Document:

exv10w8

Table of Contents

EXHIBIT 10.8

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

 

EXHIBITOR SERVICES AGREEMENT

BETWEEN NATIONAL CINEMEDIA, LLC AND

CINEMARK USA, INC.

DATED AS OF FEBRUARY 13, 2007

 

 

 

TABLE OF CONTENTS

Page

	 	 	 	 	 
	ARTICLE 1
DEFINITIONS	 	1
	Section 1.01
	 	Definitions	 	1
	 
	 	 	 	 
	ARTICLE 2
PARTICIPATION AND FEES	 	13
	Section 2.01
	 	Theatre Service Participation	 	13
	Section 2.02
	 	Addition of Theatres	 	14
	Section 2.03
	 	Disposition of Theatres	 	15
	Section 2.04
	 	Mandatory Participation	 	15
	Section 2.05
	 	ESA Modification Payments; Theatre Access Fees	 	16
	Section 2.06
	 	Non-Cash Consideration	 	17
	 
	 	 	 	 
	ARTICLE 3 EQUIPMENT	 	17
	Section 3.01
	 	Procurement; Cost; Specifications	 	17
	Section 3.02
	 	Ownership of Equipment	 	17
	Section 3.03
	 	Cinemark Equipment	 	18
	Section 3.04
	 	Installation	 	18
	Section 3.05
	 	Upgrades and Modifications	 	19
	Section 3.06
	 	Network Integration	 	19
	Section 3.07
	 	Training	 	19
	Section 3.08
	 	Equipment Maintenance Standard	 	20
	 
	 	 	 	 
	ARTICLE 4 DELIVERY OF THE SERVICE	 	21
	Section 4.01
	 	Content and Distribution of the Digital Content Service and Traditional Content Program	 	21
	Section 4.02
	 	Delivery of Lobby Promotions, Digital Programming Services and Meeting Services	 	22
	Section 4.03
	 	Content Standards	 	23
	Section 4.04
	 	Development of the Service	 	23
	Section 4.05
	 	Brand; Policy Trailer; Branded Slots	 	24
	Section 4.06
	 	Beverage and Legacy Agreements	 	25
	Section 4.07
	 	Other Cinemark Advertising Agreements	 	26
	Section 4.08
	 	Cinemark Run-Out Obligations	 	27
	Section 4.09
	 	License	 	29
	Section 4.10
	 	Cooperation and Assistance	 	29
	Section 4.11
	 	Trailers	 	31
	Section 4.12
	 	Customer Access to Pre-Feature Program	 	31
	Section 4.13
	 	Excluded Theatres; IMAX Screens	 	31
	Section 4.14
	 	Grand Openings; Popcorn Tubs; Employee Uniforms	 	32
	Section 4.15
	 	Consultation regarding Certain Advertising Agreements	 	32
	 
	 	 	 	 
	ARTICLE 5 SUPPORT; MAKE GOODS	 	33

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	Section 5.01
	 	Software Support	 	33
	Section 5.02
	 	Cooperation	 	33
	Section 5.03
	 	Make Goods	 	33
	 
	 	 	 	 
	ARTICLE 6 DIGITAL PROGRAMMING SERVICES AND MEETING SERVICES	 	34
	Section 6.01
	 	Participation in Digital Programming	 	34
	Section 6.02
	 	Participation in Meeting Services	 	34
	Section 6.03
	 	Marketing and Promotion of Digital Programming Services and Meeting Services	 	34
	Section 6.04
	 	Concessions, Sponsorships	 	35
	Section 6.05
	 	LLC’s First Right	 	35
	Section 6.06
	 	Digital Programming Content	 	35
	Section 6.07
	 	Use of Digital Content Network	 	35
	 
	 	 	 	 
	ARTICLE 7 INTELLECTUAL PROPERTY	 	35
	Section 7.01
	 	Software License	 	35
	Section 7.02
	 	License of the LLC Marks	 	35
	Section 7.03
	 	License of the Cinemark Marks	 	37
	Section 7.04
	 	Status of the LLC Marks and Cinemark Marks	 	38
	 
	 	 	 	 
	ARTICLE 8 FEES	 	39
	Section 8.01
	 	Payment	 	39
	Section 8.02
	 	Audit	 	39
	 
	 	 	 	 
	ARTICLE 9 TERM AND TERMINATION	 	39
	Section 9.01
	 	Term	 	39
	Section 9.02
	 	Termination; Defaults	 	41
	Section 9.03
	 	Right of First Refusal	 	42
	Section 9.04
	 	Survival	 	43
	Section 9.05
	 	Effect of Termination	 	43
	 
	 	 	 	 
	ARTICLE 10 REPRESENTATIONS, WARRANTIES AND COVENANTS	 	44
	Section 10.01
	 	Representations and Warranties	 	44
	Section 10.02
	 	Additional Covenants	 	44
	Section 10.03
	 	Disclaimer	 	45
	 
	 	 	 	 
	ARTICLE 11 INDEMNIFICATION	 	45
	Section 11.01
	 	Indemnification	 	45
	Section 11.02
	 	Defense of Action	 	47
	 
	 	 	 	 
	ARTICLE 12 ADDITIONAL RIGHTS AND OBLIGATIONS	 	47
	Section 12.01
	 	Assistance	 	47
	Section 12.02
	 	Infringement	 	47
	Section 12.03
	 	Theatre Passes	 	47
	Section 12.04
	 	Compliance with Law	 	48
	Section 12.05
	 	Insurance	 	48
	Section 12.06
	 	Most Favored Nations	 	48

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	Section 12.07
	 	Non-Competition and Non-Solicitation	 	48
	 
	 	 	 	 
	ARTICLE 13 OWNERSHIP	 	49
	Section 13.01
	 	Property	 	49
	Section 13.02
	 	Derived Works	 	50
	Section 13.03
	 	No Title	 	50
	 
	 	 	 	 
	ARTICLE 14 CONFIDENTIALITY	 	51
	Section 14.01
	 	Confidential Treatment	 	51
	Section 14.02
	 	Injunctive Relief	 	51
	 
	 	 	 	 
	ARTICLE 15 MISCELLANEOUS	 	52
	Section 15.01
	 	Notices	 	52
	Section 15.02
	 	Waiver; Remedies	 	52
	Section 15.03
	 	Severability	 	53
	Section 15.04
	 	Integration; Headings	 	53
	Section 15.05
	 	Construction	 	53
	Section 15.06
	 	Non-Recourse	 	53
	Section 15.07
	 	Governing Law; Submission to Jurisdiction	 	53
	Section 15.08
	 	Assignment	 	54
	Section 15.09
	 	Force Majeure	 	55
	Section 15.10
	 	Third Party Beneficiary	 	55
	Section 15.11
	 	Export	 	55
	Section 15.12
	 	Independent Contractors	 	56
	Section 15.13
	 	Counterparts	 	56
	 
	 	 	 	 
	EXHIBITS AND SCHEDULE	 	 
	 
	 	 	 	 
	Exhibit A
	 	Description of Advertising Services and Digital Programming Services	 	 
	Exhibit A-1
	 	Inventory of Lobby Promotions	 	 
	Exhibit B
	 	Creative Services, Beverage Agreement Advertising Rate, Digital	 	 
	 
	 	Programming Services, Administrative Fee	 	 
	Exhibit B-1
	 	Terms regarding Meeting Services	 	 
	 
	 	 	 	 
	Schedule 1
	 	Calculation of Exhibitor Allocation, Theatre Access Fee and Run-Out Obligations	 	 

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EXHIBITOR SERVICES AGREEMENT

     THIS EXHIBITOR SERVICES AGREEMENT (this “Agreement”) is entered into and effective as of
February 13, 2007 (the “Effective Date”) by and between National CineMedia, LLC, a Delaware limited
liability company (“LLC”), and Cinemark USA, Inc., a Texas corporation (“Cinemark,” and with LLC,
each a “Party” and collectively, the “Parties”).

BACKGROUND

     WHEREAS, American Multi-Cinema, Inc. (“AMC”), Regal CineMedia Holdings, LLC (“RCH”) and
Cinemark Media, Inc. (“Cinemark Media”), are parties to that certain Third Amended and Restated
Limited Liability Company Operating Agreement, dated of even date herewith (the “LLC Agreement”),
which shall govern the rights and obligations of AMC, RCH and Cinemark Media (collectively, the
“Founding Members”) and National CineMedia, Inc. (“National CineMedia”) as Members in LLC and their
ownership of certain Common Units (as defined in the LLC Agreement) in LLC; and

     WHEREAS, pursuant to the LLC Agreement, LLC will operate a Digital Content Network (as defined
below), which has the capabilities to provide the Founding Members the Digital Content Service, the
Digital Programming Services and the Meeting Services (each as defined below) pursuant to the terms
and conditions herein; and

     WHEREAS, Cinemark participates in the Digital Content Network through its Theatres; and

     WHEREAS, LLC and Cinemark desire to enter into a service arrangement pursuant to which LLC
will provide the Advertising Services (as defined below), including the Digital Content Service and
the Traditional Content Program, the Digital Programming Services and the Meeting Services to
Cinemark theatres, and Cinemark will accept the Advertising Services, the Digital Programming
Services and the Meeting Services in such theatres, all on the terms and conditions set forth
herein; and

     WHEREAS, LLC and Cinemark anticipate that this service arrangement will, among other
accomplishments, improve both the movie-going experience of theatre patrons and the ability of
national, regional and local advertisers to reach their target consumers.

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

ARTICLE 1

DEFINITIONS

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

 

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     “4.03 Revenue” has the meaning assigned to it in Section 4.03.

     “Acceptance Notice” has the meaning assigned to it in Section 9.03(c).

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

     “Additional Lobby Promotion” has the meaning assigned to it in Section 4.02(a)(i).

     “Administrative Agent” means Lehman Commercial Paper Inc., as administrative agent under the
LLC Credit Agreement and any successors and assignees in accordance with the terms of the LLC
Credit Agreement.

     “Administrative Fee” means the fee for services provided by LLC as requested by Cinemark in
connection with delivery of content to Theatres.

     “Advertising Services” means the advertising and promotional services (including the Digital
Content Service, the Digital Carousel, the Traditional Content Program, Lobby Promotions and Event
Sponsorships) as described in Part A of Exhibit A hereto.

     “Affiliate” means with respect to any Person, any Person that directly or indirectly, through
one or more intermediaries Controls, is Controlled by or is under common Control with such Person.
Notwithstanding the foregoing, (i) no Member shall be deemed an Affiliate of LLC, (ii) LLC shall
not be deemed an Affiliate of any Member, (iii) no stockholder of REG, or any of such stockholder’s
Affiliates (other than REG and its Subsidiaries) shall be deemed an Affiliate of any Member or LLC,
(iv) no stockholder of Marquee Holdings, or any of such stockholder’s Affiliates (other than
Marquee Holdings and its Subsidiaries) shall be deemed an Affiliate of any Member or LLC, (v) no
stockholder of Cinemark Holdings, or any of such stockholder’s Affiliates (other than Cinemark
Holdings and its Subsidiaries) shall be deemed an Affiliate of any Member or LLC, (vi) no
stockholder of National CineMedia shall be deemed an Affiliate of National CineMedia, and (vii)
National CineMedia shall not be deemed an Affiliate of any stockholder of National CineMedia.

     “Aggregate Advertising Revenue” means, for the applicable measurement period, the total
revenue, in the form of cash and non-cash consideration, payable to LLC for Advertising Services,
excluding revenue payable to LLC related to (i) Event Sponsorship, (ii) Advertising Services
provided to third parties that are not Founding Members, and (iii) Advertising Services provided to
Founding Members outside the provisions of this Agreement pursuant to a written agreement between
LLC and such Founding Members.

     “Agreement” has the meaning assigned to it in the preamble of this Agreement, as the same may
be amended, supplemented or otherwise modified from time to time.

     “Alternative Agreement” has the meaning assigned to it in Section 9.03(a).

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

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

     “AMC Theatre” means any “Theatre” as defined in the AMC Exhibitor Agreement.

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

     “Bankruptcy Code” means Title 11 of the United States Code (11 U.S.C. §101 et seq.), as
amended from time to time.

     “Beverage Agreement” means the Marketing, Advertising and Brand Presence Agreement by and
between Cinemark and The Coca-Cola Company, dated as of May 16, 2003, and all exhibits and
amendments thereto, 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 which is in effect on the Effective Date.

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

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

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

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

     “Church Worship Service” means a Meeting Event sold to a non-profit religious organization.

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

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

     “Cinemark Equipment” means the Equipment owned by Cinemark.

     “Cinemark Holdings” means Cinemark Holdings, Inc. or its successor or any Person that wholly
owns Cinemark Holdings, directly or indirectly, in the future.

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

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

     “Cinemark Legacy Agreement(s)” means all pre-Effective Date agreements of Cinemark or its
Affiliates, including without limitation such agreements relating to the purchase of advertising in
Acquisition Theatres, pursuant to which services which fall within the definition of Advertising
Services are provided and which are expected to result in the generation of

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revenue payable to Cinemark or its Affiliates on and after the Effective Date, but excluding
the Beverage Agreement, agreements with third-party cinema advertising service providers (which
give rise to Run-Out Obligations pursuant to Section 4.08) and agreements between Cinemark or its
Affiliates and any theatres owned by third parties (including other Members or their Affiliates)
regarding the exhibition of content, advertisements or promotions in such third-party theatres.

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

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

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

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

     “Client Limitation” has the meaning assigned to it in Section 4.07(b)(i).

     “Common Unit Adjustment” has the meaning assigned to it in the LLC Agreement.

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

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

     “Confidential Information” means all documents and information concerning any other Party
hereto furnished it by such other Party or its representatives in connection with the transactions
contemplated by this Agreement (together with confidential information, including but not limited
to Intellectual Property and other Proprietary Information of the other Members and LLC), and shall
include, by way of example and not limitation, the LLC Property, the Cinemark Property, the LLC
Derived Works and the Cinemark Derived Works. Confidential Information shall also include all
Confidential Information supplied by the Members and their Affiliates. Notwithstanding the
foregoing, Confidential Information shall not include any information that can be shown to have
been (i) previously known by the Party to which it is furnished lawfully and without breaching or
having breached an obligation of such Party or the disclosing Party to keep such documents and
information confidential, (ii) in the public domain through no fault of the disclosing Party, or
(iii) independently developed by the disclosing Party without using or having used the Confidential
Information.

     “Control” (including the terms “Controlled by” and “under common Control with”), with respect
to the relationship between or among two or more Persons, means the possession, directly or
indirectly, of the power to direct or cause the direction of the affairs or management of a Person,
whether through the ownership of voting securities, as trustee or executor, by contract or
otherwise.

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

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

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

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

     “Designated Services” has the meaning assigned to it in Section 9.03(a).

     “Digital Carousel” means a loop of slide advertising with minimal branding and entertainment
content which (i) is displayed before the Pre-Feature Program in Digitized Theatres via the Digital
Content Network and (ii) is displayed before the Traditional Content Program in Non-Digitized
Theatres via a non-digital slide projector.

     “Digital Cinema Services” means services related to the digital playback and display of
feature films at a level of quality commensurate with that of 35 mm film release prints that
includes high-resolution film scanners, digital image compression, high-speed data networking and
storage, and advanced digital projection.

     “Digital Content Network” means a network of LLC Equipment and third-party equipment and other
facilities which provides for the electronic transmission of digital content, directly or
indirectly, from a centrally-controlled location to Theatres, resulting in the “on-screen”
exhibition of such content in such Theatres, either in Theatre auditoriums or on Lobby Screens.

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

     “Digital Event Peak Season” has the meaning assigned to it in Exhibit B.

     “Digital Films” has the meaning assigned to it in Exhibit B.

     “Digital Programming” means the content of Digital Programming Services.

     “Digital Programming EBITDA Threshold” has the meaning assigned to it in Section 9.01(b).

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

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     “Digital Programming Services” has the meaning assigned to it in Part B of Exhibit B.

     “Digital Programming Term” has the meaning assigned to it in Section 9.01(b).

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

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

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

     “EBITDA” means, for the applicable measurement period, earnings before interest, taxes,
depreciation and amortization, all as defined by GAAP.

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

     “Encumbered Theatres” has the meaning assigned to it in Section 4.08(a).

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

     “ESA-Related Tax Benefit Payments” has the meaning assigned to it in Section 1.1 of the Tax
Receivable Agreement.

     “Event Sponsorship” has the meaning assigned to it in Part A of Exhibit A.

     “Event Trailer” has the meaning assigned to it in Section 6.03(a).

     “Excluded Theatres” has the meaning assigned to it in Section 4.13(a).

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

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

     “Future Theatres” has the meaning assigned to it in Section 3.01.

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

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

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

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

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

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

     “Initial Digital Programming Term” has the meaning assigned to it in Section 9.01(b).

     “Initial Meeting Services Term” has the meaning assigned to it in Section 9.01(c).

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

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

     “Inventory” means any advertising or other content.

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

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

     “LLC Credit Agreement” means the Credit Agreement dated as of February 13, 2007 among LLC, 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.

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

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

     “LLC Marks” means the trademarks, service marks, logos, slogans and/or designs owned by LLC or
otherwise contributed by LLC for use under this Agreement, in any and all

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forms, formats and styles, including as may be used in the Brand (as defined herein), as may
be modified from time-to-time all as notified to Cinemark from time to time by LLC.

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

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

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

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

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

     “Marketing Materials” has the meaning assigned to it in Section 7.02(a).

     “Marquee Holdings” means Marquee Holdings Inc. (a holding company that conducts business
through its subsidiary AMC Entertainment Inc.) or its successor or any Person that wholly owns
Marquee Holdings, directly or indirectly, in the future.

     “Meeting Services” has the meaning assigned to it in Part C of Exhibit A.

     “Meeting Services EBITDA Threshold” has the meaning assigned to it in Section 9.01(c).

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

     “Meeting Services Term” has the meaning assigned to it in Section 9.01(c).

     “Meeting With a Movie” means a Meeting Services event at which a feature film is shown and for
which tickets are sold.

     “Meeting Without a Movie” means a Meeting Services event at which no feature film is shown.

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     “Member” means each Person that becomes a member, as contemplated in the Delaware Limited
Liability Act, of LLC in accordance with the provisions of the LLC Agreement and has not ceased to
be a Member pursuant to the LLC Agreement.

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

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

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

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

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

     “Permitted Transfer” means:

          (a) by operation of law or otherwise, the direct or indirect change in control, merger,
consolidation or acquisition of all or substantially all of the assets of LLC or Cinemark, as
applicable, or the assignment of this Agreement by Circuit A to an Affiliate,

          (b) with respect to the rights and obligations of LLC under this Agreement, (i) the grant of a
security interest by LLC in this Agreement and all rights and obligations of LLC hereunder to the
Administrative Agent, on behalf of the Secured Parties, pursuant to the Security Documents, (ii)
the assignment or other transfer of such rights and obligations to the Administrative Agent (on
behalf of the Secured Parties) or other third party upon the exercise of remedies in accordance
with the LLC Credit Agreement and the Security Documents and (iii) in the event that the
Administrative Agent is the initial assignee or transferee under the preceding clause (ii), the
subsequent assignment or other transfer of such rights and obligations by the Administrative Agent
on behalf of the Secured Parties to a third party, or

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

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

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

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

     “Pre-Feature Program” means a program of digital content of between twenty (20) and thirty
(30) minutes in length that is distributed by LLC through the Digital Content Network for
exhibition in Digitized Theatres prior to Showtime, or that is distributed non-digitally by some
other means, including DVD, for exhibition prior to Showtime in Non-Digitized Theatres.

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     “Pre-Feature Programming Schedule” means the schedule for the Pre-Feature Program as developed
from time to time by LLC after consultation with Cinemark.

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

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

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

     “REG” means Regal Entertainment Group or its successor or any Person that wholly owns REG,
directly or indirectly, in the future.

     “Regal” means Regal Cinemas, Inc., a Tennessee corporation.

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

     “Regal Theatre” means any “Theatre” as defined in the Regal Exhibitor Agreement.

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

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

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

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

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

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

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

     “Secured Parties” means the “Secured Parties” (or any analogous concept) as defined in the LLC
Credit Agreement.

     “Security Documents” means the “Security Documents” as defined in the LLC Credit Agreement and
any amendment, modification, supplement or replacement of such Security Documents.

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     “Service” means the Advertising Services and, for the duration of the Meeting Services Term
and the Digital Programming Term, the Meeting Services and the Digital Programming Services,
respectively, all as set forth on Exhibit A and as applicable.

     “Showtime” means the advertised showtime for a feature film.

     “Software” means the software owned by, and/or licensed to, LLC or its direct or indirect
Subsidiaries and which is installed on either LLC Equipment or Cinemark Equipment and used in
connection with delivery of the Digital Content Service, the Digital Carousel, the Digital
Programming Services and the Meeting Services.

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

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

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

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

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

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

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

     “Supplemental Theatre Access Fee” has the meaning assigned to it in Schedule 1.

     “Tax Receivable Agreement” means that certain Tax Receivable Agreement by and among National
CineMedia, LLC, RCH, AMC, Cinemark Media, Cinemark, and Regal, and to be dated as of the date
hereof.

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

     “Territory” means the 50 states of the United States of America and the District of Columbia.

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     “Theatre Access Fee” has the meaning assigned to it in Schedule 1.

     “Theatre Advertising” means advertisement of one or more of the following activities
associated with operation of the Theatres of Cinemark or its Affiliates: (A) Concessions or
Concession promotions, (B) Cinemark’s gift cards, loyalty programs and other items related to
Cinemark’s business in the Theatres, (C) events presented by Cinemark pursuant to Section 6.05, or
(D) vendors of services (other than film-related vendors) provided to the Theatres, provided such
promotion is incidental to the vendor’s service such as, but without limitation, online or
telephone ticketing or other alternative delivery sources for the same, credit cards, bank cards,
charge cards, debit cards, gift cards and other consumer payment devices. Theatre Advertising
includes the display of concession menus, movie listings, Showtimes and pricing information.

     “Theatres” means from time-to-time, as applicable, all theatres in the Territory owned by
Cinemark or an Affiliate of Cinemark or as to which Cinemark or an Affiliate of Cinemark has a
controlling interest or operational control, including both Digitized and Non-Digitized Theatres,
except as provided in Sections 2.02(b), 4.08 and 4.13 or as may be mutually agreed by the Parties
in writing. The foregoing notwithstanding, no motion picture theatre located outside of the
Territory shall be a Theatre without LLC’s prior written consent. Theatre includes all parts of
the physical facilities inside a theatre building to which the public has access.

     “Third Party Theatre Agreement” means an agreement between LLC and a third party that gives
LLC a right to provide Advertising Services with respect to the Theatres being Disposed of by a
Founding Member to such third party and that meets the following minimum requirements: (i) the
third party grants LLC exclusive access to and the exclusive right to provide Advertising Services
with respect to the Theatres; (ii) the Third Party Theatre Agreement incorporates content standards
no more restrictive than as set forth in section 4.03 of this Agreement; (iii) the fee payable by
LLC to the third party for the Advertising Services does not exceed *** of LLC’s total revenue
attributable to such Advertising Services; (iv) the term of the Third Party Theatre Agreement
(excluding extensions) is for the shorter of (A) the term of the longest lease (excluding
extensions) being Disposed of by the Founding Member in the transaction, or (B) ***; (v) LLC has
substantially similar penalties upon a breach of the Third Party Theatre Agreement by such third
party than as set forth in this Agreement for breaches by such Founding Member; and (vi) in all
other material respects, the Third Party Theatre Agreement imposes obligations upon the third party
that are substantially similar to the obligations imposed upon the Founding Member in this
Agreement, except that obligations arising exclusively from such Founding Member’s status as a
Founding Member shall be inapplicable to the third party.

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

     “Trailer” means a promotion secured by Cinemark or its designee (which retains the exclusive
rights to so secure for all of its Theatres) for a feature film that is exhibited in the Theatres
after Showtime.

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     “Unit Adjustment Agreement” means that certain Common Unit Adjustment Agreement of even date
herewith among National CineMedia, LLC, RCH, AMC, Cinemark Media, Cinemark, and Regal, and to be
dated as of the date hereof.

     “Upgrade Request” has the meaning assigned to it in Section 3.05.

     “Video Display Program” means a program of digital content shown on Lobby Screens which is
distributed by LLC through the Digital Content Network for exhibition in Digitized Theatres, and
which is distributed non-digitally by some other means, including DVD, for exhibition in
Non-Digitized Theatres.

ARTICLE 2

PARTICIPATION AND FEES

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

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

          (b) Non-Digitized Theatres. As of the Effective Date and during the Term, pursuant to
the terms of Section 4.01 (Content and Distribution of the Digital Content Service and Traditional
Content Program), LLC will provide the following Services to the Non-Digitized Theatres, and all
Non-Digitized Theatres will, subject to the terms of Section 4.12 (Access to Pre-Feature Program),
participate in, (i) the Digital Carousel during the period beginning after the preceding feature
film (or, in the case of the first feature film of the day, beginning after the opening of the
auditorium doors for that film) until the beginning of the Traditional Content Program, (ii) the
Traditional Content Program, (iii) the Policy Trailer and (iv) the Video Display Program, but with
respect to participation of Non-Digitized Theatre’s participation in the Video Display Program,
only to the extent that a Non-Digitized Theatre has at least one Lobby Screen and has the requisite
equipment necessary to participate in the Video Display Program. No Non-Digitized Theatre will be
obligated to participate in, nor will LLC be obligated to provide to any Non-Digitized Theatre, the
Pre-Feature Program.

          (c) Lobby Promotions. LLC shall provide Lobby Promotions to Theatres and Theatres
shall participate in Lobby Promotions as described in Section 4.02.

          (d) Events and Meetings. LLC shall provide Digital Programming Services

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(including
Event Trailers) and Meeting Services to Theatres and Theaters shall participate in Digital
Programming and Meeting Services as described in Article 6.

          (e) Modifications. The Parties agree that the rights and obligations to provide and
participate in elements of the Service, as set forth immediately above, may be modified during the
Term upon mutual written agreement of the Parties.

          (f) Conversion of Theatres. No Digitized Theatre shall become a Non-Digitized Theatre
without the mutual agreement of Cinemark and LLC. Cinemark will determine from time to time which
Non-Digitized Theatres will be converted to Digitized Theatres.

          (g) Rights to Transfer Theatres. The Parties agree that nothing in this Agreement is
intended to, nor shall, bind or otherwise limit Cinemark’s or its Affiliates’ rights and abilities
in its sole discretion from time to time to close, sell, acquire or otherwise transfer any interest
in (including by mortgage or otherwise) any theatre.

Section 2.02 Addition of Theatres.

          (a) Newbuild Theatres. Except as provided in Section 4.13 (Excluded Theatres; IMAX
Screens) or as mutually agreed by the Parties in writing, any theatre in the Territory newly built
by Cinemark or an Affiliate of Cinemark following the Effective Date (“Newbuild Theatres”) shall be
equipped to receive the Digital Content Service via the Digital Content Network, shall be a
Digitized Theatre, and shall participate in the Digital Content Service on the terms set forth in
Section 2.01. LLC agrees to provide all aspects of the Service to Newbuild Theatres on the terms
and conditions set forth herein.

          (b) Acquisition Theatres. Any theatre in the Territory of which Cinemark or an
Affiliate of Cinemark obtains control of the advertising, promotional or event activities therein
after the Effective Date (excluding any Newbuild Theatres and any Loews Theatre) shall be an
“Acquisition Theatre(s)”. Subject to Sections 4.08 and 4.13, LLC shall provide all aspects of the
Service to such Acquisition Theatres and Cinemark shall cause such Acquisition Theatres to exhibit
and participate in the Service on the terms and conditions set forth herein. The Parties agree
that Cinemark may obtain operational control of an Acquisition Theatre but not obtain any or all
rights necessary to receive or display any or all aspects of the Service or control over
advertising, promotions or events but not over all of the foregoing, and, in such circumstances
Cinemark shall use its commercially reasonable efforts to have as much of the Service received or
displayed in such Acquisition Theatres as is within its control, or if not, then as reasonably
practicable. The Parties agree that it may not be commercially reasonable to equip each
Acquisition Theatre to receive the Digital Content Service and the Digital Programming Services and
Meeting Services via the Digital Content Network. Therefore, the Parties agree, subject to
Sections 4.08 and 4.13, that every Acquisition Theatre that is a Digitized Theatre shall
participate in the Digital Content Service via the Digital Content Network on the terms set forth
in Section 2.01, but that Cinemark retains sole discretion as to if, when and which Acquisition Theatres Cinemark converts to Digitized Theatres. Upon Cinemark’s decision to convert an
Acquisition Theatre to a Digitized Theatre, the Parties agree to discuss in good faith the
appropriate schedule for equipping such Acquisition Theatre to receive the Digital Content

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Service,
the Digital Programming Services and Meeting Services via the Digital Content Network. Upon
agreeing upon the schedule to conduct such equipping, LLC shall diligently prosecute such work
until completion.

          (c) Common Unit Adjustment. Any adjustment of Common Unit ownership by the Members
related to Newbuild Theatres and Acquisition Theatres shall be addressed in the Unit Adjustment
Agreement.

Section 2.03 Disposition of Theatres.

          (a) Disposition. Cinemark shall provide LLC prompt written notice after the sale,
transfer, permanent closure or other disposition of a Theatre (other than as the result of a
Permitted Transfer) or the permanent loss of any Theatre lease (a “Disposition”). The decision to
sell, close or otherwise dispose of any Theatre shall be in Cinemark’s sole and absolute
discretion. Any such Theatre shall cease to be a Theatre for all purposes under this Agreement;
and, if so determined by Cinemark and agreed by LLC (which agreement shall not be unreasonably or
untimely withheld), then unless LLC and the applicable third party(ies) enter into a Third Party
Theatre Agreement, then the Parties will agree on a date and time at which LLC shall be permitted
to enter the affected Theatre(s) and remove any LLC Property (as defined in Section 13.01). In the
event LLC fails to remove any LLC Property within the timeframe the Parties agree upon for such
removal, Cinemark or such third party transferee shall have the right to remove and dispose of such
LLC Property in its sole discretion; provided that any Software included in the LLC
Property shall be removed and returned to LLC at LLC’s expense.

          (b) Common Unit Adjustment. Any adjustment of Common Unit ownership by the Members
related to Disposition of Theatres shall be addressed in the Unit Adjustment Agreement.

Section 2.04 Mandatory Participation. During the Term, except as expressly provided in this Agreement, including Sections 4.05 (Brand;
Policy Trailer; Branded Slots), 4.06(a) (Beverage Agreements), 4.07 (Other Cinemark Advertising
Agreements), 4.08 (Cinemark Run-Out Obligations), 4.13 (Excluded Theatres; IMAX Screens), 4.14
(Grand Openings; Popcorn Tubs; Employee Uniforms); 6.07 (Use of Digital Content Network) and
Exhibit A, Cinemark shall subscribe for and LLC shall be the exclusive provider to the
Theatres of the services specifically set forth in the definition of the “Service.” Except as
expressly provided in this Agreement, during the Term, Cinemark shall neither engage nor permit a
third party (excluding third party designees of LLC as provided hereunder) to provide, or itself
provide, to a Theatre any of the services specifically set forth in the definition of Service.
Nothing in this Agreement shall limit or affect (i) LLC’s ability to contract or enter into any
relationship with any Person or entity for any product, service, or otherwise, whether or not similar to any products or services provided by LLC under this Agreement,
or (ii) Cinemark’s ability to contract or enter into any relationship with any Person or entity for
any product, service, or otherwise, other than the services that will be provided exclusively by
LLC as set forth in this Section 2.04. All rights with respect to advertising and promotions not
explicitly granted hereunder are reserved to Cinemark, including without limitation Cinemark’s
ability to

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offer and sell advertising to any third party on any website on the Internet, its
telephone ticketing service or other alternative media sources used for ticketing.

Section 2.05 ESA Modification Payments; Theatre Access Fees.

          (a) ESA Modification Payments.

               (i) Cinemark Initial ESA Modification Payment. As of the date hereof, and in
consideration for Cinemark’s agreement to use a Theatre Access Fee calculation and payment
mechanism (as described in Section 2.05(b)) in connection with LLC’s utilization of the Theatres on
and after the date of this Agreement, LLC will pay to Cinemark $174,000,772 (such amount being the
“Cinemark Initial ESA Modification Payment”).

               (ii) ESA-Related Tax Benefit Payments. After the date hereof, and in consideration
for Cinemark’s agreement to use a Theatre Access Fee calculation and payment mechanism (as
described in Section 2.05(b)) in connection with LLC’s utilization of the Theatres on and after the
date of this Agreement, LLC will also pay any ESA-Related Tax Benefit Payments to Cinemark,
pursuant to the terms of the Tax Receivable Agreement.

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

          (b) Theatre Access Fees.

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

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

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               (iii) Supplemental Theatre Access Fee. If applicable, LLC shall pay Cinemark a
Supplemental Theatre Access Fee, as set forth in Schedule 1, on or before the last day of LLC’s
fiscal month following the end of LLC’s applicable fiscal year.

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

ARTICLE 3

EQUIPMENT

Section 3.01 Procurement; Cost; Specifications. The Parties agree that all Theatre-level Equipment required to exhibit and otherwise participate
in the Service on the terms and conditions set forth herein has been installed in all Theatres as
of the Effective Date. With respect to all Newbuild Theatres, Acquisition Theatres, and Theatres
which are converted from Non-Digitized Theatres to Digitized Theatres or from Digitized Theatres to
Non-Digitized Theatres after the Effective Date (collectively, the “Future Theatres”), LLC shall,
except as provided in Section 3.03, be solely responsible for procuring any Equipment for such
Theatres. LLC shall bear the cost of all Equipment for use outside the Theatres, as well as
Equipment installed in the Theatres for maintenance purposes (if any) (a description of such LLC
Equipment installed in the Theatres is included in the Specification Documentation; which may be
amended by mutual written agreement of the Parties) and the Software. Cinemark shall reimburse
LLC, at LLC’s cost, for all other Equipment to be installed at or within any Future Theatres (a
description of such Cinemark Equipment is included in the Specification Documentation; which may be
amended by mutual written agreement of the Parties) within thirty (30) days after (i) the
installation of such Equipment by Cinemark or LLC in accordance with Section 3.04 and (ii) the
delivery of invoices by LLC to Cinemark supporting the expenses for which reimbursement is sought. All Theatre-level operational costs associated
with Cinemark’s use of Equipment located in the Theatres, such as the cost of electricity, shall be
borne exclusively by Cinemark. LLC shall assure that the Equipment purchased by LLC satisfies
Cinemark’s specifications for such equipment, including the communication interface between LLC
Equipment and Cinemark Equipment.

Section 3.02 Ownership of Equipment. As between the Parties, each Party will own the Equipment it pays for or reimburses the other
Party for, whether pursuant to Section 3.01 or Section 3.03. To the extent possible, LLC agrees to
assign to Cinemark any manufacturer

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warranties applicable to Cinemark Equipment procured by LLC
pursuant to Section 3.01. If for any reason the aforementioned warranties are not assignable, upon
written request of Cinemark, LLC shall use commercially reasonable efforts to enforce the
warranties on behalf of Cinemark. Notwithstanding anything to the contrary herein, any LLC
Equipment placed or installed in a Theatre for maintenance purposes may, upon termination of this
Agreement or deletion of a particular Theatre as provided herein, as applicable, be removed by LLC
and held for its sole benefit.

Section 3.03 Cinemark Equipment. Cinemark shall be permitted to furnish any of the Equipment, at its sole cost and expense, upon
consultation with LLC, and provided such Equipment satisfies LLC’s specifications for such
Equipment (including compatibility with the Digital Content Network). LLC agrees to cooperate with
Cinemark in good faith to permit the procurement by Cinemark of Equipment in lieu of procurement of
such Equipment by LLC and reimbursement by Cinemark pursuant to Section 3.01.

Section 3.04 Installation.

          (a) Performance. Cinemark and/or its subcontractors shall be solely responsible for
the installation of all Equipment purchased pursuant to Section 3.01 or Section 3.03, as well as
for ancillary services such as reporting, software integration and system cutover;
provided, however, that Cinemark may elect to have LLC perform such services, and
LLC shall then assume the responsibility for installation of all Equipment. If Cinemark elects for
LLC to assume the responsibility for installation of all Equipment, (i) Cinemark shall reimburse
LLC for the cost of installing Cinemark Equipment as set forth in the Specification Documentation,
(ii) LLC will not issue invoices for any Equipment cost, or installation services related to such
Equipment until the completion of such installation services, and (iii) LLC shall ensure that
Equipment installed pursuant to this section is made functional in accordance with any installation
rollout schedule agreed to by the Parties, as may be amended from time to time upon mutual
agreement of the Parties or as circumstances warrant.

          (b) Consultation; Landline. The Parties agree to consult with each other with respect
to any modifications to Theatre premises necessary for receipt of the Service. LLC shall use
commercially reasonable efforts to limit the size and number of satellite dishes that are required
as part of the Equipment. Cinemark shall be solely responsible for obtaining any consents required for the installation or use of any Equipment at any Theatre, including
without limitation governmental and landlord consents, provided LLC reasonably cooperates with
Cinemark at Cinemark’s request in obtaining such consents. If Cinemark cannot obtain consent to
installation of a satellite dish at a Theatre because of technical, landlord or legal restrictions,
Cinemark and LLC shall work together in good faith to establish a landline connection to such
location for the Digital Content Network. All costs of the landline connection, which shall be
maintained with sufficient bandwidth for delivery of the Digital Content Service, shall be borne by
LLC with respect to delivery of content from LLC to Cinemark’s wide area network and by Cinemark
with respect to delivery of content from Cinemark’s wide area network to the applicable Theatres.

          (c) Coordination. All installation, maintenance and other services provided by LLC to
the Theatres hereunder shall be performed in a manner reasonably expected not to

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disrupt Cinemark’s
operations and, except where no practical alternative exists, shall be provided outside of Theatre
business hours, as mutually determined by the Parties in their reasonable discretion. Subject to
the preceding sentence and upon advance written notice, LLC and its vendors or subcontractors shall
be provided reasonable access to the Theatres and such other support services as reasonably
required to install and inspect the Equipment, for such fees as provided in the Specification
Documentation, and otherwise as required to perform LLC’s obligations under this Agreement. In
addition to the foregoing, and with respect to the installation of Equipment in Newbuild Theatres
only, LLC agrees (i) to cooperate with Cinemark in coordinating the installation of Equipment with
the construction schedule for such Newbuild Theatres, and (ii) to consult with Cinemark prior to
subcontracting the performance of Equipment installation so as to permit a determination of whether
Cinemark might itself perform such Equipment installation.

Section 3.05 Upgrades and Modifications. In order to ensure compatibility with, and optimum performance and robustness of, the Digital
Content Network and the LLC Equipment (including hardware and software), LLC reserves the right to
request of Cinemark the replacement, upgrade or modification of any Cinemark Equipment installed at
any Theatre or the assistance with an upgrade to Software on Cinemark Equipment; provided
that such requests are equally and timely communicated to each of AMC, Cinemark and Regal (the
“Upgrade Request”). In the event of an Upgrade Request, LLC shall provide Cinemark as much written
notice as is reasonably practicable under the circumstances, but in no event less than ten (10)
business days written notice. LLC and Cinemark will negotiate with each other in good faith on the
terms of any Upgrade Requests, including cost sharing terms, if any. If LLC and Cinemark are not
able to come to agreement about an Upgrade Request, LLC may elect to pay for the replacements,
upgrades or modifications contained in the Upgrade Request including all reasonable incidental and
incremental costs to Cinemark, and Cinemark shall be obligated to permit LLC to perform all
necessary work to fulfill the Upgrade Request, provided (i) there is no additional
unreimbursed cost to it to accept such replacement, upgrade or modification and (ii) that such
replacement, upgrade or modification does not unreasonably interfere with Cinemark’s theatre
operations and does not include any replacement, upgrade or modification of Cinemark software
without Cinemark’s express prior written consent. LLC agrees that, to the extent practicable, it
will develop a system that seeks to minimize the need to enter the Theatres in order to update the
Software.

Section 3.06 Network Integration. The Parties shall use commercially reasonable efforts to ensure that the Digital Content Network
will be integrated with any network for delivery of Digital Cinema Services such that the Services
can be delivered over such network.

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

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Section 3.08 Equipment Maintenance Standard.

          (a) Standard; Replacement. During the Term, the Parties shall each use their
commercially reasonable efforts (i) to ensure there is no unauthorized access, loss or damage to or
theft of Equipment hereunder, and (ii) to prevent piracy or other theft of Inventory exhibited
through the use of such Equipment or otherwise in its possession or control. Cinemark further
agrees to keep all Cinemark Equipment, including without limitation Lobby Screens, clean, and to
promptly notify LLC if any Cinemark Equipment is not functioning properly. Cinemark shall promptly
arrange to repair or replace any Equipment in its possession (provided the damage interferes with
the delivery of the Service) that is lost, stolen, damaged or otherwise fails to function or
becomes inoperable, other than because of LLC’s failure to properly maintain the Equipment as set
forth in Section 3.08(b).

          (b) Performance of Repair and Replacement. Subject to the terms of this Section
3.08(b) and of Section 3.08(c) below regarding cost, the repair and replacement of Equipment shall
be performed by LLC until such time as Cinemark elects to assume this responsibility by giving
written notice to LLC. If Cinemark assumes this responsibility to perform replacement or repair
but fails to maintain the Cinemark Equipment at a performance level substantially similar to the
LLC Equipment, then LLC shall promptly provide Cinemark written notice of such failure and if such
failure is not cured within 30 days, LLC shall be entitled to repair, or if repair is not
reasonably possible, replace such LLC Equipment not so maintained and deduct the cost of such
replacement from Cinemark’s Theatre Access Fees.

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

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

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ARTICLE 4

DELIVERY OF THE SERVICE

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

          (a) Distribution; Quality. On the Effective Date, LLC will commence distribution of
the Digital Carousel, the Digital Content Service and the Traditional Content Program to the
Digitized Theatres and Non-Digitized Theatres, all as set forth above in Article 2. With
respect to Digitized Theatres, content shall be distributed through the Digital Content Network,
via either LLC’s satellite network or by LLC’s or exhibitor’s landline network. Each of the
Pre-Feature Program and the Video Display Program shall consist of Inventory comprising a single
play list (“Play List”). The Play List will be refreshed during the Term when and as determined by
LLC but not less frequently than 12 times per year (each a “Flight”). The Digital Carousel, the
Digital Content Service (including the Pre-Feature Programming Schedule) and the Traditional
Content Program will be substantially similar in nature, quality, and scope to the corresponding
advertising, promotional and other content, as received by the Theatres immediately prior to the
Effective Date, and will in addition be delivered pursuant to the service levels included in the
Specification Documentation, as applicable. In addition, LLC agrees that the quality of the
advertising, promotions and entertainment programming content delivered to each of the Founding
Members will be consistent throughout the Term.

          (b) Pre-Feature Program. As of the Effective Date, the Pre-Feature Program shall
consist of four (4) or more elements, including: (i) commercial advertising; (ii) promotions for
the Cinemark brand (including the Brand and Branded Slots), Concessions sold and services used by
Cinemark and other products and services in accordance with Section 4.05; (iii) interstitial
content; and (iv) other entertainment programming content which, while promotional of businesses or
products, shall be primarily entertaining, educational or informational in nature, rather than
commercially inspired.

          (c) Video Display Program. The elements of the Video Display Program shall be,
generally, the same as those for the Pre-Feature Program, and will include the Brand and the
Branded Slots. LLC specifically agrees that the Video Display Program will contain only material
that has received, or had it been rated would have received, an MPAA “G” or “PG” rating. In
addition, LLC shall not restrict the sale of Inventory from the Video Display Program for
promotions of feature films. Lobby Screens displaying the Video Display Program shall be located
in areas of Theatres of LLC’s choosing (subject to Cinemark’s reasonable operational constraints
and provided relocation of existing Lobby Screens is not required). Cinemark is obligated to
provide at least one Lobby Screen per Digitized Theatre with ten or fewer screens, two Lobby
Screens per Digitized Theatre with eleven to twenty screens and three Lobby Screens per Digitized
Theatre with more than twenty screens; provided, however, that Cinemark shall have
no obligation to increase the number of Lobby Screens in any Theatre that has at least one Lobby
Screen that is capable of receiving the Video Display Program as of the Effective Date. When a
Theatre has more than the minimum number of Lobby Screens required, Cinemark may, at its
discretion, elect to display on such excess Lobby Screens (i) the Video Display Program or (ii)
internal programming (including Theatre Advertising) that does not include third-party

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advertising
and/or third-party mentions for products and services (other than Theatre Advertising);
provided, however, Cinemark shall provide at least 30 days advance notice prior to
an initial election of either (i) or (ii) in any such Theatre, and at least 60 days advance notice
prior to any subsequent change in election.

Section 4.02 Delivery of Lobby Promotions, Digital Programming Services and Meeting
Services.

          (a) Lobby Promotions. On the Effective Date, LLC will make available to the Theatres
the Lobby Promotions, and Cinemark will accept such Lobby Promotions on the terms and conditions
set forth herein.

               (i) Lobby Promotions shall satisfy the guidelines and specifications set forth herein and as
may be provided by Cinemark to LLC pursuant to Section 4.02(a)(ii). The Inventory of Lobby
Promotions for each Theatre that Cinemark covenants to display pursuant to this Agreement is set
forth in Exhibit A-1. LLC may provide additional Lobby Promotions (“Additional Lobby
Promotions”), subject to approval by Cinemark. LLC will take all other actions necessary and
prudent to ensure the delivery of Lobby Promotions as required under the terms hereof. LLC will
inform Cinemark of the length of time that Lobby Promotions and Additional Lobby Promotions are to
be displayed.

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

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

          (b) Digital Programming Services and Meeting Services. On the Effective

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Date, LLC
will make available to Digitized Theatres all Digital Programming Services and Meeting Services as
set forth in Article 6.

Section 4.03 Content Standards. The Parties agree that (unless mutually agreed by the Parties with respect to clauses (i),
(iii), (iv), (v) or (vi)) all content within the Service (including content for display in Digital
Programming or Meeting Services) will not contain content or other material that: (i) has
received, or had it been rated would have received, an MPAA “X” or “NC-17” rating (or the
equivalent), (ii) promotes illegal activity, (iii) promotes the use of tobacco, sexual aids, birth
control, firearms, weapons or similar products; (iv) promotes alcohol, except prior to “R”-rated
films in the auditorium; (v) constitutes religious advertising (except on a local basis, exhibiting
time and location for local church services); (vi) constitutes political advertising or promotes
gambling; (vii) promotes theatres, theatre circuits or other entities that are competitive with
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 4.03(ix), Cinemark may opt out of such content in the Services only with respect to
Theatres in the geographic locations identified, which may include all of Cinemark’s Theatres. If
the Digital Content Service contains any content that violates the foregoing standards, LLC must
remove such content as soon as reasonably practical, but no later than within 24 hours of Cinemark
notifying LLC of such violation. If LLC fails to remove such content within such 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. If any other elements of the Service contain any content that violates the
foregoing standards, LLC shall at Cinemark’s request, or Cinemark acting on its own behalf may,
upon giving written notice to LLC, remove such content immediately. If any Founding Member opts
out of any Lobby Promotion or other advertising pursuant to Section 4.03(viii) or (ix) of this
Agreement, the AMC Exhibitor Agreement or the Regal Exhibitor Agreement (as applicable) or out of
any Video Display Program because of lack of equipment to display such content, or if any Founding
Member does not agree to exhibit any content of the Advertising Services subject to Section
4.03(i), (iii), (iv), (v) or (vi), then LLC shall apply any revenue it is entitled to receive from
such Advertising Services (“4.03 Revenue”) to adjust payments of the Theatre Access Fee as set
forth in Schedule 1.

Section 4.04 Development of the Service. All operational costs associated with LLC’s procurement, preparation and delivery of the Service
(including Inventory and other promotional materials as provided herein) to the Theatres shall be
borne exclusively by LLC. Except as provided herein, all in-Theatre operational costs associated
with Cinemark’s receipt and exhibition of the Service within the Theatres shall be borne
exclusively by Cinemark; provided that, upon prior written notice to and consultation with
LLC, LLC shall reimburse Cinemark for its reasonable incremental out-of-pocket third party costs
incurred in connection with receipt and exhibition of the Service within the Theatres. Any excess
on-screen Inventory which may be

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made available to Cinemark in LLC’s discretion pursuant to Section
5.04 or otherwise, and any other on-screen Inventory provided by Cinemark pursuant to Section 4.05,
will be subject to both Parties’ review and approval, which will not be unreasonably withheld. LLC
will provide at its own expense all creative and post-production services necessary to ingest,
encode and otherwise prepare for distribution all other on-screen Inventory as part of the Digital
Content Service. All on-screen Inventory provided by Cinemark for inclusion in the Digital Content
Service must (i) be submitted to LLC for review for compliance with (ii) and (iii) below as LLC may
reasonably request, but in any event at least twenty (20) business days before scheduled exhibition
(unless otherwise previously approved by LLC), (ii) satisfy the content restrictions enumerated in
Section 4.03(i) through (vii) hereof, and (iii) be fully produced in accordance with LLC’s
technical specifications as promulgated by LLC from time to time (all as provided in written or
electronic form to Cinemark in a reasonable time period prior to implementation, including any
amendments thereto; and which are equally applied to all exhibitors), ready for exhibition, as well
as in accordance with applicable LLC commercial standards and operating policies, and all
applicable federal, state and local laws and regulations. LLC must reject or approve all Inventory
provided by Cinemark within five (5) business days. Any such Inventory provided by Cinemark and
not rejected within such time frame shall be deemed approved and incorporated into the Service.
Any Inventory provided by Cinemark for review and approval by LLC need not, once approved by LLC,
be resubmitted by Cinemark for approval in connection with any future use.

Section 4.05 Brand; Policy Trailer; Branded Slots.

          (a) Branded Content. LLC agrees to create, in conjunction with and subject to
Cinemark’s prior approval, a Cinemark brand identity (the “Brand”) that will surround, or “house,” the Digital Content Service and include interstitial messaging (“bridges and bumps”),
throughout the Play List and in the Policy Trailer, to reinforce the Brand. The interstitial
messaging shall include a Pre-Feature Program introduction and close containing content branded
with the Cinemark Marks. The close shall also include content branded with the marks of Cinemark’s
beverage concessionaire. The Brand shall not contain the display of any trademark, service mark,
logo or other branding of a film, film studio(s), distributor(s), or production company(ies). In
addition to the interstitial messaging, the Digital Content Service will feature (i) up to two (2)
minutes for the promotion of Cinemark’s internal business (the “Branded Slots”) in each Play List,
(ii) the Policy Trailer, to be created by LLC at the direction of Cinemark as part of the Creative
Services, (iii) the Event Trailer, and (iv) any other content as may be agreed between Cinemark
and LLC. The Parties hereby acknowledge that Cinemark has the right to exhibit the PSA Trailer
after Showtime.

          (b) Policy Trailer. The policy trailer will be (i) up to 60 seconds, (ii) exhibited
in the Theatres after Showtime, and (iii) used to feature content relating to Theatre policy and
operations, and may include (w) a policy service announcement that promotes appropriate theatre
behavior, (x) promotions of Cinemark Concessions, (y) the display of any trademark, service mark,
logo or other branding of a film studio(s), distributor(s), or production company(ies) and (z) upon
prior written approval of Cinemark, other promotional materials of third-party products for which
LLC sells advertising and is paid a fee (the “Policy Trailer”).

          (c) Branded Slot. Each Branded Slot may only exhibit Theatre Advertising.

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LLC is
required to include no less than forty-five (45) seconds of Branded Slots within the final fifteen
(15) minutes of the Play List, fifteen (15) seconds of which shall be included within the final
eleven (11) minutes of the Play List; provided, that LLC may begin these Branded Slots up
to one minute earlier when LLC expands the amount of advertising units that follow these Branded
Slots through the sale of additional advertising to third parties. LLC shall not exhibit any
advertising relating to LLC after Cinemark’s Branded Slot placement referred to in this Section
4.05(c).

          (d) Restrictions. Other than as permitted in Sections 4.05(a), (b), (c) or Section
4.07, the Brand, the Policy Trailer or the Branded Slot will not include third-party advertising
and/or third-party mentions for products and services, without LLC’s prior written approval.

          (e) Creative Services. The Brand messaging, Policy Trailer and Branded Slots may be
created and edited by LLC as part of the Creative Services, in consultation with Cinemark, subject
to final, mutual agreement of the Parties. LLC will provide Cinemark with up to 1,000 hours of
Creative Services annually at no cost. Time spent on Creative Services and costs after the initial
1,000 hours shall be determined as described in Exhibit B. Cinemark may use other vendors
for creative services at Cinemark’s cost and subject to LLC’s production standards.

          (f) Traditional Content Program. The Traditional Content Program in Non-Digitized
Theatres will contain, at a minimum, promotions for Cinemark’s beverage and other Concessions.

Section 4.06 Beverage and Legacy Agreements.

          (a) Beverage Agreements. LLC shall, through the expiration or other termination of
Cinemark’s Beverage Agreement in effect on the date hereof, display or exhibit, as applicable, as
part of the Advertising Services, advertising Inventory meeting any and all specifications and
requirements prescribed by the Beverage Agreement, including format, length (not to be longer than
ninety (90) seconds), and placement within the Play List, as set forth in the Specification
Documentation, with compliance by LLC to be within a reasonable time after such specifications are
communicated from time-to-time by Cinemark to LLC in a written notice. In consideration for the
advertising pursuant to the Beverage Agreement, Cinemark agrees to pay LLC at the advertising rates
set forth on Exhibit B (the “Beverage Agreement Advertising Rate”). The Beverage Agreement
Advertising Rate shall be paid on or before the last day of LLC’s fiscal month following LLC’s
fiscal month in which the Advertising Services related to the Beverage Agreement were provided.
Beginning after Cinemark’s Beverage Agreement in effect on the date hereof expires or otherwise
terminates through the end of the Term, Cinemark shall have the right to have included in the
Advertising Services advertising Inventory for its beverage concessionaires at the then current
Beverage Agreement Advertising Rate; provided that Cinemark (i) keeps LLC apprised of the
status of negotiations with the beverage vendor (including likelihood of reaching agreement,
advertising length and placement required), from the time such negotiations begin until an
agreement is signed, and (ii) provides LLC notice (including advertising length and placement
required) within two (2) business days after the date that Cinemark and its beverage concessionaire
agree on terms for a new Beverage Agreement.

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Cinemark shall be permitted to prescribe the length
and placement within the Play List of on-screen Inventory based on the requirements of the Beverage
Agreements which may then be in effect between Cinemark and such then-applicable beverage
concessionaires; provided that such Inventory shall not exceed ninety (90) seconds in
length for all such Beverage Agreements. Cinemark-redacted and/or Cinemark-selected (by disclosure
or summary) contents of the Beverage Agreement shall only be disclosed as, and to the extent,
required pursuant to this Agreement, provided such disclosure would not violate the terms of such
Beverage Agreement.

          (b) Cinemark Legacy Agreements.

               (i) The Specification Documentation sets forth a list of the Cinemark Legacy Agreements,
including the identity of each advertiser. On the Effective Date, Cinemark shall assign all rights
and obligations arising from or out of each Cinemark Legacy Agreement to LLC.

               (ii) This Agreement shall not constitute an assignment or transfer, or an attempted assignment
or transfer, of any Cinemark Legacy Agreement, if and to the extent such agreement is a
“Non-Assignable Legacy Agreement,” meaning that the assignment or transfer of such Cinemark Legacy
Agreement would constitute a breach of the terms of such Cinemark Legacy Agreement. Cinemark and
LLC shall use commercially reasonable efforts to obtain a waiver to assignment of any
Non-Assignable Legacy Agreement and in the meantime Cinemark shall pay to LLC all proceeds from any
Legacy Agreement. To the extent that any waiver referred to in this Section 4.06(b) is not
obtained by Cinemark, Cinemark shall also use commercially reasonable efforts to, at the request of LLC, enforce for the account of LLC any
right of Cinemark arising from any Non-Assignable Legacy Agreement. LLC shall perform the
obligations of Cinemark under or in connection with any Non-Assignable Legacy Agreement, except to
the extent that LLC is not provided the benefits thereof in any material respect pursuant to this
Section 4.06(b).

Section 4.07 Other Cinemark Advertising Agreements.

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

          (b) Non-Theatre Advertising. Cinemark may enter into a cross-marketing arrangement
designed to promote the Theatres and the movie-going experience with a local, regional or
nationally-known vendor of products or services that are not of the type described in Theatre
Advertising for the purpose of generating increased attendance at the Theatres or increased revenue
for Cinemark (other than revenue from any Service) (the “Strategic Relationship”) with advertising
of such products or services being presented in the Theatres (either in the Video Display Program
or in Lobby Promotions) (“Strategic Programs”), subject to the terms set forth in this Section
4.07(b). Strategic Programs may not be made on an exclusive basis. Cinemark covenants that it
shall not re-sell any Advertising Services, including those received in connection with Strategic
Programs. Strategic Programs shall be subject to the

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following limitations:

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

               (ii) With respect to Strategic Programs in the Video Display Program (“Strategic LEN
Promotions”), Cinemark may utilize at no cost up to one minute of time for its Strategic Programs
per every thirty (30) minutes of the Video Display Program advertising. Cinemark may purchase an
additional one minute for every thirty (30) minutes of the Video Display Program advertising for
use in Strategic Programs at the applicable rate card rate for third-party advertising established
by LLC for such Video Display Program advertising inventory. Any purchase of time for Strategic
LEN Promotions in excess of the two minutes described above or any utilization of Strategic LEN
Promotions in excess of the Client Limitation may be obtained at rate card rates and subject to
availability, only with prior written consent of LLC, acting in its sole discretion. Strategic LEN
Promotions may not be displayed on any Lobby Screens that, pursuant to Section 4.01(c), are
displaying internal programming of Cinemark and may not be made to promote any film, film
studio(s), distributor(s) or production company(ies).

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

Section 4.08 Cinemark Run-Out Obligations.

          (a) Encumbered Theatres. Cinemark agrees to provide LLC written notice as much in
advance as is reasonably practicable under the circumstances of, and to furnish LLC true

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and
correct copies (reasonably redacted by Cinemark and subject to confidentiality) of all
documentation evidencing, all valid, pre-existing contractual obligations (the “Run-Out
Obligations”) relating to any of the advertising, promotional and event activities and services in
any Acquisition Theatres (collectively, the “Encumbered Theatres”); provided such
disclosure does not violate the terms of any such agreements.

               (i) Agreements with advertisers that purchase advertising are Legacy Agreements and do not
create Run-Out Obligations. Cinemark shall, effective upon acquisition of the Acquisition Theatre,
terminate any agreements between Cinemark and an Affiliate relating to advertising, promotional and
event activities and services in any Acquisition Theatre, so that any such agreements do not create
Run-Out Obligations.

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

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

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

          (d) Beverage Agreement Advertising Rate and Encumbered Theatres. If

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Cinemark has
provided LLC with written notice of Cinemark’s intent to receive additional equity in LLC with
respect to the Encumbered Theatres prior to termination of the Run-Out Obligations pursuant to the
Unit Adjustment Agreement, the attendance at Encumbered Theatres shall be included in the
calculation of the Beverage Agreement Advertising Rate.

Section 4.09 License. LLC hereby grants to Cinemark and its Affiliates a limited, non-exclusive, non-transferable,
non-sublicenseable license in the Theatres only (i) to receive, store, display and exhibit the
Digital Content Service, the Traditional Content Program and the Digital Carousel, as applicable,
on the LLC Equipment and the Cinemark Equipment solely in connection with its performance of and
subject to all of the terms and conditions of this Agreement, and (ii) subject to LLC’s prior
written consent, to prepare and distribute promotional materials based, in whole or in part, on the
Service solely to the extent necessary to promote the Service as permitted in Section 6.03 below.
Cinemark may not alter intentionally the Digital Content Service, the Traditional Content Program
or the Digital Carousel or otherwise intentionally exhibit the Digital Content Service, the
Traditional Content Program or the Digital Carousel in a manner resulting in a change to the
Digital Content Service, Traditional Content Program or Digital Carousel or any related on-screen Inventory, nor may Cinemark use or make the Digital Content Service, Traditional Content
Program or Digital Carousel available for any purpose, at any location, or in any manner not
specifically authorized by this Agreement, including without limitation recording, copying or
duplicating the Digital Content Service, Traditional Content Service or Digital Carousel or any
portion thereof. Cinemark shall at all times receive and exhibit the Digital Content Service or
Traditional Content Program and Digital Carousel in accordance with such policies and procedures of
LLC that are provided in advance to Cinemark and consistently applied with respect to other
exhibitors from time to time. Each Party shall be solely responsible for obtaining and providing
all rights, licenses, clearances and consents necessary for the use of any Inventory it sources or
creates (whether or not it sources or creates such Inventory on behalf of the other Party), or that
is prepared or provided by third parties on its behalf, as contemplated herein, except as may
otherwise be agreed by the Parties in writing.

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

          (a) Cinemark. Cinemark agrees that it (and each of the Theatres) shall at all times
during the Term provide LLC, at Cinemark’s own cost except as otherwise provided in this Agreement,
with the following:

               (i) internal resources and permissions as reasonably required to effectuate delivery of the
Service, including without limitation projection and sound technicians and other employees to
assist with LLC Equipment installation and Digital Content Service, Digital Programming Services
and Meeting Services transmission;

               (ii) unless unavailable, 24 (hour) by 7 (day) “real time” access via Cinemark’s network assets
in conformity with Cinemark’s network use and security policies (provided in advance to LLC and
consistently applied with respect to other Cinemark service providers) to the in-Theatre software
and hardware components of the Digital Content Network,

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consistent with the Service Level
Agreements (as set forth in the Specification Documentation), so that LLC can monitor the
distribution and playback of the Service and the Parties will reasonably cooperate to ensure that
corrections or changes are made as required to deliver the Service;

               (iii) detailed playback information in a form, whether electronic or hard copy, and at such
times as either Cinemark or LLC shall reasonably request;

               (iv) prompt notification of reception, playback or other technical problems associated with
receipt of the Service;

               (v) the results of quality audits performed by Cinemark periodically during the Term upon
LLC’s request and at its direction to confirm playback compliance;

               (vi) adequate opportunities to train Cinemark personnel, as provided in Section 3.06;

               (vii) attendance data film-by-film, rating-by-rating and Theatre-by-Theatre for all Theatres,
in an electronic form and in a format agreed by the Parties, at such times as are consistent with
Cinemark’s internal reporting systems but in any event at least weekly;

               (viii) on a monthly, quarterly and annual basis as requested by LLC from time to time, a list
of all Theatres, including (i) identification of which Theatres are Digitized Theatres, (ii) the
number of total screens and digital screens at each Theatre and for all Theatres at which
Advertising Services are provided, (iii) identification of any Theatres that are not equipped with
at least one Lobby Screen to display the Video Display Program, (iv) attendance for screens on
which Advertising Services are provided (by Theatre and in total), including separate
identification of attendance for screens on which Advertising Services under the Beverage Agreement
is provided (if different); (v) upon LLC’s request, identification of Theatres in which Advertising
Services are not provided, and the attendance and number of screens at such theatres; (vi)
estimated Theatre opening and closing dates; and (vii) such other information described in the
Specification Documentation, as such may be amended from time to time by mutual agreement of the
Parties;

               (ix) Cinemark’s budgeted attendance by theatre (and by month if Cinemark budgets on a monthly
basis) for the next full fiscal year once approved by Cinemark’s board, and; and

               (x) such other information regarding the Services as LLC may reasonably request from time to
time, as Cinemark agrees to provide in its sole discretion;

          (b) LLC. LLC agrees that it shall at all times during the Term provide Cinemark, at
LLC’s own cost except as otherwise provided in this Agreement, with the following:

               (i) on a weekly basis, a report of compliance by each Digitized Theatre with on-screen
advertising requirements and reasons for any noncompliance, including a report of compliance
relating to the Beverage Agreement (the “Beverage Compliance Report”);

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

               (iii) on a monthly basis, a report regarding local advertising.

          (c) Confidentiality. For the avoidance of doubt, information made available subject
to this Section 4.10 shall be subject to the provisions of Section 14.01 (Confidential Treatment);
provided however, that LLC agrees that Cinemark shall be permitted to provide the
Beverage Compliance Report to its beverage concessionaire. Cinemark agrees to be included in any
compliance reporting LLC provides to its advertisers and other content providers for proof of
performance.

Section 4.11 Trailers. Trailers that are exhibited in the Theatres shall not include the exhibition or display of any
trademark, service mark, logo or other branding of a party other than the film studio(s),
distributor(s), production company(ies); provided, however, Trailers may include
incidental images of products or services which appear in the motion picture (e.g., product
placements).

Section 4.12 Customer Access to Pre-Feature Program. Cinemark shall use commercially reasonable efforts to provide audiences access to the Theatre
auditorium for the Pre-Feature Program or Traditional Content Program not less than 20 minutes
prior to Showtime.

Section 4.13 Excluded Theatres; IMAX Screens.

          (a) Excluded Theatres. Cinemark shall have the right to designate art house and draft
house theatres that for purposes of this Agreement shall be “Excluded Theatres”; provided,
however, that the aggregate annual attendance at all such Excluded Theatres on the date of
designation shall not exceed four (4) percent of the aggregate annual attendance at the Theatres.
The list of Excluded Theatres identified as of the Effective Date is set forth in the Specification
Documentation. Cinemark shall provide written or electronic notice to LLC, in the form specified
by LLC, each time there is a change in its list of Excluded Theatres. Excluded Theatres shall not
be deemed Theatres for purposes of this Agreement; provided, however, that upon
mutual agreement of the Parties one or more Excluded Theatres may participate in Digital
Programming Services and Meeting Services pursuant to Article 6. Excluded Theatres will not
receive Advertising Services; provided, however, that upon mutual agreement of the
Parties one or more Excluded Theatres may participate in Event Sponsorships with respect to a
particular event included in the Digital Programming Services. Excluded Theatres will not be
considered for purposes of the calculation of Theatre Access Fees (although Cinemark will be
entitled to the revenue share allocable for Digital Programming and Meeting Services events in
Excluded Theatres, as set forth in Exhibit B). Notwithstanding the foregoing, Excluded
Theatres will be subject to the exclusivity obligations of Cinemark, as set forth in Section 2.04
to the same extent as a Theatre hereunder. With respect to any Theatre subsequently designated as
an Excluded Theatre, the parties will negotiate in good faith terms for the discontinuation of
delivery of the Service to such Excluded Theatre.

          (b) IMAX Screens. All Theatre screens dedicated to the exhibition of films

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using
“IMAX” technology shall be deemed “IMAX Screens.” IMAX Screens will not receive, and Cinemark will
have no duty to exhibit on any IMAX Screen, the Digital Carousel, the Pre-Feature Program or the
Traditional Content Program; provided however, that Cinemark may elect to exhibit
the Digital Carousel, the Pre-Feature Program or the Traditional Content Program on its IMAX
Screens in its sole discretion. Notwithstanding the foregoing, all IMAX Screens will be subject to
the exclusivity obligations of Cinemark, as set forth in Section 2.04 to the same extent as a
Theatre hereunder. Cinemark will provide LLC prompt written or electronic notice, in the form
specified by LLC, of any additions to or deletions from its list of IMAX Screens, which list is
provided in the Specification Documentation.

Section 4.14 Grand Openings; Popcorn Tubs; Employee Uniforms. Notwithstanding anything herein to the contrary, Cinemark shall not be prohibited from: (i)
promoting the grand opening of a Theatre or an Excluded Theatre, provided such promotional activity
(A) may occur only for the fourteen (14) day period immediately preceding the opening of the
theatre to the general public through the fourteen (14) day period immediately following the
opening of the theatre to the general public, and (B) includes local advertising of such opening in
exchange for the advertising of local businesses only, provided any on-screen advertising related
thereto shall be subject to availability of on-screen Inventory and limited to one (1)
advertisement thirty (30) seconds in length; (ii) placing advertising promoting full-length feature
films on special popcorn tubs (such as plastic or oversized containers not regularly sold by
Cinemark) sold in Theatres or Excluded Theatres, provided Cinemark shall (A) provide LLC one
hundred twenty (120) days prior notice of Cinemark’s desire to conduct such promotion and permit
LLC sixty (60) days to sell promotional advertising for such special popcorn bags/tubs, and if LLC
cannot sell advertising for such special popcorn tubs within such sixty (60) day period then
Cinemark shall have the right to sell such advertising, (B) be limited to two (2) such promotions
in any twelve (12) month period during the Term, (C) not conduct any such promotion over a period
exceeding thirty (30) days, and (D) not sell such advertising below the lowest total rate card
amount received by LLC for popcorn bags; and (iii) allowing advertising for the supplier of
Cinemark employee uniforms to appear on such uniforms, provided not more than two (2) individual
instances of such advertising may appear on any such uniform at any one time. Cinemark will
provide LLC reasonable advance written notice of any promotion under this Section 4.14
(collectively, “Special Promotions”) and LLC will have the right to approve each such Special
Promotion. LLC may not unreasonably withhold, condition or delay its approval, provided that LLC
shall be permitted to withhold its approval from any such Special Promotion that is inconsistent
with any exclusive obligation of LLC then in force, or otherwise interferes with the current or
proposed business activities of LLC as reasonably determined by LLC. Any cash consideration paid
by a third party in connection with a Special Promotion relating to any Service shall be paid to
LLC.

Section 4.15 Consultation regarding Certain Advertising Agreements.

          (a) Theatre Advertising. Prior to either Party entering into an exclusive agreement
for longer than one Flight with any third party for Theatre Advertising, the contracting Party will
give the other Party written notice not less than twenty (20) days in advance of the contract date,
and the Parties will consult in good faith to confirm that such exclusive arrangement does not
conflict with any exclusive arrangements the other Party has entered into or contemplates entering
into; provided however, this notice shall not apply to entry

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into the Beverage
Agreement by Cinemark. Notwithstanding the foregoing, if the Parties have satisfied the foregoing
provisions of this Section 4.15(a) and identified a conflict of interest regarding an agreement
with exclusivity, Cinemark’s exclusivity interests shall prevail.

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

ARTICLE 5

SUPPORT; MAKE GOODS

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

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

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

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

ARTICLE 6

DIGITAL PROGRAMMING SERVICES AND MEETING SERVICES

Section 6.01 Participation in Digital Programming. All Digitized Theatres with the necessary equipment to exhibit an event are available for
Digital Programming Services either automatically or subject to Cinemark’s approval, based on
criteria specified in Exhibit B. The Parties agree that Cinemark will pay LLC a percentage
of ticket revenue as set forth on Exhibit B for Digital Programming Services described on
Exhibit A, Section B.

Section 6.02 Participation in Meeting Services. Cinemark shall make its Theatres available for Meeting Services either automatically or subject
to Cinemark’s approval, based on criteria specified in Exhibit B. The Parties agree that
Cinemark will be compensated for use of its auditoriums as set forth on Exhibit B for the
Meeting Services as described on Exhibit A, Section C.

Section 6.03 Marketing and Promotion of Digital Programming Services and Meeting
Services.

          (a) The Parties have agreed to develop and implement a plan to market and promote the Digital
Programming Services to current and potential Theatre patrons on an event-by-event basis. This
marketing plan will include at least one digital trailer (the “Event Trailer”) to promote events or
a series of events distributed to the applicable Digitized Theatres and other Digitized Theatres in
the designated market area. If LLC is promoting only one Digital Programming event, the relevant
Event Trailer shall not be longer than thirty (30) seconds, and if LLC is promoting more than one
Digital Programming event, the aggregate time of the Event Trailers shall not exceed 40 seconds.
The Event Trailer shall be limited to a promotion for an applicable event and if displayed after
Showtime shall not include any (i) product placement or mention nor (ii) logo placement, except for
company names and logos that are incidental to the sponsoring of such event, without the prior
written approval of Cinemark which approval shall not be unreasonably withheld. Notwithstanding
the foregoing, Cinemark shall, in its discretion, determine whether and in which Theatres to
exhibit an Event Trailer after Showtime. If Cinemark chooses not to display the Event Trailer
after Showtime in all Theatres in the designated market area where Cinemark is exhibiting the
Digital Programming event, LLC may refuse to distribute the Digital Programming event to any of
Cinemark’s Theatres in such designated market area.

          (b) LLC may request access to Cinemark’s customer databases, in connection with marketing of
Digital Programming Services events, which request may be denied in Cinemark’s sole and absolute
discretion.

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          (c) Marketing and promotion materials created for Digital Programming Services and Meeting
Services shall be created as mutually agreed from time to time, in accordance with the content
standards set forth in Section 4.03. LLC agrees to include bridges and bumps, prior to and
following a Digital Programming Services event, to reinforce branding for the Digital Programming
Service.

Section 6.04 Concessions, Sponsorships. Cinemark shall retain all revenue from Concession sales associated with Digital Programming
Services and Meeting Services. LLC reserves the right, as part of the Advertising Services, to
arrange third party sponsorship of Digital Programming Services and Meeting Services,
provided that no such sponsor may be a theatre or theatre circuit which is a competitor of
Cinemark, and provided that such sponsorship is in conformance with the content
restrictions enumerated in Section 4.03(i) through (ix) hereof.

Section 6.05 LLC’s First Right. Cinemark will submit to LLC for consideration by LLC any event opportunities that are identified
by or presented to Cinemark and that would ordinarily fall within the definition of Digital
Programming Services and Meeting Services. Should LLC elect not to enter into a contract for such
events in the Digital Programming Services or Meeting Services within 30 days after such submission
by Cinemark, then Cinemark may pursue such event opportunities independent of LLC, and Cinemark
shall retain any and all revenues resulting from such event. LLC agrees to keep Cinemark informed
of the progress in negotiating any contract for such events referred by Cinemark.

Section 6.06 Digital Programming Content. When sourcing digital content programming for Digital Programming Services and Meeting Services,
LLC agrees to exercise commercially reasonable efforts to source content from a variety of
providers. Such content must have received, or be such that, had it been rated, it would have
received, an MPAA rating of “G,” “PG,” “PG-13” or “R” (or the equivalent).

Section 6.07 Use of Digital Content Network. Cinemark shall have the right to use the Digital Content Network for the delivery of (a) any
Digital Films, Trailers or PSA Trailer, and (b) any event submitted to, and rejected by, LLC
pursuant to Section 6.05, and Cinemark shall pay LLC an Administrative Fee for such use as set
forth in Exhibit B.

ARTICLE 7

INTELLECTUAL PROPERTY

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

Section 7.02 License of the LLC Marks.

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

          (b) Prior to using any Marketing Material or depicting or presenting any LLC Mark in or on any
marketing or advertising material or otherwise, Cinemark shall submit a sample of such Marketing
Material or other material to LLC for approval. LLC shall exercise commercially reasonable efforts
to approve (which shall not be unreasonably withheld) or reject any such Marketing Material or
other material submitted to it for review within five (5) business days from the date of receipt by
LLC. Cinemark shall not use, publish, or distribute any Marketing Material or other material
unless and until LLC has so approved it in writing. Upon receipt of such approval from LLC for a
particular Marketing Material or other material, Cinemark shall not be obligated to submit to LLC
substantially similar material for approval; provided, however, Cinemark shall
timely furnish samples of all such material to LLC.

          (c) Any and all use or exercise of rights by Cinemark with respect to the LLC Marks or any
other trademark, tradename, service mark or service name provided by LLC to Cinemark for use in connection with the Services shall be in accordance with standards of
quality and specifications prescribed by LLC from time to time (the “LLC Quality Standards”) and
which have been delivered to Cinemark. LLC shall have the right to change the LLC Quality
Standards from time to time upon written notice to Cinemark, provided such modified LLC Quality
Standards are equally and timely applied to any and all other exhibitors of the Service.

          (d) Cinemark
shall cause the appropriate designation “(TM)” or “(SM)” or the registration
symbol “(R)” to be placed adjacent to the LLC Marks in connection with the use thereof and to
indicate such additional or alternative information as LLC shall specify from time to time
concerning the use by Cinemark of the LLC Marks as such is, equally and timely communicated and
applied to any and all other exhibitors of the Service.

          (e) Cinemark shall not use any LLC Mark in any manner that may reflect adversely on the image
or quality symbolized by the LLC Mark, or that may be detrimental to the image or reputation of
LLC. Notwithstanding anything herein to the contrary, LLC shall have the right, at its sole
option, to terminate or suspend the trademark license grant provided herein if it determines that
Cinemark’s use of the LLC Marks or any of them is in violation of its trademark usage guidelines or
is otherwise disparaging to its image or reputation, and such use is

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not conformed to such
guidelines and other reasonable requests of LLC within ten (10) days of receipt of written notice
thereof.

          (f) Cinemark agrees not to use (i) any trademark or service mark which is confusingly similar
to, or a colorable imitation of, any LLC Mark or any part thereof, (ii) any trademark or service
mark in combination with any LLC Mark, except in the case of the Brand as created by LLC under the
terms of Section 4.05(b) or (iii) any LLC Mark in connection with or for the benefit of any product
or service of any other Person or entity, except in the case of the Brand as created by LLC under
the terms of Section 4.05(b). Cinemark shall not engage in any conduct which may place LLC or any
LLC Mark in a negative light or context, and shall not represent that it owns or has any interest
in any LLC Mark other than as expressly granted herein, nor shall it contest or assist others in
contesting the title or any rights of LLC (or any other owner) in and to any LLC Mark.

          (g) With respect to all of LLC’s approvals, rights and otherwise under this Section 7.02, LLC
shall treat Cinemark at least as favorably with respect to each instance as it has for any other
exhibitor of the Service.

Section 7.03 License of the Cinemark Marks.

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

          (b) Prior to using any Marketing Material or depicting or presenting any Cinemark Mark in or
on any marketing or advertising material or otherwise, LLC shall submit a sample of such Marketing
Material or other material to Cinemark for approval. Cinemark shall exercise commercially
reasonable efforts to approve (which shall not be unreasonably withheld) or reject any such
Marketing Material or other material submitted to it for review within five (5) business days from
the date of receipt by Cinemark LLC shall not use, publish, or distribute any Marketing Material or
other material unless and until Cinemark has so approved it in writing. Upon receipt of such
approval from Cinemark for a particular Marketing Material or other material, LLC shall not be
obligated to submit to Cinemark substantially similar material for approval; provided,
however, LLC shall timely furnish samples of all such material to Cinemark.

          (c) Any and all use or exercise of rights by LLC with respect to the Cinemark Marks or any
other trademark, tradename, service mark or service name provided by Cinemark

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to LLC for use in
connection with the Services shall be in accordance with standards of quality and specifications
prescribed by Cinemark from time to time (the “Cinemark Quality Standards”) and provided to LLC.
Cinemark shall have the right to change the Cinemark Quality Standards from time to time upon
written notice to LLC.

          (d) LLC
shall cause the appropriate designation “(TM)” or “(SM)” or the registration symbol
“(R)” to be placed adjacent to the Cinemark Marks in connection with the use thereof and to
indicate such additional or alternative information as Cinemark shall specify from time to time
concerning the use by LLC of the Cinemark Marks as such is equally and timely communicated and
applied to any and all other licensees of the Cinemark Marks.

          (e) LLC shall not use any Cinemark Mark in any manner that may reflect adversely on the image
or quality symbolized by the Cinemark Mark, or that may be detrimental to the image or reputation
of Cinemark. Notwithstanding anything herein to the contrary, Cinemark shall have the right, at
its sole option, to terminate or suspend the trademark license grant provided herein if it
determines that LLC’s use of the Cinemark Marks or any of them is in violation of its trademark
usage guidelines or is otherwise disparaging to its image or reputation, and such use is not
conformed to such guidelines and other reasonable requests of Cinemark within ten (10) days of
receipt of written notice thereof.

          (f) LLC agrees not to use (i) any trademark or service mark which is confusingly similar to,
or a colorable imitation of, any Cinemark Mark or any part thereof, (ii) any trademark or service
mark in combination with any Cinemark Mark, except for the LLC Marks as permitted under this
Agreement or (iii) any Cinemark Mark in connection with or for the, benefit of any product or
service of any other Person or entity, except for the LLC Marks as permitted under this Agreement.
LLC shall not engage in any conduct which may place Cinemark or any Cinemark Mark in a negative light or context, and shall not represent that it
owns or has any interest in any Cinemark Mark other than as expressly granted herein, nor shall it
contest or assist others in contesting the title or any rights of Cinemark (or any other owner) in
and to any Cinemark Mark.

Section 7.04 Status of the LLC Marks and Cinemark Marks. Without expanding the rights and licenses granted under this Agreement, the Parties acknowledge
and agree that (a) the rights and licenses granted under this Agreement to use the LLC Marks and
Cinemark Marks permit the use of the Cinemark Marks in combination or connection with the LLC
Marks, (b) the use of the Cinemark Marks in combination or connection with the LLC Marks, whether
in the Brand, Policy Trailer, Branded Slots, Marketing Materials or otherwise in connection with
the participation in or delivery of the Service, will not be deemed to create a composite or
combination mark consisting of the Cinemark Marks and the LLC Marks, but instead will be deemed to
create and will be treated by the Parties as creating a simultaneous use of the LLC Marks and
Cinemark Marks as multiple separate and distinct trademarks or service marks, (c) neither Party
will claim or assert any rights in a composite mark consisting of elements of the LLC Marks and
Cinemark Marks, and (d) all use of the Cinemark Marks and the LLC Marks under this Agreement will
be subject to the provisions regarding the use and ownership of the Cinemark Marks and LLC Marks
contained in this Agreement.

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ARTICLE 8

FEES

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

Section 8.02 Audit. Each Party shall keep and maintain accurate books and records of all matters relating to the
performance of its obligations hereunder, including without limitation the sale of advertising, in
accordance with generally accepted accounting principles. During the Term and for a period of one
(1) year thereafter, each Party, at its sole expense, shall, upon reasonable advance written notice
from the other Party, make such books and records (redacted, as applicable, to provide information
relative to the Service and this Agreement) available at its offices for inspection and audit by
the other Party, its employees and agents. Any audit with respect to amounts payable by either
Party to the other Party under this Agreement shall be limited to an audit with respect to amounts
to be paid in the current calendar year and immediately preceding calendar year only. Any period
that has been audited pursuant to this section shall not be subject to any further audit. In the
event an audit of the books and records of a Party reveals an underpayment to the other
Party, the audited Party shall pay to the other Party the amount of such underpayment within 30
days of the completion of the audit. If such audit determines that the underage in payments paid
to a Party were in the aggregate in excess of five percent (5%) of the payments owed, the Party
owing the payment shall, in addition to making the payment set forth above, reimburse the Party
receiving the payment for all reasonable costs, expenses and fees incurred in connection with such
audit. Any disputes between the Parties relating to the calculation of amounts owed shall be
referred to a mutually satisfactory independent public accounting firm that has not been employed
by either Party for the two (2) year period immediately preceding the date of such referral. The
determination of such firm shall be conclusive and binding on each Party, and judgment upon any
such determination can be entered in any court having jurisdiction over the matter. Each Party
shall bear one-half of the fees of such firm. If the Parties cannot select such accounting firm,
then the selection of such accounting firm shall be made by the American Arbitration Association
located in New York, New York. In addition to the foregoing audit rights of the Parties, during
the Term LLC and its authorized agents shall have the right, upon reasonable advance notice, to
inspect any Cinemark premises or facilities involved in the performance of this Agreement to
confirm the performance and satisfaction of Cinemark’s obligations hereunder.

ARTICLE 9

TERM AND TERMINATION

Section 9.01 Term.

          (a) Duration. Unless earlier terminated as provided below, the term of this

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

          (b) Digital Programming Services. The term of this Agreement with respect to Digital
Programming Services shall begin on the Effective Date and shall continue through December 31, 2011
(the “Initial Digital Programming Term”). This Agreement shall automatically renew with respect to
Digital Programming Services for continuous, successive five-year periods (each, a “Digital
Programming Renewal Term,” and together with the Initial
Digital Programming Term, the “Digital Programming Term”) if Digital Programming Services has
produced an average Digital Programming EBITDA (as defined in Schedule 1) per Founding Member
screen in all Theatres, AMC Theatres and Regal Theatres of $*** for the three year period ending on
December 31, 2011 with respect to the Initial Digital Programming Term or has produced an average
Digital Programming EBITDA per Founding Member screen of $*** increased by 5% for each five year
period thereafter with respect to any Digital Programming Renewal Term (the “Digital Programming
EBITDA Threshold”); provided, however, that the Digital Programming Term shall not
exceed the Initial Term. If Digital Programming Services has failed to satisfy the Digital
Programming EBITDA Threshold, then Cinemark may extend the Initial Digital Programming Term or any
Digital Programming Renewal Term at its sole discretion. Notwithstanding the preceding sentence,
if upon expiration of the Initial Digital Programming Term or any Digital Programming Renewal Term,
the average Digital Programming EBITDA (as defined in Schedule 1) per Founding Member screen for
Digital Programming Services was negative during the last two years of such Initial Digital
Programming Term or any two of the five years of such Digital Programming Renewal Term, then either
Cinemark or LLC shall have the right in its sole discretion to not extend the Initial Digital
Programming Term or any Digital Programming Renewal Term. Upon expiration of the Digital
Programming Term, the provisions of this Agreement relating to Digital Programming shall terminate,
except such rights and obligations that may survive pursuant to Section 9.04 (including the
survival of Section 9.03 if the Digital Programming Term continues until the expiration of this
Agreement).

          (c) Meeting Services. The term of this Agreement with respect to Meeting Services
shall begin on the Effective Date and shall continue through December 31, 2011 (the “Initial
Meeting Services Term”). This Agreement shall automatically renew with respect to Meeting Services
for continuous, successive five-year periods (each, a “Meeting Services Renewal Term,” and together
with the Initial Meeting Services Term, the “Meeting Services

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Term”) if Meeting Services has
produced an average Meeting Services EBITDA (as defined in Schedule 1) per Founding Member screen
in all Theatres, AMC Theatres and Regal Theatres of $*** for the three year period ending on
December 31, 2011 with respect to the Initial Meeting Services Term or has produced an average
Meeting Services EBITDA per Founding Member screen of $*** increased by 5% for each five year
period thereafter with respect to any Meeting Services Renewal Term (the “Meeting Services EBITDA
Threshold”); provided, however, that the Meeting Services Term shall not exceed the
Initial Term. If Meeting Services has failed to satisfy the Meeting Services EBITDA Threshold,
then Cinemark may extend the Initial Meeting Service Term or any Meeting Services Renewal Term at
its sole discretion. Notwithstanding the preceding sentence, if upon expiration of the Initial
Meeting Services Term or any Meeting Services Renewal Term, the average EBITDA per Founding Member
screen for Meeting Services was negative during the last two years of such Initial Meeting Services
Term or any two of the five years of such Meeting Services Renewal Term, then either Cinemark or
LLC shall have the right in its sole discretion to not extend the Initial Meeting Services Term or
any Meeting Services Renewal Term. Upon expiration of the Meeting Services Term, the provisions of
this Agreement relating to Meeting Services shall terminate, except such rights and obligations
that may survive pursuant to Section 9.04 (including the survival of Section 9.03 if the Meeting
Services Term continues until the expiration of this Agreement).

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

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

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

          (c) Injunction, Order or Decree. Any governmental, regulatory or judicial entity of
competent jurisdiction shall have issued a permanent injunction or other final order or decree
which is not subject to appeal or in respect of which all time periods for appeal have expired,
enjoining or otherwise preventing LLC or, Cinemark from performing, in any material

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respect, this
Agreement.

          (d) Bankruptcy. The dissolution, bankruptcy, insolvency or appointment of a receiver
or trustee of the other Party that is not dismissed within sixty (60) days, or the other Party
convenes a meeting of creditors, has a receiver appointed, ceases for any reason to carry on
business or is unable to pay its debts generally.

Section 9.03 Right of First Refusal.

          (a) ROFR Period. For a period (the “ROFR Period”) beginning 12 months prior to the
end of the scheduled expiration of this Agreement pursuant to Section 9.01 and ending 48 months
after expiration of this Agreement, Cinemark shall not enter into any agreement or arrangement with
a third party (whether in writing or otherwise) (an “Alternative Agreement”) to receive services
that were being provided by LLC to Cinemark at any time during the one-year period ending on
expiration of this Agreement (“Designated Services”) without complying with this Section 9.03.

          (b) ROFR Notice. Before entering into or committing to enter into an Alternative
Agreement, Cinemark shall present to LLC notice (the “ROFR Notice”) containing a summary of all
material terms and conditions of the proposed Alternative Agreement. The ROFR Notice shall state
that Cinemark intends to enter into the Alternative Agreement and shall certify that there are no
other direct or indirect arrangements or understandings with respect to the provision of the
Designated Services that have not been disclosed to LLC.

          (c) Information Request. Cinemark shall provide LLC such additional and supplemental
information as LLC shall reasonably request within 10 days of receiving such request and Cinemark
shall cooperate fully with LLC in its evaluation of the Alternative Agreement.

          (d) ROFR Response. LLC shall have the right during a period ending 90 days after
submission of the Alternative Agreement (or in the event additional information is requested by
LLC, within 90 days after the final submission to LLC of such additional information) (the “ROFR
Response Period”) to give Cinemark written notice (the “ROFR Response”) that it either (i) will
enter into an agreement with Cinemark providing Cinemark with the Designated Services on terms and
conditions no less favorable to Cinemark than those contained in the Alternative Agreement or (ii)
does not seek to provide the Designated Services.

          (e) Negotiation regarding Portion of Designated Services. If any of the Designated
Services to be provided by the Alternative Agreement cannot reasonably be provided by LLC, then LLC
and Cinemark shall negotiate in good faith during the ROFR Response Period as to LLC’s ability to
provide certain portions of the Designated Services; provided that should (x) Cinemark and LLC fail
to reach agreement on LLC’s provision of the Designated Services in part and (y) LLC fails to agree
to provide all of the Designated Services by the end of the ROFR Response Period, then Cinemark
shall be permitted to enter into the Alternative Agreement on terms no less favorable to Cinemark
than those set forth in the ROFR Notice as provided in Section 9.03(b) above. If Cinemark fails to
enter into such Alternative Agreement within 45 days after the end of the ROFR Response Period,
then the procedures set forth in this

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Section 9.03 shall once again become applicable.

          (f) Alternative Proposals. During the period commencing on the date that Cinemark
provides LLC the ROFR Notice and continuing until the earlier of (i) the end of the ROFR Response
Period and (ii) the date LLC notifies Cinemark that it does not seek to provide the Designated
Services, Cinemark shall not solicit alternative proposals from any other party for the Designated
Services.

          (g) Agreement. If either (i) LLC delivers a ROFR Response indicating that LLC wants
to provide Cinemark with the Designated Services on the terms and conditions set forth in the ROFR
Notice or (ii) the Parties agree that LLC will provide only certain of the Designated Services, the
Parties will, within 45 days of such verbal agreement, enter into a written agreement to provide
the agreed-on Designated Services on such terms and conditions. If Cinemark and LLC fail to enter
into such agreement within 45 days after the end of the ROFR Response Period, then Cinemark shall
have 45 days thereafter to enter into the Alternative Agreement on the terms and conditions no less
favorable to Cinemark than those set forth in the ROFR Notice. If Cinemark fails to enter into
such Alternative Agreement within such 45 day
period, then the provisions of this Section 9.03 shall once again become applicable.

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

Section 9.04 Survival. Articles 1, 10, 11, 13, 14 and 15 and Sections 9.04, 9.05 and 9.06 shall survive any expiration
or termination of this Agreement, and Section 9.03 shall survive any expiration of this Agreement.

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

ARTICLE 10

REPRESENTATIONS, WARRANTIES AND COVENANTS

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

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

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

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

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

Section 10.02 Additional Covenants.

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          (a) No Challenge. Each Party covenants that it will not at any time, except to the
extent necessary to, assert or defend its rights under this Agreement: (i) challenge or otherwise
do anything inconsistent with the other Party’s right, title or interest in its property, (ii) do
or cause to be done or omit to do anything, the doing, causing or omitting of which would contest
or in anyway impair or tend to impair the rights of the other Party in its property or the rights
of third party licensors or providers in their property, or (iii) assist or cause any Person or
entity to do any of the foregoing.

          (b) No Infringement by Cinemark. Cinemark covenants that, except as Cinemark
discloses in writing concurrently with the execution hereof and excluding any intellectual property
or other rights licensed pursuant to the License Agreement, none of the information, content,
materials, or services it supplies or has supplied on its behalf under this Agreement to its
knowledge infringes or misappropriates, or will infringe or misappropriate, any U.S. patent,
trademark, copyright or other intellectual property or proprietary right of any third party to the
extent used in accordance with the terms and conditions of this Agreement.

          (c) No Infringement by LLC. LLC covenants that, except as specified in Section
10.02(b) and excluding any intellectual property or other rights licensed pursuant to the License
Agreement, (i) to its knowledge, the Services will not violate, infringe or dilute any trademark,
tradename, service mark or service name or any other intellectual property of any third party or
the right of privacy or publicity of any person and (ii) LLC shall procure any and all consents,
licenses or permits necessary relating to the Services provided to Cinemark and shall pay all
license fees and royalties to the appropriate parties that become due and owing as a result of the
performance of the Services or any other services as may be provided by LLC to Cinemark from time
to time, other than film rent to the film distributors.

Section 10.03 Disclaimer. EXCEPT AS EXPRESSLY AND EXPLICITLY SET FORTH IN THIS AGREEMENT, ANY AND ALL INFORMATION,
PRODUCTS, AND SERVICES, INCLUDING, WITHOUT LIMITATION, THE CINEMARK PROPERTY AND LLC PROPERTY, ARE
PROVIDED “AS IS” AND “WITH ALL FAULTS,” AND NEITHER PARTY MAKES ANY REPRESENTATIONS OR WARRANTIES,
AND EACH PARTY DISCLAIMS ALL REPRESENTATIONS AND WARRANTIES, EXPRESS OR IMPLIED, WRITTEN OR ORAL,
ARISING FROM COURSE OF DEALING, COURSE OF PERFORMANCE, USAGE OF TRADE, OR OTHERWISE, INCLUDING,
WITHOUT LIMITATION, THE IMPLIED WARRANTIES OF NON-INFRINGEMENT, MERCHANTABILITY, TITLE AND FITNESS
FOR A PARTICULAR PURPOSE. NEITHER PARTY MAKES ANY REPRESENTATION THAT THE DIGITAL CONTENT SERVICE
OR ITS DISPLAY, OR RECEIPT OF ANY OTHER SERVICES, WILL BE UNINTERRUPTED OR ERROR-FREE.

ARTICLE 11

INDEMNIFICATION

Section 11.01 Indemnification.

          (a) Indemnification by Cinemark. Cinemark shall defend, indemnify, and

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

          (b) Indemnification by LLC. LLC shall defend, indemnify, and hold harmless Cinemark
and its Representatives from and against any and all Costs suffered or incurred by Cinemark or its
Representatives in connection with, as a result of, based upon, or relating to, (i) any breach by
LLC of this Agreement, (ii) any use by LLC of any information, content or other materials supplied
by or on behalf of Cinemark hereunder (including the Brand), but not under the License Agreement,
other than as authorized by this Agreement, (iii) any breach of a Legacy Agreement on or after the
date on which such Legacy Agreement is assigned to LLC, (iv) any damage caused by LLC, its vendors
or subcontractors in installation, inspection or maintenance of any Equipment, (v) any third-party
claims directly resulting from acts or omissions of LLC or its designee(s), including
subcontractors, (vi) any infringement, violation, misappropriation, or misuse of any third-party
intellectual property rights by the LLC Property (excluding the intellectual property or other
rights licensed by LLC pursuant to the License Agreement); or (vii) LLC’s fraud, willful
misconduct, or noncompliance with law.

          (c) Mutual Indemnification. Each Party (the “Indemnifying Party”) shall defend,
indemnify, and hold harmless the other Party and the other Party’s Representatives from and against
any and all Costs suffered or incurred by the other Party or the other Party’s Representatives in
connection with or as a result of, and from and against any and all third party claims, suits,
actions, or proceedings actually or allegedly arising out of, based upon, or relating to any
infringement or dilution of any third party trademark, tradename, service mark or service name by
any trademark, tradename, service mark or service name provided by the Indemnifying Party. In the
event of any infringement or dilution giving rise to a claim for indemnification under Sections
10.02(b), 10.02(c) or 11.01(a)(iii), or if infringement or dilution potentially giving rise to a
claim under this Section is, in the Indemnifying Party’s opinion, likely to occur the Indemnifying
Party may, either: (i) procure for the other Party the right to continue using the trademark,
tradename, service mark or service name in question, (ii) replace or modify the trademark,
tradename, service mark or service name in question with a non-infringing or non-dilution
alternative; or (iii) order the other Party to cease use of, and terminate the grant of rights
under this Agreement with respect to, the trademark, tradename, service mark or service name in

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question. The Indemnifying Party will have no obligation under this Section for any infringement
or dilution caused by, and the other Party will indemnify the Indemnifying Party in the event of,
use by the other Party of the trademark, tradename, service mark or service name in question: (A)
after the Indemnifying Party has notified the other Party to cease use of that trademark,
tradename, service mark or service name; (B) in combination with any other
trademark, tradename, service mark or service name not supplied by the Indemnifying Party; or
(C) in breach of this Agreement. This Section 11.01(c) states each Party’s entire liability and
sole and exclusive remedy for infringement or dilution claims or actions relating to third party
trademarks, tradenames, service marks or service names in connection with this Agreement.

Section 11.02 Defense of Action. An indemnitor under this Article shall have the right to control the defense and settlement of
any and all claims, suits, proceedings, and actions for which such indemnitor is obligated to
indemnify, hold harmless, and defend hereunder, but the indemnitee shall have the right to
participate in such claims, suits, proceedings, and actions at its own cost and expense. An
indemnitor shall have no liability under this Article 11 unless the indemnitee gives notice of such
claim to the indemnitor promptly after the indemnitee learns of such claim so as to not prejudice
the indemnitor. Under no circumstance shall either Party hereto settle or compromise or consent to
the entry of any judgment with respect to any claim, suit, proceeding, or action that is the
subject of indemnification hereunder without the prior written consent of the other Party, except
for settlement involving only monetary payment by the indemnitor or no commitment or admission by
the indemnitee, which consent shall not be withheld or delayed unreasonably.

ARTICLE 12

ADDITIONAL RIGHTS AND OBLIGATIONS

Section 12.01 Assistance. Each Party, upon the request of the other, shall perform any and all further reasonable acts and
reasonably execute, acknowledge, and deliver any and all documents which the other Party determines
in its sole reasonable judgment may be necessary, appropriate, or desirable to carry out the intent
and purposes of this Agreement, including without limitation to document, perfect, or enforce the
other Party’s right, title, or interest in and to any of such Party’s property, as well as any
assistance requested in connection with the proceedings, suits, and hearings described in Section
12.02.

Section 12.02 Infringement. The Parties shall notify one another promptly, in writing, of any alleged, actual or threatened
infringement, violation, misappropriation or misuse of or interference with (“Infringement”) any
intellectual property which such Party knows of or has reason to suspect.

Section 12.03 Theatre Passes. Upon the request of LLC’s CEO, Cinemark will issue a number of annual passes, as reasonably
requested by LLC and agreed by the parties and as reasonably consistent with prior practice, to the
Theatres for use by LLC advertising clients, subject to Cinemark’s ability to issue such passes
pursuant to Cinemark’s agreements with film distributors. LLC may purchase passes in excess of
such number each year at a reasonably negotiated price. All other tickets used by LLC for
promotional and sales purposes will be acquired by LLC at Cinemark’s then current group ticket
discount rate.

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Section 12.04 Compliance with Law. Cinemark and LLC shall each at all times operate and conduct its business, including, without
limitation, exercising its rights under this Agreement, in compliance with all applicable
international, national, state, and local laws, rules, and requirements, and the compliance by
either Party with such laws, rules and requirements shall under no circumstances be deemed a breach
of this Agreement.

Section 12.05 Insurance. Cinemark shall maintain with financially sound and reputable insurance companies insurance on
the Theatres and Equipment in such amounts and against such perils as Cinemark deems adequate for
its business. LLC shall maintain with financially sound and reputable insurance companies
insurance for its business and Equipment in such amounts and against such perils as LLC deems
adequate for its business. Each Party will name the other Party (including its agents, officers,
directors, employees and affiliates) as an additional insured on such policies of insurance.
Furthermore, to the extent reasonably practicable, LLC shall use commercially reasonable efforts to
have Cinemark listed as an additional insured on any insurance policy carried by the advertiser,
agent or event promoter in connection with Services provided under this Agreement.

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

Section 12.07 Non-Competition and Non-Solicitation.

          (a) Non-Competition. In consideration of Cinemark’s participation in LLC and in
consideration of the mutual covenants and agreements contained in this Agreement, Cinemark and its
Affiliates agree, except as otherwise provided in this Agreement, not to engage or participate in
any business, hold equity interests, directly or indirectly, in another entity, whether currently
existing or hereafter created, or participate in any other joint venture that competes or would
compete with any business that LLC is authorized to conduct in the Territory pursuant to this
Agreement, whether or not LLC is actually conducting such business in a

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particular portion of the
Territory. The foregoing restrictions shall not apply (i) in the event Cinemark or its Affiliate
acquires a competing business in the Territory as an incidental part of an acquisition of any other
business that is not prohibited by the foregoing, if Cinemark disposes of the portion of such
business that is a competing business as soon as practicable, (ii) to any direct or indirect
ownership or other equity investments by Cinemark or its Affiliates in such other competing
business that represents in the aggregate less than 10% of the voting power of all outstanding
equity of such business, and (iii) in the event Cinemark enters into any agreement for the
acquisition or installation of equipment or the provision of services on customary terms that does
not violate the exclusivity of LLC hereunder with any entity that has other businesses and provides
other services that may compete with LLC.

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

ARTICLE 13

OWNERSHIP

Section 13.01 Property.

          (a) LLC Property. As between LLC and Cinemark, LLC owns, solely and exclusively, any
and all right, title, and interest in and to the Service (including all Inventory and other content
supplied by or on behalf of LLC), the LLC Marks, the Software (excluding any Software owned by
Cinemark as provided in the License Agreement), LLC’s Confidential Information, the Digital Content
Network, and any and all other data, information, Equipment (excluding the Cinemark Equipment),
material, inventions, discoveries, processes, methods, technology, know-how, written works,
software, works of visual art, audio works, and multimedia works provided, developed, created,
reduced to practice, conceived, or made available by or on behalf of LLC to Cinemark or used by LLC
to perform any of its obligations under or in connection with this Agreement, as well as any and
all translations, improvements, adaptations, reproductions, look and feel attributes, and derivates
thereof (collectively, the “LLC Property”), and, except as expressly and explicitly stated in this
Agreement, reserves all such right, title, and interest.

          (b) Cinemark Property. As between Cinemark and LLC, Cinemark owns, solely and
exclusively, any and all right, title, and interest in and to all content supplied by or on behalf
of Cinemark, the Cinemark Marks, Software not included in Section 13.01(a) above, Cinemark’s
Confidential Information, and any and all other data, information, Equipment (excluding the LLC
Equipment), material, inventions, discoveries, processes, methods, technology, know-how, written
works, software, works of visual art, audio works, and multimedia works provided, developed,
created, reduced to practice, conceived, or made available by or on behalf of Cinemark to LLC or
used by Cinemark to perform any of its

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obligations under or in connection with this Agreement, as
well as any and all translations, improvements, adaptations, reproductions, look-and-feel
attributes, and derivates thereof (collectively, the “Cinemark Property”), and, except as expressly
and explicitly stated in this Agreement, reserves all such right, title, and interest.

Section 13.02 Derived Works.

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

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

Section 13.03 No Title. This Agreement is not an agreement of sale, and (a) no title or ownership interest in or to any
LLC Property is transferred to Cinemark, and (b) no title or ownership interest in or to any
Cinemark Property is transferred to LLC, as a result of or pursuant to this Agreement. Further,
(i) Cinemark acknowledges that its exercise of rights with respect to the LLC Property shall not
create in Cinemark any right, title or interest in or to any LLC Property and that all exercise of
rights with respect to the LLC Property and the goodwill

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symbolized thereby or connected therewith
will inure solely to the benefit of LLC, and (ii) LLC acknowledges that its exercise of rights with
respect to the Cinemark Property shall not create in LLC any right, title or interest in or to any
Cinemark Property and that all exercise of rights with respect to the Cinemark Property and the
goodwill symbolized thereby or connected therewith will inure solely to the benefit of Cinemark.

ARTICLE 14

CONFIDENTIALITY

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

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

          (b) LLC’s Confidential Information. Cinemark agrees that the Confidential Information
of LLC shall only be disclosed in secrecy and confidence, and is to be maintained by Cinemark in
secrecy and confidence subject to the terms hereof. Cinemark shall (i) not, directly or
indirectly, use the Confidential Information of LLC, except as necessary in the ordinary course of
LLC’s business, or disclose the Confidential Information of LLC to any third party and (ii) inform
all of its employees to whom the Confidential Information of LLC is entrusted or exposed of the
requirements of this Section and of their obligations relating thereto.

          (c) Cinemark’s Confidential Information. Confidential Information of Cinemark shall
not be supplied by LLC or its Subsidiaries to any Person who is not an employee of LLC, including
any employee of a Member or of LLC’s manager who is not an employee of LLC. Notwithstanding the
foregoing, Cinemark Confidential Information may be disclosed to authorized third-party contractors
of LLC if LLC determines that such disclosure is reasonably necessary to further the business of
LLC, and if such contractor executes a non-disclosure
agreement preventing such contractor from disclosing Cinemark’s Confidential Information for
the benefit of each provider of Cinemark’s Confidential Information in a form reasonably acceptable
to the Founding Members. Cinemark’s Confidential Information disclosed to LLC shall not be shared
with any other Member without Cinemark’s written consent.

Section 14.02 Injunctive Relief. It is understood and agreed that each Party’s remedies at law for a breach of this Article 14,
as well as Section 12.07, will be inadequate and that each Party shall, in the event of any such
breach or the threat of such breach, be entitled to equitable relief (including without limitation
provisional and permanent injunctive relief and specific performance) from a court of competent
jurisdiction. The Parties shall be entitled to the relief described in this Section 14.02 without
the requirement of posting a bond. Nothing stated herein shall limit any other remedies provided
under this Agreement or available to the Parties at law.

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ARTICLE 15

MISCELLANEOUS

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

	 	 	 
	LLC:

	 	National CineMedia, LLC
	 

	 	9110 East Nichols Ave., Suite 200
	 

	 	Centennial, CO 80112
	 

	 	Attention: Chief Executive Officer
	 
	 	 
	with a copy to:

	 	National CineMedia, LLC
	 

	 	9110 East Nichols Ave., Suite 200
	 

	 	Centennial, CO 80112
	 

	 	Attention: General Counsel
	 
	 	 
	Cinemark:

	 	Cinemark USA, Inc.
	 

	 	c/o Cinemark Holdings, Inc.
	 

	 	3900 Dallas Parkway
	 

	 	Suite 500
	 

	 	Plano, TX 75093
	 

	 	Attention: Chief Financial Officer
	 
	 	 
	with a copy to:

	 	Cinemark USA, Inc.
	 

	 	c/o Cinemark Holdings, Inc.
	 

	 	3900 Dallas Parkway
	 

	 	Suite 500
	 

	 	Plano, TX 75093
	 

	 	Attention: General Counsel

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

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

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Section 15.03 Severability. Should any term or provision of this Agreement be held to any extent unenforceable, invalid, or
prohibited under law, then such provision shall be deemed restated to reflect the original
intention of the Parties as nearly as possible in accordance with applicable law and the remainder
of this Agreement. The application of any term or provision restated pursuant hereto to Persons,
property, or circumstances other than those as to which it is invalid, unenforceable, or
prohibited, shall not be affected thereby, and each other term and provision of this Agreement
shall be valid and enforceable to the fullest extent permitted by law.

Section 15.04 Integration; Headings. The Parties hereto agree that the Exhibitor Services Agreement dated as of July 15, 2005 is
hereby terminated (except as otherwise provided in the and the Letter Agreement dated of even date
herewith by and among LLC, AMC, Cinemark and Regal (the “ESA Payment Letter”), and that this
Agreement and the exhibits hereto (each of which is made a part hereof and incorporated herein by
this reference) and the ESA Payment Letter constitute the complete and exclusive statement of the
agreement between the Parties with respect to the subject matter of this Agreement, and supersede
any and all other prior or contemporaneous oral or written communications, proposals,
representations, and agreements, express or implied. This Agreement may be amended only by mutual
agreement expressed in writing and signed by both Parties, except as otherwise provided in Section
12.06. Headings used in this Agreement are for reference only and shall not affect the
interpretation of this Agreement.

Section 15.05 Construction. The Parties hereto have participated jointly in the negotiation and drafting of this Agreement.
In the event an ambiguity or question of intent or interpretation arises, this Agreement shall be
construed as if drafted jointly by the Parties and no presumption or burden of proof shall arise
favoring or disfavoring any Party by virtue of the authorship of any of the provisions of this
Agreement. Whenever required by the context, any pronoun used in this Agreement shall include the
corresponding masculine, feminine or neuter forms, and the singular forms of nouns, pronouns, and
verbs shall include the plural and vice versa. Reference to any agreement, document, or instrument
means such agreement, document, or instrument as amended or otherwise modified from time to time in
accordance with the terms thereof, and if applicable. The use of the words “include” or
“including” in this Agreement shall be by way of example rather than by limitation. The use of the
words “or,” “either” or “any” shall not be exclusive.

Section 15.06 Non-Recourse. Notwithstanding anything contained in this Agreement to the contrary, it is expressly understood
and agreed by the Parties hereto that each and every representation, warranty, covenant,
undertaking and agreement made in this Agreement was not made or intended to be made as a personal
representation, undertaking, warranty, covenant, or agreement on the part of any individual or of
any partner, stockholder, member or other equity holder of either Party hereto, and any recourse,
whether in common law, in equity, by statute or otherwise, against any such individual or entity is
hereby forever waived and released.

Section 15.07 Governing Law; Submission to Jurisdiction.

Subject to the provisions of Section 14.02 and the Parties’ agreement that the United Nations
Convention on Contracts for the International Sale of Goods shall not apply to this Agreement and
is hereby disclaimed by the Parties:

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

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

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

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

               (iii) agrees that each state and federal court located in New York, New York shall be deemed
to be a convenient forum;

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

               (v) agrees to the entry of an order to enforce any resolution, settlement, order or award made
pursuant to this Section by the state and federal courts located in New York, New York and in
connection therewith hereby waives, and agrees not to assert by way of motion, as a defense, or
otherwise, any claim that such resolution, settlement, order or award is inconsistent with or
violative of the laws or public policy of the laws of the State of New York or any other
jurisdiction.

          (c) Costs and Expenses. In the event of any action or other proceeding relating to
this Agreement or the enforcement of any provision of this Agreement, the prevailing party (as
determined by the court) shall be entitled to payment by the non-prevailing party of all costs and
expenses (including reasonable attorneys’ fees) incurred by the prevailing party, including any
costs and expenses incurred in connection with any challenge to the jurisdiction or the convenience
or propriety of venue of proceedings before any state or federal court located in New York, New
York.

Section 15.08 Assignment. Neither Party may assign or transfer, by operation of law or otherwise, any of its rights or
obligations under this Agreement to any third party without the other Party’s prior written
consent. Either Party may fulfill their respective obligations

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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. Cinemark acknowledges and agrees that
in the event of assignment or transfer by the sale of all or substantially all of its assets, the
failure to obtain (by operation of law or otherwise) an agreement in writing by assignee/transferee
to be bound by the terms of this Agreement to the same extent as if such assignee/transferee were a
party hereto (an “Assignment and Assumption”) of its interest in this Agreement in respect of such
assets as part of the sale shall constitute a material breach of this Agreement. Notwithstanding
the foregoing, this Agreement shall not be assignable by either Party unless the assignee enters
into an Assignment and Assumption. A Permitted Transfer shall not be deemed an assignment or
transfer for purposes of this Agreement; provided, however, any Permitted Transfer by assignment to
an Affiliate of Cinemark shall be (i) conditioned upon (A) the transferee entering into an
Assignment and Assumption, (B) Cinemark 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.

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

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

Section 15.11 Export.

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

          (b) Cinemark’s Confidential Information. LLC acknowledges and agrees: (i) that the
Confidential Information of Cinemark is subject to the export controls of the United States, and
(ii) that LLC has no right to, and further agrees that it will not, export or otherwise transfer or
permit the transfer of any Confidential Information of Cinemark outside the Territory. LLC will
defend, indemnify, and hold harmless Cinemark from and against all fines, penalties,

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liabilities,
damages, costs, and expenses incurred by Cinemark as a result of any failure to comply with the
preceding sentence.

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

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

[Signature Page to Follow]

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

	 	 	 	 	 
	 	CINEMARK USA, INC.

 	 
	 	By:  	/s/ Michael D. Cavalier
 	 
	 	 	Michael D. Cavalier

Its Senior Vice President — General Counsel 	 
	 
	 	NATIONAL CINEMEDIA, LLC

By: NATIONAL CINEMEDIA, INC.,
	 	 	Its Manager

 	 
	 	By:  	/s/ Gary W. Ferrera
 	 
	 	 	Gary W. Ferrera 	 
	 	 	Its Executive Vice President and Chief Financial Officer. 	 
	 

[Signature page to ESA]

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EXHIBIT A

THE SERVICE

	A.	 	“Advertising Services” consist of the following:

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

	 	(i)	 	promotional activities arising under the Cinemark contracts
identified in the Specification Documentation;
	 
	 	(ii)	 	(1) poster case advertising, digital poster case advertising,
advertising on digital animated poster cases, ATM or ticket kiosk screens (or
such items that may replace digital poster cases, or ATM or ticket kiosk
screens in the future) or other substantially similar display mechanisms and
other lobby or in-theatre promotions for (A) Theatre Advertising, (B) film
festivals organized by Cinemark (unless such poster cases have been sold by
LLC), (C) fundraising programs conducted by Cinemark for any non-profit
organizations, (D) full-length theatrical productions, and (E) other
promotional material that may include some or all of the following types of
content: isolated images or still scenes from feature films, full motion
elements that are not a movie trailer, interactive elements, audio elements and
motion sensors; provided, however, that no movie trailers or
content equivalent to movie trailers are displayed;
	 
	 	 	 	(2) drink cup and popcorn bag/tub advertising related to the Concessions, as
necessary to fulfill contractual obligations of Cinemark with respect to
promotion of such Concessions in the Theatres;
	 
	 	 	 	(3) lobby or in-theatre promotions and advertising for vendors of services
provided to the Theatres, provided such promotion is incidental to the
vendor’s service, including by way of illustration and not limitation, (A)
logos of Movietickets.com and Fandango related to promotions for online
ticketing services, (B) credit card company logos displayed at the box
office, automated box office, Concession stands, cafes, arcades, and lobby
kiosks, (C) bank logos displayed at ATM’s, (D) phone company logos displayed
at public telephones, and (E) logos of vendors who provide restroom soaps,
toilet paper and lotions;

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	 	 	 	(4) logos on digital menu boards at the Concession stand or digital displays
at the box office of manufacturers of such products;
	 
	 	 	 	(5) advertising and/or signage pursuant to the IMAX agreement (if
applicable); and
	 
	 	 	 	(6) any trademark, service mark, logo or other branding of Cinemark (or its
theatre-operating Affiliates), film studio(s), distributors and production
companies;
	 
	 	 	 	provided, however, that Cinemark shall not be permitted to
exhibit or display any promotion described in this paragraph A.1.(ii), if
such promotion features any trademark, service mark, logo or other branding
of a party other than the film studio(s), distributors, production
companies, Concession providers, or other service vendors or providers
responsible for the production or promotion, as applicable, or of Cinemark
(or its theatre-operating Affiliates), unless such promotion relates to a
Strategic Program that complies with Section 4.07(b).

	 	 	 	Popcorn bags, popcorn tubs, cups and kids’ trays will be provided according to
Cinemark’s template and packaging requirements, subject to Cinemark’s providing
reasonable notice of changes to any such requirements. LLC may obtain advertising
for all of the surface area of all such items that is not required (i) under the
Beverage Agreement, (ii) as necessary to fulfill contractual obligations of Cinemark
with respect to Concessions, and (iii) incidental branding needs of Cinemark,
subject to the terms contained in the Beverage Agreement. Cinemark shall not amend
or modify any contract to the extent such amendment or modification would be
inconsistent with the exclusive rights of LLC hereunder or have the effect of any
extension of third party restrictions on surface area advertising on such popcorn
bags, popcorn tubs, cups and kids’ trays, except as permitted under Section 4.06(a)
with respect to the Beverage Agreement or as permitted under Section 4.07(a).
	 
	 	2.	 	Event Sponsorships

                “Event Sponsorship” means the sale of advertising or sponsorships with respect to any event
included in the Digital Programming Services including any Event Trailers or Meeting Services.

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

                The Digital Content Service (which includes the Pre-Feature Program, Policy Trailer, Event
Trailer and the Video Display Program), the Digital Carousel and the Traditional Content Program,
and all other on-screen content which is exhibited in Theatre auditoriums prior to the feature film
presentation, but specifically excluding Trailers.

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	B.	 	Digital Programming Services

“Digital Programming Services” means the electronic distribution of digital programming
entertainment content other than the Pre-Feature Program, the Digital Carousel and the Video
Display Program (including, without limitation, programming such as sports, music and comedy
events) and the exhibition thereof in some or all of the Theatres. “Digital Programming Services”
shall not include (i) the distribution of feature films or Trailers or (ii) the electronic
distribution of digital feature film content (“Digital Films”) or Trailers; provided,
however, that LLC may distribute Digital Films or Trailers across the Digital Content
Network upon the prior written approval of Cinemark.

	C.	 	Meeting Services

“Meeting Services” means uses of the Theatres other than Digital Programming Services which may or
may not be dependent on the electronic distribution of digital programming content, such as
business meetings and educational/training meetings.

“Meeting Services” includes three types of meetings

	 	1.	 	Meetings With a Movie
	 
	 	2.	 	Meetings Without a Movie
	 
	 	3.	 	Church Worship Services

Meeting Services shall not include events involving the exhibition of only a feature film without a
meeting to an organized group, such as birthday parties, group sales to schools or other private
screenings, or internal meetings or training of Cinemark employees.

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EXHIBIT A-1

CINEMARK

INVENTORY FOR LOBBY PROMOTIONS

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

	 	 	 	 	 	 	 
	Item	 	Inventory per Flight	 	Quantity	 	Spec
	 
	 	 	 	 	 	 
	Box Office Handout

	 	2 programs per Theatre
	 	TBD
	 	3”x5” 2-sided
	(1 handout per
transaction; not
film specific)
	 
	 	 	 	 	 	 
	Exit Sampling

	 	1 program per Theatre
	 	TBD	 	 
	 
	 	 	 	 	 	 
	Poster Case

	 	1 program per Theatre
	 	varies (below)
	 	27”x40”
	 

	 	 	 	Live Area
	 	24”x38”
	(1-11 screens:
1 poster; 12 screens:
2 posters; 13-20
screens: 3 posters;
21+ screens:
4 posters)
	 
	 	 	 	 	 	 
	Tabling/Demo

	 	1 program per Theatre
	 	1 per client
	 	4-6’ table
	(No active
“recruitment”
of patrons)
	 
	 	 	 	 	 	 
	Vehicle/Motorcycle

	 	1 program per Theatre
	 	1 per client	 	 
	(Displays limited
to specific list of
Theatres provided by
Cinemark, and
updated from time to
time after reasonable
advance notice to
LLC)
	 
	 	 	 	 	 	 
	Background Music

	 	1 program per Theatre
	 	N/A
	 	N/A
	 
	 	 	 	 	 	 
	Counter Cards

	 	2 programs per Theatre
	 	2-3 per client
	 	13”x16.5”x4”
	 
	 	 	 	 	 	 
	Danglers

	 	1 programs per Theatre

per quarter
	 	2-3 per client
	 	18”x24”
	 
	 	 	 	 	 	 
	Static Clings

	 	1 program per Theatre

per quarter
	 	2-3 per client
	 	4”x6”
	 
	 	 	 	 	 	 
	Banners

	 	1 program per Theatre

per quarter
	 	1 per client
	 	6’x4’

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	Item	 	Inventory per Flight	 	Quantity	 	Spec
	Lobby Display

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

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

	 	1 program per Theatre

per quarter
	 	1 per client
	 	4”x6’

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EXHIBIT B

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

LLC will provide Cinemark with up to 1,000 hours per year associated with Creative Services in
conjunction with the creation of certain elements of the Pre-Feature Program (including the Policy
Trailer, the Brand, and the Branded Slots) and Video Display Program at no charge. Additional
hours will be billed as set forth in item 2 below. The Creative Services provided at no cost may
not include creation of Strategic Programs.

“Creative Services” include the provision of (i) concept work, idea creation, scripting,
treatments, storyboarding, timelines and animatics, (ii) execution, animation, production, post
production, sound design, final encoding and the preparation of all deliverables, and (iii) project
management, meetings, communications, sub contractor management and all administrative activity
related to said creative services.

     1. Allocated 1,000 Hours Per Year

     All projects will be quoted on a GMH (Guaranteed Maximum Hours) basis by which the Parties
will agree to the concept and execution plan of the project. This agreement may be based on
treatments, scripts, storyboards, timelines or animatics and will define the intended scope of all
creative projects. LLC will guarantee the total maximum hours allocated to the project regardless
of actual hours invested so long as the defined scope is not increased. Scope increases may cause
LLC to allocate more hours to a project and therefore could cause overruns in the project’s GMH,
resulting in additional hours (and possibly fees). In all cases, any work resulting in overruns
will be communicated to Cinemark by LLC prior to the work actually being done.

     There is no specific deliverable attached to the accrual of hours, meaning that any project
cancelled, put on hold, or for which production may extend beyond the anniversary of the agreement,
will still have hours accrued against it that were incurred in that corresponding year. At the end
of each calendar year, the balance of hours will be zeroed out. Unused hours will not carry
forward. LLC shall provide a quarterly status report to Cinemark of all hours spent on any
particular project as well as the amount of hours spent on an aggregate basis for all projects in
any given calendar year.

     2. Additional Work

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

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

     The initial Beverage Agreement Advertising Rate is $*** per thousand attendees in Cinemark
Attendance for a 30-second advertisement. The Beverage Agreement Advertising

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

     The rate for a longer or shorter advertisement shall be adjusted based on a multiple or
percentage of the 30-second rate. For illustrative purposes, the initial Beverage Agreement
Advertising Rate for 90 seconds of advertising as of the Effective Date would be $***. The
Beverage Agreement Advertising Rate of $*** agreed to by the Parties is a discounted rate due to
the length of the Agreement and the initial commitment to purchase 90 seconds of advertising.

C. Digital Programming (See Article 6)

     1. Revenue Share

Cinemark will retain 15% of Net Ticket Revenue for tickets sold pursuant to Digital Programming
Services and 100% of all Concession sales. “Net Ticket Revenue” means all ticket revenue, net of
taxes and refunds, excluding “Comp Passes” distributed for marketing purposes, which shall not
exceed 25 per Theatre. If Comp Passes exceed 25 per Theatre, LLC shall reimburse Cinemark Net
Ticket Revenue for such Comp Passes exceeding 25 per Theatre.

LLC shall distribute to the participating Founding Members a total of 15% of net revenue received
in the form of cash or non-cash consideration pursuant to any Event Sponsorship or other
promotional fee for a Digital Programming event. A percentage of the 15% Founding Members’ share
of revenue for such Event Sponsorship or other promotional fee shall be allocated to Cinemark based
upon the number of tickets sold (excluding Comp Passes) at Theatres for the Digital Programming
event divided by the number of total tickets sold at all theatres of participating Founding Members
(excluding Comp Passes) for the Digital Programming Services event.

     2. Availability

LLC is pre-approved to schedule Digital Programming in a minimum of one auditorium in any Digitized
Theatre that (i) has the requisite technology to exhibit the specific Digital Programming event and
(ii) has more than 12 auditoriums. It is understood that live events will require additional
equipment over the minimum equipment required in a Digitized Theatre. Installation of such
additional equipment shall be made by Cinemark at its discretion. For the

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event to be pre-approved, LLC must provide 10 days’ notice of the Digital Programming event to
Cinemark and the Digital Programming event must be during any Monday through Thursday night during
non-Digital Event Peak Season.

“Digital Event Peak Season” shall mean: (i) Martin Luther King weekend, (ii) Presidents’ Day
weekend, (iii) Thursday through Easter weekend, (iv) Memorial Day weekend, (v) the Wednesday prior
to the Fourth of July weekend through the Wednesday after the Fourth of July weekend, (vi) Labor
Day weekend, (vii) Thanksgiving week, and (viii) one week prior to Christmas through the week after
New Year’s. For purposes of this definition, weekend means Friday through Monday and week means
Monday through Sunday.

LLC may exhibit Digital Programming Services in time periods other than those listed above only
with approval from Cinemark, which approval may be (i) granted as additional categories of
pre-approved Digital Programming Services or (ii) granted on a case-by-case basis. LLC’s
notification of pre-approved Digital Programming events or requests for approval on a case-by-case
basis will be submitted by a standard request form. Cinemark shall respond regarding whether it
will accept a proposed Digital Programming event within three (3) business days of being presented
with such proposal. Additionally, LLC may not exhibit any Digital Programming event related to the
release of a feature film (i) directly on DVD (or a subsequently developed system for viewing films
at home) or to handheld or mobile devices, or (ii) on DVD (or subsequently developed system for
viewing films at home), pay-per-view, cable, satellite or network television, or through other
electronic means within 120 days after the release date of such feature film in Theatres, except in
each case as otherwise agreed to by Cinemark.

If a Digital Programming Services presentation has sold more than 75% of the seats at the Theatre
made available, at least twenty-fours (24) hours prior to such event, Cinemark will make
commercially reasonable efforts to make available an additional or larger auditorium for such
presentation.

     3. Sales Reporting

Cinemark and all Theatres presenting a Digital Programming event shall report to LLC the ticket
sales, passes, and refunds upon LLC’s request, provided, that Cinemark shall have no
obligation to provide such updates more frequently than they are available internally in accordance
with its ordinary business practices.

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     4. In-Theatre Retail Opportunities

Any retail and merchandising opportunities and related revenue and cost sharing related to Digital
Programming Services may be agreed between LLC and Cinemark on an event-by-event basis.

     5. Marketing and Promotion

Theatres hosting a Digital Programming event and other Theatres in the designated marketing area
(DMA) shall allow LLC to play an Event Trailer for a maximum of four (4) weeks prior to the Digital
Programming event, consistent with the provisions of Section 6.03. Such Event Trailer will start
after Showtime. Every Event Trailer will indicate the date and location of the event. LLC may
also use any other marketing and advertising Inventory it controls as set forth on Exhibit
A-1 to market the Digital Programming event. All other marketing initiatives that utilize
databases, websites or other “marketing assets” controlled by Cinemark will be agreed between LLC
and Cinemark.

All Event Trailers and other marketing and promotional activities relating to any Digital
Programming event and displayed in any Theatre must (i) have received, or be such that, had it been
rated, it would have received an MPAA rating of “G” or “PG” to be played prior to a feature film
with a “G,” “PG,” or “PG-13” rating, (ii) have received, or be such that, had it been rated, it
would have received an MPAA rating of “G,” “PG,” “PG-13” or “R” to be played prior to a feature
film with an “R” rating, and (iii) be pre-approved by Cinemark prior to use, which approval shall
not be unreasonably withheld or delayed.

D. Meeting Services (See Article 6)

     1. Revenue Share

Payments between LLC and Cinemark related to Meeting Services shall be determined as set forth in
Exhibit B-1.

     2. Availability

The provisions in Exhibit B-1 identify the availability of Theatres for Meeting Services on a
pre-approved basis. Meeting Services may be provided at such other times and under such other
terms as may be agreed by Cinemark and LLC.

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     3. General Requirements

Cinemark must provide approval or decline a Meeting Services event that is not pre-approved within
three (3) business days of receiving notice of such event.

Cinemark and LLC will develop a mutually acceptable process for billing and collecting ticket and
Concession sales.

The aggregate of fees other than movie admission and Concessions, including fees such as rental
fees, fees for concierge services and catering fees, charged for a Meeting with a Movie must be the
greater of $*** per hour or $*** per regular show time replaced by the event (annually adjusted
based on increases in LLC’s auditorium rental rates), calculated with respect to the time used by
LLC for the meeting in excess of the running time of the film.

E. Event Services Administrative Fee (See Section 6.07)

The Administrative Fee charged for Digital Programming events shall cover all post-production
services (including ingesting, editing and encryption) performed by LLC and delivery of content to
Theatre(s) through the Digital Content Network. If LLC establishes an additional digital network,
pricing related to services provided for such network will be developed separately.

The Administrative Fee shall initially be $*** per location delivered (subject to the CPI
Adjustment), with a minimum of $*** (subject to the CPI Adjustment), which includes a $***
bandwidth surcharge.

The Administrative Fee shall not be charged for production or delivery by LLC of the Event Trailer.
Any fees and charges relating to delivery by LLC to Cinemark of Digital Films or Trailers not
produced by LLC will be negotiated by Cinemark and LLC at a later date.

Encoding (should it be required) will be charged separately at the rate of $125 per hour (subject
to the CPI Adjustment).

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Exhibit B-1

	 	 	 
	Approved Events	 	Revenue Share
	 
	Cinemark grants pre-approval for Meetings With or
Without a Movie that satisfy the criteria below:
(includes tent pole films)

Start and end times fall between Mon - Thurs (6am - 6pm)

Meeting occurs in Theatres more than 12 auditoriums

Tickets for all auditorium seats are sold at adult
rate if movie is to be shown

Film is available at the relevant theatre, utilizing
2nd, 3rd, 4th print of a movie (if movie is to be
shown), and has received Exhibitor’s film department
approval
 

Church Worship Services

Approval required
 

Exceptions that require approval:

1) Requires more than 1 Auditorium per request/group

2) Booked in Peak Season**

3) Events requested less than 10 business days from
the date of event

4) Events in Theatres identified in the
Specification Documentation

	 	Meeting Without a Movie
 

LLC shall pay
Exhibitor 15% of
rental revenue
 

Meeting with a Movie:
 

LLC shall sell 100% of
the seats in the
auditorium at the full
adult ticket price
(unless otherwise
approved by Cinemark
in advance).
Cinemark shall retain
100% of all
admisssions and
concessions revenue;
LLC shall retain 100%
of meeting revenue.
 

Church Worship Services
 

LLC shall pay Cinemark
50% of rental revenue

 

			
	**

	 	Peak Season:
	1)

	 	Martin Luther King weekend
	2)

	 	Presidents’ Day weekend
	3)

	 	Easter weekend — Thurs → Sun
	4)

	 	Memorial Day weekend
	5)

	 	Week of the 4th of July
	6)

	 	Labor Day weekend
	7)

	 	Thanksgiving week
	8)

	 	Week prior to Christmas through the week after New Year’s

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Schedule 1

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

A. Definitions

Within the context of this Schedule 1, the following terms shall have the following meanings:

“4.03 Participating Attendance” means the sum of Cinemark Attendance, AMC Attendance and Regal
Attendance, calculated only with respect to Theatres, AMC Theatres and Regal Theatres that display
an advertising campaign that Cinemark has not displayed in at least some Theatres pursuant to
Section 4.03(viii) or (ix) of this Agreement or because of lack of equipment to display the Video
Display Program.

“4.03 Theatre Access Fee” means the product of (i) the difference between (A) Cinemark 4.03 Opt-In
Revenue minus (B) Cinemark Opt-Out Revenue, multiplied by (ii) the Theatre Access Pool Percentage.
It is possible that the 4.03 Theatre Access Fee could be a negative number.

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

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

“Aggregate 4.03 Opt-In Revenue” means the sum of all 4.03 Revenue for each advertising campaign
that any Founding Member opted not to display pursuant to Section 4.03(i), (iii), (iv), (v) or (vi)
during the applicable measurement period.

“Aggregate Theatre Access Fee” means the sum of the Theatre Access Fee and the comparable theatre
access fee payments made to AMC and Regal for the applicable period.

“Aggregate Theatre Access Pool” means the sum of the Cinemark Theatre Access Pool plus the
comparable calculations for AMC and Regal.

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

 

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

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

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

“Attendance Factor” means, as of the Effective Date, ***% (which represents the percentage
calculated for the fourth fiscal quarter of 2006 using the formula in the following sentence).
Effective as of the first day of each succeeding fiscal quarter of LLC beginning with the second
fiscal quarter of 2007, the Attendance Factor shall adjust and be a percentage equal to (i) the
total revenue payable to LLC for the immediately preceding fiscal quarter attributable to
advertising exhibited in the Theatres, AMC Theatres and Regal Theatres with respect to advertising
contracts for which the pricing is based on attendance, flat fee or other than number of screens,
divided by (ii) the total revenue payable to LLC for the immediately preceding fiscal quarter
attributable to all advertising exhibited by LLC in the Theatres, AMC Theatres and Regal Theatres.

“Beverage Agreement Revenue” means the aggregate revenue received by LLC related to the Beverage
Agreement and AMC’s and Regal’s beverage agreements for the applicable measurement period.

“Cinemark 4.03 Opt-In Revenue” means Cinemark’s proportional share of the 4.03 Revenue resulting
from advertising subject to Section 4.03(i), (iii), (iv), (v) or (vi) that was declined by AMC or
Regal but that Cinemark exhibited in the fiscal month during which LLC provides the Advertising
Services. Cinemark 4.03 Opt-In Revenue shall be calculated by aggregating, for the applicable
fiscal month, the amount equal to the product of (i) the 4.03 Revenue for each relevant advertising
campaign, multiplied by (ii) the following fraction (A) the numerator of which is Cinemark
Attendance and (B) the denominator of which is Aggregate 4.03 Opt-In Attendance.

“Cinemark 4.03 Opt-Out Attendance” means Cinemark Attendance calculated only with respect to
Theatres that do not display an advertising campaign pursuant to Section 4.03(viii) or (ix) of this
Agreement or because of lack of equipment to display the Video Display Program.

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

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

“Cinemark Attendance Ratio” means the quotient of: (i) Cinemark Attendance, divided by (ii) the sum
of (A) the Cinemark Attendance, (B) the AMC Attendance and (C) the Regal Attendance.

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

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

“Cinemark Screen Ratio” means the quotient of: (i) Cinemark Screen Count, divided by (ii) the sum
of (A) the Cinemark Screen Count, (B) the AMC Screen Count and (C) the Regal Screen Count.

“Cinemark Theatre Access Pool” means the sum of (i) the Cinemark Theatre Access Attendance Fee and
(ii) the Cinemark Theatre Access Screen Fee.

“Cinemark Theatre Access Attendance Fee” means the product of (i) the Theatre Access Fee per Patron
and (ii) Cinemark Attendance for the applicable fiscal month.

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

“Digital Programming EBITDA” means, for the applicable measurement period, the portion of LLC
EBITDA attributable to the Digital Programming Services business line, as reasonably determined by
LLC based upon the revenues for Digital Programming Services and an estimated allocation of
expenses for such period.

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

“Encumbered Exhibitor Allocation” means ***.

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“Encumbered Service Revenue” means ***.

“Exclusivity EBITDA” means ***.

“Exclusivity Percentage” means ***.

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

“Exhibitor Allocation” means the sum of (i) the product of the Screen Factor and the Cinemark
Screen Ratio, and (ii) the product of the Attendance Factor and the Cinemark Attendance Ratio.

“Gross Advertising EBITDA” means Advertising-Related EBITDA less any Beverage Agreement Revenue.

“LLC EBITDA” means the aggregate EBITDA of LLC for the applicable measurement period, excluding any
Exclusivity Run-Out Payments paid pursuant to this Agreement or any Exhibitor Services
Agreement.

“Meeting Services EBITDA” means, for the applicable measurement period, the portion of LLC
EBITDA attributable to the Meeting Services business line, as reasonably determined by LLC based
upon the revenues for Meeting Services and an estimated allocation of expenses for such period.

“Non-Encumbered Exhibitor Allocation” means ***.

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

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

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

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

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

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

“Screen Number” means, with respect to any measurement period, the sum of the total number of
screens in the applicable theatres on each day of the applicable measurement period, all divided by
the number of days in the applicable measurement period, provided that a screen shall not
be counted for purposes of this calculation if such screen is inaccessible to exhibit Inventory for
the majority of the planned exhibitions for any particular day (i) with respect to the Theatres:
due to human or technical error within Cinemark’s or its Affiliates’ control, Cinemark’s failure to
allow LLC to upgrade the Software or Equipment (subject to Section 3.05), Cinemark’s failure to
install Equipment pursuant to its obligations under Section 3.04 or, after notice and opportunity
to cure as set forth in Section 3.08(b), as the result of Cinemark’s failure to repair or replace
any Cinemark Equipment or Cinemark’s (or its Affiliates’) software installed at any Theatre, if
such obligation to repair or replace is undertaken by Cinemark pursuant to Section 3.08(b)), (ii)
with respect to the AMC Theatres: due to human or technical error within AMC’s or its Affiliates’
control, AMC’s failure to allow LLC to upgrade the Software or Equipment (subject to Section 3.05
of its Exhibitor Services Agreement), AMC’s failure to install Equipment pursuant to its
obligations under Section 3.04 of its Exhibitor Services Agreement or, after notice and opportunity
to cure as set forth in Section 3.08(b), as the result of AMC’s failure to repair or replace any
AMC Equipment or AMC’s (or its Affiliates’) software installed at any Theatre, if such obligation
to repair or replace is undertaken by AMC pursuant to Section 3.08(b) of its Exhibitor Services
Agreement), (iii) with respect to the Regal Theatres: due to human or technical error within
Regal’s or its Affiliates’ control, Regal’s failure to allow LLC to upgrade the Software or
Equipment (subject to Section 3.05 of its Exhibitor Services Agreement), Regal’s failure to install
Equipment pursuant to its obligations under Section 3.04 of its Exhibitor Services Agreement or,
after notice and opportunity to cure as set forth in Section 3.08(b), as the result of Regal’s
failure to repair or replace any Regal Equipment or Regal’s (or its Affiliates’) software installed
at any Theatre, if such obligation to repair or replace is undertaken by Regal pursuant to Section
3.08(b) of its Exhibitor Services Agreement), or (iv) if such screen is an IMAX Screen that does
not exhibit Inventory.

“Supplemental Theatre Access Fee” means an annual payment from LLC to Cinemark to supplement the
amount of the Theatre Access Fee, payable only if the Aggregate Theatre Access Fee is less than
twelve percent of Aggregate Advertising Revenue for the applicable fiscal year. The Supplemental
Theatre Access Fee, if any, is equal to the product of (i) (A) twelve percent of Aggregate
Advertising Revenue for the relevant fiscal year minus (B) the Aggregate Theatre Access Fee for the
relevant fiscal year, and (ii) the Cinemark Attendance Ratio for the relevant fiscal year.

“Theatre Access Fee” means a monthly payment from LLC to Cinemark in consideration for Theatres’
participation in Advertising Services, which shall be the sum of (i) the Cinemark Theatre Access
Pool and (ii) the 4.03 Theatre Access Fee.

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“Theatre Access Fee per Digital Screen” means $66.67 per month per Digital Screen as of the
Effective Date through the end of LLC’s 2007 fiscal year and shall increase 5% annually thereafter.

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

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

In addition to the foregoing, the following terms have the meanings assigned in the Sections of
this Agreement referred to in the table below:

	 	 	 
	Term	 	Section
	4.03 Revenue

	 	4.03 
	Adverting Services

	 	Article 1
	Affiliate

	 	Article 1
	Aggregate Advertising Revenue

	 	Article 1
	AMC Exhibitor Agreement

	 	Article 1
	AMC Theatre

	 	Article 1
	Beverage Agreement

	 	Article 1
	Cinemark

	 	Preamble
	Cinemark Equipment

	 	Article 1
	Digital Programming

	 	Article 1
	Digital Programming Services

	 	Article 1
	Digital Screen

	 	Article 1
	Digitized Theatre

	 	Article 1
	EBITDA

	 	Article 1
	Effective Date

	 	Preamble
	Encumbered Theatre

	 	4.08 
	Equipment

	 	Article 1
	Founding Members

	 	Article 1
	IMAX Screens

	 	4.13(b) 
	Inventory

	 	Article 1
	LLC

	 	Preamble
	Meeting Services

	 	Article 1
	Regal Exhibitor Agreement

	 	Article 1
	Regal Theatre

	 	Article 1
	Software

	 	Article 1
	Theatres

	 	Article 1

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B. Exhibitor Allocation

Formula1

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

	 	(1)	 	Screen Factor = 1 — Attendance Factor
	 
	 	(2)	 	Cinemark Screen Ratio = Cinemark Screen Count / (Cinemark Screen Count + AMC Screen
Count + Regal Screen Count)

	 	(a)	 	Screen Count (for each of Cinemark, AMC and Regal) = Screen Number for
that exhibitor during the applicable measurement period
	 
	 	(b)	 	Screen Number = Number of screens available in the exhibitor’s Theatres
on each day of the applicable measurement period to exhibit Inventory / Total
number of days in the applicable measurement period

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

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

 

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

7

Table of Contents

C. Theatre Access Fee

Formula2 for Monthly Payments of Theatre Access Fee and Annual Payments of Supplemental Theatre Access Fee

Theatre Access Fee = Cinemark Theatre Access Pool + 4.03 Theatre Access Fee; where:

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

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

	 	(i)	 	Theatre Access Fee per Patron = $0.07 per patron (subject to
an increase of 8% every five years, with the first such increase occurring
after the end of LLC’s 2011 fiscal year)
	 
	 	(ii)	 	Cinemark Attendance = Number of patrons in all Theatre
auditoriums that exhibit the advertising

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

	 	(i)	 	Theatre Access Fee per Digital Screen = $66.67 per Digital
Screen (subject to a 5% annual increase, beginning after the end of LLC’s 2007
fiscal year)
	 
	 	(ii)	 	Cinemark Digital Screen Count = Number of screens in
Digitized Theatres that exhibit advertising

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

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

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

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

 

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

8

Table of Contents

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

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

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

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

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

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

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

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

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

	 	(1)	 	Aggregate Theatre Access Fee = Sum of Theatre Access Fee plus the comparable
theatre access fee payments made to AMC and Regal for the same period
	 
	 	(2)	 	Cinemark Attendance Ratio = See Section B of this Schedule

9

Table of Contents

D. Exclusivity Run-Out Payment

Formula3 for Quarterly Payments

Exclusivity Run-Out Payment = ***

 

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

10exv10w9

 

EXHIBIT 10.9

 

 

 

 

NATIONAL CINEMEDIA, LLC

THIRD AMENDED AND RESTATED

LIMITED LIABILITY COMPANY OPERATING AGREEMENT

DATED AS OF FEBRUARY 13, 2007

 

 

 

 

 

 

TABLE OF CONTENTS

	 	 	 	 	 
	 	 	Page	 
	ARTICLE 1 DEFINITIONS
	 	 	2	 
	1.1 Defined Terms
	 	 	2	 
	1.2 Other Definitional Provisions; Interpretation
	 	 	17	 
	ARTICLE 2 FORMATION
	 	 	17	 
	2.1 Formation; Qualification
	 	 	17	 
	2.2 Name
	 	 	18	 
	2.3 Term
	 	 	18	 
	2.4 Headquarters Office
	 	 	18	 
	2.5 Registered Agent and Office
	 	 	18	 
	2.6 Purposes
	 	 	18	 
	2.7 Powers
	 	 	18	 
	ARTICLE 3 MEMBERS AND INTERESTS
	 	 	19	 
	3.1 Members.
	 	 	19	 
	3.2 Meeting of Members
	 	 	20	 
	3.3 Certain Duties and Obligations of the Members
	 	 	21	 
	3.4 Units
	 	 	21	 
	3.5 Authorization and Issuance of Additional Units
	 	 	23	 
	3.6 Business Opportunities; Non-Competition
	 	 	25	 
	ARTICLE 4 MANAGEMENT AND OPERATIONS
	 	 	25	 
	4.1 Manager
	 	 	25	 
	4.2 Management Authority
	 	 	25	 
	4.3 Founding Member Approval Rights
	 	 	26	 
	4.4 Duties
	 	 	29	 
	4.5 Reliance by Third Parties
	 	 	29	 
	4.6 Resignation
	 	 	29	 
	4.7 Removal
	 	 	29	 
	4.8 Vacancies
	 	 	29	 
	4.9 Information Relating to the Company
	 	 	29	 
	4.10 Insurance
	 	 	29	 
	4.11 Transactions Between Company and Manager
	 	 	30	 
	4.12 Officers
	 	 	30	 
	4.13 Management Fee; Reimbursement of Expenses
	 	 	30	 
	4.14 Limitation of Liability; Exculpation
	 	 	30	 
	4.15 Indemnification
	 	 	31	 
	4.16 Title to Assets
	 	 	32	 
	ARTICLE 5 CAPITAL CONTRIBUTIONS; DISTRIBUTIONS
	 	 	32	 
	5.1 Capital Contributions
	 	 	32	 
	5.2 Loans from Members
	 	 	33	 
	5.3 Loans from Third Parties
	 	 	33	 

 

 

	 	 	 	 	 
	 	 	Page	 
	5.4 Distributions
	 	 	33	 
	5.5 Valuation
	 	 	35	 
	ARTICLE 6 BOOKS AND RECORDS; TAX; CAPITAL ACCOUNTS; ALLOCATIONS
	 	 	35	 
	6.1 General Accounting Matters
	 	 	35	 
	6.2 Certain Tax Matters
	 	 	36	 
	6.3 Capital Accounts
	 	 	36	 
	6.4 Allocations
	 	 	37	 
	6.5 Allocations of Net Income and Net Losses for Federal Income Tax Purposes
	 	 	39	 
	6.6 Elections
	 	 	40	 
	6.7 Tax Year
	 	 	40	 
	6.8 Withholding Requirements
	 	 	40	 
	6.9 Reports to Members
	 	 	40	 
	6.10 Auditors
	 	 	41	 
	6.11 Transfers During Year
	 	 	41	 
	6.12 Code Section 754 Election
	 	 	41	 
	ARTICLE 7 DISSOLUTION
	 	 	41	 
	7.1 Dissolution
	 	 	41	 
	7.2 Winding-Up
	 	 	42	 
	7.3 Final Distribution
	 	 	42	 
	ARTICLE 8 TRANSFER; SUBSTITUTION; ADJUSTMENTS
	 	 	43	 
	8.1 Restrictions on Transfer
	 	 	43	 
	8.2 Substituted Members
	 	 	44	 
	8.3 Effect of Void Transfers
	 	 	45	 
	ARTICLE 9 REDEMPTION RIGHT OF MEMBER
	 	 	45	 
	9.1 Redemption Right of a Member
	 	 	45	 
	9.2 Effect of Exercise of Redemption Right
	 	 	46	 
	ARTICLE 10 MISCELLANEOUS
	 	 	46	 
	10.1 Agreement to Cooperate; Further Assurances
	 	 	46	 
	10.2 Amendments
	 	 	47	 
	10.3 Confidentiality
	 	 	47	 
	10.4 Injunctive Relief
	 	 	48	 
	10.5 Successors, Assigns and Transferees
	 	 	48	 
	10.6 Notices
	 	 	48	 
	10.7 Integration
	 	 	48	 
	10.8 Severability
	 	 	49	 
	10.9 Counterparts
	 	 	49	 
	10.10 Governing Law; Submission to Jurisdiction
	 	 	49	 
	Exhibit A Members and Units
	 	 	A-1	 

 

 

	 	 	 	 	 
	 	 	Page	 
	Exhibit B Over-Allotment Unit Purchase
	 	 	B-1	 
	Exhibit C Form of Common Unit Certificate
	 	 	C-1	 

 

 

THIRD AMENDED AND RESTATED

LIMITED LIABILITY COMPANY OPERATING AGREEMENT

OF

NATIONAL CINEMEDIA, LLC

     This Third Amended and Restated Limited Liability Company Operating Agreement (this
“Agreement”) of National CineMedia, LLC, a Delaware limited liability company (the
“Company”), is made and entered into as of February 13, 2007, by and among each of the
parties hereto and amends and restates in full the Second Amended Agreement.

RECITALS

     A.      National Cinema Network, Inc., a Delaware corporation (“NCN”), and Regal CineMedia
Holdings, LLC, a Delaware limited liability company (“Regal” or the “Regal Founding
Member”), formed the Company and entered into the Limited Liability Company Operating Agreement
of National CineMedia, LLC, dated as of March 29, 2005 (the “Original Agreement”).

     B.      Cinemark Media, Inc., a Delaware corporation (“Cinemark Media” or the “Cinemark
Founding Member”), was admitted as a Founding Member in the Company pursuant to that certain
Contribution Agreement, dated as of July 15, 2005 (the “Contribution Agreement”), and that
certain Amended and Restated Limited Liability Company Operating Agreement of National CineMedia,
LLC, dated as of July 15, 2005 (the “First Amended Agreement”).

     C.      NCN merged with and into American Multi-Cinema, Inc., a Missouri Corporation (“AMC”
or the “AMC Founding Member”), with AMC as the surviving entity.

     D.      The First Amended Agreement has been amended pursuant to the First Amendment to the Amended
and Restated Limited Liability Company Operating Agreement of National CineMedia, LLC, dated as of
December 12, 2006 (the “First Amendment”), the Second Amendment to the Amended and Restated
Limited Liability Company Operating Agreement of National CineMedia, LLC, dated as of January 23,
2007 (the “Second Amendment”), and the Third Amendment to the Amended and Restated Limited
Liability Company Operating Agreement of National CineMedia, LLC, dated as of February 7, 2007 (the
“Third Amendment”, and together with the First Amended Agreement, the First Amendment, and
the Second Amendment, the “Second Amended Agreement”).

     E.      The Company and National CineMedia, Inc., a Delaware corporation (“NCM Inc.”), have
entered into a Common Unit Subscription Agreement, dated as of February 13, 2007 (the
“Subscription Agreement”), pursuant to which the Company has agreed to issue Common Units
to NCM Inc. as more fully provided therein.

     F.      AMC, Regal and Cinemark Media desire to amend and restate the Second Amended Agreement to
reflect the addition of NCM Inc. as a Member in the Company and its designation as sole Manager of
the Company.

1

 

     G.      The respective board of directors and manager of each of AMC, Regal and Cinemark Media,
respectively, and the board of directors of NCM Inc. have approved this Agreement.

     The parties hereto agree as follows:

ARTICLE 1

DEFINITIONS

     1.1      Defined Terms. The following terms shall have the following meanings in this Agreement:

          “Adjusted Capital Account Balance” means, with respect to any Member, the balance in
such Member’s Capital Account after giving effect to the following adjustments: (a) debits to such
Capital Account of the items described in Section l.704-1(b)(2)(ii)(d)(4-6) of the Treasury
Regulations, and (b) credits to such Capital Account of such Member’s share of Partnership Minimum
Gain or Partner Nonrecourse Debt Minimum Gain or of any amount which such Member would be required
to restore under this Agreement or otherwise. The foregoing definition of Adjusted Capital Account
Balance is intended to comply with the provisions of Section l.704-1(b)(2)(ii)(d) of the Treasury
Regulations and shall be interpreted consistently therewith.

          “Affiliate” means with respect to any Person, any Person that directly or indirectly,
through one or more intermediaries Controls, is Controlled by or is under common Control with such
Person. Notwithstanding the foregoing, (i) no Member shall be deemed an Affiliate of the Company,
(ii) the Company shall not be deemed an Affiliate of any Member, (iii) no stockholder of REG, or
any of such stockholder’s Affiliates (other than REG and its Subsidiaries) shall be deemed an
Affiliate of any Member or the Company, (iv) no stockholder of Marquee Holdings, or any of such
stockholder’s Affiliates (other than Marquee Holdings and its Subsidiaries) shall be deemed an
Affiliate of any Member or the Company, (v) no stockholder of Cinemark, or any of such
stockholder’s Affiliates (other than Cinemark and its Subsidiaries) shall be deemed an Affiliate of
any Member or the Company, (vi) no stockholder of NCM Inc. shall be deemed an Affiliate of NCM
Inc., and (vii) NCM Inc. shall not be deemed an Affiliate of any stockholder of NCM Inc.

          “Agreement” has the meaning set forth in the preamble of this Agreement, as the same
may be amended, supplemented or otherwise modified from time to time.

          “AMC” has the meaning set forth in the Recitals of this Agreement or its successor.

          “AMC Founding Member” has the meaning set forth in the Recitals of this Agreement.

          “Applicable Tax Rate” means (i) 40% or (ii) if, at the time of the relevant
distribution described in Section 7.6(f) of the Senior Credit Facility, the highest combined
federal, state and local marginal rate applicable to corporate taxpayers residing in New York

2

 

City, New York, taking into account the deductibility of state and local income taxes for
federal income tax purposes shall exceed 40%, such higher rate.

          “Available Cash” means for a particular period: (i) the Company’s earnings before
interest, taxes, depreciation and amortization (as determined in accordance with GAAP);
plus (ii) non-cash items of deduction or loss (other than items related to barter
transactions) subtracted in determining the Company’s earnings under clause (i); plus (iii)
interest income received by the Company to the extent such income is not otherwise included in
determining the Company’s earnings under clause (i); plus (iv) amounts received by the
Company pursuant to the Loews Agreement or other similar agreements to the extent such amounts are
not otherwise included in determining the Company’s earnings under clause (i); plus (v)
amounts received by the Company pursuant to the Common Unit Adjustment Agreement to the extent such
amounts are not otherwise included in determining the Company’s earnings under clause (i);
plus (vi) amounts received by the Company pursuant to Section 3.5(c) to the extent such
amounts are not otherwise included in determining the Company’s earnings under clause (i);
plus (vii) net proceeds (after expenses attributable to the sale) from the sale of Company
assets to the extent such proceeds are not otherwise included in determining the Company’s earnings
under clause (i); plus (viii) for the second Fiscal Period of each Fiscal Year, the amount
of any Distribution Increase attributable to the Distribution Year; plus (ix) for the
fourth Fiscal Period of each Fiscal Year, any amounts that the Company was not permitted to
distribute to the Members for each of the immediately preceding three Fiscal Periods of such Fiscal
Year as a result of the application of Section 7.6(h) of the Senior Credit Facility (to the extent
such amounts are not restricted under Section 7.6(h) of the Senior Credit Facility as of the last
day of the fourth Fiscal Period); less (x) non-cash items of income or gain (other than
items related to barter transactions) added in determining the Company’s earnings under clause (i);
less (xi) amounts paid by the Company pursuant to the Exhibitor Services Agreements, the
Management Services Agreement or other similar agreements to the extent such amounts are not
otherwise deducted in determining the Company’s earnings under clause (i); less (xii)
amounts paid by the Company pursuant to the Common Unit Adjustment Agreement to the extent such
amounts are not otherwise deducted in determining the Company’s earnings under clause (i);
less (xiii) taxes paid by the Company; less (xiv) Capital Expenditures made by the
Company; less (xv) for the second Fiscal Period of each Fiscal Year, the amount of any
Distribution Decrease attributable to the Distribution Year; less (xvi) interest paid by
the Company on Funded Indebtedness; less (xvii) mandatory principal payments made by the
Company on Funded Indebtedness to the extent such principal payments are made from funds other than
funds that were restricted pursuant to Section 7.6(h) of the Senior Credit Facility; less
(xviii) amounts (other than interest and principal payments) paid by the Company with respect to
Funded Indebtedness to the extent such amounts are not otherwise deducted in determining the
Company’s earnings under clause (i); provided, however, that: (a) amounts borrowed
under, and optional principal payments made on, the Revolving Credit Facility shall not be taken
into account in determining Available Cash; (b) amounts received or paid by the Company pursuant to
the terms of the Tax Receivable Agreement shall not be taken into account in determining Available
Cash; and (c) for the Fiscal Period
that includes the date of this Agreement, Available Cash shall
be determined beginning on the day following the date of this Agreement through the last day of
such Fiscal Period.

          “Beneficial Owner” or “beneficial owner” (including, with correlative meanings, the
terms “beneficial ownership” and “beneficially owns”) has the meaning

3

 

attributed to it in Rules 13d-3 and 13d-5 under the Exchange Act, whether or not applicable,
except that a Person shall be deemed to have Beneficial Ownership of all Units that any such Person
has the right to acquire, whether such right is exercisable immediately or only after the passage
of time or is exercisable only upon the occurrence of a subsequent condition.

          “Board” has the meaning set forth in Section 1.1 of the First Amended Agreement.

          “Budget” means an annual operating and capital budget of the Company, including, among
other things, anticipated revenues, expenditures (capital and operating), and cash and capital
requirements (including any additional capital contributions) of the Company for the following
year.

          “Business Day” means a day other than a Saturday, Sunday, federal holiday or other day
on which commercial banks in New York, New York are authorized or required by law to close.

          “Capital Account” has the meaning set forth in Section 6.3(a) of this Agreement.

          “Capital Contribution” means the total amount of cash and the agreed fair market value
(net of all liabilities secured by such assets that the Company is considered to assume or take
subject to under Section 752 of the Code) of all other assets contributed to the Company by a
Member.

          “Capital Expenditures” means all expenditures by the Company for the acquisition or
leasing (pursuant to a capital lease) of fixed or capital assets or additions to equipment
(including replacements, capitalized repairs and improvements) that the Company is required to
capitalize for financial reporting purposes in accordance with GAAP.

          “Carrying Value” means, with respect to any asset of the Company, the asset’s adjusted
basis for federal income tax purposes, except that the Carrying Values of all assets of the Company
shall be adjusted to equal their respective fair market values, in accordance with the rules,
events, and times, set forth in Treasury Regulations Section l.704-l(b)(2)(iv)(f) and otherwise
provided for in the rules governing maintenance of Capital Accounts under Treasury Regulations,
except as otherwise provided herein; provided, however, that such adjustments shall
be made only if the Manager reasonably determines that such adjustments are necessary or
appropriate to reflect the relative economic interests of the Members. The Carrying Value of any
asset of the Company distributed to any Member shall be adjusted immediately prior to such
distribution to equal its fair market value and depreciation shall be calculated by reference to
Carrying Value, instead of tax basis, once Carrying Value differs from tax basis. The Carrying
Value of any asset contributed (or deemed contributed under Treasury Regulations Section
l.704-1(b)(1)(iv)) by a Member to the Company will be the fair market value of the asset at the
date of its contribution thereto.

          “Cash Equivalents” means any of the following denominated in U.S. Dollars: (i)
marketable direct obligations issued or unconditionally guaranteed by the government of the United
States or issued by any agency thereof and backed by the full faith and credit of the United States
maturing within one year from the date of acquisition thereof; (ii) marketable

4

 

direct obligations issued by any state of the United States or any political subdivision of
any such state or any public instrumentality thereof maturing within one year from the date of
acquisition thereof and, at the time of acquisition, having the highest rating obtainable from any
of Standard & Poor’s Corporation or any successor rating agency (“S&P”) or Moody’s
Investors Service, Inc. or any successor rating agency (“Moody’s”); (iii) commercial paper
maturing not more than one year from the date of issuance thereof and, at the time of acquisition,
having the highest rating obtainable from either S&P or Moody’s; (iv) time deposits, certificates
of deposit or bankers’ acceptances, maturing not more than one year from the date of issuance
thereof, of any commercial bank or trust company having capital and surplus in excess of
$500,000,000 and the commercial paper of the holding company of which has the highest rating
obtainable from either S&P or Moody’s; or (v) investments in money market funds complying with the
risk limiting conditions of Rule 2a-7 or any successor rule of the Securities and Exchange
Commission under the Investment Company Act of 1940, in each case provided in clauses (i), (ii),
(iii) and (iv) above, maturing within one year from the date of acquisition.

          “Cash Settlement” means immediately available funds in an amount equal to the Redeemed
Units Equivalent.

          “Certificate” has the meaning set forth in Section 2.1(a) of this Agreement.

          “Change of Control” with respect to any Person that is not an 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 more than 50% 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% 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% 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, directly or indirectly, in the future.

          “Cinemark Founding Member” has the meaning set forth in the Recitals of this
Agreement.

          “Cinemark Media” has the meaning set forth in the Recitals of this Agreement or its
successor.

          “Cinemark USA” means Cinemark USA, Inc., a Texas corporation, or its successor.

          “Class A Units” has the meaning set forth in Section 1.1 of the First Amended
Agreement.

5

 

          “Code” means the Internal Revenue Code of 1986, as amended from time to time, or any
successor statute and the rules and regulations thereunder in effect from time to time. Any
reference herein to a specific provision of the Code shall mean, where appropriate, the
corresponding provision in any successor statute.

          “Common Unit” means a Unit having the rights described in Section 3.4(d) of this
Agreement.

          “Common Unit Adjustment Agreement” means the Common Unit Adjustment Agreement, dated
as of February 13, 2007, by and among the AMC Founding Member, the Regal Founding Member, Regal
Cinemas, the Cinemark Founding Member, Cinemark USA, NCM Inc. and the Company, as the same may be
amended, supplemented or otherwise modified from time to time.

          “Common Unit Purchase” has the meaning set forth in Section 3.4(b) of this Agreement.

          “Company” has the meaning set forth in the preamble of this Agreement.

          “Confidential Information” has the meaning set forth in Section 10.3(a) of this
Agreement.

          “Contribution Agreement” has the meaning set forth in the Recitals of this Agreement,
as the same may be amended, supplemented or otherwise modified from time to time.

          “Contribution and Unit Holders Agreement” means the Contribution and Unit Holders
Agreement, dated as of March 29, 2005, by and among the Company, RCM and AMC, as the successor to
NCN, as the same may be amended, supplemented or otherwise modified from time to time.

          “Contribution Notice” has the meaning set forth in Section 9.1(b) of this Agreement.

          “Control” (including the terms “Controlled by” and “under common Control with”), with
respect to the relationship between or among two or more Persons, means the possession, directly or
indirectly, of the power to direct or cause the direction of the affairs or management of a Person,
whether through the ownership of voting Equity Interests, as trustee or executor, by contract or
otherwise.

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

6

 

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

          “DCN” has the meaning set forth in Section 2.6(a) of this Agreement.

          “Director Designation Agreement” means the Director Designation Agreement, dated as of
February 13, 2007, by and among NCM Inc. and all of the Founding Members, as the same may be
amended, supplemented or otherwise modified from time to time.

          “Distribution Amount” means, with respect to a Fiscal Period, the lesser of (i) the
Company’s Available Cash as of the last day of such Fiscal Period (reduced by any amounts
distributed by the Company to NCM Inc. under Section 3.5(c)(ii)), or (ii) the amount that may be
distributed with respect to such Fiscal Period under Section 7.6 of the Senior Credit Facility.

          “Distribution Decrease” has the meaning set forth in Section 5.4(a)(iii) of this
Agreement.

          “Distribution Increase” has the meaning set forth in Section 5.4(a)(iii) of this
Agreement.

          “Distribution Year” has the meaning set forth in Section 5.4(a)(iii) of this
Agreement.

          “Equity Compensation Notice” has the meaning set forth in Section 3.5(c)(i) of this
Agreement.

          “Equity Incentive Plan” means the National CineMedia, Inc. 2007 Equity Incentive Plan,
as the same may be amended, supplemented or otherwise modified from time to time.

          “Equity Interests” means, with respect to any Person, any and all shares, interests,
participations or other equivalents (however designated, whether voting or non-voting) of capital
stock, partnership interests (whether general or limited), limited liability company interests or
equivalent ownership interests in or issued by, or interests, participations or other equivalents
to share in the revenues or earnings of (except as provided in any service agreement that includes
a revenue sharing component entered into in the ordinary course of business), such Person or
securities convertible into, or exchangeable or exercisable for, such shares, interests,
participations or other equivalents and options, warrants or other rights to acquire such shares,
interests, participations or other equivalents; provided that discounts and rebates granted
in the ordinary course of business shall not in any event constitute an Equity Interest.

          “ERISA” means the Employee Retirement Income Security Act of 1974, as amended and the
rules and regulations promulgated thereunder, as the same may be amended from time to time.

7

 

          “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.

          “ESA-Related Tax Benefit Payment” has the meaning set forth in Section 1.01 of the Tax
Receivable Agreement.

          “ESA-Related Payment” has the meaning set forth in Section 1.01 of the Tax Receivable
Agreement.

          “Excess Nonrecourse Liability” has the meaning set forth in Section 1.752-3(a)(3) of
the Treasury Regulations.

          “Exchange Act” means the Securities and Exchange Act of 1934, as amended, and the
rules and regulations promulgated thereunder, as the same may be amended from time to time.

          “Exhibitor Services Agreement” means each separate Exhibitor Services Agreement, dated
as of February 13, 2007, (i) by and between the Company and AMC, (ii) by and between the Company
and Regal Cinemas, and (iii) by and between the Company and Cinemark USA, all as may be amended,
supplemented or otherwise modified from time to time.

          “Final Circuit Share Payments” means the payments to be made by the Company pursuant
to the terms of that certain letter agreement, dated as of February 13, 2007, by and among the
Company, AMC, Cinemark USA and Regal Cinemas.

          “First Amended Agreement” has the meaning set forth in the Recitals of this Agreement.

          “First Amendment” has the meaning set forth in the Recitals of this Agreement.

          “Fiscal Month” means each fiscal month within the Company’s Fiscal Year, as determined
by the Manager.

          “Fiscal Period” means each fiscal quarter which shall consist of three Fiscal Months.

          “Fiscal Year” means the fiscal year of the Company ending on the first Thursday after
December 25th of each year.

          “Founding Member(s)” means each of the AMC Founding Member, the Cinemark Founding
Member and the Regal Founding Member, and which shall include each of such Founding Member’s
Permitted Transferees so long as Section 8.2(c) is satisfied; provided that if a Founding
Member and all of its Permitted Transferees cease to own Common Units (e.g., as a result of the
surrender of Common Units pursuant to the Common Unit Adjustment Agreement or the redemption of
Common Units pursuant to the exercise of the Redemption Right) the Founding Member and its
Permitted Transferees shall no longer be treated as a Founding Member under this Agreement
notwithstanding that the Founding Member or its Permitted Transferees may subsequently acquire
additional Common Units in the Company (e.g.,

8

 

pursuant to the Common Unit Adjustment Agreement, in
which event the Founding Member or its Permitted Transferee will be treated as a Member under this
Agreement).

          “Founding Member Approval” means the approval of each Founding Member (in each
Founding Member’s sole discretion); provided that a Founding Member shall not be entitled
to participate in giving Founding Member Approval as provided in Section 4.3(c).

          “Founding Member Approval Rights” has the meaning set forth in Section 4.3(a) of this
Agreement.

          “Founding Member Representation Letter” has the meaning set forth in Section 4.1(i) of
the Contribution and Unit Holders Agreement.

          “Funded Indebtedness” means the sum of (i) Indebtedness of the Company under the
Senior Credit Facility (including the Preferred Unit Indebtedness and the Revolving Credit
Facility), or any refinancing thereof, plus (ii) additional Indebtedness, or any
refinancing thereof, of the Company as permitted under the terms of the Senior Credit Facility.

          “GAAP” means generally accepted accounting principles in the United States in effect
as of the relevant date on which GAAP is to be determined.

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

          “Group” has the meaning set forth in Section 13(d)(3) and Rule 13d-5 of the Exchange
Act.

          “Indebtedness” means, with respect to any Person, at any date, without duplication,
(i) all obligations of such Person for borrowed money, (ii) all obligations of such Person
evidenced by bonds, debentures, notes or other similar instruments issued by such Person, (iii) all
obligations of such Person to pay the deferred purchase price for property or services, except
trade accounts payable arising in the ordinary course of business and consistent with past
practice, (iv) all reimbursement obligations of such Person in respect of letters of credit or
other similar instruments, (v) all Indebtedness of others secured by any lien, encumbrance or
mortgage on any asset of such Person, and (vi) all Indebtedness of others guaranteed (whether by
virtue of partnership arrangements, by agreement to keep well, to purchase assets, goods,
securities or services, to take-or-pay, or to maintain a minimum net worth, financial ratio or
similar requirements, or otherwise) by such Person.

          “Indemnitee” has the meaning set forth in Section 4.14(a) of this Agreement.

          “Independent Directors” means any director of NCM Inc. that, if the NCM Inc. 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 NCM Inc. 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.

9

 

          “Initial ESA Modification Payment” means the payments made by the Company under
Section 2.05(a)(i) of the Exhibitor Services Agreements.

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

          “Interest” means a limited liability company interest (other than Preferred Units) in
the Company as provided in this Agreement and under the LLC Act and, in addition, any and all
rights and benefits to which a Member is entitled under this Agreement, together with all
obligations of such Person to comply with, and rights to benefit from, the terms and provisions of
this Agreement.

          “Joint Venture Agreements” means, collectively, this Agreement, the Common Unit
Adjustment Agreement, the Contribution Agreement, the Contribution and Unit Holders Agreement (and
various related agreements executed simultaneously therewith), the Director Designation Agreement,
the Exhibitor Services Agreements, the Founding Member Representation Letter, the Loews Agreement,
the Management Services Agreement, the Software License Agreement, the Subscription Agreement and
the Tax Receivable Agreement.

          “Joint Venture Purposes” has the meaning set forth in Section 2.6(c) of this
Agreement.

          “Liabilities” has the meaning set forth in Section 4.15(a) of this Agreement.

          “Liquidator” has the meaning set forth in Section 7.2 of this Agreement.

          “LLC Act” means the Delaware Limited Liability Company Act, 6 Del.C. §§
18-101, et seq., as it may be amended from time to time, and any successor to such statute.

          “Loews Agreement” means the First Amended and Restated Loews Screen Integration
Agreement, dated as of February 13, 2007, by and among AMC and the Company, as the same may be
amended, supplemented or otherwise modified from time to time.

          “Majority Member Vote” means the affirmative vote by both: (a) holders of Common
Units representing a majority of all the Common Units then issued and outstanding and (b) each
Founding Member.

          “Management Services Agreement” means the Management Services Agreement, dated as of
February 13, 2007, by and between the Company and NCM Inc., as the same may be amended,
supplemented or otherwise modified from time to time.

          “Manager” has the meaning set forth in Section 4.1 of this Agreement.

10

 

          “Marquee Holdings” means Marquee Holdings Inc. or its successor or any Person that
wholly-owns Marquee Holdings, directly or indirectly, in the future.

          “Member” means each Person that becomes a member, as contemplated in the LLC Act, of
the Company in accordance with the provisions of this Agreement and has not ceased to be a Member
as provided in Section 3.1(d) of this Agreement, and each of such Member’s transferees, if
applicable.

          “Member Information” has the meaning set forth in Section 10.3(c) of this Agreement.

          “NCM Inc.” has the meaning set forth in the Recitals of this Agreement.

          “NCM Inc. Redemption Price” means the arithmetic average of the volume weighted
average prices for a share of NCM Inc. common stock on the principal United States securities
exchange or automated or electronic quotation system on which NCM Inc. common stock trades, as
reported by Bloomberg, L.P., or its successor, for each of the three (3) consecutive full Trading
Days ending on and including the last full Trading Day immediately prior to the Redemption Date,
subject to appropriate and equitable adjustment for any stock splits, reverse splits, stock
dividends or similar events affecting the NCM Inc. common stock. If the NCM Inc. common stock no
longer trades on a securities exchange or automated or electronic quotation system, then a majority
of the Independent Directors of NCM Inc. shall determine the NCM Inc. Redemption Price in good
faith.

          “NCN” has the meaning set forth in the Recitals of this Agreement.

          “Net Income” or “Net Losses”, as appropriate, means, for any period, the
taxable income or tax loss of the Company for such period for federal income tax purposes, as
determined in accordance with the accounting method used by the Company for federal income tax
purposes, taking into account any separately stated tax items and increased by the amount of any
tax-exempt income of the Company during such period and decreased by the amount of any Code Section
705(a)(2)(B) expenditures (within the meaning of Treasury Regulations Section 1.704-1(b)(2)(iv)(i))
of the Company; provided, however, that (i) Net Income or Net Losses of the Company
shall be computed without regard to the amount of any items of gross income, gain, loss or
deduction that are specifically allocated pursuant to Section 6.4(b), and (ii) in determining Net
Income or Net Losses of the Company, any amounts paid under the Management Services Agreement and
any amounts paid under the Exhibitor Services Agreements shall be treated as payments to a
non-Member under Code Section 707. In the event that the Capital Accounts are adjusted pursuant to
an adjustment to the Carrying Value of an asset of the Company or as otherwise provided for in this
Agreement, the Net Income or Net Losses of the Company (and the constituent items of income, gain,
loss and deduction) realized thereafter shall be computed in accordance with the principles of
Treasury Regulations Section 1.704-1(b)(2)(iv)(g). If the Carrying Value of an asset is adjusted,
such asset shall be treated as having been sold for its fair market value and any deemed gain or
loss shall be taken into account in determining Net Income or Net Losses.

11

 

          “Nominating Committee” has the meaning set forth in Section 1.1 of the Director
Designation Agreement.

          “Nonrecourse Debt” means any Company liability to the extent that no Member or related
person bears the economic risk of loss for such liability under Section 1.752-2 of the Treasury
Regulations.

          “Options” means options, issued under the NCM Inc. Equity Incentive Plan, to acquire
common stock or other equity equivalents of NCM Inc.

          “Original Agreement” has the meaning set forth in the Recitals of this Agreement.

          “Over-Allotment Option” has the meaning set forth in Section 3.4(c) of this Agreement.

          “Over-Allotment Unit Purchase” has the meaning set forth in Section 3.4(c) of this
Agreement.

          “Partner Nonrecourse Debt” means any Company liability to the extent such liability is
nonrecourse for purposes of Section 1.1001-2 of the Treasury Regulations with respect to which a
Member (or related person within the meaning of Section 1.752-4(b) of the Treasury Regulations)
bears the economic risk of loss under Section 1.752-2 of the Treasury Regulations because, for
example, the Member or related person is a creditor or guarantor with respect to such liability.

          “Partner Nonrecourse Debt Minimum Gain” has the meaning set forth in Section
l.704-2(i)(2) of the Treasury Regulations and, as provided therein, shall generally be the amount,
with respect to each Partner Nonrecourse Debt, equal to the Partnership Minimum Gain that would
result if such Partner Nonrecourse Debt were treated as a Nonrecourse Debt.

          “Partnership Minimum Gain” has the meaning set forth in Section 1.704-2(b)(2) of the
Treasury Regulations and, as provided therein, shall generally be determined by computing, for each
Nonrecourse Debt of the Company, any Net Income the Company would realize if it disposed of the
property subject to that liability for no consideration other than full satisfaction of the
liability and then aggregating the separate amounts of Net Income so computed.

          “Percentage Interest” means, with respect to any Member at any time, the percentage
represented by a fraction, the numerator of which is the number of Common Units owned by such
Member, and the denominator of which is the aggregate number of Common Units then outstanding, as
shall be adjusted in accordance with Sections 3.4(f), 3.4(g), 3.5 and 9.1, and as otherwise
provided in this Agreement.

          “Permitted Transferee” means (i) in the case of any Member and any Permitted
Transferee of any Member, an Affiliate of such Member or Permitted Transferee, or (ii) in the case
of any Founding Member and any Permitted Transferee of a Founding Member, a non-Affiliate of such
Founding Member or Permitted Transferee if more than 50% of the non-

12

 

Affiliate’s general voting
power is owned directly or indirectly through one or more entities that are the same entities that
own 50% 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.

          “Preferred Distribution” has the meaning set forth in Section 3.4(e) of this
Agreement.

          “Preferred Unit” means Units having the rights described in Section 3.4(e) of this
Agreement.

          “Preferred Unit Amount” has the meaning set forth in Section 3.4(e) of this Agreement.

          “Preferred Unit Indebtedness” has the meaning set forth in Section 3.4(e) of this
Agreement.

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

          “RCM” means Regal CineMedia Corporation, a Virginia corporation, or its successor.

          “Redeemed Units” has the meaning set forth in Section 9.1(a) of this Agreement.

          “Redeemed Units Equivalent” means the product of (i) the Share Settlement, times (ii)
the NCM Inc. Redemption Price.

          “Redeeming Member” has the meaning set forth in Section 9.1(a) of this Agreement.

          “Redemption Date” has the meaning set forth in Section 9.1(a) of this Agreement.

          “Redemption Notice” has the meaning set forth in Section 9.1(a) of this Agreement.

          “Redemption Right” has the meaning set forth in Section 9.1(a) of this Agreement.

13

 

          “REG” means Regal Entertainment Group or its successor or any Person that wholly-owns
REG, directly or indirectly, in the future.

          “Regal” has the meaning set forth in the Recitals of this Agreement or its successor.

          “Regal Cinemas” means Regal Cinemas, Inc., a Tennessee corporation, or its successor.

          “Regal Founding Member” has the meaning set forth in the Recitals of this Agreement.

          “Regulatory Allocations” has the meaning set forth in Section 6.4(c) of this
Agreement.

          “Retraction Notice” has the meaning set forth in Section 9.1(b) of this Agreement.

          “Revolving Credit Facility” has the meaning set forth in Section 1.1 of the Senior
Credit Facility, and any refinancing thereof.

          “Second Amended Agreement” has the meaning set forth in the Recitals of this Agreement
or its successor.

          “Second Amendment” has the meaning set forth in the Recitals of this Agreement or its
successor.

          “Section 704(c) Property” means any asset of the Company if the Carrying Value of such
asset differs from its adjusted tax basis.

          “Senior Credit Facility” means the Credit Agreement, dated as of February 13, 2007, by
and among the Company, the several banks and other financial institutions or entities from time to
time that are parties thereto, Lehman Brothers Inc. and J.P. Morgan Securities, Inc., as joint lead
arrangers, JPMorgan Chase Bank, N.A., as syndication agent, Credit Suisse (USA) LLC and Morgan
Stanley Senior Funding, Inc., as co-documentation agents, and Lehman Commercial Paper Inc., as
administrative agent, as amended, modified or supplemented from time to time and any extension,
refunding, refinancing or replacement (in whole or in part) thereof.

          “Services” has the meaning set forth in Article 1 of the Exhibitor Services
Agreements.

          “Share Settlement” means a number of shares of NCM Inc. common stock equal to the
number of Redeemed Units.

          “Software License Agreement” means the Second Amended and Restated Software License
Agreement, dated of even date herewith, by and among the Company, RCM,

14

 

AMC and Cinemark USA, as the
same may be amended, supplemented or otherwise modified from time to time.

          “Subscription Agreement” has the meaning set forth in the Recitals of this Agreement,
as the same may be amended, supplemented or otherwise modified from time to time.

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

          “Tax Distribution Amount” means the product of (i) the Applicable Tax Rate, times (ii)
the estimated or actual taxable income of the Company, as determined for federal income tax
purposes, for the period to which the Tax Distribution Amount relates.

          “Tax Matters Member” has the meaning set forth in Section 6.2 of this Agreement.

          “Tax Receivable Agreement” means the Tax Receivable Agreement, dated as of February
13, 2007, by and among the Company, NCM Inc., all of the Founding Members, Regal Cinemas and
Cinemark USA, as the same may be amended, supplemented or otherwise modified from time to time.

          “Tax Receivable Distribution Amount” means the sum of (i) the amount that NCM Inc. is
obligated to pay to the Founding Members pursuant to Section 3.01 of the Tax Receivable Agreement,
plus (ii) the amount that NCM Inc. is obligated to contribute to the Company pursuant to
Section 5.1(b) of this Agreement, both for the period to which the Tax Receivable Distribution
Amount relates.

          “TEFRA Election” means the election under Code Section 6231(a)(1)(B)(ii) and Treasury
Regulations Section 301.6231(a)(1)-1(b) to have the provisions of subchapter C of chapter 63 of the
Code and the corresponding Treasury Regulations apply with respect to the Company.

          “Third Amendment” has the meaning set forth in the Recitals of this Agreement or its
successor.

          “Trading Day” means a day on which the principal United States securities exchange on
which NCM Inc. common stock is listed or admitted to trading, or the NASDAQ

15

 

Stock Market if NCM
Inc. common stock is not listed or admitted to trading on any such securities exchange, as
applicable, is open for the transaction of business (unless such trading shall have been suspended
for the entire day).

          “Transfer” (including the terms “Transferred” and “Transferring”)
means, directly or indirectly, to sell, transfer, give, exchange, bequest, assign, pledge,
encumber, hypothecate or otherwise dispose of, either voluntarily or involuntarily (including (i)
except as provided in clause (a) below, the direct or indirect Change of Control of any Member or
Permitted Transferee (or any direct or indirect holder of equity in a Member or Permitted
Transferee), and (ii) upon the foreclosure under any pledge or hypothecation permitted by clause
(b) below that results in a change of title), any Equity Interests in the Company or other assets
beneficially owned by a Person or any interest in any Equity Interests in the Company or other
assets beneficially owned by a Person. Notwithstanding the foregoing: (a) the Change of Control
of an ESA Party or its stockholders shall not be deemed to be a Transfer hereunder, and (b) a bona
fide pledge of the Units or other Equity Interests in the Company by any Member or its Affiliates
shall not be deemed to be a Transfer hereunder.

          “Transferring Member” has the meaning set forth in Section 8.1(a) of this Agreement.

          “Treasury Regulations” means the federal income tax regulations, including any
temporary regulations, promulgated under the Code, as such Treasury Regulations may be amended from
time to time. Any and all references herein to specific provisions of the Treasury Regulations
shall be deemed to refer to any corresponding successor provisions.

          “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.

          “Underwriters” has the meaning set forth in Section 1.1 of the Unit Purchase
Agreement.

          “Underwriting Agreement” has the meaning set forth in Section 1.1 of the Unit Purchase
Agreement.

          “Unit” means a fractional share of the Interests (other than Preferred Units) of all
Members issued in accordance with the terms of this Agreement. The number of Units outstanding and
the holders thereof shall be set forth on Exhibit A, as such may be amended from time to
time in accordance with this Agreement.

          “Unit Purchase Agreement” means the Unit Purchase Agreement, dated as of January 23,
2007, by and among NCM Inc., the AMC Founding Member, the Cinemark Founding Member and the Regal
Founding Member, as the same may be amended, supplemented or otherwise modified from time to time.

          “Unvested NCM Inc. Shares” means shares of NCM Inc. common stock issued pursuant to
the Equity Incentive Plan that are not Vested NCM Inc. Shares.

16

 

          “Vested NCM Inc. Shares” has the meaning set forth in Section 3.5(c)(ii) of this
Agreement.

          “Wholly Owned Subsidiary” of any Person means a Subsidiary which is 100% owned
directly or indirectly by such Person.

     1.2      Other Definitional Provisions; Interpretation.

          (a)      The words “hereof,” “herein” and “hereunder” and words of similar import when used in this
Agreement will refer to this Agreement as a whole, including the Exhibits and Schedules attached
hereto, and not to any particular provision of this Agreement. Articles, section and subsection
references are to this Agreement unless otherwise specified.

          (b)      The words “include” and “including” and words of similar import when used in this
Agreement shall be deemed to be followed by the words “without limitation”.

          (c)      The titles and headings in this Agreement are included for convenience of reference only
and will not limit or otherwise affect the meaning or interpretation of this Agreement.

          (d)      The meanings given to capitalized terms defined herein will be equally applicable to both
the singular and plural forms of such terms. Whenever the context may require, any pronoun shall
include the corresponding masculine, feminine and neuter forms.

ARTICLE 2

FORMATION

     2.1      Formation; Qualification.

          (a)      A Certificate of Formation of the Company (the “Certificate”) has been executed by
an authorized person and was filed with the Secretary of State of the State of Delaware on March
29, 2005, to form on such date the Company as a limited liability company pursuant to the LLC Act.
The rights, duties and liabilities of the Members shall be as provided in the LLC Act, except as
otherwise provided in this Agreement.

          (b)      The Company shall be qualified or registered under foreign limited liability company
statutes or assumed or fictitious name statutes or similar laws in any jurisdiction in which the
Company owns property or transacts business to the extent, in the judgment of the Manager, such
qualification or registration is necessary or advisable in order to protect the limited liability
of the Members or to permit the Company lawfully to own property or transact business. The Manager
shall, to the extent necessary in the judgment of the Manager, maintain the Company’s good standing
in each such jurisdiction.

          (c)      The Manager and any Person to whom the Manager delegates authority under this Agreement
shall be an “authorized person” within the meaning of § 18-204(a) of the LLC Act, and shall have
the power and authority to execute, file and publish any certificates, notices, statements or other
documents (and any amendments or restatements thereof) necessary

17

 

to permit the Company to conduct
business as a limited liability company in each jurisdiction where the Company elects to do
business.

     2.2      Name. The name of the limited liability company formed by the filing of the Certificate is
“National CineMedia, LLC.” However, the business of the Company may be
conducted upon compliance with all applicable laws under any other name designated by the Manager.

     2.3     Term. The term of the Company has commenced as of the date of filing the Certificate and
will continue in perpetuity; provided that the Company may be dissolved in accordance with
the provisions of this Agreement or by the LLC Act.

     2.4      Headquarters Office. The Company’s headquarters office shall initially be located in
Centennial, Colorado. The Manager may determine to open, close or move any office at any time in
its absolute discretion.

     2.5      Registered Agent and Office. The address of the Company’s registered office in the State
of Delaware is Corporation Trust Center, 1209 Orange Street, City of Wilmington, County of New
Castle, Delaware 19801. The name of the Company’s registered agent at such address is Corporation
Trust Company. The Manager may at any time designate another registered agent or registered office
or both.

     2.6      Purposes. The purpose of the Company is to:

          (a)      operate and maintain a digital content network (“DCN”) that is able to distribute
advertising, marketing, promotional and other digital content for display on theatre screens and
video display monitors in theatres on a worldwide basis and that, among other things, will compete
with all areas and forms of media (including cable and television broadcasters), advertising,
marketing, promotional and/or any distribution of digital content via any media format on a
worldwide basis;

          (b)      provide advertising, marketing and promotional activities on behalf of any Person involved
in the business of exhibiting theatrical motion pictures, including, but not limited to, the
Founding Members and their Affiliates (including the Services as set forth in the Exhibitor
Services Agreements) whether displayed over the DCN, as non-digital content for display on
non-digital theatre screens, through lobby or other in-theatre promotions, or through sponsorships
of special events; and

          (c)      engage in all activities and transactions in furtherance of the foregoing purposes
(collectively, the “Joint Venture Purposes”).

     2.7      Powers. The Company shall have the power and authority to take any and all actions
necessary, appropriate, desirable, advisable, incidental or convenient to, or for the furtherance
of, the Joint Venture Purposes, alone or with other Persons.

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ARTICLE 3

MEMBERS AND INTERESTS

     3.1      Members.

          (a)      AMC, Regal and Cinemark were previously admitted as Members to the Company subject to the
Second Amended Agreement. Upon the execution of this Agreement,
NCM Inc. shall be admitted to the Company as a Member. Following the Common Unit Purchase and
Over-Allotment Unit Purchase, each Person named as a Member on Exhibit A hereto on the date
hereof shall be deemed to own the number of Common Units and Preferred Units specified in
Exhibit A.

          (b)      Exhibit A hereto contains the name, address and number of Common Units and
Preferred Units owned by each Member as of the date hereof following the Common Unit Purchase and
Over-Allotment Unit Purchase and immediately prior to the Preferred Distribution. The Company
shall revise Exhibit A (i) from time to time to reflect the issuance, conversion or
Transfer of Units in accordance with the terms of this Agreement and other modifications to or
changes in the information set forth therein, and (ii) in accordance with Sections 3.4(f), 3.5 and
9.1. Any amendment or revision to Exhibit A or to the Company’s records as contemplated by
this Agreement to reflect information regarding Members or under Section 3.4(f), 3.5 or 9.1 shall
be deemed to amend this Agreement, but shall not require the approval of the Manager or any Member.

          (c)      One or more additional Persons may be admitted as a Member of the Company only upon (i) an
issuance of Units pursuant to Section 3.4(f) or 3.5 or a Transfer of Units pursuant to Article 8,
and (ii) the execution and delivery by such Person of a counterpart to this Agreement or other
written agreement, in a form satisfactory to the Manager, to be bound by all the terms and
conditions of this Agreement. Upon such execution, the Company shall amend Exhibit A and
shall amend this Agreement as the Manager may reasonably determine is necessary, to reflect the
admission of such Person as a Member and such other information of such Person as indicated in
Exhibit A. Unless admitted to the Company as a Member as provided in this Section 3.1 or
Section 8.2, no Person is, or will be considered to be, a Member.

          (d)      Subject to the other provisions of this Section 3.1 and Section 8.2, each Person that
holds one or more Units in compliance with the terms of this Agreement shall be a Member. A Member
will cease to be a Member when such Person ceases to own any Units in the Company, in which case
Exhibit A shall be amended to reflect that such Person is no longer a Member.

          (e)      Except as provided in the LLC Act, in no event shall any Member (or any former Member), by
reason of its status as a Member (or former Member), have any liability for (i) the debts, duties
or any other obligations of the Company, (ii) the repayment of any Capital Contribution of any
other Member or (iii) any act or omission of any other Member.

          (f)      If a Founding Member and one or more of its transferees (which have the rights and powers
of a Founding Member under Section 8.2(c)) hold Common Units in the

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Company at the same time, such
Founding Member and transferees shall designate one of them to act on behalf of all of them and
vote all of their Common Units with respect to any matter requiring approval of the Founding
Members.

     3.2      Meeting of Members.

          (a)     
Annual Meeting. Subject to Section 3.2(g), an annual
meeting of Members shall be held on such date and at such time as
(i) shall be designated from time to time by the Manager, but no less often than once during each calendar year, and (ii) stated in the
notice of the meeting, at which meeting the Members entitled to vote shall transact such business
as may properly be brought before the meeting. At each annual meeting of the Members (i) the
Manager shall discuss the matters and affairs of the Company, and (ii) the Members shall address
such other matters as may be raised at the meeting by the Members or Manager.

          (b)      Special Meetings. A special meeting of Members, for any purpose or purposes, may
be called by the Manager and shall be called by the Manager upon the receipt by the Manager of the
written request of any Member. Such request shall state the purpose or purposes of the proposed
meeting.

          (c)      Place and Conduct of Meetings. Meetings of the Members shall be held at such time
and place, either within or without the State of Delaware, as shall be designated from time to time
by the Manager and stated in the notice of the meeting or in a duly executed waiver of notice
thereof. All meetings shall be conducted by such Person as the Manager may appoint pursuant to
such rules for the conduct of the meeting as the Manager or such other Person deems appropriate.
Such meetings may be held in person, by teleconference or by any other reasonable means, in each
case at the discretion of the Manager.

          (d)      Notice of Meetings. Written notice of an annual meeting or special meeting
stating the place, date, and hour of the meeting and in the case of a special meeting, the purpose
or purposes for which the meeting is called, shall be given not less than five calendar days nor
more than 60 calendar days before the date of the meeting to each Member entitled to vote at such
meeting, unless waived by each such Member.

          (e)      Quorum. The presence of both (a) the holders of a majority of all the Common
Units then issued and outstanding and entitled to vote thereat and (b) each Founding Member,
whether in person or represented by a valid written proxy, shall constitute a quorum at all
meetings of the Members for the transaction of business. If, however, such quorum shall not be
present or represented at any meeting of the Members, the Members entitled to vote thereat, present
in person or represented by proxy, shall have power to adjourn the meeting from time to time,
without notice other than announcement at the meeting, until a quorum shall be present or
represented.

          (f)      Voting. All matters submitted to the vote of the Members shall be decided by a
Majority Member Vote. Such votes may be cast in person or by valid written proxy, but no proxy
shall be voted after three years from its date, unless such proxy provides for a longer period.

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          (g)      Action by Consent. Any consent required herein or action required to be taken at
any annual or special meeting of Members, or any action which may be taken at any annual or special
meeting of such Members, may be taken without a meeting, without a vote, without prior written
notice and with a consent or consents in writing signed by Members who are holders of outstanding
Common Units having not less than the minimum number of votes that would be necessary to authorize
or take such action at a meeting at which all Common Units entitled to vote thereon were present
and voted. Prompt notice of the taking of the action without a meeting by less than unanimous
written consent shall be given to those Members who are
holders of Common Units and who have not consented in writing; provided that the
failure to give any such notice shall not affect the validity of the action taken by such written
consent.

     3.3      Certain Duties and Obligations of the Members. The Company shall be a partnership only for
income tax purposes and this Agreement shall not be deemed to create a partnership, joint venture,
agency or other relationship among the Members creating fiduciary or quasi-fiduciary duties or
similar duties and obligations or to subject the Members to joint and several or vicarious
liability or to impose any duty, obligation or liability that would arise therefrom with respect to
any or all of the Members or their Affiliates. Except as otherwise provided in this Agreement, no
Member shall have any authority to act for, bind, commit or assume any obligation or responsibility
on behalf of the Company, its properties or any other Member. No Member, in its capacity as a
Member under this Agreement, shall be responsible or liable for any Indebtedness or obligation of
another Member. The Company shall not be responsible or liable for any Indebtedness or obligation
of any Member, incurred either before or after the execution and delivery of this Agreement by such
Member, except as to those responsibilities, liabilities, Indebtedness or obligations incurred
pursuant to and as limited by the terms of this Agreement, the Contribution and Unit Holders
Agreement, the Contribution Agreement and the LLC Act.

     3.4      Units.

          (a)      Recapitalization. Pursuant to the Third Amendment (i) each Class A Unit that was
issued and outstanding under the First Amended Agreement, as amended by the First Amendment and the
Second Amendment, was split into 44,291 Class A Units, and (ii) following the split of Class A
Units described in the preceding clause (i), each issued and outstanding Class A Unit was
recapitalized into one (1) Common Unit and one (1) Preferred Unit.

          (b)      Common Unit Purchase. In connection with the execution of this Agreement (i) NCM
Inc. is making its required Capital Contribution to the Company as set forth in the Subscription
Agreement, and (ii) in exchange for NCM Inc.’s Capital Contribution, the Company is issuing to NCM
Inc. 38,000,000 Common Units (collectively, the “Common Unit Purchase”).

          (c)      Over-Allotment Unit Purchase. Pursuant to the terms of the Unit Purchase
Agreement, the Founding Members have agreed to sell to NCM Inc. a number of Common Units equal to
the number of shares of NCM Inc. common stock sold to the Underwriters pursuant to the
Underwriters’ option to purchase an additional 4,000,0000 shares of NCM Inc. common stock under the
Underwriting Agreement (the “Over-Allotment Option”). In connection with the Underwriters
exercise of the Over-Allotment Option for 4,000,000 shares of NCM Inc.

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common stock on the date of
this Agreement and immediately following the Common Unit Purchase, each Founding Member hereby
sells, conveys, transfers and assigns to NCM Inc. the number of Common Units, in exchange for the
cash consideration, set forth opposite such Founding Member’s name on Exhibit B hereto (the
“Over-Allotment Unit Purchase”). The Members hereby acknowledge and agree that NCM Inc.
shall have all of the rights of a Member (but not a Founding Member) with respect to the Common
Units purchased pursuant to the Over-Allotment Unit Purchase.

          (d)      Common Units. The Common Units shall consist of equal whole, fractional units
into which Interests in the Company shall be divided. The Common Units shall be entitled to share
in distributions and allocations as provided in Sections 5.4, 6.4 and 7.3, and as otherwise
provided in this Agreement. The total number of authorized Common Units that the Company is
entitled to issue is 120,000,000.

          (e)      Preferred Units; Preferred Distribution. In connection with the execution of this
Agreement and immediately following the Common Unit Purchase, the Over-Allotment Unit Purchase and
the Company’s payment of the Initial ESA Modification Payment, the Company shall incur $725,000,000
of term Indebtedness pursuant to the Senior Credit Facility (the “Preferred Unit
Indebtedness”) for the purpose of redeeming the Preferred Units. The total amount to be paid
in redemption and complete satisfaction of all of the issued and outstanding Preferred Units shall
be $769,525,602 (the “Preferred Distribution”), determined as follows (i) the amount of the
Preferred Unit Indebtedness, less (ii) $15,250,000 (the expenses associated with the
Preferred Unit Indebtedness), plus (iii) $59,775,602 (the amount by which the Capital
Contribution made by NCM Inc. to the Company pursuant to the Subscription Agreement exceeds the
Initial ESA Modification Payment). The 55,850,951 issued and outstanding Preferred Units shall
share equally in the Preferred Distribution and each Preferred Unit shall be entitled to receive
$13.7782 (the “Preferred Unit Amount”) in redemption and complete satisfaction of all
amounts to which each Preferred Unit is entitled under this Section 3.4(e). In the redemption of
the Preferred Units, each Founding Member shall receive a whole dollar amount equal to the product
of (x) the Preferred Unit Amount, times (y) the number of Preferred Units held by such
Founding Member. The amount to be paid to each Founding Member in redemption and complete
satisfaction of all of such Founding Member’s Preferred Units is set forth on Exhibit A.
All of the issued and outstanding Preferred Units shall automatically terminate and cease to be
outstanding on payment of the Preferred Unit Amount to which each Preferred Unit is entitled under
this Section 3.4(e).

          (f)      Adjustment of Common Units. The Common Units of the Founding Members and their
Affiliates shall be adjusted from time to time as provided in the Common Unit Adjustment Agreement,
which is incorporated herein by reference.

          (g)      Unit Splits, Ratios and Other Unit Adjustments. The Company shall undertake all
actions, including, without limitation, a reclassification, distribution, division or
recapitalization, with respect to the Common Units, to maintain at all times a one-to-one ratio
between the number of Common Units owned by NCM Inc. and the number of outstanding shares of NCM
Inc. common stock, disregarding, for purposes of maintaining the one-to-one ratio, Unvested NCM
Inc. Shares, treasury stock, preferred stock or other securities of NCM Inc. that are not
convertible into or exercisable or exchangeable for common stock of NCM Inc. In

22

 

the event NCM Inc.
issues, transfers from treasury stock or repurchases NCM Inc. common stock in a transaction not
contemplated in this Agreement, the Manager shall have the authority to take all actions such that,
after giving effect to all such issuances, transfers or repurchases, the number of outstanding
Common Units owned by NCM Inc. will equal on a one-for-one basis the number of outstanding shares
of NCM Inc. common stock. In the event NCM Inc. issues, transfers from treasury stock or
repurchases NCM Inc. preferred stock in a transaction not contemplated in this Agreement, the
Manager shall have the authority to take all actions such that, after giving effect to all such
issuances, transfers or repurchases, NCM Inc. holds mirror
equity interests in the Company which (in the good faith determination by the Manager) are in
the aggregate substantially equivalent to the outstanding NCM Inc. preferred stock. The Company
shall not undertake any subdivision (by any Unit split, Unit distribution, reclassification,
recapitalization or similar event) or combination (by reverse Unit split, reclassification,
recapitalization or similar event) of the Units that is not accompanied by an identical subdivision
or combination of the NCM Inc. common stock to maintain at all times a one-to-one ratio between the
number of Common Units owned by NCM Inc. and the number of outstanding shares of NCM Inc. common
stock, unless such action is necessary to maintain at all times a one-to-one ratio between the
number of Common Units owned by NCM Inc. and the number of outstanding shares of NCM Inc. common
stock as contemplated by the first sentence of this Section 3.4(g).

          (h)      Certificates; Transfer. Common Units shall be evidenced by a certificate issued
by the Company to the holder thereof and substantially in the form of Exhibit C attached
hereto. Such certificates shall be entered in the books of the Company as they are issued, and
shall be signed by a duly designated officer of the Company and may be sealed with the Company’s
seal or a facsimile thereof. Upon any Transfer permitted under this Agreement (i) the Transferring
Member shall surrender to the Company a certificate or certificates representing at least the
number of Common Units being Transferred, and (ii) the Company shall issue (x) to the transferee a
certificate for the number of Common Units Transferred, and (y) to the Transferring Member a
certificate representing the remaining number of Common Units equal to the difference (if any)
between the number of Common Units evidenced by the certificate or certificates surrendered
pursuant to clause (i) and the number of Common Units Transferred. No Transfer of Common Units
shall be valid as against the Company except upon surrender to and cancellation of the appropriate
certificate or certificates, accompanied by an assignment or Transfer by the Member, subject to any
restrictions on Transfer contained in this Agreement. The Company may issue a new certificate for
Common Units in place of any certificate or certificates previously issued by it, alleged to have
been lost or destroyed, upon the making of an affidavit of that fact, and providing an indemnity in
form and substance reasonably satisfactory to the Manager, by the Person claiming the certificate
or certificates to be lost or destroyed.

     3.5      Authorization and Issuance of Additional Units.

          (a)      In General. The Company shall only be permitted to issue additional Units or
other Equity Interests in the Company to the Persons and on the terms and conditions provided for
in Section 3.4 and this Section 3.5. The Manager may cause the Company to issue additional Common
Units authorized under this Agreement at such times and upon such terms as the Manager shall
determine. The Manager shall amend this Agreement as necessary in

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connection with the issuance of
additional Common Units and admission of additional Members under this Section 3.5.

          (b)      Exercise of Redemption Right. In connection with the exercise of a Redeeming
Member’s Redemption Rights under Section 9.1(a), NCM Inc. shall contribute to the Company the
consideration the Redeeming Member is entitled to receive under Section 9.1(b). NCM Inc., at its
option, shall determine whether to contribute, pursuant to Section 9.1(b), the Share Settlement or
the Cash Settlement. Unless the Redeeming Member has timely delivered a Retraction Notice as
provided in Section 9.1(b), on the Redemption Date (to be
effective immediately prior to the close of business on the Redemption Date) (i) NCM Inc.
shall make its capital contribution to the Company (in the form of the Share Settlement or the Cash
Settlement) required under this Section 3.5(b), and (ii) the Company shall issue to NCM Inc. a
number of Common Units equal to the number of Redeemed Units surrendered by the Redeeming Member.
The timely delivery of a Retraction Notice shall terminate all of the Company’s and NCM Inc.’s
rights and obligations under this Section 3.5(b) arising from the Redemption Notice.

          (c)      Equity Compensation Issued by NCM Inc.

               (i)      In connection with the exercise of Options, NCM Inc. shall have the right to acquire
additional Common Units from the Company. NCM Inc. shall exercise its rights under this Section
3.5(c)(i) by giving written notice (the “Equity Compensation Notice”) to the Company and
all Members following exercise of the Options. The Equity Compensation Notice shall specify the
net number of shares of NCM Inc. common stock issued by NCM Inc. pursuant to exercise of the
Options. The Company shall issue the Common Units to which NCM Inc. is entitled under Section
3.5(c)(i) within three (3) Business Days after delivery of the Equity Compensation Notice (to be
effective immediately prior to the close of business on such date). The number of additional
Common Units that NCM Inc. shall be entitled to receive under this Section 3.5(c)(i) shall be equal
to the net number of shares of NCM Inc. common stock issued by NCM Inc. pursuant to the exercise of
the Options. The net number of shares of NCM Inc. common stock issued by NCM Inc. pursuant to
exercise of the Options shall be equal to (i) the number of shares of NCM Inc. common stock with
respect to which the Options were exercised, less (ii) any shares of NCM Inc. common stock
transferred to or withheld by NCM Inc. (e.g., in connection with a stock swap or otherwise) in
satisfaction of the exercise price or taxes payable as a result of the exercise of the Options. In
consideration of the Common Units issued by the Company to NCM Inc. under this Section 3.5(c)(i),
NCM Inc. shall contribute to the Company the cash consideration, if any, received by NCM Inc. in
exchange for the net shares of NCM Inc. common stock issued pursuant to exercise of the Options.
NCM Inc. shall contribute any cash consideration to which the Company is entitled under this
Section 3.5(c)(i) on the same date (and to be effective as of the same time) that the Company
issues the Common Units to NCM Inc.

               (ii)      In connection with the grant of NCM Inc. common stock pursuant to the Equity Incentive
Plan (including, without limitation, the issuance of restricted and non-restricted NCM Inc. common
stock, the payment of bonuses in NCM Inc. common stock, the issuance of NCM Inc. common stock in
settlement of stock appreciation rights or otherwise), other than through the exercise of Options
as contemplated in Section 3.5(c)(i), NCM Inc. shall deliver an Equity Compensation Notice to the
Company and all Members following the date on

24

 

which shares of such NCM Inc. common stock are vested
under applicable law (“Vested NCM Inc. Shares”). The Equity Compensation Notice shall
specify the number of Vested NCM Inc. Shares. Within three (3) Business Days after delivery of the
Equity Compensation Notice (to be effective immediately prior to the close of business on such
date) (i) the Company shall (x) issue to NCM Inc. a number of Common Units equal to the number of
Vested NCM Inc. Shares, and (y) make a special distribution to NCM Inc. from Available Cash (to the
extent such distribution is not restricted under Section 7.6(h) of the Senior Credit Facility) in
respect of such Common Units in an amount equal to any dividends paid or payable by NCM Inc. in
respect of such
Vested NCM Inc. Shares, and (ii) NCM Inc. shall contribute to the Company any cash
consideration received by NCM Inc. in respect of such Vested NCM Inc. Shares.

     3.6      Business Opportunities; Non-Competition. Except as provided in this Agreement and
as may be otherwise provided in any written agreement with the Company to which a Member or its
Affiliates is a party (including Section 12.07 of the Exhibitor Services Agreements), each Member
and their Affiliates may have other business interests or may engage in other business ventures of
any nature or description whatsoever regardless of whether they compete with the business and
purpose of the Company set forth in Section 2.6.

ARTICLE 4

MANAGEMENT AND OPERATIONS

     4.1      Manager.
The Company shall be managed by one manager (the “Manager”) that shall be
NCM Inc. NCM Inc. may not be removed as a Manager except as provided in Section 4.7. Any Manager
that is properly removed pursuant to Section 4.7 shall be replaced in the manner provided in
Section 4.8. Except to the extent deemed appropriate by NCM Inc. in connection with its status
under the Investment Company Act of 1940, so long as NCM Inc. is the Manager, NCM Inc. shall not,
without Founding Member Approval, directly or indirectly enter into or conduct any business other
than (i) in connection with the ownership, acquisition or disposition of Units as a Member, (ii)
the management of the business of the Company as provided herein, (iii) NCM Inc.’s operation as a
public reporting company with a class of securities registered under the Exchange Act, and (iv)
such other activities that are incidental to the foregoing. The Founding Members hereby terminate
the Board established to conduct the business of the Company pursuant to the First Amended
Agreement.

     4.2      Management Authority. Except as provided in Section 4.3, the Manager shall have authority
on behalf of the Company to make all decisions with respect to the Company’s business without the
approval of the Members. In connection with the implementation, consummation or administration of
any matter within the scope of the Manager’s authority, the Manager is authorized, without the
approval of the Members, to execute and deliver on behalf of the Company contracts, instruments,
conveyances, checks, drafts and other documents of any kind or character to the extent the Manager
deems it necessary or desirable. The Manager may delegate to officers, employees, agents or
representatives of the Company or the Manager any or all of the foregoing powers by written
authorization identifying specifically or generally the powers delegated or acts authorized.

25

 

     4.3      Founding Member Approval Rights.

          (a)      The Manager shall not take, or cause the Company to take, action with respect to the
matters provided for in Section 4.3(b) without Founding Member Approval (“Founding Member
Approval Rights”) if (i) an individual designated by a Founding Member pursuant to the Director
Designation Agreement is not nominated or appointed to the board of directors of NCM Inc. under
circumstances constituting a breach of the Director Designation Agreement, or (ii) such designee
(or if the designee is not elected in circumstances under which the Founding Member can designate a
successor, such successor designee) is not elected to the
board of directors of NCM Inc. after being designated in accordance with the Director
Designation Agreement. Upon the occurrence of a condition giving rise to Founding Member Approval
Rights, the Founding Member Approval Rights shall continue until the earlier of (x) the date on
which the conditions that gave rise to Founding Member Approval Rights no longer exist, or (y) the
delivery of written notice waiving the Founding Member Approval Rights by the Founding Member(s)
whose designees or successor designees were not nominated, appointed or elected to the board of
directors of NCM Inc. A Founding Member that designated an individual who is either not nominated,
appointed or elected to the board of directors of NCM Inc. under circumstances giving rise to the
Founding Member Approval Rights under this Section 4.3 may waive the Founding Member Approval
Rights by delivering written notice to the Company and the other Founding Members. Any waiver by a
Founding Member of its Founding Member Approval Rights shall only serve as a waiver with respect to
the specific conditions that gave rise to the Founding Member Approval Rights being waived and
shall not constitute a waiver with respect to any other rights under this Agreement and any
Founding Member Approval Rights that the Founding Member may have in the future as a result of the
existence of a condition giving rise to Founding Member Approval Rights subsequent to such waiver.

          (b)      The matters provided for in this Section 4.3(b) are not intended to modify the Manager’s
responsibilities for managing the day-to-day business and affairs of the Company. Subject to the
foregoing and notwithstanding anything to the contrary in this Agreement, the Company shall not
take, cause to be taken, or agree to take or authorize any of the following actions without
Founding Member Approval during the periods of time provided for in Section 4.3(a):

               (i)      the approval of any Budget or any amendment or modification of the Budget;

               (ii)      the incurrence of any Indebtedness or entering into or consummating any other financing
transaction, in either case for an amount that is not provided for in the Budget;

               (iii)      the entering into or consummation of any agreements or arrangements involving annual
payments by the Company (including the fair market value of any barter) in excess of $5 million (as
adjusted by the CPI Adjustment), except as otherwise provided for in the Budget, or any material
modification of any such agreements or arrangements;

26

 

               (iv)      the entering into or consummation of any agreements or arrangements involving annual
receipts (including the fair market value of any barter) in excess of $20 million (as adjusted by
the CPI Adjustment), or any material modification of any such agreements or arrangements;

               (v)      except as contemplated herein, the declaration, setting aside or payment of any redemption
of, dividends on, or the making of any other distributions in respect of, any of its Units or other
Equity Interests in the Company, as the case may be, payable in cash, stock, property or otherwise,
or any reorganization or recapitalization or split, combination or reclassification or similar transaction of any of its Units, limited liability company
interests or capital stock, as the case may be;

               (vi)      the amendment of any provision of this Agreement to authorize, and the issuance of, any
additional Units or classes of Units or other Equity Interests and the designations, preferences
and relative, participating or other rights, powers duties thereof;

               (vii)      the hiring or termination of employment of the chief executive officer, chief financial
officer, chief technology officer or chief sales and marking officer of the Company, or the
entering into, amendment or termination of any employment, severance, change of control or other
contract with any employee that has a written employment agreement with the Company;

               (viii)      any change in the Joint Venture Purposes, or the provision by the Company of any
services beyond the scope of the Services or Services outside of the United States or Canada;

               (ix)      the entering into of any agreement with respect to or the taking of any material steps to
facilitate a transaction that constitutes a Change of Control of the Company or a proposal for such
a transaction;

               (x)      the leasing (as lessor), licensing (as licensor) or other Transfer of assets (including
securities) (x) having a fair market value or for consideration exceeding $10 million (as adjusted
by the CPI Adjustment), taken as a whole, or (y) to which the revenues or the profits attributable
exceed $10 million (as adjusted by the CPI Adjustment), taken as a whole, in any one transaction or
series of related transactions, in each case, determined using the most recent quarterly
consolidated financial statement of the Company;

               (xi)      the entering into of any agreement with respect to or consummation of any acquisition of
any business or assets that has or have a fair market value in excess of $10 million (as adjusted
by the CPI Adjustment) taken as a whole, in any one transaction or series of related transactions,
whether by purchase and sale, merger, consolidation, restructuring, recapitalization or otherwise;

               (xii)      the settlement of claims or suits in which the Company is a party for an amount that
exceeds the relevant provision(s) in the Budget by more than $1 million (as adjusted by the CPI
Adjustment) or where equitable or injunctive relief is included as part of such settlement;

27

 

               (xiii)      the entering into, modification or termination of any material contract or transaction
or series of related transactions (including by way of barter) between (x) the Company or any of
its Subsidiaries and (y)(1) any Member or any Affiliate of any Member, or (2) any Person in which
any Founding Member has taken, or is negotiating to take, a material financial interest, in each
case, other than relating to the purchase or sale of products or services in the ordinary course of
business of the Company;

               (xiv)      the entering into of any agreement for the Company to provide to any new Member or
Affiliate of any new Member any services similar to those set forth in the Exhibitor Services
Agreements, or the admission to the Company of any new Member;

               (xv)      the entering into, or the modification or termination of, any agreement for the Company
to provide any services to any Person (other than a Member or Affiliate of a Member), that requires
capital expenditures or guaranteed payments in excess of $1 million (as adjusted by the CPI
Adjustment) annually;

               (xvi)      the dissolution of the Company; the adoption of a plan of liquidation of the Company;
any action by the Company to commence any suit, case, proceeding or other action (x) under any
existing or future law of any jurisdiction relating to bankruptcy, insolvency, reorganization or
relief of debtors seeking to have an order for relief entered with respect to the Company, or
seeking to adjudicate the Company as bankrupt or insolvent, or seeking reorganization, arrangement,
adjustment, winding-up, liquidation, dissolution, composition or other relief with respect to the
Company, or (y) seeking appointment of a receiver, trustee, custodian or other similar official for
the Company, or for all or any material portion of the assets of the Company, or making a general
assignment for the benefit of the creditors of the Company;

               (xvii)      approval of any tax matter pursuant to Section 6.2;

               (xviii)      valuation determinations pursuant to Section 5.5;

               (xix)      any amendment or change to any provision in this Section 4.3 or Article 8; and

               (xx)      any expenditure by the Company to replace, upgrade or modify any equipment or software
owned by any of the Founding Members or their Affiliates.

          (c)      A Founding Member shall permanently cease to be entitled to participate in giving Founding
Member Approval if at any time the Founding Member owns less than five percent of the then issued
and outstanding Common Units, including Common Units acquired from another Founding Member or an
Affiliate of another Founding Member (which, for purposes of this Section 4.3(c), shall be
calculated to include (i) all shares of NCM Inc. common stock beneficially owned by such Founding
Member as of the date of determination as a result of the exercise of the Founding Member’s
Redemption Right, (ii) any shares of NCM Inc. common stock issued in connection with any dividend
or distribution on NCM Inc. common stock so received as a result of the exercise of the Founding
Member’s Redemption Right, and (iii) any shares of NCM Inc. common stock acquired from another
Founding Member provided that such other Founding Member acquired such shares of NCM Inc. common
stock in a transaction

28

 

described in clause (i) or (ii) above, but excluding (x) any shares of NCM
Inc. common stock otherwise acquired by the Founding Members, and (y) any Common Units issued to
NCM Inc. by the Company pursuant to Section 3.5(b) in connection with the exercise of a Founding
Member’s Redemption Right (unless the Founding Member has disposed of any of the shares of NCM Inc.
common stock received in connection with the exercise of the Founding Member’s Redemption Right
(other than to another Founding Member in a transaction described in clause
(iii) above), in which case a number of Common Units issued to NCM Inc. by the Company
pursuant to Section 3.5(b) in connection with such exercise of the Founding Member’s Redemption
Right equal to the number of shares of NCM Inc. common stock disposed of by such Founding Member
shall be included in determining such Founding Member’s ownership interest)).

          (d)      Except for the matters provided for in Section 4.3(b), the Founding Member Approval rights
shall not affect the Manager’s right to conduct the Company’s business under this Agreement.

     4.4      Duties. The Manager shall carry out its duties in good faith, in a manner that it believes
to be in the best interests of the Company. The Manager shall devote such time to the business and
affairs of the Company as it may determine, in its reasonable discretion, is necessary for the
efficient carrying on of the Company’s business.

     4.5      Reliance by Third Parties. No third party dealing with the Company shall be required to
ascertain whether the Manager is acting in accordance with the provisions of this Agreement. All
third parties may rely on a document executed by the Manager as binding the Company. The foregoing
provisions shall not apply to third parties who are Affiliates of a Member or a Manager. If the
Manager acts without authority it shall be liable to the Members for any damages arising out of its
unauthorized actions.

     4.6      Resignation. The Manager may resign at any time by giving written notice to the Members.
Unless otherwise specified in the notice, the resignation shall take effect upon receipt thereof by
the Members, and the acceptance of the resignation shall not be necessary to make it effective.

     4.7      Removal. The Manager may only be removed by NCM Inc.

     4.8      Vacancies. Vacancies in the position of Manager occurring for any reason shall be filled
by NCM Inc.

     4.9      Information Relating to the Company. Upon request, the Manager shall supply to a Member
(i) any information required to be available to the Members under the LLC Act, and (ii) any other
information requested by such Member regarding the Company or its activities, provided that
obtaining the information described in this clause (ii) is not unduly burdensome to the Manager.
During ordinary business hours, each Member and its authorized representative shall have access to
all books, records and materials in the Company’s offices regarding the Company or its activities.

     4.10      Insurance. The Company shall maintain or cause to be maintained in force at all times, for
the protection of the Company and the Members to the extent of their insurable

29

 

interests, such insurance as the Manager believes is warranted for the operations being conducted.

     4.11      Transactions Between Company and Manager. The Manager may cause the Company to contract
and deal with the Manager, or any Affiliate of the Manager, provided such contracts and dealings
are on terms comparable to and competitive with those available to the
Company from others dealing at arm’s length or are approved by a Majority Member Vote. The Members
hereby approve the Common Unit Adjustment Agreement, the Exhibitor Services Agreements, the Loews
Agreement, the Management Services Agreement, the Software License Agreement, the Senior Credit
Facility, the Subscription Agreement and the Tax Receivable Agreement.

     4.12      Officers.

          (a)      The Manager may, from time to time, designate one or more Persons to fill one or more
officer positions of the Company. Any officers so designated shall have such titles and authority
and perform such duties as the Manager may, from time to time, delegate to them. If the title
given to a particular officer is one commonly used for officers of a business corporation, the
assignment of such title shall constitute the delegation to such officer of the authority and
duties that are normally associated with that office, subject to any specific delegation of
authority and duties made to such officer, or restrictions placed thereon, by the Manager. Each
officer shall hold office until his or her successor is duly designated, until his or her death or
until he or she resigns or is removed in the manner hereinafter provided. Any number of offices
may be held by the same Person. The salaries or other compensation, if any, of the officers of the
Company shall be fixed from time to time by the Manager.

          (b)      Any officer of the Company may resign at any time by giving written notice thereof to the
Manager. Any officer may be removed, either with or without cause, by the Manager whenever in its
judgment the best interests of the Company will be served thereby; provided,
however, that such removal shall be without prejudice to the contract rights, if any, of
the Person so removed. Designation of an officer shall not, by itself, create contract rights.

     4.13      Management Fee; Reimbursement of Expenses. Except as provided in the Management Services
Agreement, the Manager shall not be entitled to compensation for performance of its duties
hereunder unless such compensation has been approved by a Majority Member Vote. The Manager shall
be reimbursed by the Company for any reasonable out-of-pocket expenses incurred on behalf of the
Company.

     4.14      Limitation of Liability; Exculpation.

          (a)      No Manager, Member or officer of the Company, nor any of their respective Subsidiaries or
Affiliates (including any stockholder of REG, Marquee Holdings, Cinemark or NCM Inc. that would be
deemed an Affiliate but for the exception set forth in subsections (iii), (iv), (v) or (vi) of the
definition of Affiliate herein, or any of such stockholder’s Affiliates) nor any of their
respective direct or indirect officers, directors, trustees, members, partners, equity holders,
employees or agents, nor any of their heirs, executors, successors and assigns (individually, an
“Indemnitee”), shall be liable to the Company or any Member for any

30

 

act or omission by such
Indemnitee in connection with the conduct of affairs of the Company or otherwise incurred in
connection with the Company or this Agreement or the matters contemplated herein, in each case
unless such act or omission was the result of gross negligence or willful misconduct or constitutes
a breach of, or a failure to comply with, any agreement between (x) such Indemnitee and (y) the
Company or its Subsidiaries and Affiliates.

          (b)      Notwithstanding any other provision of this Agreement or otherwise applicable provision of
law or equity, whenever in this Agreement a Manager, Member or officer of the Company is permitted
or required to make a decision (i) in its “sole discretion” or “discretion,” with “complete
discretion” or under a grant of similar authority or latitude, such Manager, Member or officer
shall be entitled to consider only such interests and factors as it desires, including its own
interests, and shall, to the fullest extent permitted by applicable law, have no duty or obligation
to give any consideration to any interest of or factors affecting the Company or the Members, or
(ii) in its “good faith” or under another expressed standard, such Manager, Member or officer shall
act under such express standard and shall not be subject to any other or different standards.

          (c)      Any Manager, Member, Liquidator or officer of the Company may consult with legal counsel
and accountants selected by it at its expense or with legal counsel and accountants for the Company
at the Company’s expense. Each Manager, Member, Liquidator and officer of the Company shall be
fully protected in relying in good faith upon the records of the Company and upon information,
opinions, reports, or statements presented by another Manager, Member, Liquidator or officer, or
employee of the Company, or committees of the Company, Manager or Members, or by any other Person
(including, without limitation, legal counsel and public accountants) as to matters that the
Manager, Member, Liquidator or officer reasonably believes are within such other Person’s
professional or expert competence, including information, opinions, reports or statements as to the
value and amount of the assets, liabilities, Net Income or Net Losses of the Company, or the value
and amount of assets or reserves or contracts, agreements or other undertakings that would be
sufficient to pay claims and obligations of the Company or to make reasonable provision to pay such
claims and obligations, or any other facts pertinent to the existence and amount of assets from
which distributions to Members or creditors might properly be paid.

     4.15      Indemnification.

          (a)      Indemnification Rights. The Company shall indemnify and hold harmless each
Indemnitee from and against any and all losses, claims, demands, costs, damages, liabilities,
expenses of any nature (including attorneys’ fees and disbursements), judgments, fines, settlements
(whether on an individual or joint and several basis) and other amounts arising from any and all
claims, demands, actions, suits or proceedings, whether civil, criminal, administrative, arbitral
or investigative, in which the Indemnitee was involved or may be involved, or threatened to be
involved, as a party or otherwise, arising out of or in connection with the business of the
Company, this Agreement, any Person’s status as a Manager, Member or officer of the Company or any
action taken by any Manager, Member or officer of the Company or under this Agreement or otherwise
on behalf of the Company (collectively, “Liabilities”), regardless of whether the
Indemnitee continues to be a Manager, Member or officer of the Company, or an Affiliate, officer,
director, employee, trustee, member or partner or agent of a

31

 

Manager, Member or officer of the
Company, to the fullest extent permitted by the LLC Act and all other applicable laws;
provided that an Indemnitee shall be entitled to indemnification hereunder only to the
extent that such Indemnitee’s conduct did not result from gross negligence or willful misconduct.
The termination of any proceeding by settlement, judgment, order, conviction, or upon a plea of
nolo contendere or its equivalent shall not, of itself, create a
presumption that such Indemnitee’s conduct resulted from gross negligence or willful
misconduct.

          (b)      Expenses. Expenses incurred by an Indemnitee in defending against any Liability
or potential Liability subject to this Section 4.15 shall, from time to time, be advanced by the
Company prior to the final disposition of such Liability upon receipt by the Company of an
undertaking reasonably acceptable in form and substance to the Manager by or on behalf of the
Indemnitee to repay such amount if it shall be determined that such Person is not entitled to be
indemnified as authorized in this Section 4.15.

          (c)      Indemnification Rights Non-Exclusive; Rights of Indemnified Parties. The
indemnification provided by this Section 4.15 shall be in addition to any other rights to which
those indemnified may be entitled under any agreement, by a Majority Member Vote, as a matter of
law or equity, or otherwise. Such indemnification shall continue with respect to an Indemnitee
even though it has ceased to serve in any particular capacity and shall inure to the benefit of its
heirs, executors, successors, assigns and other legal representatives.

          (d)      Assets of the Company. Any indemnification under this Section 4.15 shall be
satisfied solely out of the assets of the Company, and no Member shall be subject to personal
liability or required to fund or cause to be funded any obligation by reason of these
indemnification provisions.

          (e)      Other Liability Insurance. The Company may purchase and maintain insurance, at
the Company’s expense, on behalf of such Persons as the Manager shall reasonably determine, against
any liability that may be asserted against, or any expense that may be incurred by, such Person in
connection with the activities of the Company and its Subsidiaries or Affiliates regardless of
whether the Company would have the obligation to indemnify such Person against such liability under
the provisions of this Agreement.

     4.16      Title to Assets. Unless specifically licensed or leased to the Company, title to the
assets of the Company, whether real, personal or mixed and whether tangible or intangible, shall be
deemed to be owned by the Company as an entity, and no Members, individually or collectively, shall
have any ownership interest in such assets (other than licensed or leased assets) or any portion
thereof.

ARTICLE 5

CAPITAL CONTRIBUTIONS; DISTRIBUTIONS

     5.1      Capital Contributions.

          (a)      The AMC Founding Member, as the successor to NCN, and the Regal Founding Member have made
their required Capital Contributions to the Company as set forth in

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the Contribution and Unit
Holders Agreement, Cinemark Media has made its required Capital Contribution to the Company as set
forth in the Contribution Agreement and NCM Inc. has made its required Capital Contribution to the
Company as set forth in the Subscription Agreement. Except as provided in Sections 3.5(b), 3.5(c),
5.1(b) and otherwise in this Agreement, no Member shall be required to make any other capital contribution
to, or provide credit support for, the Company.

          (b)      In addition to the Capital Contributions that NCM Inc. has made as provided in Section
5.1(a), NCM Inc. shall make the following additional Capital Contributions to the Company:

               (i)      On or before the due date of the Company’s obligation to make a payment under Section
3.02(a) of the Tax Receivable Agreement, NCM Inc. shall contribute to the Company an amount equal
to any ESA-Related Tax Benefit Payment; and

               (ii)      On or before the due date of the Company’s obligation to make a payment under Section
3.02(b) of the Tax Receivable Agreement, NCM Inc. shall contribute to the Company an amount equal
to any increase in any ESA-Related Tax Benefit Payment.

          (c)      Except as provided in Article 9 of this Agreement, no Member shall be entitled to
withdraw, or demand the return of, any part its Capital Contributions or Capital Account. No
Member shall be entitled to interest on or with respect to any Capital Contribution or Capital
Account.

          (d)      Except as otherwise provided in this Agreement, no Person shall have any preemptive,
preferential or similar right to subscribe for or to acquire any Units.

     5.2      Loans from Members. Loans by Members to the Company shall not be considered contributions
to the capital of the Company hereunder. If any Member shall advance funds to the Company in
excess of the amounts required to be contributed to the capital of the Company, the making of such
advances shall not result in any increase in the amount of the Capital Account of such Member and
shall be payable or collectible in accordance with the terms and conditions upon which advances are
made; provided that the terms of any such loan shall not be less favorable to the Company,
taken as a whole, than would be available to the Company from unrelated lenders and such loan shall
be approved by the Manager (or a Majority Member Vote in the event the Manager is making the loan
to the Company).

     5.3      Loans from Third Parties. The Company may incur Indebtedness, or enter into other similar
credit, guarantee, financing or refinancing arrangements for any purpose with any Person upon such
terms as the Manager determines appropriate; provided that the Company shall not incur any
Indebtedness that is recourse to any Member, except to the extent otherwise agreed to in writing by
the applicable Member in its sole discretion.

     5.4     
Distributions. Except as provided in
Section 3.5(c)(ii), all distributions made by the Company, if any, shall be made in accordance with this Section 5.4.

          (a)      Nonliquidating Distributions. The Manager will cause the Company to make
distributions of the Distribution Amount in the following manner:

33

 

               (i)      Within 60 calendar days following the last day of each Fiscal Period (or the next Business
Day if the 60th calendar day is not a Business Day), the Company shall make a
distribution in an amount equal to the Distribution Amount for such Fiscal Period.

               (ii)      Except as provided in Section 5.4(b), all distributions shall be made among the Members
pro rata in accordance with their Percentage Interests; provided that if (i) the Company is
in default under any Funded Indebtedness, (ii) the distribution would cause the Company to default
under any Funded Indebtedness, or (iii) restrictions imposed on the Company’s funds pursuant to any
Funded Indebtedness, cause (x) the product of the Distribution Amount times NCM Inc.’s
Percentage interest, to be less than the sum of (y) the product of the Tax Distribution Amount
times NCM Inc.’s Percentage Interest, plus the Tax Receivable Distribution Amount,
then the Company shall distribute the Tax Distribution Amount among the Members pro rata in
accordance with their Percentage Interests and distribute the Tax Receivable Distribution Amount to
NCM Inc.

               (iii)      The Company shall determine Available Cash (i) for each Fiscal Period, and (ii) for each
Fiscal Year (the “Distribution Year”) in connection with the preparation of the audited
report delivered to the Members for the Distribution Year, as provided in Section 6.9(c). To the
extent Available Cash for the Distribution Year is greater than the total Distribution Amount
distributed to the Members under Section 5.4(a)(i) with respect to the four Fiscal Periods in such
Distribution Year (the “Distribution Increase”), the Distribution Increase will be added to
Available Cash for the second Fiscal Period in the Fiscal Year following the Distribution Year. To
the extent Available Cash for the Distribution Year is less than the total Distribution Amount
distributed to the Members under Section 5.4(a)(i) with respect to the four Fiscal Periods in such
Distribution Year (the “Distribution Decrease”), the Distribution Decrease will be
subtracted from Available Cash for the second Fiscal Period in the Fiscal Year following the
Distribution Year. Any Distribution Increase or Distribution Decrease provided for in this Section
5.4(a)(iii) shall be taken into account in the distributions made to the Members under Section
5.4(a)(i) following the last day of the second Fiscal Period in the Fiscal Year following the
Distribution Year.

               (iv)      Within three (3) Business days of receiving or being deemed to receive any ESA-Related
Payment from an ESA Party pursuant to Sections 3.02 or 5.03 of the Tax Receivable Agreement, the
Company shall distribute such ESA-Related Payment to NCM Inc.

          (b)      Liquidating Distributions. All distributions made in connection with the sale,
exchange or other disposition of all or substantially all of the Company’s assets, or with respect
to the winding up and liquidation of the Company, shall be made among the Members pro rata in
accordance with their Percentage Interests.

          (c)      Sole Discretion of the Manager. Except as specified in Sections 3.4(e),
3.5(c)(ii), 4.3, 5.4(a), 5.4(b), 7.3 or 9.1(a), (i) the Company shall have no obligation to
distribute any cash or other property of the Company to the Members, (ii) the Manager shall have
sole discretion in determining whether to distribute any cash or other property of the Company,
when available, and in determining the timing, kind and amount of any and all distributions, and
(iii) no Member is entitled to receive any distribution unless and until declared by the Manager.

34

 

          (d)      Distributions in Kind. No Member has any right to demand or receive property
other than cash. However, the Manager may, in its sole discretion, elect to make distributions,
entirely or in part, in property of the Company other than cash. Property
distributed in kind shall be deemed to have been sold for their valuation determined in
accordance with Section 5.5.

          (e)      Limitations on Distributions. Notwithstanding anything in this Agreement to the
contrary, no distribution shall be made in violation of the LLC Act.

          (f)      Exculpation. The Members hereby consent and agree that, except as expressly
provided herein or required by applicable law and except for distributions not made in compliance
with this Agreement, no Member shall have an obligation to return cash or other property paid or
distributed to such Member by the Company, whether such obligation would have arisen under §
18-502(b) of the LLC Act or otherwise.

     5.5      Valuation. All valuation determinations to be made under this Agreement shall be made
pursuant to the terms of this Section, which determinations shall be conclusive and binding on the
Company, all Members, former Members, their successors, assigns, legal representatives and any
other Person, except for computational errors or fraud, and to the fullest extent permitted by law,
no such Person shall have the right to an accounting or an appraisal of the assets of the Company
or any successor thereto except for computational errors or fraud. Valuations shall be determined
by a reasonable method of valuation determined by the Manager, which may include an independent
appraisal, a reasonable estimate by the Manager or some other reasonable method of valuation.
Distributions of property in kind shall be valued at fair market value; provided that any
valuation under this Section shall be determined by an independent appraiser selected by the
Manager if so requested by any Founding Member.

ARTICLE 6

BOOKS AND RECORDS; TAX; CAPITAL ACCOUNTS; ALLOCATIONS

     6.1      General Accounting Matters.

          (a)      Allocations of Net Income or Net Losses pursuant to Section 6.4 shall be made at the end
of each Fiscal Period, at such times as the Carrying Value of Company assets is adjusted pursuant
to the definition thereof and at such other times as required by this Agreement.

          (b)      Each Member shall be supplied with the information of the Company necessary to enable such
Member to prepare in a timely manner (and in any event within 120 days after the end of the Company
Fiscal Year) its federal, state and local income tax returns and such other financial or other
statements and reports that the Manager deems appropriate.

          (c)      The Manager shall keep or cause to be kept books and records pertaining to the Company’s
business showing all of its assets and liabilities, receipts and disbursements, Net Income and Net
Losses, Members’ Capital Accounts and all transactions entered into by the Company. Such books and
records of the Company shall be kept at the office of the Company and the Members and their
representatives shall at all reasonable times have free access thereto for the purpose of
inspecting or copying the same.

35

 

          (d)      The Company’s books of account shall be kept on an accrual basis or as otherwise provided
by the Manager and otherwise in accordance with GAAP, except that for
income tax purposes such books shall be kept in accordance with applicable tax accounting
principles.

          (e)      The Company shall, and shall cause each of its Subsidiaries to, (i) maintain accurate
books and records reflecting its assets and liabilities and maintain proper and adequate “internal
control over financial reporting” (as such term is defined in Rules 13a-15(f) and 15d-15(f)
promulgated under the Exchange Act, and as such rules may be amended and supplemented from time to
time); and (ii) deliver to any Member, immediately upon request, certifications and statements with
respect to the Company and its Subsidiaries satisfying the requirements of Rule 13a-l4(a) or
15d-14(a) under the Exchange Act, and 18 U.S.C. § 1350 (Section 906 of the Sarbanes-Oxley Act of
2002).

          (f)      Subject to the confidentiality provisions of this Agreement, the Company will permit
representatives of a Member and its Affiliates, at their expense, to obtain all books and accounts,
documents and other information (other than documents and information relating to pricing or other
proprietary information of any Member or its Affiliates collected pursuant to any Exhibitor
Services Agreement) in the possession of the Company and its Subsidiaries, if any, as may
reasonably be requested in order to enable such Member to monitor its investment in the Company and
to exercise its rights under this Agreement and, to the extent applicable, to provide such other
access and information as may be reasonably required to enable such Member to account for the
investment in the Company and otherwise comply with the requirements of applicable laws, generally
accepted accounting principles and requirements of any Governmental Authority.

     6.2      Certain Tax Matters. The Company shall make the TEFRA Election for all taxable years of
the Company. The “tax matters partner” for purposes of Section 6231(a)(7) of the Code shall be NCM
Inc. (the “Tax Matters Member”). The Tax Matters Member shall have all the rights, duties,
powers and obligations provided for in Sections 6221 through 6232 of the Code with respect to the
Company. The Tax Matters Member shall inform each other Member of all significant matters that may
come to its attention in its capacity as such by giving notice thereof within ten days after
becoming aware thereof and, within such time, shall forward to each other Member copies of all
significant written communications it may receive in such capacity. This provision is not intended
to authorize the Tax Matters Member to take any action left to the determination of an individual
Member under Sections 6222 through 6231 of the Code.

     6.3      Capital Accounts.

          (a)      The Company shall maintain for each Member on the books of the Company a capital account
(a “Capital Account”). Each Member’s Capital Account shall be maintained in accordance
with the provisions of Treasury Regulations Section 1.704-1(b)(2)(iv) and the provisions of this
Agreement.

          (b)      The Capital Account of a Member shall be credited with the amount of all Capital
Contributions by such Member to the Company. The Capital Account of a Member shall

36

 

be increased by
the amount of any Net Income (or items of gross income) allocated to such Member pursuant to this
Article 6, and decreased by (i) the amount of any Net Losses (or items
of loss or deduction) allocated to such Member pursuant to this Article 6 and (ii) the amount
of any cash distributed to such Member and (iii) the fair market value of any asset distributed in
kind to such Member (net of all liabilities secured by such asset that such Member is considered to
assume or take subject to under Section 752 of the Code). The Capital Account of the Member also
shall be adjusted appropriately to reflect any other adjustment required pursuant to Treasury
Regulations Section 1.704-1 or 1.704-2.

          (c)      In the event that any Interest in the Company is Transferred, the transferee of such
Interest shall succeed to the portion of the transferor’s Capital Account attributable to such
Interest.

          (d)      For purposes of this Article 6, the Manager may apply any reasonable convention in
determining the date during the same month on which any Member is admitted to the Company.

     6.4      Allocations.

          (a)      General. Except as provided in Section 6.4(b) and as otherwise provided in this
Agreement, Net Income and Net Losses, and, to the extent necessary, individual items of Company
income, gain, loss and deduction, shall be allocated to the Members in such amounts, to the maximum
extent possible, to make the Adjusted Capital Account Balances of the Members (after the
application of this Section 6.4(a)) to be in proportion to the Members’ Percentage Interests.

          (b)      Special Allocations.

               (i)      Qualified Income Offset. If any Member receives an unexpected adjustment,
allocation, or distribution described in Section l.704-l(b)(2)(ii)(d)(4-6) of the Treasury
Regulations in any Fiscal Year or other period which would cause such Member to have a deficit
Adjusted Capital Account Balance as of the end of such Fiscal Year or other period, items of
Company income and gain (consisting of a pro rata portion of each item of Company income, including
gross income and gain) shall be specifically allocated to such Member in an amount and manner
sufficient to eliminate, to the extent required by the Treasury Regulations, the deficit in such
Member’s Adjusted Capital Account Balance as quickly as possible. This Section 6.4(b)(i) is
intended to comply with the qualified income offset provision in Section l.704-l(b)(2)(ii)(d) of
the Treasury Regulations and shall be interpreted consistently therewith.

               (ii)      Gross Income Allocation. If any Member would otherwise have a deficit Adjusted
Capital Account Balance as of the last day of any Fiscal Year or other period, individual items of
income and gain of the Company shall be specifically allocated to such Member (in the manner
specified in Section 6.4(b)(i)) so as to eliminate such deficit as quickly as possible.

               (iii)      Partnership Minimum Gain Chargeback. If there is a net decrease in Partnership
Minimum Gain during a Fiscal Year or other period, each Member shall be

37

 

allocated items of Company
gross income and gain for such Fiscal Year or other period (and, if necessary, subsequent Fiscal
Years or periods) in proportion to, and to the extent of, such
Member’s share of such net decrease, except to the extent such allocation would not be
required by Section 1.704-2(f) of the Treasury Regulations. The amounts referred to in this
Section 6.4(b)(iii), and the items to be so allocated shall be determined in accordance with
Section 1.704-2 of the Treasury Regulations. This Section 6.4(b)(iii) is intended to constitute a
“minimum gain chargeback” provision as described in Section 1.704-2(f) or 1.704-2(j)(2) of the
Treasury Regulations and shall be interpreted consistently therewith.

               (iv)      Partner Nonrecourse Debt Minimum Gain Chargeback. If there is a net decrease in
Partner Nonrecourse Debt Minimum Gain during a Fiscal Year or other period, then each Member shall
be allocated items of Company gross income or gain equal to such Member’s share of such net
decrease, except to the extent such allocation would not be required under Section l.704-2(i)(4) or
1.704-2(j)(2) of the Treasury Regulations. The amounts referred to in this Section 6.4(b)(iv) and
the items to be so allocated shall be determined in accordance with Section 1.704-2 of the Treasury
Regulations. This Section 6.4(b)(iv) is intended to comply with the minimum gain chargeback
requirement contained in Section 1.704-2(i)(4) of the Treasury Regulations and shall be interpreted
consistently therewith.

               (v)      Limitations on Net Loss Allocations. With respect to any Member, notwithstanding
the provisions of Section 6.4(a), the amount of Net Losses for any Fiscal Year or other period that
would otherwise be allocated to a Member under Section 6.4(a) shall not cause or increase a deficit
Adjusted Capital Account Balance. Any Net Losses in excess of the limitation set forth in this
Section 6.4(b)(v) shall be allocated among the Members, pro rata, to the extent each, respectively,
is liable or exposed with respect to any debt or other obligations of the Company.

               (vi)      Partner Nonrecourse Deductions. Partner nonrecourse deductions (as described in
Section 1.704-2(i) of the Treasury Regulations) for any Fiscal Year or other period shall be
specifically allocated to the Members who bear the economic risk of loss with respect to Partner
Nonrecourse Debt to which such partner nonrecourse deductions are attributable in accordance with
Section 1.704-2(i)(1) of the Treasury Regulations.

               (vii)      Nonrecourse Deductions. Nonrecourse deductions (as described in Section
1.704-2(b) of the Treasury Regulations) for any Fiscal Year or other period shall be allocated to
the Founding Members in accordance with their relative Percentage Interests.

               (viii)      Excess Nonrecourse Liabilities. If the built-in gain in Company assets subject
to Nonrecourse Debts exceeds the gain described in Section 1.752-3(a)(2) of the Treasury
Regulations, the Excess Nonrecourse Liabilities shall be allocated (i) first, among the Founding
Members up to the amount of built-in gain that is allocable to the Founding Members on Section
704(c) Property, (ii) second, among the Members other than the Founding Members up to the amount of
built-in gain that is allocable to such other Members on Section 704(c) Property, and (iii) last,
any remaining Excess Nonrecourse Liabilities shall be allocated among the Members in accordance
with their relative Percentage Interests.

38

 

               (ix)      Ordering Rules. Anything contained in this Agreement to the contrary
notwithstanding, allocations for any Fiscal Period or other period of
nonrecourse deductions (as described in Section 1.704-2(b) of
the Treasury Regulations) or partner nonrecourse deductions (as described in Section 1.704-2(i) of the Treasury Regulations), or of
items required to be allocated pursuant to the minimum gain chargeback requirements contained in
Sections 6.4(b)(iii) and 6.4(b)(iv), shall be made before any other allocations hereunder.

               (x)      Special Allocation. If, for federal income tax purposes, the Company is deemed to
have made a deductible payment to a Member that is not actually paid, then notwithstanding Section
6.4(a), the deduction attributable to such payment shall be specially allocated to such Member.

          (c)      Curative Provisions. The allocations set forth in Section 6.4(b)(i)-(viii) (the
“Regulatory Allocations”) are intended to comply with certain requirements of Section
1.704-1(b) and 1.704-2 of the Treasury Regulations. The Regulatory Allocations may not be
consistent with the manner in which the Members intend to allocate Net Income and Net Losses or
make Company contributions. Accordingly, notwithstanding the other provisions of this Agreement,
but subject to the Regulatory Allocations, Members shall reallocate items of income, gain,
deductions and loss among the Members so as to eliminate the effect of the Regulatory Allocations
and thereby cause the respective Capital Accounts of the Members to be in the amounts (or as close
thereto as possible) they would have been if Net Income and Net Losses (and such other items of
income, gain, deduction and loss) had been allocated without reference to the Regulatory
Allocations. In general, the Members anticipate that this will be accomplished by specially
allocating other Net Income and Net Losses (and such other items of income, gain, deduction and
loss) among the Members so that the net amount of the Regulatory Allocations and such special
allocations to each such Member is zero. In addition, if in any Fiscal Year or other period there
is a decrease in Partnership Minimum Gain, or in Partner Nonrecourse Debt Minimum Gain, and
application of the minimum gain chargeback requirements set forth in this Section 6.4 would cause a
distortion in the economic arrangement among the Members, the Members may, if they do not expect
that the Company will have sufficient other income to correct such distortion, request the Internal
Revenue Service to waive either or both of such minimum gain chargeback requirements. If such
request is granted, this Agreement shall be applied in such instance as if it did not contain such
minimum gain chargeback requirements.

     6.5      Allocations of Net Income and Net Losses for Federal Income Tax Purposes. The Company’s
ordinary income and losses and capital gains and losses as determined for federal income tax
purposes (and each item of income, gain, loss or deduction entering into the computation thereof)
shall be allocated to the Members in the same proportions as the corresponding “book” items are
allocated pursuant to Section 6.4 of this Agreement. Notwithstanding the foregoing sentence,
federal income tax items relating to any Section 704(c) Property shall be allocated among the
Members in accordance with Section 704(c) of the Code and Treasury Regulations Section
1.704-1(b)(2)(iv)(g) to take into account the difference between the fair market value and the tax
basis of such Section 704(c) Property using any method approved by the Manager and prescribed under
Treasury Regulations corresponding to Section 704(c) of the Code. Items described in this Section
6.5 shall neither be credited nor charged to the Members’ Capital Accounts.

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     6.6      Elections. Except as otherwise expressly provided herein, all elections required or
permitted to be made by the Company under the Code or other applicable tax law, and all decisions
with respect to the calculation of its taxable income or tax loss under the Code or other
applicable tax law, shall be made in such manner as may be reasonably determined by the Manager;
provided that the Company shall make (i) the election to amortize organizational expenses
pursuant to Section 709 of the Code and the regulations promulgated thereunder, and (ii) the TEFRA
Election as provided in Section 6.2.

     6.7      Tax Year. The taxable year of the Company shall be the same as its Fiscal Year.

     6.8      Withholding Requirements. Notwithstanding any provision herein to the contrary, the
Manager is authorized to take any and all actions that it determines to be necessary or appropriate
to ensure that the Company satisfies any and all withholding and tax payment obligations under
Section 1441, 1445, 1446 or any other provision of the Code or other applicable law. Without
limiting the generality of the foregoing, the Manager may withhold from distributions the amount
that it determines is required to be withheld from the amount otherwise distributable to any Member
pursuant to Article 5; provided, however, that such amount shall be deemed to have
been distributed to such Member for purposes of applying Article 5 and this Article 6. The Manager
will not withhold any amounts from cash or other property distributable to any Member to satisfy
any withholding and tax payment obligations to the extent that such Member demonstrates to the
Manager’s satisfaction that such Member is not subject to such withholding and tax payment
obligation. In the event that the Manager withholds or pays tax in respect of any Member for any
period in excess of the amount of cash or other property otherwise distributable to such Member for
such period (or there is a determination by any taxing authority that the Company should have
withheld or paid any tax for any period in excess of the tax, if any, that it actually withheld or
paid for such period), such excess amount (or such additional amount) shall be treated as a
recourse loan to such Member that shall bear interest at the rate of ten percent per annum and be
payable on demand.

     6.9      Reports to Members.

          (a)      The books of account and records of the Company shall be audited as of the end of each
Fiscal Year by the Company’s independent public accountants.

          (b)      Within 60 calendar days after the end of each Fiscal Period of each Fiscal Year of the
Company (or the next Business Day if the 60th calendar day is not a Business Day), the
Company shall send to each Person who was a Member during such period an unaudited report setting
forth the following as of the end of such Fiscal Period:

               (i)      unless such Fiscal Period is the last Fiscal Period of the Fiscal Year, an unaudited
balance sheet as of the end of such period;

               (ii)      unless such Fiscal Period is the last Fiscal Period of the Fiscal Year, an unaudited
income statement of the Company for such period;

               (iii)      a statement of each Member’s Capital Account;

               (iv)      a summary of the Company’s activities during such period; and

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               (v)      a cash flow statement.

          (c)      Within 100 calendar days after the end of each Fiscal Year of the Company (or the next
Business Day if the 100th calendar day is not a Business Day), the Company shall send to
each Person who was a Member during such period an audited report setting forth the following as of
the end of such Fiscal Year:

               (i)      an audited balance sheet as of the end of such Fiscal Year;

               (ii)      an audited income statement of the Company for such Fiscal Year;

               (iii)      a statement of each Member’s Capital Account; and

               (iv)      a cash flow statement.

          (d)      The Company shall provide each Member with monthly “flash reports.”

          (e)      With reasonable promptness, the Manager will deliver such other information available to
the Manager, including financial statements and computations, as any Member may from time to time
reasonably request in order to comply with regulatory requirements, including reporting
requirements, to which such Member is subject.

     6.10      Auditors. The auditors of the Company shall be Deloitte & Touche LLP, unless
otherwise determined by the Manager.

     6.11      Transfers During Year. In order to avoid an interim closing of the Company’s
books, the allocation of Net Income and Net Losses under this Article 6 between a Member who
Transfers part or all of its Interest in the Company during the Company’s Fiscal Year and such
Member’s transferee, or to a Member whose Percentage Interest varies during the course of the
Company’s Fiscal Year, may be determined pursuant to any method chosen by the Manager.

     6.12      Code Section 754 Election. Pursuant to the Tax Receivable Agreement, the Company shall
make the election provided for under Code Section 754.

ARTICLE 7

DISSOLUTION

     7.1      Dissolution.

          (a)      The Company shall be dissolved and subsequently terminated upon the occurrence of the
first of the following events:

               (i)      the unanimous decision of the Members that then hold Common Units to dissolve the Company;

               (ii)      the entry of a decree of judicial dissolution of the Company pursuant to § 18-802 of the
LLC Act; or

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               (iii)      the termination of the legal existence of the last remaining Member or the occurrence of
any other event that causes the last remaining Member to cease to be a Member of the Company,
unless the Company is continued without dissolution pursuant to Section 7.1(b).

          (b)      Upon the occurrence of any event that causes the last remaining Member of the Company to
cease to be a Member of the Company (other than upon continuation of the Company without
dissolution upon an assignment by the Member of all of its Interest in the Company and the
admission of the transferee as a Member pursuant to Section 8.2), to the fullest extent permitted
by law, the personal representative of such Member is hereby authorized to, and shall, within 90
days after the occurrence of the event that terminated the continued membership of such Member in
the Company, agree in writing (i) to continue the Company and (ii) to the admission of the personal
representative or its nominee or designee, as the case may be, as a substitute Member of the
Company, effective as of the occurrence of the event that terminated the continued membership of
such Member in the Company.

          (c) Notwithstanding any other provision of this Agreement, the bankruptcy (as defined in §§
18-101(1) and 18-304 of the LLC Act) of a Member shall not cause the Member to cease to be a Member
of the Company and upon the occurrence of such an event, the Company shall continue without
dissolution.

     7.2      Winding-Up. When the Company is dissolved, the business and property of the Company shall
be wound up in an orderly manner by the Manager or by a liquidating trustee as may be appointed by
the Manager (the Manager or such liquidating trustee, as the case may be, the
“Liquidator”). If the Members are unable to agree with respect to the distribution of any
Company assets, then the Liquidator shall use its reasonable best efforts to reduce to cash and
Cash Equivalents such assets of the Company as the Liquidator shall deem it advisable to sell,
subject to obtaining fair market value for such assets and any tax or other legal considerations.
No Member shall take any action (with respect to the Company) that is inconsistent with, or not
necessary to or appropriate for, the winding up of the Company’s business and affairs.

     7.3      Final Distribution.

          (a)      As soon as reasonable following the event that caused the dissolution of the Company, the
assets of the Company shall be applied in the following manner and order:

               (i)      to pay the expenses of the winding-up, liquidation and dissolution of the Company, and all
creditors of the Company, other than Members, either by actual payment or by making a reasonable
provision therefor, in the manner, and in the order of priority, set forth in § 18-804 of the LLC
Act;

               (ii)      to pay, in accordance with the provisions of this Agreement, on a pro rata basis, the
debts payable to all creditors of the Company that are Members, either by actual payment or by
making a reasonable provision therefor; and

               (iii)      to distribute the remaining assets of the Company to the Members in accordance with
Section 5.4(b), taking into account all adjustments to Capital Accounts or offsets required under
this Agreement through the date of distribution.

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          (b)      If any Member has a deficit balance in its Capital Account in excess of any unpaid Capital
Contributions (if any), such Member shall have no obligation to make any Capital Contribution to
the Company with respect to such deficit, and such deficit shall not be considered a debt owed to
the Company or to any other Person for any purpose whatsoever.

          (c)      Each Member shall look solely to the assets of the Company for the amounts distributable
to it hereunder and shall have no right or power to demand or receive property therefor from any
other Member.

          (d)      The Company shall terminate when (i) all of the assets of the Company, after payment of or
due provision for all debts, liabilities and obligations of the Company shall have been distributed
to the Member in the manner provided for in this Agreement, and (ii) the Certificate shall have
been canceled in the manner required by the LLC Act.

ARTICLE 8

TRANSFER; SUBSTITUTION; ADJUSTMENTS

     8.1      Restrictions on Transfer.

          (a)      Notwithstanding anything contained herein to the contrary, each Member may, subject to
Section 8.1(b), Transfer any or all of its Units. It is a condition to any Transfer by a Member
(the “Transferring Member”) otherwise permitted hereunder that the transferee (i) agrees to
become a party to, and be bound by the terms of, this Agreement to the same extent as the
Transferring Member, and (ii) assumes by operation of law or express agreement all of the
obligations of the Transferring Member under this Agreement or to which such Transferring Member is
a party with respect to such Transferred Units or other Equity Interests in the Company.
Notwithstanding the foregoing, any transferee of any Transferred Units or other Equity Interests in
the Company shall be subject to any and all ownership limitations contained in this Agreement or
any other agreement with the Company to which such Transferring Member is a party. Any transferee,
whether or not admitted as a Member, shall take subject to the obligations of the transferor
hereunder.

          (b)      In addition to any other restrictions on Transfer herein contained, including, without
limitation, the provisions of this Article 8, any purported Transfer or assignment of a Unit or
other Equity Interests in the Company by any Member made in the following events shall be void ab
initio:

               (i)      to any Person who lacks the legal right, power or capacity to own Units;

               (ii)      if such Transfer would cause the Company to become, with respect to any employee benefit
plan subject to Title I of ERISA, a “party-in-interest” (as defined in Section 3(14) of ERISA) or a
“disqualified person” (as defined in Section 4975(c) of the Code);

               (iii)      if such Transfer would, in the opinion of counsel to the Company, cause any portion of
the assets of the Company to constitute assets of any employee benefit plan pursuant to Department
of Labor Regulations Section 2510.3-101;

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               (iv)      if such Transfer requires the registration of such Units pursuant to any applicable
federal, state or foreign securities laws or would otherwise violate any federal, state or foreign
securities laws or regulations applicable to the Company or the Units;

               (v)      if such Transfer is effectuated through an “established securities market” or a “secondary
market (or the substantial equivalent thereof)” within the meaning of Section 7704 of the Code or
such Transfer would result in a materially increased risk that the Company would he treated as a
“publicly traded partnership,” as such term is defined in Sections 469(k)(2) or 7704(b) of the
Code;

               (vi)      if such Transfer subjects the Company to be regulated under the Investment Company Act of
1940, the Investment Advisors Act of 1940 or ERISA, each as amended;

               (vii)      if such Transfer may cause the Company to cease to be classified as a partnership for
federal or state income tax purposes;

               (viii)      if such Transfer violates any applicable laws; or

               (ix)      if the Company does not receive written instruments (including without limitation, copies
of any instruments of Transfer and such assignee’s consent to be bound by this Agreement as an
assignee) that are in a form satisfactory to the Manager (in its sole and absolute discretion).

     8.2      Substituted Members.

          (a)      No Member shall have the right to substitute a transferee as a Member in his or her place
with respect to any Units or other Equity Interests in the Company so Transferred (including any
transferee permitted by Section 8.1) unless (i) such Transfer is made in compliance with the terms
of this Agreement and any other agreements with the Company or other Members to which such
transferor Member is a party and (ii) such transferee assumes, by written instrument satisfactory
to the Company pursuant to Section 8.l(b)(ix) above, all the rights and powers and is subject to
all the restrictions and liabilities that were applicable to the transferor by virtue of the
transferor’s ownership of the Units or other Equity Interests in the Company being Transferred.

          (b)      Except as provided in Section 8.2(c) and otherwise in this Agreement, a transferee who has
been admitted as a Member in accordance with Section 8.2(a) shall have all the rights and powers
and be subject to all the restrictions and liabilities of a Member under this Agreement holding the
same Units or other Equity Interests in the Company. The admission of any transferee as a Member
shall be subject to the provisions of Section 3.1.

          (c)      In the event of a Transfer by a Founding Member, the transferee shall not have the rights
and powers of a Founding Member under this Agreement 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

44

 

Founding Member’s ESA Party or its stockholders owns 50% or more of the general voting power
of the transferee.

     8.3      Effect of Void Transfers. No Transfer of any Units owned by a Member in violation hereof
shall be made or recorded on the books of the Company, and any such purported Transfer shall be
void and of no effect.

ARTICLE 9

REDEMPTION RIGHT OF MEMBER

     9.1      Redemption Right of a Member.

          (a)      Each Member (other than NCM Inc.) shall be entitled to cause the Company to redeem its
Common Units (the “Redemption Right”) from time to time. A Member desiring to exercise its
Redemption Right (the “Redeeming Member”) shall exercise such right by giving written
notice (the “Redemption Notice”) to the Company (with a copy to NCM Inc.). The Redemption
Notice shall specify the number of Common Units (the “Redeemed Units”) that the Redeeming
Member intends to have the Company redeem and a date, which is not less than seven (7) Business
Days nor more than 10 Business Days after delivery of the Redemption Notice, on which exercise of
the Redemption Right shall be completed (the “Redemption Date”). Unless the Redeeming
Member has timely delivered a Retraction Notice as provided in Section 9.1(b), on the Redemption
Date (to be effective immediately prior to the close of business on the Redemption Date) (i) the
Redeeming Member shall transfer and surrender the Redeemed Units to the Company, free and clear of
all liens and encumbrances, and (ii) the Company shall (x) cancel the Redeemed Units, (y) transfer
to the Redeeming Member the consideration to which the Redeeming Member is entitled under Section
9.1(b), and (z) issue to the Redeeming Member pursuant to Section 3.4(h) a certificate for a number
of Common Units equal to the difference (if any) between the number of Common Units evidenced by
the certificate surrendered by the Redeeming Member pursuant to clause (i) of this Section 9.1(a)
and the Redeemed Units.

          (b)      In exercising its Redemption Right, a Redeeming Member, at NCM Inc.’s option as provided
in Section 3.5(b) and subject to Section 9.1(d), shall be entitled to receive the Share Settlement
or the Cash Settlement. Within three (3) Business Days of delivery of the Redemption Notice, NCM
Inc. shall give written notice (the “Contribution Notice”) to the Company (with a copy to
the Redeeming Member) of its intended settlement method; provided that if NCM Inc. does not
timely deliver a Contribution Notice, NCM Inc. shall be deemed to have elected the Share Settlement
method. If NCM Inc. elects the Cash Settlement method, the Redeeming Member may retract its
Redemption Notice by giving written notice (the “Retraction Notice”) to the Company (with a
copy to NCM Inc.) within two (2) Business Days of delivery of the Contribution Notice. The timely
delivery of a Retraction Notice shall terminate all of the Redeeming Member’s, Company’s and NCM
Inc.’s rights and obligations under this Section 9.1 arising from the Redemption Notice.

          (c)      The number of shares of NCM Inc. common stock and the Redeemed Units Equivalent that a
Redeeming Member is entitled to receive under Section 9.1(b) (whether

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through a Share Settlement or Cash Settlement) shall not be adjusted on account of any
distributions previously made with respect to the Redeemed Units or dividends previously paid with
respect to NCM Inc. common stock; provided, however, that if a Redeeming Member
causes the Company to redeem Redeemed Units and the Redemption Date occurs subsequent to the record
date for any distribution with respect to the Redeemed Units but prior to payment of such
distribution, the Redeeming Member shall be entitled to receive such distribution with respect to
the Redeemed Units on the date that it is made notwithstanding that the Redeeming Member
transferred and surrendered the Redeemed Units to the Company prior to such date.

          (d)      In the event of a reclassification or other similar transaction as a result of which the
shares of NCM Inc. common stock are converted into another security, then in exercising it
Redemption Right a Redeeming Member shall be entitled to receive the amount of such security that
the Redeeming Member would have received if such Redemption Right had been exercised and the
Redemption Date had occurred immediately prior to the record date of such reclassification or other
similar transaction.

          (e)      The provisions of this Section 9.1 and Section 3.5(b) shall be interpreted and applied in
a manner consistent with the corresponding provisions of NCM Inc.’s certificate of incorporation.

     9.2      Effect of Exercise of Redemption Right. This Agreement shall continue notwithstanding the
exercise of a Redeeming Member’s Redemption Right and all governance or other rights set forth
herein shall be exercised by the remaining Members and the Redeeming Member (to the extent of such
Redeeming Member’s remaining Interest in the Company). No exercise of a Redeeming Member’s
Redemption Right shall relieve such Redeeming Member of any prior breach of this Agreement.
Notwithstanding the exercise of a Redeeming Member’s Redemption Right, the Exhibitor Services
Agreement executed between such Redeeming Member’s ESA Party (if such Redeeming Member is a
Founding Member) and the Company shall remain in full force and effect in accordance with the terms
of such Exhibitor Services Agreement. The Redeeming Member (if a Founding Member) and its
Affiliates shall retain all ownership and rights with respect to its theatres and other assets that
are not Contributed Assets (as defined in Section 2.5 of the Contribution and Unit Holders
Agreement). All Contributed Assets of such Member shall remain the sole and exclusive property of
the Company.

ARTICLE 10

MISCELLANEOUS

     10.1      Agreement to Cooperate; Further Assurances. In case at any time any further action is
necessary or desirable to carry out the purposes of this Agreement, the proper officers and
Managers of the Company and each Member and their respective Affiliates shall execute such further
documents (including assignments, acknowledgments and consents and other instruments of Transfer)
and shall take such further action as shall be necessary or desirable to effect such Transfer and
to otherwise carry out the purposes of this Agreement, in each case to the extent not inconsistent
with applicable law.

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     10.2      Amendments. Except as otherwise expressly provided in this Agreement (including as
provided in Sections 4.3(b)(vi) and 4.3(b)(xix)), amendments to this Agreement shall require a
Majority Member Vote; provided, however, that (i) this Agreement may not be amended
so as to materially impair the voting power or economic rights of any outstanding Common Units in
relation to any other outstanding Units or of any Member in relation to the other Members, in
either case, without the consent of each Member and the holders representing a majority of the then
issued and outstanding Units or the affected Member, as the case may be, and (ii) Article 8 may
only be amended with the approval of the Manager and a Majority Member Vote.

     10.3      Confidentiality. For a period of three years after the earlier of (x) the dissolution of
the Company and the termination of this Agreement or (y) the date upon which such Member ceases to
be a Member of the Company:

          (a)      (i)      Each Member shall use and cause its Affiliates to use the same degree of care it uses
to safeguard its own Confidential Information (as defined below) and to cause its and its
Affiliates’ directors, officers, employees, agents and representatives to keep confidential all
Confidential Information, including but not limited to Intellectual Property and other Proprietary
Information of the other Members and the Company, and

               (ii)      Each Member shall hold and shall cause its Affiliates to hold and shall cause its and its
Affiliates’ directors, officers, employees, agents and representatives to hold in confidence,
unless compelled to disclose by judicial or administrative process or, in the opinion of counsel,
by the requirements of law, all documents and information concerning any other party hereto
furnished it by such other party or its representatives in connection with the transactions
contemplated by this Agreement (together with the information referred to in clause (i) above, the
“Confidential Information”)), except to the extent that any such information can be shown
to have been (A) previously known by the party to which it is furnished lawfully and without
breaching or having breached an obligation of such party or the disclosing party to keep such
documents and information confidential, (B) in the public domain through no fault of the disclosing
party, or (C) independently developed by the disclosing party without using or having used the
Confidential Information.

          (b)      Each Member agrees that the Confidential Information of the Company shall only be
disclosed in secrecy and confidence, and is to be maintained by them in secrecy and confidence
subject to the terms hereof. Each Member shall (i) not, directly or indirectly, use the
Confidential Information of the Company, except as necessary in the ordinary course of the
Company’s business, or disclose the Confidential Information of the Company to any third party and
(ii) inform all of its employees to whom the Confidential Information of the Company is entrusted
or exposed of the requirements of this Section and of their obligations relating thereto.

          (c)      The Company shall preserve the confidentiality of all Confidential Information supplied by
the Members and their Affiliates (“Member Information”) to the same extent that a Member
must preserve the confidentiality of Confidential Information pursuant to Sections 10.3(a) and (b).

47

 

          (d) Member Information shall not be supplied by the Company or its Subsidiaries to any Person
who is not an employee of the Company or the Manager, including any employee of a Member who is not
an employee of the Company or the Manager. Notwithstanding the foregoing, Member Information may
be disclosed to authorized third-party contractors of the Company if the Company determines that
such disclosure is reasonably necessary to further the business of the Company, and if such
contractor executes a non-disclosure agreement preventing such contractor from disclosing such
Member Information for the benefit of each provider of Member Information in a form reasonably
acceptable to the Founding Members. Member Information disclosed by any Member to the Company or
the Manager shall not be shared with any other Member that is not the Manager without the
disclosing Member’s written consent.

     10.4      Injunctive Relief. The Company and each Member acknowledge and agree that a violation of
any of the terms of this Agreement will cause the other Members and the Company, as the case may
be, irreparable injury for which an adequate remedy at law is not available. Accordingly, it is
agreed that each of the Members and the Company will be entitled to an injunction, restraining
order or other equitable relief to prevent breaches of the provisions of this Agreement and to
enforce specifically the terms and provisions hereof in any court of competent jurisdiction, in
addition to any other remedy to which they may be entitled at law or, equity. Nothing stated
herein shall limit any other remedies provided under this Agreement or available to the parties at
law or in equity.

     10.5      Successors, Assigns and Transferees. The provisions of this Agreement will be binding upon
and will inure to the benefit of the parties hereto and their respective successors and Permitted
Transferees, and nothing in this Agreement, express or implied, is intended to or shall confer upon
any other Person, including but not limited to any creditor of the Company or its Subsidiaries, any
right, benefit, or remedy of any nature by reason of this Agreement. An assignment of the rights,
interests or obligations hereunder, including but not limited to an assignment by operation of law,
shall be null and void unless a provision of this Agreement specifically provides otherwise or the
Company gives its prior written consent therefor.

     10.6      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, electronic
mail or nationally recognized overnight delivery service and shall be deemed given when received if
delivered on a Business Day during normal business hours of the recipient or, if not so delivered,
on the next Business Day following receipt. Notices to the Company or any Member shall be
delivered to the Company or such Member as set forth in Exhibit A, as it may be revised
from time to time. Any party to this Agreement may change its address or fax number for notices,
demands and other communications under this Agreement by giving notice of such change to the other
parties hereto in accordance with this Section 10.6.

     10.7      Integration. This Agreement, together with the other Joint Venture Agreements and the
documents referred to herein or therein, or delivered pursuant hereto or thereto, contain the
exclusive entire and final understanding of the parties with respect to the subject matter hereof
and thereof. There are no agreements, representations, warranties, covenants or undertakings with
respect to the subject matter hereof and thereof other than those expressly set forth herein and
therein. Except as expressly set forth herein, this Agreement together with the

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other Joint Venture Agreements supersede all other prior agreements, discussions, negotiations,
communications and understandings between the parties with respect to such subject matter hereof
and thereof. No party has relied on any statement, representation, warranty, or promise not
expressly contained in this Agreement or another Joint Venture Agreement in connection with this
transaction.

     10.8      Severability. If one or more of the provisions, paragraphs, words, clauses, phrases or
sentences contained herein, or the application thereof in any circumstances, is held invalid,
illegal or unenforceable in any respect for any reason, then such provision, paragraph, word,
clause, phrase or sentence shall be deemed restated to reflect the original intention of the
parties as nearly as possible in accordance with applicable law and the remainder of this
Agreement. The legality and enforceability of any such provision, paragraph, word, clause, phrase
or sentence in every other respect and of the remaining provisions, paragraphs, words, clauses,
phrases or sentences hereof will not be in any way impaired, it being intended that all
obligations, rights, powers and privileges of the Company and the Members will be enforceable to
the fullest extent permitted by law. Upon such determination of invalidity, illegality or
unenforceability, the Company and the Members shall negotiate in good faith to amend this Agreement
to effect the original intent of the Members.

     10.9      Counterparts. This Agreement may be executed in one or more counterparts and by different
parties on separate counterparts, each of which will be deemed an original, but all of which will
constitute one and the same instrument. The parties agree that this Agreement shall be legally
binding upon the electronic transmission, including by facsimile or email, by each party of a
signed signature page hereof to the other party.

     10.10      Governing Law; Submission to Jurisdiction.

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

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

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

               (ii)      consents to service of process in any such proceeding in any manner permitted by the
applicable laws of Delaware or the State of New York, and agrees that service of process by
registered or certified mail, return receipt requested, at its address specified pursuant to
Section 10.6 is reasonably calculated to give actual notice, to the extent permitted by applicable
law;

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               (iii)      agrees that each state and federal court located in Delaware or New York, New York shall
be deemed to be a convenient forum;

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

               (v)      agrees to the entry of an order to enforce any resolution, settlement, order or award made
pursuant to this Section by the state and federal courts located in Delaware or New York, New York
and in connection therewith hereby waives, and agrees not to assert by way of motion, as a defense,
or otherwise, any claim that such resolution, settlement, order or award is inconsistent with or
violative of the laws or public policy of the laws of Delaware or the State of New York or any
other jurisdiction.

          (c)      In the event of any action or other proceeding relating to this Agreement or the
enforcement of any provision of this Agreement, the prevailing party (as determined by the court)
shall be entitled to payment by the non-prevailing party of all costs and expenses (including
reasonable attorneys’ fees) incurred by the prevailing party, including any costs and expenses
incurred in connection with any challenge to the jurisdiction or the convenience or propriety of
venue of proceedings before any state or federal court located in Delaware or New York, New York.

[Signature Page to Follow]

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     IN WITNESS WHEREOF, each of the undersigned has executed this Agreement or caused this
Agreement to be executed on its behalf as of the date first written above.

	 	 	 	 	 
	 	AMERICAN MULTI-CINEMA, INC.

 	 
	 	By:  	/s/ CRAIG R. RAMSEY	 
	 	 	  	Craig R. Ramsey
Executive Vice President	 
	 	 	  	and Chief Financial Officer	 
	 

	 	 	 	 	 
	 	CINEMARK MEDIA, INC.

 	 
	 	By:  	/s/ MICHAEL CAVALIER	 
	 	 	  	Michael Cavalier 	 
	 	 	  	Its Senior Vice President-General Counsel 	 
	 

	 	 	 	 	 
	 	REGAL CINEMEDIA HOLDINGS, LLC

 	 
	 	By:  	/s/ MICHAEL L. CAMPBELL	 
	 	 	  	Michael L. Campbell 	 
	 	 	  	Its Chief Executive Officer 	 
	 

	 	 	 	 	 
	 	NATIONAL CINEMEDIA, INC.

 	 
	 	By:  	/s/ GARY W. FERRERA	 
	 	 	  	Gary W. Ferrera	 
	 	 	  	Its Executive Vice President and

Chief Financial Officer	 
	 

signature page to THIRD amended and restated limited liability operating agreement

 

 

Exhibit A

Members and Units

	 	 	 	 	 
	Names and Addresses	 	Common Units	 	Preferred Units
	AMC Founding Member:

American Multi-Cinema, Inc.

920 Main Street

Kansas City, MO 64105

Attention: Kevin M. Connor

Fax: (816) 480-4700
	 	17,474,890

Common Units1
	 	18,822,976

Preferred Units2
	 
	 	 	 	 
	with a copy to:

Latham & Watkins LLP

885 Third Avenue

New York, NY 10022

Attention: David S. Allinson

Fax: (212) 751-4864

	 	 	 	 
	 
	 	 	 	 
	Cinemark Founding Member:

Cinemark Media, Inc.

c/o Cinemark Holdings, Inc.

3900 Dallas Parkway

Suite 500

Plano, TX 75093

Attention: Robert Copple

Fax: (974) 665-1003

	 	13,145,349

Common Units3	 	14,159,437

Preferred Units4
	 
	 	 	 	 
	with a copy to:

Cinemark Holdings, Inc.

3900 Dallas Parkway

Suite 500

Plano, TX 75093

Attention: Michael Cavalier

Fax: (974) 665-1003
	 	 	 	 

 

     1 AMC – Percentage Interest:                18.6%

     2 AMC will receive $259,346,737 in redemption and
complete satisfaction of AMC’s Preferred Units under Section 3.4(e).

     3 Cinemark Media – Percentage Interest:                14.0%

     4 Cinemark Media will receive $195,091,561 in
redemption and complete satisfaction of Cinemark Media’s Preferred Units
under Section 3.4(e).

A-1

 

	 	 	 	 	 
	Name
and Addresses	 	Common
Units	 	Preferred
Units
	Regal Founding Member:

Regal CineMedia Holdings, LLC

7132 Regal Lane

Knoxville, TN 37918

Attention: General Counsel

Fax: (865) 922-6085
	 	21,230,712

Common Units5
	 	22,868,538

Preferred Units6
	 
	 	 	 	 
	with a copy to:

Hogan & Hartson L.L.P.

1200 Seventeenth Street

Suite 1500

Denver, CO 80202

Attention: Christopher J. Walsh

Fax: (303) 899-7333
	 	 	 	 
	 
	 	 	 	 
	National CineMedia, Inc.

9100 East Nichols Avenue

Suite 200

Centennial, CO 80112-3405

Attention: General Counsel

Fax: (303) 792-8649
	 	42,000,000

Common Units7
	 	Zero (0)

Preferred Units8
	 
	 	 	 	 
	with a copy to:

Holme Roberts & Owen LLP

1700 Lincoln Street

Suite 4100

Denver, CO 80203

Attention: W. Dean Salter
Fax: (303) 866-0200
	 	 	 	 
	 
	 	 	 	 
	Totals:
	 	93,850,951

Common Units	 	55,850,951

Preferred Units

 

     5 Regal – Percentage Interest:                22.6%

     6 Regal will receive $315,087,304 in redemption and
complete satisfaction of Regal’s Preferred Units under Section 3.4(e).

     7 NCM Inc. – Percentage Interest:                44.8%

     8 NCM Inc. will receive no amount under Section 3.4(e).

A-2

 

Exhibit B

Over-Allotment Unit Purchase

	 	 	 	 	 
	 	 	Common Units Sold	 	Consideration Received
	 	 	in Over-Allotment	 	in Over-Allotment
	Founding Member	 	Unit Purchase	 	Unit Purchase
	AMC Founding Member

	 	1,348,086

Common Units
	 	$26,468,966

Cash
	 
	 	 	 	 
	Cinemark Founding Member
	 	1,014,088

Common Units
	 	$19,911,073

Cash
	 
	 	 	 	 
	Regal Founding Member

	 	1,637,826

Common Units
	 	$32,157,856

Cash
	 
	 	 	 	 
	Totals:

	 	4,000,000

Common Units
	 	$78,537,895

Cash

B-1

 

Exhibit C

Form of Common Unit Certificate

C-1

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