, NCM Inc. shall not be obligated to cause to be nominated for election to the Board or recommend to the stockholders the election of any Designee (i) who fails
to submit to NCM Inc. on a timely basis such questionnaires as NCM Inc. may reasonably require of its directors generally and such other information as NCM Inc. may reasonably request in connection with the preparation of its filings under the
Securities Laws, or (ii) the Board or the Nominating Committee determines in good faith, after consultation with outside legal counsel, that such action would constitute a breach of its fiduciary duties or applicable law; provided,
however, that upon the occurrence of either (i) or (ii) above, NCM Inc. shall promptly notify the applicable Founding Member of the occurrence of such event and permit the applicable Founding Member to provide an alternate Designee
sufficiently in advance of any Board action, the meetings of the stockholders called or written action of stockholders with respect to such election of nominees and NCM Inc. shall be subject to its obligations under Section 2.5(a) with respect
to such alternate Designee. 
 (c) At any time a vacancy occurs because of the death, disability, resignation or removal of a
Designee, then the Board, or any committee thereof, shall not fill such vacancy or vote or take any action enumerated in Section 5.2 of the Charter until such time that (i) such Founding Member has designated a successor Designee and the
Board has filled the vacancy and appointed such successor Designee, (ii) such Founding Member fails to designate a successor 

  

 6 

 
Designee within 10 business days of such vacancy, or (iii) such Founding Member has specifically waived its right under this Section 2.5(c) and has
consented to the Board, or any committee thereof, taking a vote on an action enumerated in Section 5.2 of the Charter prior to the Board filling the vacancy with a successor Designee. 
 (d) At any time that any Founding Member shall have any rights of designation under this Section 2, NCM Inc. shall not take any
action to change the size of the Board from 10. 
 2.6 Multiple Holders. If a Founding Member and one or more of its Permitted
Transferees hold Membership Units at the same time, such Founding Members and Permitted Transferee(s) shall designate one of them to act on behalf of all of them for the purpose of exercising the rights granted under this Section 2. 

3. Specific Performance. Each of the parties to this Agreement acknowledges that each party hereto will be irreparably damaged if any of the provisions of this
Agreement are not performed in accordance with their specific terms or are otherwise breached. Accordingly, it is agreed that each of NCM Inc. and the Founding Members shall be entitled to an injunction to prevent breaches of this Agreement and to
specific enforcement of this Agreement and its terms and provisions in any action instituted in any court of the United States or any state having subject matter jurisdiction, in addition to any other remedy to which the parties hereto may be
entitled at law or in equity. Each of the parties hereto hereby consents to personal jurisdiction in any such action brought in the United States District Court for the District of Delaware or in any court of the State of Delaware having subject
matter jurisdiction. No bond or other similar undertaking shall be required of any party seeking relief under this Section. 
 4. Covenant of NCM Inc.
NCM Inc. agrees that neither it nor any of its subsidiaries shall enter into any agreement or understanding or make any commitment to any Person, or otherwise take any action, that would violate or be inconsistent with any provision or agreement
contained in this Agreement. 
 5. Termination. If the registration statement with respect to the IPO is withdrawn for any reason prior to
February 13, 2007, this Agreement shall become null and void and be of no further force or effect whatsoever and neither the Founding Members nor NCM Inc. shall have any further obligations hereunder or with respect hereto. Further, if at any
time any Founding Member owns less than five percent of the then issued and outstanding Membership Units (as determined in accordance with Section 2.3), then such Founding Members rights and obligations under this Agreement shall immediately
terminate. 
  

 7 

 6. Miscellaneous 
 6.1 Governing Law. This Agreement shall be governed by and construed in all respects in accordance with the laws of the State of Delaware without giving effect to principles of conflicts of law. 
 6.2 Notices. All notices, demands or other communications to be given under or by reason of this Agreement shall be in writing and shall be
delivered by hand or sent by facsimile or sent by overnight courier service and shall be deemed given when received, as follows: 
  

			
	             If to NCM Inc.:
	 	If to AMC:
	             National CineMedia, Inc.
	 	American Multi-Cinema, Inc.
	             9110 East Nichols Avenue
	 	920 Main Street
	             Suite 200
	 	Kansas City, MO 64105
	             Centennial, CO 80112-3405
	 	Attention: General Counsel
	             Attention: General Counsel
	 	Fax: (816) 480-4700
	             Fax: (303) 792-8649
	 	
		
	             with a copy to:
	 	with a copy to:
	             Holme Roberts & Owen LLP
	 	Latham & Watkins LLP
	             1700 Lincoln Street, Suite 4100
	 	885 Third Avenue
	             Denver, Colorado 80203-4541
	 	New York, NY 10022
	             Attention: W. Dean Salter
	 	Attention: David S. Allinson
	             Fax: (303) 866-0200
	 	Fax: (212) 751-4864
		
	             If to Cinemark Media:
	 	If to Regal:
	             Cinemark Media, Inc.
	 	Regal CineMedia Holdings, LLC
	             c/o Cinemark Holdings, Inc.
	 	c/o Regal Entertainment Group
	             3900 Dallas Parkway
	 	7132 Regal Lane
	             Plano, Texas 75093
	 	Knoxville, Tennessee 37918
	             Attn: Robert Copple
	 	Attn: General Counsel
	             Fax: (974) 665-1003
	 	Fax: (865) 922-6085
		
	             with a copy to:
	 	with a copy to:
	             Cinemark Media, Inc.
	 	Hogan & Hartson LLP
	             c/o Cinemark Holdings, Inc.
	 	One Tabor Center
	             3900 Dallas Parkway
	 	1200 Seventeenth Street
	             Plano, Texas 75093
	 	Suite 1500
	             Attn: Michael Cavalier
	 	Denver, Colorado 80202
	             Fax: (974) 665-1003
	 	Attn: Christopher J. Walsh
		 	Fax: (303) 899-7333

  

 8 

 Any party to this Agreement may change its address for notices, demands and other communications under
this Agreement by giving notice of such change to the other party hereto in accordance with this Section 6.2. 
 6.3 Benefit of
Parties; Transfer. This Agreement shall be binding upon and shall inure to the benefit of the parties hereto and their respective successors, legal representatives and Permitted Transferees. This Agreement may not be Transferred by NCM Inc.
except with the prior written consent of the other parties. In the event of a Transfer by a Founding Member, the transferee shall not have the rights and powers of a Founding Member unless (i) the transferee is a Permitted Transferee of the
Founding Member prior to and following the Transfer, or (ii) in the case of a direct or indirect Change of Control of the Founding Member, or any direct or indirect holder of equity in the Founding Member, following the Change of Control, the
Founding Member’s ESA Party or its stockholders owns 50 percent or more of the general voting power of the transferee. Nothing herein contained shall confer or is intended to confer on any third party or entity that is not a party to this
Agreement any rights under this Agreement. 
 6.4 Amendment. This Agreement may not be amended, modified, altered or supplemented
except by means of a written instrument executed on behalf of each of NCM Inc. and each of the Founding Members. 
 6.5 Waiver. No
failure on the part of either party hereto to exercise any power, right, privilege or remedy under this Agreement, and no delay on the part of either party hereto in exercising any power, right, privilege or remedy under this Agreement, shall
operate as a waiver thereof; and no single or partial exercise of any such power, right, privilege or remedy shall preclude any other or further exercise thereof or of any other power, right, privilege or remedy. 
 6.6 Severability. If any provision of this Agreement is held invalid or unenforceable by any court of competent jurisdiction, the other provisions
of this Agreement will remain in full force and effect. Any provision of this Agreement held invalid or unenforceable only in part or degree will remain in full force and effect to the extent not held invalid or unenforceable. 
 6.7 Entire Agreement. This Agreement sets forth the entire understanding of parties hereto and supersedes all other agreements and understandings
between the parties hereto relating to the subject matter hereof. 
 6.8 Counterparts and Facsimiles. This Agreement may be executed
in one or more counterparts, all of which shall be considered one and the same agreement, and shall become effective when one or more counterparts have been signed by each of the parties and delivered to the other. The parties hereto may execute the
signature pages hereof and exchange such signature pages by facsimile transmission. 
  

 9 

 6.9 Interpretation of Agreement. 
 (a) As used in this Agreement, the words “include” and “including,” and variations thereof, shall not be deemed to be
terms of limitation, and shall be deemed to be followed by the words “without limitation.” 
 (b) Unless otherwise
specified, references in this Agreement to “Sections” and “Exhibits” are intended to refer to Sections of, and Exhibits to, this Agreement. 
 (c) The Section headings contained in this Agreement are solely for the purpose of reference, are not part of the agreement of the parties
and shall not in any way affect the meaning or interpretation of this Agreement. 
 (d) Each party hereto and its counsel
cooperated in drafting and preparation of this Agreement. Any rule of law or any legal decision that would require interpretation of any ambiguities in this Agreement against the party that drafted it is of no application and is hereby expressly
waived. 
 [Signature page to follow] 
  

 10 

 IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be executed on the day and year
first above written. 
  

					
	NCM INC.:
	
	NATIONAL CINEMEDIA, INC.
		
	 By:
	 	 /s/ Gary W. Ferrera

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

	 Name:
	 	Craig R. Ramsey
	 Title:
	 	Executive Vice President and Chief Financial Officer
	
	CINEMARK MEDIA:
	
	CINEMARK MEDIA, INC.
		
	 By:
	 	 /s/ Michael Cavalier

	 Name:
	 	Michael Cavalier
	 Title:
	 	Senior Vice President–General Counsel
	
	REGAL:
	
	REGAL CINEMEDIA HOLDINGS, LLC
		
	 By:
	 	 /s/ Michael L. Campbell

	 Name:
	 	Michael L. Campbell
	 Title:
	 	Chief Executive Officer

 [Signature page of Director Designation Agreement]

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