Document:

Third Amended and Restated Limited Liability Company Operating Agreement

 Exhibit 10.1 
  

 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
		
	 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. 
  

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 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 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. 
  

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 “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 
  

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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., 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). 
  

 8 

 “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. 
  

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 “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- 

  

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

 14 

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

 17 

 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. 
  

 21 

 
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 
  

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

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 (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. 
  

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 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; 
  

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 (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; 
  

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 (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 

  

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

  

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 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 

  

 32 

 
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: 
 (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. 
  

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 (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. 
  

 39 

 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

 (v) a cash flow statement. 
  

 40 

 (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 
  

 41 

 (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; 
  

 43 

 (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 Founding Member’s ESA Party or its stockholders owns 50% or more of the general voting power of the
transferee. 
  

 44 

 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 

  

 45 

 
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. 
  

 46 

 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 

 48 

 
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; 
  

 49 

 (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] 
  

 50 

 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

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

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

	 Name:
	 	Michael L. Campbell
	 Title:
	 	Chief Executive Officer
	
	NATIONAL CINEMEDIA, INC.
		
	 By:
	 	 /s/ Gary W. Ferrera

	 Name:
	 	Gary W. Ferrera
	 Title:
	 	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:
	 	17,474,890 	 	18,822,976 
	 American Multi-Cinema, Inc. 
	 	Common Units1	 	Preferred Units2
	 920 Main Street
	 		 	
	 Kansas City, MO 64105
	 		 	
	 Attention: Kevin M. Connor
	 		 	
	 Fax: (816) 480-4700 
	 		 	
			
	 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:
	 	13,145,349	 	14,159,437 
	 Cinemark Media, Inc.
	 	Common Units3	 	Preferred Units4
	 c/o Cinemark Holdings, Inc.
	 		 	
	 3900 Dallas Parkway
	 		 	
	 Suite 500
	 		 	
	 Plano, TX 75093
	 		 	
	 Attention: Robert Copple
	 		 	
	 Fax: (974) 665-1003 
	 		 	
			
	 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 

					
	 Names 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

 
 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
	 	 21,230,712
 Common Units5
	 	 22,868,538
 Preferred Units6

			
	 National CineMedia, Inc. 
 9100 East Nichols
Avenue
 Suite 200
 Centennial, CO 80112-3405
 Attention: General Counsel
 Fax: (303) 792-8649 
  
 with a copy to:
 Holme Roberts & Owen LLP
 1700 Lincoln Street
 Suite 4100
 Denver, CO 80203
 Attention: W. Dean Salter
 Fax: (303) 866-0200
	 	 42,000,000 
 Common Units7
	 	 Zero (0) 
 Preferred Units8

			
	 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 
  

					
	 Founding Member
	 	 Common Units Sold in
 Over-Allotment Unit
 Purchase
	 	 Consideration Received in
 Over-Allotment 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-1Exhibitor Services Agreement dated as of February 13, 2007

 Exhibit 10.2 
 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 
 AMERICAN MULTI-CINEMA, 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	  	18
	 Section 3.03
	  	AMC 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	  	24
	 Section 4.05
	  	Brand; Policy Trailer; Branded Slots	  	24
	 Section 4.06
	  	Beverage and Legacy Agreements	  	25
	 Section 4.07
	  	Other AMC Advertising Agreements	  	26
	 Section 4.08
	  	AMC Run-Out Obligations	  	28
	 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	  	33
		
	ARTICLE 5 SUPPORT; MAKE GOODS	  	33
	 Section 5.01
	  	Software Support	  	33

  

 i 

					
	 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	  	36
	 Section 7.01
	  	Software License	  	36
	 Section 7.02
	  	License of the LLC Marks	  	36
	 Section 7.03
	  	License of the AMC Marks	  	37
	 Section 7.04
	  	Status of the LLC Marks and AMC Marks	  	39
		
	ARTICLE 8 FEES	  	39
	 Section 8.01
	  	Payment	  	39
	 Section 8.02
	  	Audit	  	39
		
	ARTICLE 9 TERM AND TERMINATION	  	40
	 Section 9.01
	  	Term	  	40
	 Section 9.02
	  	Termination; Defaults	  	41
	 Section 9.03
	  	Right of First Refusal	  	42
	 Section 9.04
	  	Survival	  	44
	 Section 9.05
	  	Effect of Termination	  	44
		
	ARTICLE 10 REPRESENTATIONS, WARRANTIES AND COVENANTS	  	44
	 Section 10.01
	  	Representations and Warranties	  	44
	 Section 10.02
	  	Additional Covenants	  	45
	 Section 10.03
	  	Disclaimer	  	46
		
	ARTICLE 11 INDEMNIFICATION	  	46
	 Section 11.01
	  	Indemnification	  	46
	 Section 11.02
	  	Defense of Action	  	47
		
	ARTICLE 12 ADDITIONAL RIGHTS AND OBLIGATIONS	  	48
	 Section 12.01
	  	Assistance	  	48
	 Section 12.02
	  	Infringement	  	48
	 Section 12.03
	  	Theatre Passes	  	48
	 Section 12.04
	  	Compliance with Law	  	48
	 Section 12.05
	  	Insurance	  	48
	 Section 12.06
	  	Most Favored Nations	  	48

  

 ii 

					
	 Section 12.07
	  	Non-Competition and Non-Solicitation	  	49
		
	ARTICLE 13 OWNERSHIP	  	50
	 Section 13.01
	  	Property	  	50
	 Section 13.02
	  	Derived Works	  	50
	 Section 13.03
	  	No Title	  	51
		
	ARTICLE 14 CONFIDENTIALITY	  	51
	 Section 14.01
	  	Confidential Treatment	  	51
	 Section 14.02
	  	Injunctive Relief	  	52
		
	ARTICLE 15 MISCELLANEOUS	  	52
	 Section 15.01
	  	Notices	  	52
	 Section 15.02
	  	Waiver; Remedies	  	53
	 Section 15.03
	  	Severability	  	53
	 Section 15.04
	  	Integration; Headings	  	53
	 Section 15.05
	  	Construction	  	54
	 Section 15.06
	  	Non-Recourse	  	54
	 Section 15.07
	  	Governing Law; Submission to Jurisdiction	  	54
	 Section 15.08
	  	Assignment	  	55
	 Section 15.09
	  	Force Majeure	  	56
	 Section 15.10
	  	Third Party Beneficiary	  	56
	 Section 15.11
	  	Export	  	56
	 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

  

 iii 

 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 American Multi-Cinema, Inc., a Missouri corporation (“AMC,” and with LLC, each a “Party” and collectively, the
“Parties”). 
 BACKGROUND 
 WHEREAS, 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, AMC participates in the Digital Content Network through its
Theatres; and 
 WHEREAS, LLC and AMC 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 AMC theatres, and AMC 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 AMC 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: 
 “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 AMC in connection with delivery of content to Theatres. 
 “Advertising Services” means the
advertising and promotional services (including the Digital Content Service, the Digital Carousel, the Traditional Content Program, Lobby Promotions 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 preamble of this Agreement. 
 “AMC Derived Works” has the meaning assigned to it in Section 13.02(b). 
  

 2 

 “AMC Equipment” means the Equipment owned by AMC. 
 “AMC Information” means all Confidential Information supplied by AMC and its Affiliates. 
 “AMC Initial ESA Modification Payment” has the meaning assigned to it in Section 2.05(a)(i). 
 “AMC Legacy Agreement(s)” means all pre-Effective Date agreements of AMC 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 revenue payable to AMC
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
AMC or its Affiliates and any theatres owned by third parties (including other Members or their Affiliates) regarding the exhibition of content, advertisements or promotions in such third-party theatres. 
 “AMC Marks” means the trademarks, service marks, logos, slogans and/or designs owned by AMC or otherwise contributed by AMC for use
under this Agreement, in any and all forms, formats and styles, including as may be used in the Brand (as defined herein), as may be modified from time-to-time all as notified to LLC from time-to-time by AMC. 
 “AMC Property” has the meaning assigned to it in Section 13.01(b). 
 “AMC Quality Standards” has the meaning assigned to it in Section 7.03(c). 
 “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 AMC and The Coca-Cola Company, dated
as of January 1, 2005, and all exhibits and amendments thereto, as such agreement may be amended from time to time, and any subsequent agreements entered into by AMC and its beverage concessionaires at the expiration or termination of the
agreement referenced above which is in effect on the 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. 
  

 3 

 “Church Worship Service” means a Meeting Event sold to a non-profit religious
organization. 
 “Cinemark” means Cinemark USA, Inc., a Texas corporation. 
 “Cinemark Exhibitor Agreement” means the Exhibitor Services Agreement between LLC and Cinemark, dated of even date herewith, as the same
may be amended, supplemented or otherwise modified from time to time. 
 “Cinemark Holdings” means Cinemark Holdings, Inc.
or its successor or any Person that wholly owns Cinemark Holdings, directly or indirectly, in the future. 
 “Cinemark
Media” has the meaning assigned to it in the recitals to this Agreement. 
 “Cinemark Theatre” means any
“Theatre” as defined in the Cinemark Exhibitor Agreement. 
 “Client Limitation” has the meaning assigned to it in
Section 4.07(b)(i). 
 “Common Unit Adjustment” has the meaning assigned to it in the LLC Agreement. 
 “Common Units” has the meaning assigned to in the LLC Agreement. 
 “Concessions” means popcorn, candy, and other food and beverage items sold at the concession stands in Theatres. 
 “Confidential Information” means all documents and information concerning any other Party hereto furnished it by such other Party or its
representatives in connection with the transactions contemplated by this Agreement (together with confidential information, including but not limited to Intellectual Property and other Proprietary Information of the other Members and LLC), and shall
include, by way of example and not limitation, the LLC Property, the AMC Property, the LLC Derived Works and the AMC Derived Works. Confidential Information shall also include all Confidential Information supplied by the Members and their
Affiliates. Notwithstanding the foregoing, Confidential Information shall not include any information that can be shown to have been (i) previously known by the Party to which it is furnished lawfully and without breaching or having breached an
obligation of such Party or the disclosing Party to keep such documents and information confidential, (ii) in the public domain through no fault of the disclosing Party, or (iii) independently developed by the disclosing Party without
using or having used the Confidential Information. 
 “Control” (including the terms “Controlled by” and
“under common Control with”), with respect to the relationship between or among two or more Persons, means the possession, directly or indirectly, of the power to direct or cause the direction of the affairs or management of a
Person, whether through the ownership of voting securities, as trustee or executor, by contract or otherwise. 
 “Costs” has
the meaning assigned to it in Section 11.01(a). 
  

 4 

 “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). 
  

 5 

 “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. 
  

 6 

 “Governmental Authority” means any nation or government, any state or other political
subdivision thereof, and any entity exercising executive, legislative, judicial, regulatory or administrative functions of or pertaining to government. 
 “Group” has the meaning used in Section 13(d) and 14(d) of the Securities Exchange Act of 1934. 
 “IMAX Screens” has the meaning assigned to it in Section 4.13(b). 
 “Indemnifying Party” has the meaning assigned to it in Section 11.01(c). 
 “Infringement”
has the meaning assigned to it in Section 12.02. 
 “Initial 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). 
  

 7 

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

“LLC Property” has the meaning assigned to it in Section 13.01(a). 
 “LLC Quality Standards” has the meaning assigned to it in Section 7.02(c). 
 “Lobby Promotions” has the meaning assigned to it in 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. 
  

 8 

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

 9 

 “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. 
 “Pre-Feature Programming Schedule” means the schedule for the Pre-Feature Program
as developed from time to time by LLC after consultation with AMC. 
 “Proprietary Information” means all Intellectual
Property, including but not limited to information of a technological or business nature, whether written or oral and if written, however produced or reproduced, received by or otherwise disclosed to the receiving Party from or by the disclosing
Party that is marked proprietary or confidential or bears a marking of like import, or that the disclosing Party states is to be considered proprietary or confidential, or that a reasonable person would consider proprietary or confidential under the
circumstances of its disclosure. 
 “PSA Trailer” means up to 30 seconds for AMC approved fundraising and that may
contain the display of any trademark, service mark, logo or other branding of the charitable organizations sponsoring such fundraising that is exhibited in the Theatres after Showtime. 
 “RCH” has the meaning assigned to it in the recitals to this Agreement. 
 “REG” means Regal Entertainment Group or its successor or any Person that wholly owns REG, directly or indirectly, in the future.

 “Regal” 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. 

 

 10 

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

 11 

 “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. 
 “Theatre Access Fee” has the meaning assigned to it in Schedule 1. 
 “Theatre Advertising” means advertisement of one or more of the following activities associated with operation of the Theatres of AMC or
its Affiliates: (A) Concessions or Concession promotions, (B) AMC’s gift cards, loyalty programs and other items related to AMC’s business in the Theatres, (C) events presented by AMC 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 AMC or an Affiliate of AMC or as to which AMC
or an Affiliate of AMC has a controlling interest or operational control, including both Digitized 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.

  

 12 

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

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 (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 (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 AMC and LLC. AMC 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
AMC’s or its Affiliates’ rights and abilities in its sole discretion from time to time to close, sell, acquire or otherwise transfer any interest in (including by mortgage or otherwise) any theatre. 
 Section 2.02 Addition of Theatres. 
 (a) Newbuild Theatres. Except as provided in Section 4.13 (Excluded Theatres; IMAX Screens) or as mutually agreed by the Parties in writing, any theatre in the Territory newly built by AMC or an
Affiliate of AMC following the 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 AMC or an Affiliate of AMC 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 AMC shall cause such Acquisition
Theatres to exhibit and participate in the Service on the terms and conditions set forth herein. The Parties agree that AMC may obtain operational control of an Acquisition Theatre but not obtain any or all rights necessary to receive or display any
or all aspects of the Service or control over advertising, promotions or events but not over all of the foregoing, and, in such circumstances AMC 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

  

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Service via the Digital Content Network on the terms set forth in Section 2.01, but that AMC retains sole discretion as to if, when and which
Acquisition Theatres AMC converts to Digitized Theatres. Upon AMC’s decision to convert an Acquisition Theatre to a Digitized Theatre, the Parties agree to discuss in good faith the appropriate schedule for equipping such Acquisition Theatre to
receive the Digital Content Service, 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. AMC shall provide LLC prompt written notice after the sale, transfer, permanent
closure or other disposition of a Theatre (other than as the result of a Permitted Transfer) or the permanent loss of any Theatre lease (a “Disposition”). The decision to sell, close or otherwise dispose of any Theatre shall be in
AMC’s sole and absolute discretion. Any such Theatre shall cease to be a Theatre for all purposes under this Agreement; and, if so determined by AMC and agreed by LLC (which agreement shall not be unreasonably or untimely withheld), then unless
LLC and the applicable third party(ies) enter into a Third Party Theatre Agreement, then the Parties will agree on a date and time at which LLC shall be permitted to enter the affected Theatre(s) and remove any LLC Property (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, AMC or such third party transferee shall have the right to remove and dispose of such LLC Property in its sole
discretion; provided that any Software included in the LLC Property shall be removed and returned to LLC at LLC’s expense. 
 (b) Common Unit Adjustment. Any adjustment of Common Unit ownership by the Members related to Disposition of Theatres shall be addressed in the Unit Adjustment Agreement. 
 Section 2.04 Mandatory Participation. During the Term, except as expressly provided in this Agreement, including
Sections 4.05 (Brand; Policy Trailer; Branded Slots), 4.06(a) (Beverage Agreements), 4.07 (Other AMC Advertising Agreements), 4.08 (AMC 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, AMC shall subscribe for and LLC shall be the exclusive provider to the Theatres of the services specifically set forth in the definition of the “Service.” Except
as expressly provided in this Agreement, during the Term, AMC shall neither engage nor permit a third party (excluding third party designees of LLC as provided hereunder) to provide, or itself provide, to a Theatre any of the services specifically
set forth in the definition of 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) AMC’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

  

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provided exclusively by LLC as set forth in this Section 2.04. All rights with respect to advertising and promotions not explicitly granted hereunder
are reserved to AMC, including without limitation AMC’s ability to offer and sell advertising to any third party on any website on the Internet, its telephone ticketing service or other alternative media sources used for ticketing. 

Section 2.05 ESA Modification Payments; Theatre Access Fees. 
 (a) ESA Modification Payments. 
 (i)
AMC Initial ESA Modification Payment. As of the date hereof, and in consideration for AMC’s agreement to use a Theatre Access Fee calculation and payment mechanism (as described in Section 2.05(b)) in connection with LLC’s
utilization of the Theatres on and after the date of this Agreement, LLC will pay to AMC $231,309,506 (such amount being the “AMC Initial ESA Modification Payment”). 
 (ii) ESA-Related Tax Benefit Payments. After the date hereof, and in consideration for AMC’s agreement to use a Theatre Access Fee
calculation and payment mechanism (as described in Section 2.05(b)) in connection with LLC’s utilization of the Theatres on and after the date of this Agreement, LLC will also pay any ESA-Related Tax Benefit Payments to AMC, pursuant to
the terms of the Tax Receivable Agreement. 
 (iii) Adjustments. The AMC Initial ESA Modification Payment will be subject to
contingent and ongoing adjustments, pursuant to the Unit Adjustment Agreement. 
 (b) Theatre Access Fees. 
 (i) Calculation. In consideration for utilization of the Theatres pursuant to the terms hereof, LLC shall calculate and AMC shall be entitled to
receive a Theatre Access Fee, as set forth in Schedule 1, which shall be paid based on AMC’s attendance for the relevant fiscal month in which LLC provides the 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 AMC 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 AMC 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 AMC 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 AMC is late in providing such data. LLC shall provide AMC with a detailed accounting of the calculation of Theatre Access Fees pursuant to Schedule 1, which report shall accompany each such payment.

  

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 (iii) Supplemental Theatre Access Fee. If applicable, LLC shall pay AMC a Supplemental Theatre
Access Fee, as set forth in Schedule 1, on or before the last day of LLC’s fiscal month following the end of LLC’s applicable fiscal year. 
 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. AMC shall reimburse LLC, at LLC’s cost, for all other
Equipment to be installed at or within any Future Theatres (a description of such AMC Equipment is included in the Specification Documentation; which may be amended by mutual written agreement of the Parties) within thirty (30) days after
(i) the installation of such Equipment by AMC or LLC in accordance with Section 3.04 and (ii) the delivery of invoices by LLC to AMC supporting the expenses for which reimbursement is sought. All Theatre-level operational costs
associated with AMC’s use of Equipment located in the Theatres, such as the cost of electricity, shall be borne exclusively by AMC. LLC shall assure that the Equipment purchased by LLC satisfies AMC’s specifications for such equipment,
including the communication interface between LLC Equipment and AMC Equipment. 
  

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 Section 3.02 Ownership of Equipment. As between the Parties, each Party will
own the Equipment it pays for or reimburses the other Party for, whether pursuant to Section 3.01 or Section 3.03. To the extent possible, LLC agrees to assign to AMC any manufacturer warranties applicable to AMC Equipment procured by LLC
pursuant to Section 3.01. If for any reason the aforementioned warranties are not assignable, upon written request of AMC, LLC shall use commercially reasonable efforts to enforce the warranties on behalf of AMC. Notwithstanding anything to the
contrary herein, any LLC Equipment placed or installed in a Theatre for maintenance purposes may, upon termination of this Agreement or deletion of a particular Theatre as provided herein, as applicable, be removed by LLC and held for its sole
benefit. 
 Section 3.03 AMC Equipment. AMC shall be permitted to furnish any of the Equipment, at its sole cost
and expense, upon consultation with LLC, and provided such Equipment satisfies LLC’s specifications for such Equipment (including compatibility with the Digital Content Network). LLC agrees to cooperate with AMC in good faith to permit the
procurement by AMC of Equipment in lieu of procurement of such Equipment by LLC and reimbursement by AMC pursuant to Section 3.01. 
 Section 3.04 Installation. 
 (a) Performance. AMC and/or its subcontractors shall be
solely responsible for the installation of all Equipment purchased pursuant to Section 3.01 or Section 3.03, as well as for ancillary services such as reporting, software integration and system cutover; provided, however,
that AMC may elect to have LLC perform such services, and LLC shall then assume the responsibility for installation of all Equipment. If AMC elects for LLC to assume the responsibility for installation of all Equipment, (i) AMC shall reimburse
LLC for the cost of installing AMC Equipment as set forth in the Specification Documentation, (ii) LLC will not issue invoices for any Equipment cost, or installation services related to such Equipment until the completion of such installation
services, and (iii) LLC shall ensure that Equipment installed pursuant to this section is made functional in accordance with any installation rollout schedule agreed to by the Parties, as may be amended from time to time upon mutual agreement
of the Parties or as circumstances warrant. 
 (b) Consultation; Landline. The Parties agree to consult with each other with
respect to any modifications to Theatre premises necessary for receipt of the Service. LLC shall use commercially reasonable efforts to limit the size and number of satellite dishes that are required as part of the Equipment. AMC shall be solely
responsible for obtaining any consents required for the installation or use of any Equipment at any Theatre, including without limitation governmental and landlord consents, provided LLC reasonably cooperates with AMC at AMC’s request in
obtaining such consents. If AMC cannot obtain consent to installation of a satellite dish at a Theatre because of technical, landlord or legal restrictions, AMC and LLC shall work together in good faith to establish a landline connection to such
location for the Digital Content Network. All costs of the landline connection, which shall be maintained with sufficient bandwidth for delivery of the Digital Content Service, shall be borne by LLC with respect to delivery of content from LLC to
AMC’s wide area network and by AMC with respect to delivery of content from AMC’s wide area network to the applicable Theatres.  
  

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

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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. AMC further agrees to keep all
AMC Equipment, including without limitation Lobby Screens, clean, and to promptly notify LLC if any AMC Equipment is not functioning properly. AMC shall promptly arrange to repair or replace any Equipment in its possession (provided the damage
interferes with the delivery of the 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 AMC elects to assume this responsibility by giving written notice to LLC. For purposes of this Agreement, AMC has assumed the responsibility
for maintenance of all AMC Equipment in its Theatres. Subject to mutual agreement of AMC and LLC, the Parties may later provide for LLC to assume responsibility of repair and replacement of Equipment in the Theatres, consistent with LLC’s
practice with the other Founding Members. If AMC assumes this responsibility to perform replacement or repair but fails to maintain the AMC Equipment at a performance level substantially similar to the LLC Equipment, then LLC shall promptly provide
AMC written notice of such failure and if such failure is not cured within 30 days, LLC shall be entitled to repair, or if repair is not reasonably possible, replace such LLC Equipment not so maintained and deduct the cost of such replacement from
AMC’s Theatre Access Fees. 
 (c) Repair Costs. So long as LLC is performing repair and replacement of Equipment, LLC
shall pay the costs of repair (but not replacement, which is the responsibility of AMC). Notwithstanding anything to the contrary in this Section 3.08, LLC shall not be required or requested to make any expenditures that (i) would
constitute a capital expenditure for LLC under GAAP or (ii) would have otherwise been payable by AMC’s insurance provider; provided, however, LLC shall be responsible for all costs to repair or replace Equipment to the extent
damaged as a result of the negligence or misconduct of LLC and/or its subcontractors. 
 (d) Condition. Subject to the
foregoing, for purposes of ongoing maintenance, LLC shall keep and maintain Equipment installed in the Theatres in good condition and repair at its sole expense (with the exception of projector bulb replacement and equipment replacement, the cost of
which shall be borne by AMC), and in a manner consistent with the Service Level Agreement set forth in the Specification Documentation and as may be reasonably amended by mutual agreement of LLC and AMC from time to time. In the event that LLC and
AMC agree that LLC should assume responsibility for maintenance of AMC Equipment pursuant to Section 3.08(b), the Service Level Agreement shall be amended substantially in the 

  

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form of the Service Level Agreement used by LLC with other parties for whom LLC maintains in-Theatre Equipment. The Parties agree to consult with each other
on a regular basis during the Term in an attempt to reduce maintenance costs arising from redundancies in the Parties’ respective service fleets. Upon advance notice to AMC, AMC shall provide LLC and/or its subcontractors reasonable access to
the Equipment and such other support services as LLC and/or its subcontractors reasonably require to provide maintenance and repair services as required hereunder. 
 ARTICLE 4 
 DELIVERY OF THE 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 AMC brand (including the Brand and Branded Slots), Concessions sold and services used by AMC and other products and services in
accordance with Section 4.05; (iii) interstitial content; and (iv) other entertainment programming content which, while promotional of businesses or products, shall be primarily entertaining, educational or informational in nature,
rather than commercially inspired. 
 (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 AMC’s reasonable operational 

  

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constraints and provided relocation of existing Lobby Screens is not required). AMC is obligated to provide at least one Lobby Screen per Digitized Theatre
with ten or fewer screens, two Lobby Screens per Digitized Theatre with eleven to twenty screens and three Lobby Screens per Digitized Theatre with more than twenty screens; provided, however, that AMC shall have no obligation to
increase the number of Lobby Screens in any Theatre that has at least one Lobby Screen that is capable of receiving the Video Display Program as of the Effective Date. When a Theatre has more than the minimum number of Lobby Screens required, AMC
may, at its discretion, elect to display on such excess Lobby Screens (i) the Video Display Program or (ii) internal programming (including Theatre Advertising) that does not include third-party advertising and/or third-party mentions for
products and services (other than Theatre Advertising); provided, however, AMC shall provide at least 30 days advance notice prior to an initial election of either (i) or (ii) in any such Theatre, and at least
60 days advance notice prior to any subsequent change in election. 
 Section 4.02 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 AMC 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 AMC to LLC pursuant to Section 4.02(a)(ii). The Inventory of Lobby Promotions for each Theatre that AMC covenants to
display pursuant to this Agreement is set forth in Exhibit A-1. LLC may provide additional Lobby Promotions (“Additional Lobby Promotions”), subject to approval by AMC. LLC will take all other actions necessary and prudent to
ensure the delivery of Lobby Promotions as required under the terms hereof. LLC will inform AMC of the length of time that Lobby Promotions and Additional Lobby Promotions are to be displayed. 
 (ii) LLC covenants and agrees that Lobby Promotions provided pursuant to this Agreement will conform to all standards and specifications of which AMC
provides LLC reasonable notice during the Term, including without limitation standards and specifications with respect to manufacturers and suppliers, sizing (e.g., cup and popcorn tub sizing), timing of delivery of concession supplies to Theatres,
reimbursement of incremental costs (e.g., cups, floor mats, plates) and the like. LLC further covenants that the Lobby Promotions will not diminish or tarnish the reputation of AMC or unreasonably disrupt Theatre operations, including, without
limitation, traffic flow or noise level, each as determined in AMC’s reasonable discretion, and that Lobby Promotions will comply with the content standards set forth in Section 4.03. LLC specifically agrees (i) that Lobby Promotions
will contain only material that has received, or had it been rated would have received, an MPAA “G” or “PG” rating, (ii) that the only type of sampling that will be permitted is exit sampling, (iii) to refrain from
distributing chewing gum as part of any Lobby Promotion, other than attended sampling as patrons are exiting the Theatre, (iv) not to permit a Lobby Promotion that would distribute or sample any item that is the same as or substantially similar
to any item sold at the Theatre’s concession stand and (v) not to permit a Lobby Promotion involving fund raising on Theatre property. 
  

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 (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, AMC may make employees available to assist in Lobby Promotions requiring exit
sampling; provided that LLC shall reimburse AMC for the employees’ time used to conduct the exit sampling at their customary wage. 
 (b) Digital Programming Services and Meeting Services. On the Effective 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 AMC or LLC; (viii) would violate any of AMC’s Beverage Agreements or the exclusive contractual relationships identified in the Specification
Documentation (including renewals and extensions of the foregoing, but excluding any amendments or modifications thereto as such relate to such content standards) and any subsequent exclusive arrangement entered into by LLC with respect to the
Theatres; or (ix) otherwise reflects negatively on AMC or adversely affects AMC’s attendance as determined in AMC’s reasonable discretion. AMC may, without liability, breach or otherwise, prevent and/or take any other actions with
respect to the use or distribution of content that violates the foregoing standards; provided, that with respect to Section 4.03(ix), AMC may opt out of such content in the Services only with respect to Theatres in the geographic
locations identified, which may include all of AMC’s Theatres. If the Digital Content Service contains any content that violates the foregoing standards, LLC must remove such content as soon as reasonably practical, but no later than within
48 hours (until such time as AMC completes the necessary software upgrades to permit LLC to remove such content within 24 hours) of AMC notifying LLC of such violation. If LLC fails to remove such content within such 48-hour period, AMC
may discontinue the Digital Content Service in such auditoriums where such content is shown until the violating content is removed and shall have no liability for such discontinuation. If any other elements of the Service contain any content that
violates the foregoing standards, LLC shall at AMC’s request, or AMC acting on its own behalf may, upon giving written notice to LLC, remove such content immediately. If any Founding Member opts out of any Lobby Promotion or other advertising
pursuant to Section 4.03(viii) or (ix) of this Agreement, the Cinemark 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 
  

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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 AMC’s receipt and
exhibition of the Service within the Theatres shall be borne exclusively by AMC; provided that, upon prior written notice to and consultation with LLC, LLC shall reimburse AMC for its reasonable incremental out-of-pocket third party costs
incurred in connection with receipt and exhibition of the Service within the Theatres. Any excess on-screen Inventory which may be made available to AMC in LLC’s discretion pursuant to Section 5.04 or otherwise, and any other on-screen
Inventory provided by AMC pursuant to Section 4.05, will be subject to both Parties’ review and approval, which will not be unreasonably withheld. LLC will provide at its own expense all creative and post-production services necessary to
ingest, encode and otherwise prepare for distribution all other on-screen Inventory as part of the Digital Content Service. All on-screen Inventory provided by AMC for inclusion in the Digital Content Service must (i) be submitted to LLC for
review for compliance with (ii) and (iii) below as LLC may reasonably request, but in any event at least twenty (20) business days before scheduled exhibition (unless otherwise previously approved by LLC), (ii) satisfy the
content restrictions enumerated in Section 4.03(i) through (vii) hereof, and (iii) be fully produced in accordance with LLC’s technical specifications as promulgated by LLC from time to time (all as provided in written or
electronic form to AMC in a reasonable time period prior to implementation, including any amendments thereto; and which are equally applied to all exhibitors), ready for exhibition, as well as in accordance with applicable LLC commercial standards
and operating policies, and all applicable federal, state and local laws and regulations. LLC must reject or approve all Inventory provided by AMC within five (5) business days. Any such Inventory provided by AMC and not rejected within such
time frame shall be deemed approved and incorporated into the Service. Any Inventory provided by AMC for review and approval by LLC need not, once approved by LLC, be resubmitted by AMC for approval in connection with any future use. 
 Section 4.05 Brand; Policy Trailer; Branded Slots. 
 (a) Branded Content. LLC agrees to create, in conjunction with and subject to AMC’s prior approval, a AMC brand identity (the “Brand”) that will surround, or “house,” the Digital
Content Service and include interstitial messaging (“bridges and bumps”), throughout the Play List and in the Policy Trailer, to reinforce the Brand. The interstitial messaging shall include a Pre-Feature Program introduction and close
containing content branded with the AMC Marks. The close shall also include content branded with the marks of AMC’s beverage concessionaire. The Brand shall not contain the display of any trademark, service mark, logo or other branding of a
film, film studio(s), distributor(s), or production company(ies). In addition to the interstitial messaging, the Digital Content Service will feature (i) up to two (2) minutes for the promotion of AMC’s internal business (the
“Branded Slots”) in each Play List, (ii) the Policy Trailer, to be created by LLC at the direction of AMC as part of the Creative Services, (iii) the Event Trailer, and (iv) any other content as may be agreed between AMC and
LLC. The Parties hereby acknowledge that AMC has the right to exhibit the PSA Trailer after Showtime. 
  

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 (b) Policy Trailer. The policy trailer will be (i) up to 60 seconds,
(ii) exhibited in the Theatres after Showtime, and (iii) used to feature content relating to Theatre policy and operations, and may include (w) a policy service announcement that promotes appropriate theatre behavior,
(x) promotions of AMC Concessions, (y) the display of any trademark, service mark, logo or other branding of a film studio(s), distributor(s), or production company(ies) and (z) upon prior written approval of AMC, other promotional
materials of third-party products for which LLC sells advertising and is paid a fee (the “Policy Trailer”). 
 (c)
Branded Slot. Each Branded Slot may only exhibit Theatre Advertising. LLC is required to include no less than forty-five (45) seconds of Branded Slots within the final fifteen (15) minutes of the Play List, fifteen (15) seconds
of which shall be included within the final eleven (11) minutes of the Play List; provided, that LLC may begin these Branded Slots up to one minute earlier when LLC expands the amount of advertising units that follow these Branded Slots
through the sale of additional advertising to third parties. LLC shall not exhibit any advertising relating to LLC after AMC’s Branded Slot placement referred to in this Section 4.05(c). 
 (d) Restrictions. Other than as permitted in Sections 4.05(a), (b), (c) or Section 4.07, 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 AMC, subject to final, mutual
agreement of the Parties. LLC will provide AMC with up to 1,000 hours of Creative Services annually at no cost. Time spent on Creative Services and costs after the initial 1,000 hours shall be determined as described in
Exhibit B. AMC may use other vendors for creative services at AMC’s cost and subject to LLC’s production standards. 
 (f) Traditional Content Program. The Traditional Content Program in Non-Digitized Theatres will contain, at a minimum, promotions for AMC’s beverage and other Concessions. 
 Section 4.06 Beverage and Legacy Agreements. 
 (a) Beverage Agreements. LLC shall, through the expiration or other termination of AMC’s Beverage Agreement in effect on the 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 AMC to LLC in a written notice. In consideration for the advertising pursuant to the
Beverage Agreement, AMC agrees to pay LLC 

  

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at the advertising rates set forth on Exhibit B (the “Beverage Agreement Advertising Rate”). The Beverage Agreement Advertising Rate
shall be paid on or before the last day of LLC’s fiscal month following LLC’s fiscal month in which the Advertising Services related to the Beverage Agreement were provided. Beginning after AMC’s Beverage Agreement in effect on the
date hereof expires or otherwise terminates through the end of the Term, AMC shall have the right to have included in the Advertising Services advertising Inventory for its beverage concessionaires at the then current Beverage Agreement Advertising
Rate; provided that AMC (i) keeps LLC apprised of the status of negotiations with the beverage vendor (including likelihood of reaching agreement, advertising length and placement required), from the time such negotiations begin until an
agreement is signed, and (ii) provides LLC notice (including advertising length and placement required) within two (2) business days after the date that AMC and its beverage concessionaire agree on terms for a new Beverage Agreement. AMC
shall be permitted to prescribe the length and placement within the Play List of on-screen Inventory based on the requirements of the Beverage Agreements which may then be in effect between AMC and such then-applicable beverage concessionaires;
provided that such Inventory shall not exceed ninety (90) seconds in length for all such Beverage Agreements. AMC-redacted and/or AMC-selected (by disclosure or summary) contents of the Beverage Agreement shall only be disclosed as, and
to the extent, required pursuant to this Agreement, provided such disclosure would not violate the terms of such Beverage Agreement. 
 (b) AMC Legacy Agreements. 
 (i) The Specification Documentation sets forth a list of the AMC Legacy Agreements, including
the identity of each advertiser. On the Effective Date, AMC shall assign all rights and obligations arising from or out of each AMC Legacy Agreement to LLC. 
 (ii) This Agreement shall not constitute an assignment or transfer, or an attempted assignment or transfer, of any AMC Legacy Agreement, if and to the extent such agreement is a “Non-Assignable Legacy
Agreement,” meaning that the assignment or transfer of such AMC Legacy Agreement would constitute a breach of the terms of such AMC Legacy Agreement. AMC and LLC shall use commercially reasonable efforts to obtain a waiver to assignment of any
Non-Assignable Legacy Agreement and in the meantime AMC shall pay to LLC all proceeds from any Legacy Agreement. To the extent that any waiver referred to in this Section 4.06(b) is not obtained by AMC, AMC shall also use commercially
reasonable efforts to, at the request of LLC, enforce for the account of LLC any right of AMC arising from any Non-Assignable Legacy Agreement. LLC shall perform the obligations of AMC under or in connection with any Non-Assignable Legacy Agreement,
except to the extent that LLC is not provided the benefits thereof in any material respect pursuant to this Section 4.06(b). 
 Section 4.07 Other AMC Advertising Agreements. 
 (a) Theatre Advertising. In addition to
advertising Inventory referenced above in Sections 4.05 and 4.06, AMC may purchase, on an arm’s length basis and subject to availability, as part of the Advertising Services, advertising Inventory for Theatre Advertising. AMC 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. 
  

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 (b) Non-Theatre Advertising. AMC 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 AMC (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. AMC covenants that it shall not re-sell any Advertising Services, including those
received in connection with Strategic Programs. Strategic Programs shall be subject to the following limitations: 
 (i) AMC may conduct at no cost with respect to any Strategic Programs no more than (A) two (2) local or regional promotions per Flight per Theatre and (B) four (4) national promotions per year;
provided, however, that no more than one national promotion may run at any time (the “Client Limitation”). By means of illustration, the Client Limitation for national promotions are not limited to a Flight, accordingly, one
national promotion may run for twelve months, two national promotions may run for six months each provided that they do not run at the same time, four national promotions may run for three months each provided that they do not run at the same time,
or another combination of national promotions may be used if there are no more than four promotions within a twelve-month period. For purposes of this Section 4.07(b), each continuously running promotion is counted as one promotion, regardless
of whether such promotion is displayed using only one element (e.g., Lobby Screens) or displayed in an integrated basis using multiple elements (e.g., Lobby Screens and Lobby Promotions). Additionally, for purposes of this Section 4.07(b), a
local or regional promotion is a promotion that is exhibited in Theatres located within one or two contiguous Designated Marketing Areas (as defined by the term DMA®, a registered trademark of Nielsen Marketing Research, Inc.), and a national promotion is a promotion that is exhibited in Theatres
located within two (other than two contiguous) or more Designated Marketing Areas. 
 (ii) With respect to Strategic Programs in the Video
Display Program (“Strategic LEN Promotions”), AMC may utilize at no cost up to one minute of time for its Strategic Programs per every thirty (30) minutes of the Video Display Program advertising. AMC may purchase an additional one
minute for every thirty (30) minutes of the Video Display Program advertising for use in Strategic Programs at the applicable rate card rate for third-party advertising established by LLC for such Video Display Program advertising inventory.
Any purchase of time for Strategic LEN Promotions in excess of the two minutes described above or any utilization of Strategic LEN Promotions in excess of the Client Limitation may be obtained at rate card rates and subject to availability, only
with prior written consent of LLC, acting in its sole discretion. Strategic LEN Promotions may not be displayed on any Lobby Screens that, pursuant to Section 4.01(c), are displaying internal programming of AMC and may not be made to promote
any film, film studio(s), distributor(s) or production company(ies). 
 (iii) With respect to Strategic Programs through Lobby Promotions
(“Strategic Lobby Promotions”), AMC may utilize only such type and number of Inventory that is available to LLC in the applicable Theatre(s) on a pre-approved basis; provided, however, 

  

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vehicle/motorcycle displays and floor mats will not be available for use in Strategic Lobby Promotions. AMC may purchase an additional amount of Inventory in
excess of the Strategic Lobby Promotions described above or in excess of the Client Limitation at rate card rates and subject to availability, only with prior written consent of LLC, acting in its sole discretion. 
 Section 4.08 AMC Run-Out Obligations. 
 (a) Encumbered Theatres. AMC agrees to provide LLC written notice as much in advance as is reasonably practicable under the circumstances of, and to furnish LLC true and correct copies (reasonably
redacted by AMC and subject to confidentiality) of all documentation evidencing, all valid, pre-existing contractual obligations (the “Run-Out Obligations”) relating to any of the advertising, promotional and event activities and services
in any Acquisition Theatres (collectively, the “Encumbered Theatres”); provided such disclosure does not violate the terms of any such agreements. 
 (i) Agreements with advertisers that purchase advertising are Legacy Agreements and do not create Run-Out Obligations. AMC shall, effective upon acquisition of the Acquisition Theatre, terminate any agreements between
AMC and an Affiliate relating to advertising, promotional and event activities and services in any Acquisition Theatre, so that any such agreements do not create Run-Out Obligations. 
 (ii) AMC and/or its Affiliates (as applicable) shall be permitted to abide by the terms of the Run-Out Obligations; however, AMC agrees, subject to
legal constraints (if any), to use commercially reasonable efforts to obtain the termination of such Run-Out Obligations, including without limitation neither extending nor renewing such Run-Out Obligations (provided that AMC shall have no
obligation to make any payment in connection with obtaining the termination of such Run-Out Obligations). AMC further agrees not to enter into any new agreement with any third party with respect to any Encumbered Theatre, or amend or modify any
Run-Out Obligation, to the extent such agreement, amendment or modification would be inconsistent with the rights of LLC under Section 2.04 or have the effect of any extension. Prior to the expiration of the Run-Out Obligations, each Encumbered
Theatre may, upon the mutual agreement of LLC and AMC, become a Theatre with respect to some or all 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 AMC has provided LLC with written notice of AMC’s intent to receive additional equity in LLC with respect to the Encumbered Theatres pursuant to the
Unit Adjustment Agreement, AMC shall, until such Run-Out Obligations have terminated, make a quarterly Exclusivity Run-Out Payment (as defined in Schedule 1) to LLC. Any such payments shall be made on or before the last day of LLC’s fiscal
month following the fiscal quarter in which AMC receives the Services from the third party to the Run-Out Obligations. 
  

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 (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 AMC has provided LLC with written notice of AMC’s intent to receive additional equity in LLC with respect to the Encumbered Theatres pursuant to the Unit
Adjustment Agreement, AMC shall, until such Run-Out Obligations have terminated, pay LLC ***. Any such payments shall be made on or before the last day of LLC’s fiscal month following the fiscal quarter in which AMC receives third party payment
for the Services. 
 (d) Beverage Agreement Advertising Rate and Encumbered Theatres. If AMC has provided LLC with written
notice of AMC’s intent to receive additional equity in LLC with respect to the Encumbered Theatres prior to termination of the Run-Out Obligations pursuant to the Unit Adjustment Agreement, the attendance at Encumbered Theatres shall be
included in the calculation of the Beverage Agreement Advertising Rate. 
 Section 4.09 License. LLC hereby
grants to AMC and its Affiliates a limited, non-exclusive, non-transferable, non-sublicenseable license in the Theatres only (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 AMC 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. AMC may not alter intentionally the Digital Content Service, the
Traditional Content Program or the Digital Carousel or otherwise intentionally exhibit the Digital Content Service, the Traditional Content Program or the Digital Carousel in a manner resulting in a change to the Digital Content Service, Traditional
Content Program or Digital Carousel or any related on-screen Inventory, nor may AMC use or make the Digital Content Service, Traditional Content Program or Digital Carousel available for any purpose, at any location, or in any manner not
specifically authorized by this Agreement, including without limitation recording, copying or duplicating the Digital Content Service, Traditional Content Service or Digital Carousel or any portion thereof. AMC shall at all times receive and exhibit
the Digital Content Service or Traditional Content Program and Digital Carousel in accordance with such policies and procedures of LLC that are provided in advance to AMC and consistently applied with respect to other exhibitors from time to time.
Each Party shall be solely responsible for obtaining and providing all rights, licenses, clearances and consents necessary for the use of any Inventory it sources or creates (whether or not it sources or creates such Inventory on behalf of the other
Party), or that is prepared or provided by third parties on its behalf, as contemplated herein, except as may otherwise be agreed by the Parties in writing. 
 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) AMC. AMC agrees that it (and each of the Theatres) shall at all times during the Term provide LLC, at
AMC’s own cost except as otherwise provided in this Agreement, with the following: 
 (i) internal resources and permissions as
reasonably required to effectuate delivery of the 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; 
  

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 (ii) unless unavailable, 24 (hour) by 7 (day) “real time” access via AMC’s
network assets in conformity with AMC’s network use and security policies (provided in advance to LLC and consistently applied with respect to other AMC service providers) to the in-Theatre software and hardware components of the Digital
Content Network, consistent with the Service Level 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 AMC 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 AMC periodically during the
Term upon LLC’s request and at its direction to confirm playback compliance; 
 (vi) adequate opportunities to train AMC personnel, as
provided in Section 3.06; 
 (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 AMC’s internal reporting systems but in any event at least weekly; 
 (viii) on a monthly, quarterly and annual basis as requested by LLC from time to time, a list of all Theatres, including (i) identification of which Theatres are Digitized Theatres, (ii) the number of total
screens and digital screens at each Theatre and for all Theatres at which Advertising Services are provided, (iii) identification of any Theatres that are not equipped with at least one Lobby Screen to display the Video Display Program,
(iv) attendance for screens on which Advertising Services are provided (by Theatre and in total), including separate identification of attendance for screens on which Advertising Services under the Beverage Agreement is provided (if different);
(v) upon LLC’s request, identification of Theatres in which Advertising Services are not provided, and the attendance and number of screens at such theatres; (vi) estimated Theatre opening and closing dates; and (vii) such other
information described in the Specification Documentation, as such may be amended from time to time by mutual agreement of the Parties; 
 (ix) AMC’s budgeted attendance by theatre (and by month if AMC budgets on a monthly basis) for the next full fiscal year once approved by AMC’s board, and; and 
  

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 (x) such other information regarding the Services as LLC may reasonably request from time to time, as
AMC agrees to provide in its sole discretion; 
 (b) LLC. LLC agrees that it shall at all times during the Term provide AMC, at
LLC’s own cost except as otherwise provided in this Agreement, with the following: 
 (i) on a weekly basis, a report of compliance by
each Digitized Theatre with on-screen advertising requirements and reasons for any noncompliance, including a report of compliance relating to the Beverage Agreement (the “Beverage Compliance Report”); 
 (ii) on a weekly basis, a representative Play List of national advertising, which LLC shall make available no later than two business days prior to the
day on which the Play List be implemented; 
 (iii) on a monthly basis, a report regarding local advertising. 
 (c) Confidentiality. For the avoidance of doubt, information made available subject to this Section 4.10 shall be subject to the
provisions of Section 14.01 (Confidential Treatment); provided however, that LLC agrees that AMC shall be permitted to provide the Beverage Compliance Report to its beverage concessionaire. AMC agrees to be included in any
compliance reporting LLC provides to its advertisers and other content providers for proof of performance. 
 Section 4.11
Trailers. 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. AMC shall use commercially reasonable efforts to provide audiences access to
the Theatre auditorium for the Pre-Feature Program or Traditional Content Program not less than 20 minutes prior to Showtime. 
 Section 4.13 Excluded Theatres; IMAX Screens. 
 (a) Excluded Theatres. AMC shall have the right
to designate art house and draft house theatres that for purposes of this Agreement shall be “Excluded Theatres”; provided, however, that the aggregate annual attendance at all such Excluded Theatres on the date of
designation shall not exceed four (4) percent of the aggregate annual attendance at the Theatres. The list of Excluded Theatres identified as of the Effective Date is set forth in the Specification Documentation. AMC shall provide written or
electronic notice to LLC, in the form specified by LLC, each time there is a change in its list of Excluded Theatres. Excluded Theatres shall not be deemed Theatres for purposes of this Agreement; 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 

  

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included in the Digital Programming Services. Excluded Theatres will not be considered for purposes of the calculation of Theatre Access Fees (although AMC
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 AMC, as set forth in Section 2.04 to the same extent as a Theatre hereunder. With respect to any Theatre subsequently designated as an Excluded Theatre, the parties will negotiate in good faith terms for the discontinuation of
delivery of the Service to such Excluded Theatre. 
 (b) IMAX Screens. All Theatre screens dedicated to the exhibition of films
using “IMAX” technology shall be deemed “IMAX Screens.” IMAX Screens will not receive, and AMC will have no duty to exhibit on any IMAX Screen, the Digital Carousel, the Pre-Feature Program or the Traditional Content Program;
provided however, that AMC may elect to exhibit the Digital Carousel, the Pre-Feature Program or the Traditional Content Program on its IMAX Screens in its sole discretion. Notwithstanding the foregoing, all IMAX Screens will be
subject to the exclusivity obligations of AMC, as set forth in Section 2.04 to the same extent as a Theatre hereunder. AMC will provide LLC prompt written or electronic notice, in the form specified by LLC, of any additions to or deletions from
its list of IMAX Screens, which list is provided in the Specification Documentation. 
 Section 4.14 Grand Openings; Popcorn
Tubs; Employee Uniforms. Notwithstanding anything herein to the contrary, AMC shall not be prohibited from: (i) promoting the grand opening of a Theatre or an Excluded Theatre, provided such promotional activity (A) may occur only
for the fourteen (14) day period immediately preceding the opening of the theatre to the general public through the fourteen (14) day period immediately following the opening of the theatre to the general public, and (B) includes
local advertising of such opening in exchange for the advertising of local businesses only, provided any on-screen advertising related thereto shall be subject to availability of on-screen Inventory and limited to one (1) advertisement thirty
(30) seconds in length; (ii) placing advertising promoting full-length feature films on special popcorn tubs (such as plastic or oversized containers not regularly sold by AMC) sold in Theatres or Excluded Theatres, provided AMC shall
(A) provide LLC one hundred twenty (120) days prior notice of AMC’s desire to conduct such promotion and permit LLC sixty (60) days to sell promotional advertising for such special popcorn bags/tubs, and if LLC cannot sell
advertising for such special popcorn tubs within such sixty (60) day period then AMC shall have the right to sell such advertising, (B) be limited to two (2) such promotions in any twelve (12) month period during the Term,
(C) not conduct any such promotion over a period exceeding thirty (30) days, and (D) not sell such advertising below the lowest total rate card amount received by LLC for popcorn bags; and (iii) allowing advertising for the
supplier of AMC employee uniforms to appear on such uniforms, provided not more than two (2) individual instances of such advertising may appear on any such uniform at any one time. AMC will provide LLC reasonable advance written notice of any
promotion under this Section 4.14 (collectively, “Special Promotions”) and LLC will have the right to approve each such Special Promotion. LLC may not unreasonably withhold, condition or delay its approval, provided that LLC shall be
permitted to withhold its approval from any such Special Promotion that is inconsistent with any exclusive obligation of LLC then in force, or otherwise interferes with the current or proposed business activities of LLC as reasonably determined by
LLC. Any cash consideration paid by a third party in connection with a Special Promotion relating to any Service shall be paid to LLC. 
  

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 Section 4.15 Consultation regarding Certain Advertising Agreements.

 (a) Theatre Advertising. Prior to either Party entering into an exclusive agreement for longer than one Flight with any third
party for Theatre Advertising, the contracting Party will give the other Party written notice not less than twenty (20) days in advance of the contract date, and the Parties will consult in good faith to confirm that such exclusive arrangement
does not conflict with any exclusive arrangements the other Party has entered into or contemplates entering into; provided however, this notice shall not apply to entry into the Beverage Agreement by AMC. Notwithstanding the foregoing,
if the Parties have satisfied the foregoing provisions of this Section 4.15(a) and identified a conflict of interest regarding an agreement with exclusivity, AMC’s exclusivity interests shall prevail. 
 (b) Strategic Relationships. AMC shall not enter into any Strategic Relationship that conflicts with any existing or proposed exclusive
advertising or promotional arrangement between LLC and a third party for which LLC has provided prior written notice, which may be by electronic mail, to AMC’s designated representative(s) of such existing or proposed exclusive arrangement,
including the identity of the other party, the length of time, and type of category of such exclusive arrangement, and specifically in connection with a proposed exclusive arrangement the anticipated start date of such arrangement. AMC may enter
into any Strategic Relationship that conflicts with a proposed exclusive arrangement prior to the anticipated start date of such arrangement. Further, in the event that LLC is unable to enter into a definitive agreement with respect to such proposed
exclusive arrangement within sixty (60) days after such notice by LLC to AMC of such proposed exclusive arrangement, which notice may not be provided more than once in any twelve month period, then AMC shall have the right to enter into any
such Strategic Relationship. 
 ARTICLE 5 
 SUPPORT; MAKE GOODS 
 Section 5.01 Software Support. LLC reserves
the right to request of AMC and agrees to consult with AMC during the Term on any proposed material changes or updates to the Software. LLC shall make available to AMC pursuant to the terms of the license in Section 7.01 below all such updates
or modifications to the Software. Unless otherwise agreed to in writing by LLC, AMC shall not permit any third party to perform or provide any maintenance or support services with respect to the LLC Equipment or the Software. 
 Section 5.02 Cooperation. AMC agrees to take all actions during the Term that are within its control and reasonably necessary
to permit the delivery, exhibition and viewing of the 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 
  

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action or provide such remedy as is required pursuant to the applicable AMC advertising agreement, including the exhibition of “make good”
Inventory sufficient to achieve the level of Inventory content impressions necessary to satisfy any contractual obligations governing the exhibition of such Inventory. AMC acknowledges and agrees that such contractual obligations must have been
timely disclosed to LLC in writing as a condition to the exercise of the foregoing exclusive right and remedy; such obligations as of the Effective Date have been provided by AMC to LLC in a separate letter. To the extent such third-party agreement
prescribed a “make good” remedy, AMC agrees to make its Theatres (including screens and Lobby Screens, as applicable) available for the exhibition of such “make goods,” and LLC agrees to exhibit such “make goods”
consistent with any contractual obligations of AMC concerning the exhibition of such “make goods.” LLC reserves the right to use excess or unsold Inventory as “make goods,” remnant advertising, other revenue generating
advertising, public service announcements, and the like. Notwithstanding the foregoing, LLC shall only be required to make any payment of moneys (including a refund of amounts paid by the applicable advertiser) in the event that the reason that the
applicable Inventory was not exhibited or was exhibited in an incorrect position was primarily a result of actions or inactions by LLC (or its designees or assigns) and the applicable advertising agreement does not allow, or LLC otherwise does not
provide, a remedy of exhibition of “make good” Inventory. 
 ARTICLE 6 
 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 AMC’s approval, based on criteria specified in Exhibit B. The Parties agree that AMC 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. AMC shall
make its Theatres available for Meeting Services either automatically or subject to AMC’s approval, based on criteria specified in Exhibit B. The Parties agree that AMC 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 

  

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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 AMC which approval shall not be unreasonably withheld. Notwithstanding the foregoing, AMC shall, in its discretion, determine whether and in
which Theatres to exhibit an Event Trailer after Showtime. If AMC chooses not to display the Event Trailer after Showtime in all Theatres in the designated market area where AMC is exhibiting the Digital Programming event, LLC may refuse to
distribute the Digital Programming event to any of AMC’s Theatres in such designated market area. 
 (b) LLC may request access
to AMC’s customer databases, in connection with marketing of Digital Programming Services events, which request may be denied in AMC’s sole and absolute discretion. 
 (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. AMC 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 AMC, 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. AMC will submit to LLC for consideration by LLC any event opportunities that are identified by
or presented to AMC 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 AMC, then AMC may pursue such event opportunities independent of LLC, and AMC shall retain any and all revenues resulting from such event. LLC agrees to keep AMC informed of the progress in negotiating
any contract for such events referred by AMC. 
 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. AMC 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 AMC shall pay LLC an Administrative Fee for such use as set forth in Exhibit B. 
  

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 ARTICLE 7 
 INTELLECTUAL PROPERTY 
 Section 7.01 Software License. Subject to the
terms and conditions of this Agreement and the License Agreement, LLC hereby grants to AMC, and AMC hereby accepts, a non-exclusive, non-transferable, non-sublicenseable, limited license to install and execute the object code version of the Software
solely for the limited purpose to receive, store, display and exhibit the Digital Content Service, the Traditional Content Program and the Digital Carousel, as applicable, on the LLC Equipment and the AMC Equipment solely in connection with its
performance of and subject to all of the terms and conditions of this Agreement and only to the extent such Software is utilized by AMC. 
 Section 7.02 License of the LLC Marks. 
 (a) Subject to the terms and conditions of this Agreement and any
guidelines or requirements provided in writing from time-to-time by LLC to AMC, LLC hereby grants at no additional cost to AMC, and AMC hereby accepts, a non-exclusive, non-transferable (except in connection with an assignment of this Agreement in
accordance with Section 15.08 hereof), nonsublicenseable, limited license (i) to use the LLC Marks solely in connection with its participation in the 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 AMC to promote the Service. AMC acknowledges that LLC is and shall remain the sole owner of the LLC Marks, including the goodwill of the business symbolized thereby. AMC recognizes the value of
the goodwill associated with the LLC Marks and acknowledges and agrees that any goodwill arising out of the use of the LLC Marks or any of them by AMC shall inure to the sole benefit of LLC for all purposes hereof. 
 (b) Prior to using any Marketing Material or depicting or presenting any LLC Mark in or on any marketing or advertising material or otherwise, AMC
shall submit a sample of such Marketing Material or other material to LLC for approval. LLC shall exercise commercially reasonable efforts to approve (which shall not be unreasonably withheld) or reject any such Marketing Material or other material
submitted to it for review within five (5) business days from the date of receipt by LLC. AMC shall not use, publish, or distribute any Marketing Material or other material unless and until LLC has so approved it in writing. Upon receipt of
such approval from LLC for a particular Marketing Material or other material, AMC shall not be obligated to submit to LLC substantially similar material for approval; provided, however, AMC shall timely furnish samples of all such
material to LLC. 
 (c) Any and all use or exercise of rights by AMC with respect to the LLC Marks or any other trademark, tradename,
service mark or service name provided by LLC to AMC for use in connection with the Services shall be in accordance with standards of quality and specifications prescribed by LLC from time to time (the “LLC Quality Standards”) and which
have been delivered to AMC. LLC shall have the right to change the LLC Quality Standards from time to time upon written notice to AMC, provided such modified LLC Quality Standards are equally and timely applied to any and all other exhibitors of the
Service. 
  

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 (d) AMC shall cause the appropriate designation “(TM)” or “(SM)” or the
registration symbol “(R)” to be placed adjacent to the LLC Marks in connection with the use thereof and to indicate such additional or alternative information as LLC shall specify from time to time concerning the use by AMC of the LLC
Marks as such is, equally and timely communicated and applied to any and all other exhibitors of the Service. 
 (e) AMC shall not use
any LLC Mark in any manner that may reflect adversely on the image or quality symbolized by the LLC Mark, or that may be detrimental to the image or reputation of LLC. Notwithstanding anything herein to the contrary, LLC shall have the right, at its
sole option, to terminate or suspend the trademark license grant provided herein if it determines that AMC’s use of the LLC Marks or any of them is in violation of its trademark usage guidelines or is otherwise disparaging to its image or
reputation, and such use is not conformed to such guidelines and other reasonable requests of LLC within ten (10) days of receipt of written notice thereof. 
 (f) AMC agrees not to use (i) any trademark or service mark which is confusingly similar to, or a colorable imitation of, any LLC Mark or any part thereof, (ii) any trademark or service mark in
combination with any LLC Mark, except in the case of the Brand as created by LLC under the terms of Section 4.05(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). AMC shall not engage in any conduct which may place LLC or any LLC Mark in a negative light or context, and shall not represent that it owns or has any interest in
any LLC Mark other than as expressly granted herein, nor shall it contest or assist others in contesting the title or any rights of LLC (or any other owner) in and to any LLC Mark. 
 (g) With respect to all of LLC’s approvals, rights and otherwise under this Section 7.02, LLC shall treat AMC at least as favorably with
respect to each instance as it has for any other exhibitor of the Service. 
 Section 7.03 License of the AMC Marks.

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

  

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 (b) Prior to using any Marketing Material or depicting or presenting any AMC Mark in or on any
marketing or advertising material or otherwise, LLC shall submit a sample of such Marketing Material or other material to AMC for approval. AMC shall exercise commercially reasonable efforts to approve (which shall not be unreasonably withheld) or
reject any such Marketing Material or other material submitted to it for review within five (5) business days from the date of receipt by AMC LLC shall not use, publish, or distribute any Marketing Material or other material unless and until
AMC has so approved it in writing. Upon receipt of such approval from AMC for a particular Marketing Material or other material, LLC shall not be obligated to submit to AMC substantially similar material for approval; provided,
however, LLC shall timely furnish samples of all such material to AMC. 
 (c) Any and all use or exercise of rights by LLC with
respect to the AMC Marks or any other trademark, tradename, service mark or service name provided by AMC to LLC for use in connection with the Services shall be in accordance with standards of quality and specifications prescribed by AMC from time
to time (the “AMC Quality Standards”) and provided to LLC. AMC shall have the right to change the AMC Quality Standards from time to time upon written notice to LLC. 
 (d) LLC shall cause the appropriate designation “(TM)” or “(SM)” or the registration symbol “(R)” to be placed
adjacent to the AMC Marks in connection with the use thereof and to indicate such additional or alternative information as AMC shall specify from time to time concerning the use by LLC of the AMC Marks as such is equally and timely communicated and
applied to any and all other licensees of the AMC Marks. 
 (e) LLC shall not use any AMC Mark in any manner that may reflect
adversely on the image or quality symbolized by the AMC Mark, or that may be detrimental to the image or reputation of AMC. Notwithstanding anything herein to the contrary, AMC shall have the right, at its sole option, to terminate or suspend the
trademark license grant provided herein if it determines that LLC’s use of the AMC Marks or any of them is in violation of its trademark usage guidelines or is otherwise disparaging to its image or reputation, and such use is not conformed to
such guidelines and other reasonable requests of AMC within ten (10) days of receipt of written notice thereof. 
 (f) LLC agrees
not to use (i) any trademark or service mark which is confusingly similar to, or a colorable imitation of, any AMC Mark or any part thereof, (ii) any trademark or service mark in combination with any AMC Mark, except for the LLC Marks as
permitted under this Agreement or (iii) any AMC Mark in connection with or for the, benefit of any product or service of any other Person or entity, except for the LLC Marks as permitted under this Agreement. LLC shall not engage in any conduct
which may place AMC or any AMC Mark in a negative light or context, and shall not represent that it owns or has any interest in any AMC Mark other than as expressly granted herein, nor shall it contest or assist others in contesting the title or any
rights of AMC (or any other owner) in and to any AMC Mark. 
  

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 Section 7.04 Status of the LLC Marks and AMC Marks. Without expanding the
rights and licenses granted under this Agreement, the Parties acknowledge and agree that (a) the rights and licenses granted under this Agreement to use the LLC Marks and AMC Marks permit the use of the AMC Marks in combination or connection
with the LLC Marks, (b) the use of the AMC Marks in combination or connection with the LLC Marks, whether in the Brand, Policy Trailer, Branded Slots, Marketing Materials or otherwise in connection with the participation in or delivery of the
Service, will not be deemed to create a composite or combination mark consisting of the AMC Marks and the LLC Marks, but instead will be deemed to create and will be treated by the Parties as creating a simultaneous use of the LLC Marks and AMC
Marks as multiple separate and distinct trademarks or service marks, (c) neither Party will claim or assert any rights in a composite mark consisting of elements of the LLC Marks and AMC Marks, and (d) all use of the AMC Marks and the LLC
Marks under this Agreement will be subject to the provisions regarding the use and ownership of the AMC Marks and LLC Marks contained in this Agreement. 
 ARTICLE 8 
 FEES 
 Section 8.01 Payment. Except as otherwise provided in this Agreement (e.g., payment of the Theatre Access Fees
pursuant to Section 2.05(b)), all amounts due by one Party to the other under this Agreement shall be paid in full within thirty (30) days after the receipt by the paying Party of an invoice therefor. Each Party agrees that invoices for
amounts payable by the other Party will not be issued until the event triggering such payment obligation has occurred, or the condition triggering such payment obligation has been satisfied, as applicable. 
 Section 8.02 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 
  

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shall be conclusive and binding on each Party, and judgment upon any such determination can be entered in any court having jurisdiction over the matter. Each
Party shall bear one-half of the fees of such firm. If the Parties cannot select such accounting firm, then the selection of such accounting firm shall be made by the American Arbitration Association located in New York, New York. In addition to the
foregoing audit rights of the Parties, during the Term LLC and its authorized agents shall have the right, upon reasonable advance notice, to inspect any AMC premises or facilities involved in the performance of this Agreement to confirm the
performance and satisfaction of AMC’s obligations hereunder. 
 ARTICLE 9 
 TERM AND TERMINATION 
 Section 9.01 Term.

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

  

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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 AMC 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 Term”) if Meeting Services has
produced an average Meeting Services EBITDA (as defined in Schedule 1) per Founding Member screen in all Theatres, Cinemark 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 AMC 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 AMC 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 

  

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such breach; and provided, further, that if any such breach by AMC is confined to a Theatre or limited number of Theatres, LLC shall have the right in its
sole discretion to terminate this Agreement only as to such Theatre or Theatres. 
 (b) Breach of Anti-Assignment Provision.
The other Party materially breaches any provision of Section 15.08, and fails to cure such breach within thirty (30) business days after receipt from the terminating Party of written notice of the breach; provided, that if such breach
cannot be cured within thirty (30) business days from the notice, then the period of thirty business days shall be extended as long as is reasonably necessary to cure such breach if the Party receiving notice diligently attempts to cure such
breach; and provided, further, that if any such breach by AMC is confined to a Theatre or limited number of Theatres, LLC shall have the right in its sole discretion to terminate this Agreement only as to such Theatre or Theatres. 
 (c) Injunction, Order or Decree. Any governmental, regulatory or judicial entity of competent jurisdiction shall have issued a permanent
injunction or other final order or decree which is not subject to appeal or in respect of which all time periods for appeal have expired, enjoining or otherwise preventing LLC or, AMC from performing, in any material respect, this Agreement.

 (d) Bankruptcy. The dissolution, bankruptcy, insolvency or appointment of a receiver or trustee of the other Party that is
not dismissed within sixty (60) days, or the other Party convenes a meeting of creditors, has a receiver appointed, ceases for any reason to carry on business or is unable to pay its debts generally. 
 Section 9.03 Right of First Refusal. 
 (a) ROFR Period. For a period (the “ROFR Period”) beginning 12 months prior to the end of the scheduled expiration of this Agreement pursuant to Section 9.01 and ending 48 months
after expiration of this Agreement, AMC shall not enter into any agreement or arrangement with a third party (whether in writing or otherwise) (an “Alternative Agreement”) to receive services that were being provided by LLC to AMC at any
time during the one-year period ending on expiration of this Agreement (“Designated Services”) without complying with this Section 9.03. 
 (b) ROFR Notice. Before entering into or committing to enter into an Alternative Agreement, AMC shall present to LLC notice (the “ROFR Notice”) containing a summary of all material terms and
conditions of the proposed Alternative Agreement. The ROFR Notice shall state that AMC intends to enter into the Alternative Agreement and shall certify that there are no other direct or indirect arrangements or understandings with respect to the
provision of the Designated Services that have not been disclosed to LLC. 
 (c) Information Request. AMC shall provide LLC
such additional and supplemental information as LLC shall reasonably request within 10 days of receiving such request and AMC shall cooperate fully with LLC in its evaluation of the Alternative Agreement. 
 (d) ROFR Response. LLC shall have the right during a period ending 90 days after submission of the Alternative Agreement (or in the
event additional information is 

  

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requested by LLC, within 90 days after the final submission to LLC of such additional information) (the “ROFR Response Period”) to give AMC written
notice (the “ROFR Response”) that it either (i) will enter into an agreement with AMC providing AMC with the Designated Services on terms and conditions no less favorable to AMC than those contained in the Alternative Agreement or
(ii) does not seek to provide the Designated Services. 
 (e) Negotiation regarding Portion of Designated Services. If any
of the Designated Services to be provided by the Alternative Agreement cannot reasonably be provided by LLC, then LLC and AMC shall negotiate in good faith during the ROFR Response Period as to LLC’s ability to provide certain portions of the
Designated Services; provided that should (x) AMC and LLC fail to reach agreement on LLC’s provision of the Designated Services in part and (y) LLC fails to agree to provide all of the Designated Services by the end of the ROFR
Response Period, then AMC shall be permitted to enter into the Alternative Agreement on terms no less favorable to AMC than those set forth in the ROFR Notice as provided in Section 9.03(b) above. If AMC fails to enter into such Alternative
Agreement within 45 days after the end of the ROFR Response Period, then the procedures set forth in this Section 9.03 shall once again become applicable. 
 (f) Alternative Proposals. During the period commencing on the date that AMC provides LLC the ROFR Notice and continuing until the earlier of (i) the end of the ROFR Response Period and
(ii) the date LLC notifies AMC that it does not seek to provide the Designated Services, AMC shall not solicit alternative proposals from any other party for the Designated Services. 
 (g) Agreement. If either (i) LLC delivers a ROFR Response indicating that LLC wants to provide AMC with the Designated Services on the
terms and conditions set forth in the ROFR Notice or (ii) the Parties agree that LLC will provide only certain of the Designated Services, the Parties will, within 45 days of such verbal agreement, enter into a written agreement to provide
the agreed-on Designated Services on such terms and conditions. If AMC and LLC fail to enter into such agreement within 45 days after the end of the ROFR Response Period, then AMC shall have 45 days thereafter to enter into the Alternative
Agreement on the terms and conditions no less favorable to AMC than those set forth in the ROFR Notice. If AMC fails to enter into such Alternative Agreement within such 45 day period, then the provisions of this Section 9.03 shall once
again become applicable. 
 (h) Entry into Alternative Agreement. If either (i) LLC delivers a ROFR Response indicating
that LLC does not want to provide AMC with the Designated Services on the terms and conditions set forth in the ROFR Notice or (ii) the Parties agree that LLC will provide only certain of the Designated Services, AMC shall be permitted, with
respect to those Designated Services not provided by LLC, to enter into the Alternative Agreement on the terms and conditions no less favorable to AMC than those set forth in the ROFR Notice. If AMC fails to enter into such Alternative Agreement
within 45 days after the end of the ROFR Response Period, then the provisions of this Section 9.03 shall once again become applicable. 
  

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 Section 9.04 Survival. Articles 1, 10, 11, 13, 14 and 15 and
Sections 9.04, 9.05 and 9.06 shall survive any expiration or termination of this Agreement, and Section 9.03 shall survive any expiration of this Agreement. 
 Section 9.05 Effect of Termination. Upon termination or expiration of this Agreement, each Party may exercise all remedies available to it as a matter of law and upon prior notice to AMC,
LLC shall be entitled to enter the Theatres, and any other premises of AMC where any LLC Property may be located (or in the event of partial termination of this Agreement pursuant to Section 9.02(a) or (b) the affected Theatre(s) or
premises), at a time mutually agreed to by the Parties in order to recover any and all LLC Property. In the event LLC fails to recover any LLC Property within the timeframe the Parties agree upon for such recovery, AMC shall have the right to remove
and dispose of such LLC Property in its sole discretion, provided that any Software included in the LLC Property shall be recovered and returned to LLC at LLC’s expense. LLC shall be obligated to restore all premises from which LLC
Property is removed pursuant to this section to their previous condition, excluding reasonable wear and tear and any other improvements or material alterations to such premises as may have been approved by the Parties in connection with installation
of LLC Equipment or operation of the Service and shall repair any damage to the premises as a result of such removal. In addition, any and all licenses granted by either Party to the other under this Agreement shall immediately terminate, AMC shall
cease using LLC Marks, LLC shall cease using AMC Marks and LLC shall be entitled to immediately discontinue the 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. 
  

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 (c) Consents. It is the exclusive owner of, or otherwise has or will have timely obtained
all rights, licenses, clearances and consents necessary to make the grants of rights made or otherwise perform its obligations under this Agreement as required under this Agreement. 
 (d) No Conflicts. The execution and delivery of this Agreement do not, and the performance of its obligations under this Agreement and the
consummation of the transactions contemplated hereby will not (with or without notice or lapse of time or both) (i) conflict with or result in a violation or breach of its charter or other organizational documents; (ii) conflict with or
result in a violation or breach of any law or order applicable to it, or (iii) (A) conflict with or result in a violation or breach of, (B) constitute a default under, or (C) result in the creation or imposition of any lien upon
it or any of its assets and properties under, any material contract or material license to which it or any of its Affiliates is a party or by which any of its or their respective assets and properties are bound. 
 Section 10.02 Additional Covenants. 
 (a) No Challenge. Each Party covenants that it will not at any time, except to the extent necessary to, assert or defend its rights under this Agreement: (i) challenge or otherwise do anything
inconsistent with the other Party’s right, title or interest in its property, (ii) do or cause to be done or omit to do anything, the doing, causing or omitting of which would contest or in 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 AMC. AMC covenants that, except as AMC discloses in writing concurrently with the execution hereof and excluding any
intellectual property or other rights licensed pursuant to the License Agreement, none of the information, content, materials, or services it supplies or has supplied on its behalf under this Agreement to its knowledge infringes or misappropriates,
or will infringe or misappropriate, any U.S. patent, trademark, copyright or other intellectual property or proprietary right of any third party to the extent used in accordance with the terms and conditions of this Agreement. 
 (c) No Infringement by LLC. LLC covenants that, except as specified in Section 10.02(b) and excluding any intellectual property or
other rights licensed pursuant to the License Agreement, (i) to its knowledge, the 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 AMC and shall pay all license fees and royalties to the appropriate parties that
become due and owing as a result of the performance of the Services or any other services as may be provided by LLC to AMC from time to time, other than film rent to the film distributors. 
  

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

 ARTICLE 11 
 INDEMNIFICATION 
 Section 11.01 Indemnification. 
 (a) Indemnification by AMC. AMC shall defend, indemnify, and hold harmless LLC and its officers, directors, members, owners, contractors,
employees, representatives, agents, successors, and assigns (collectively, “Representatives”) from and against any and all losses, obligations, risks, costs, claims, liabilities, settlements, damages, liens, judgments, awards, fines,
penalties, expenses and other obligations whatsoever (including, without limitation, reasonable attorneys’ fees and disbursements, except as limited by Section 11.02, and any consultants or experts and expenses of investigation)
(collectively, “Costs”) suffered or incurred by LLC or its Representatives in connection with, as a result of, based upon, or relating to, (i) any breach by AMC of this Agreement, (ii) any use by AMC of any LLC Property (other
than LLC Property licensed by LLC to AMC under the License Agreement) other than as authorized by this Agreement, (iii) any third-party claims directly resulting from acts or omissions of AMC or its designee(s), (iv) any breach of a Legacy
Agreement prior to the date on which such Legacy Agreement is assigned to LLC, (v) AMC’s fraud, willful misconduct, or noncompliance with law, (vi) any infringement, violation, misappropriation, or misuse of any third-party
intellectual property rights by the AMC Property (excluding the intellectual property or other rights licensed by AMC pursuant to the License Agreement); or (vii) any items disclosed by AMC pursuant to Section 10.02(b). 
 (b) Indemnification by LLC. LLC shall defend, indemnify, and hold harmless AMC and its Representatives from and against any and all Costs
suffered or incurred by AMC or its Representatives in connection with, as a result of, based upon, or relating to, (i) any breach by LLC of this Agreement, (ii) any use by LLC of any information, content or other materials supplied by or
on behalf of AMC hereunder (including the Brand), but not under the License Agreement, other than as authorized by this Agreement, (iii) any breach of a Legacy Agreement on or after the date on which such Legacy Agreement is assigned to LLC,
(iv) any damage caused by LLC, its vendors or subcontractors in installation, inspection or maintenance of any 

  

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

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 ARTICLE 12 
 ADDITIONAL RIGHTS AND OBLIGATIONS 
 Section 12.01 Assistance. Each Party,
upon the request of the other, shall perform any and all further reasonable acts and reasonably execute, acknowledge, and deliver any and all documents which the other Party determines in its sole reasonable judgment may be necessary, appropriate,
or desirable to carry out the intent and purposes of this Agreement, including without limitation to document, perfect, or enforce the other Party’s right, title, or interest in and to any of such Party’s property, as well as any
assistance requested in connection with the proceedings, suits, and hearings described in Section 12.02. 
 Section 12.02
Infringement. The Parties shall notify one another promptly, in writing, of any alleged, actual or threatened infringement, violation, misappropriation or misuse of or interference with (“Infringement”) any intellectual property
which such Party knows of or has reason to suspect. 
 Section 12.03 Theatre Passes. Upon the request of LLC’s CEO, AMC
will issue a number of annual passes, as reasonably requested by LLC and agreed by the parties and as reasonably consistent with prior practice, to the Theatres for use by LLC advertising clients, subject to AMC’s ability to issue such passes
pursuant to AMC’s agreements with film distributors. LLC may purchase passes in excess of such number each year at a reasonably negotiated price. All other tickets used by LLC for promotional and sales purposes will be acquired by LLC at
AMC’s then current group ticket discount rate. 
 Section 12.04 Compliance with Law. AMC and LLC shall each at all times
operate and conduct its business, including, without limitation, exercising its rights under this Agreement, in compliance with all applicable international, national, state, and local laws, rules, and requirements, and the compliance by either
Party with such laws, rules and requirements shall under no circumstances be deemed a breach of this Agreement. 
 Section 12.05
Insurance. AMC shall maintain with financially sound and reputable insurance companies insurance on the Theatres and Equipment in such amounts and against such perils as AMC deems adequate for its business. LLC shall maintain with
financially sound and reputable insurance companies insurance for its business and Equipment in such amounts and against such perils as LLC deems adequate for its business. Each Party will name the other Party (including its agents, officers,
directors, employees and affiliates) as an additional insured on such policies of insurance. Furthermore, to the extent reasonably practicable, LLC shall use commercially reasonable efforts to have AMC listed as an additional insured on any
insurance policy carried by the advertiser, agent or event promoter in connection with Services provided under this Agreement. 
 Section
12.06 Most Favored Nations. LLC shall promptly provide to AMC a copy of each agreement, amendment or extension as may be entered into by LLC on or after the Effective Date with each Founding Member (including the AMC Exhibitor Agreement)
which amends any term of the Exhibitor Services Agreement entered into with any of the Founding 
  

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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 AMC, by written notice to LLC within twenty (20) days following
its receipt of such agreements or amendments, to amend this Agreement so that it conforms, in part or whole, to any one of such agreements or amendments, this Agreement shall be deemed so amended by LLC and AMC as soon as reasonably practicable
after receipt of such notice. 
 Section 12.07 Non-Competition and Non-Solicitation. 
 (a) Non-Competition. In consideration of AMC’s participation in LLC and in consideration of the mutual covenants and agreements
contained in this Agreement, AMC and its Affiliates agree, except as otherwise provided in this Agreement, not to engage or participate in any business, hold equity interests, directly or indirectly, in another entity, whether currently existing or
hereafter created, or participate in any other joint venture that competes or would compete with any business that LLC is authorized to conduct in the Territory pursuant to this Agreement, whether or not LLC is actually conducting such business in a
particular portion of the Territory. The foregoing restrictions shall not apply (i) in the event AMC or its Affiliate acquires a competing business in the Territory as an incidental part of an acquisition of any other business that is not
prohibited by the foregoing, if AMC disposes of the portion of such business that is a competing business as soon as practicable, (ii) to any direct or indirect ownership or other equity investments by AMC or its Affiliates in such other
competing business that represents in the aggregate less than 10% of the voting power of all outstanding equity of such business, and (iii) in the event AMC enters into any agreement for the acquisition or installation of equipment or the
provision of services on customary terms that does not violate the exclusivity of LLC hereunder with any entity that has other businesses and provides other services that may compete with LLC. 
 (b) Non-Solicitation. For the Term of this Agreement and a three-year period after its termination or expiration, each Party shall not,
without the prior written approval of the other Party, directly or indirectly: (i) solicit for hire any employees of any other Party or its Affiliates at the level of vice president or higher; or (ii) induce any such employee of such Party
to terminate their relationship with such Party. The foregoing will not apply to individuals hired as a result of the use of a general solicitation (such as a newspaper, radio or television advertisement) not specifically directed to the employees
of such Party. 
  

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 ARTICLE 13 
 OWNERSHIP 
 Section 13.01 Property. 
 (a) LLC Property. As between LLC and AMC, LLC owns, solely and exclusively, any and all right, title, and interest in and to the Service
(including all Inventory and other content supplied by or on behalf of LLC), the LLC Marks, the Software (excluding any Software owned by AMC as provided in the License Agreement), LLC’s Confidential Information, the Digital Content Network,
and any and all other data, information, Equipment (excluding the AMC Equipment), material, inventions, discoveries, processes, methods, technology, know-how, written works, software, works of visual art, audio works, and multimedia works provided,
developed, created, reduced to practice, conceived, or made available by or on behalf of LLC to AMC or used by LLC to perform any of its obligations under or in connection with this Agreement, as well as any and all translations, improvements,
adaptations, reproductions, look and feel attributes, and derivates thereof (collectively, the “LLC Property”), and, except as expressly and explicitly stated in this Agreement, reserves all such right, title, and interest. 
 (b) AMC Property. As between AMC and LLC, AMC owns, solely and exclusively, any and all right, title, and interest in and to all content
supplied by or on behalf of AMC, the AMC Marks, Software not included in Section 13.01(a) above, AMC’s Confidential Information, and any and all other data, information, Equipment (excluding the LLC Equipment), material, inventions,
discoveries, processes, methods, technology, know-how, written works, software, works of visual art, audio works, and multimedia works provided, developed, created, reduced to practice, conceived, or made available by or on behalf of AMC to LLC or
used by AMC to perform any of its obligations under or in connection with this Agreement, as well as any and all translations, improvements, adaptations, reproductions, look-and-feel attributes, and derivates thereof (collectively, the “AMC
Property”), and, except as expressly and explicitly stated in this Agreement, reserves all such right, title, and interest. 
 Section 13.02 Derived Works. 
 (a) Derived Works from LLC Property. Any and all data, information, and
material created, conceived, reduced to practice, or developed pursuant to this Agreement, but not pursuant to the License Agreement, including, without limitation, written works, processes, methods, inventions, discoveries, software, works of
visual art, audio works, look-and-feel attributes, and multimedia works, to the extent based on, using, or derived from, in whole or in part, any LLC Property, whether or not done on LLC’s facilities, with LLC’s equipment, or by LLC
personnel, by either Party alone or with each other or any third party, and any and all right, title, and interest therein and thereto (including, but not limited to, the right to sue for past infringement) (collectively, “LLC Derived
Works”), shall be owned solely and exclusively by LLC, and AMC hereby assigns, transfers, and conveys to LLC any right, title, or interest in or to any LLC Derived Work which it may at any time acquire by operation of law or otherwise. To the
extent any LLC Derived Works are included in the Service, LLC hereby grants to AMC 

  

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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 AMC Property. Except as specified in Section 13.02(a), any
and all data, information, and material created, conceived, reduced to practice, or developed pursuant to this Agreement, but not pursuant to the License Agreement, including, without limitation, written works, processes, methods, inventions,
discoveries, software, works of visual art, audio works, look-and-feel attributes, and multimedia works, to the extent based on, using, or derived from, in whole or in part, any AMC Property (and specifically including any materials included in the
Policy Trailer or the Branded Slots based on or derived from materials supplied by AMC), whether or not done on AMC’s facilities, with AMC’s or LLC’s equipment, or by AMC personnel, by either Party alone or with each other or any
third party, and any and all right, title, and interest therein and thereto (including, but not limited to, the right to sue for past infringement) (collectively, “AMC Derived Works”), shall be owned solely and exclusively by AMC, and LLC
hereby assigns, transfers, and conveys to AMC any right, title, or interest in or to any AMC Derived Work which it may at any time acquire by operation of law or otherwise. To the extent any AMC Derived Works are included in the Service, AMC hereby
grants to LLC during the Term a nonexclusive, non-transferable, non-sublicenseable license to such AMC Derived Works solely for use in connection with the 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 AMC, and (b) no title or ownership interest in or to any AMC Property is transferred to LLC, as a result of or pursuant to this Agreement. Further, (i) AMC acknowledges that its exercise of rights with
respect to the LLC Property shall not create in AMC any right, title or interest in or to any LLC Property and that all exercise of rights with respect to the LLC Property and the goodwill symbolized thereby or connected therewith will inure solely
to the benefit of LLC, and (ii) LLC acknowledges that its exercise of rights with respect to the AMC Property shall not create in LLC any right, title or interest in or to any AMC Property and that all exercise of rights with respect to the AMC
Property and the goodwill symbolized thereby or connected therewith will inure solely to the benefit of AMC. 
 ARTICLE 14 

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

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 (b) LLC’s Confidential Information. AMC agrees that the Confidential Information of
LLC shall only be disclosed in secrecy and confidence, and is to be maintained by AMC in secrecy and confidence subject to the terms hereof. AMC shall (i) not, directly or indirectly, use the Confidential Information of LLC, except as necessary
in the ordinary course of LLC’s business, or disclose the Confidential Information of LLC to any third party and (ii) inform all of its employees to whom the Confidential Information of LLC is entrusted or exposed of the requirements of
this Section and of their obligations relating thereto. 
 (c) AMC’s Confidential Information. Confidential Information of
AMC shall not be supplied by LLC or its Subsidiaries to any Person who is not an employee of LLC, including any employee of a Member or of LLC’s manager who is not an employee of LLC. Notwithstanding the foregoing, AMC Confidential Information
may be disclosed to authorized third-party contractors of LLC if LLC determines that such disclosure is reasonably necessary to further the business of LLC, and if such contractor executes a non-disclosure agreement preventing such contractor from
disclosing AMC’s Confidential Information for the benefit of each provider of AMC’s Confidential Information in a form reasonably acceptable to the Founding Members. AMC’s Confidential Information disclosed to LLC shall not be shared
with any other Member without AMC’s written consent. 
 Section 14.02 Injunctive Relief. It is understood
and agreed that each Party’s remedies at law for a breach of this Article 14, as well as Section 12.07, will be inadequate and that each Party shall, in the event of any such breach or the threat of such breach, be entitled to
equitable relief (including without limitation provisional and permanent injunctive relief and specific performance) from a court of competent jurisdiction. The Parties shall be entitled to the relief described in this Section 14.02 without the
requirement of posting a bond. Nothing stated herein shall limit any other remedies provided under this Agreement or available to the Parties at law. 
 ARTICLE 15 
 MISCELLANEOUS 
 Section 15.01 Notices. All notices, consents, and other communications between the Parties under or regarding this Agreement shall
be in writing and shall be sent to the recipient’s address set forth in this section by hand delivery, nationally respected overnight carrier, or certified mail, return receipt requested. Such communications shall be deemed to have been
received on the date actually received. 
  

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

  

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	 with a copy to:
	  	National CineMedia, LLC
		  	9110 East Nichols Ave., Suite 200
		  	Centennial, CO 80112
		  	Attention: General Counsel
		
	 AMC:
	  	American Multi-Cinema, Inc.
		  	920 Main Street
		  	Kansas City, MO 64105
		  	Attention: General Counsel
		
	 with a copy to:
	  	Latham & Watkins LLP
		  	885 Third Avenue
		  	New York NY 10022
		  	Attention: David S. Allinson

 Either Party may change its address for notices by giving written notice of the new address to the other Party in
accordance with this section, but any element of such Party’s address that is not newly provided in such notice shall be deemed not to have changed. 
 Section 15.02 Waiver; Remedies. The waiver or failure of either Party to exercise in any respect any right provided hereunder shall not be deemed a waiver of such right in the future or a
waiver of any other rights established under this Agreement. All remedies available to either Party hereto for breach of this Agreement are cumulative and may be exercised concurrently or separately, and the exercise of any one remedy shall not be
deemed an election of such remedy to the exclusion of other remedies. 
 Section 15.03 Severability. Should any
term or provision of this Agreement be held to any extent unenforceable, invalid, or prohibited under law, then such provision shall be deemed restated to reflect the original intention of the Parties as nearly as possible in accordance with
applicable law and the remainder of this Agreement. The application of any term or provision restated pursuant hereto to Persons, property, or circumstances other than those as to which it is invalid, unenforceable, or prohibited, shall not be
affected thereby, and each other term and provision of this Agreement shall be valid and enforceable to the fullest extent permitted by law. 
 Section 15.04 Integration; Headings. The Parties hereto agree that the Amended and Restated Exhibitor Services Agreement dated as of July 15, 2005 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. 
  

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 Section 15.05 Construction. The Parties hereto have participated jointly in
the negotiation and drafting of this Agreement. In the event an ambiguity or question of intent or interpretation arises, this Agreement shall be construed as if drafted jointly by the Parties and no presumption or burden of proof shall arise
favoring or disfavoring any Party by virtue of the authorship of any of the provisions of this Agreement. Whenever required by the context, any pronoun used in this Agreement shall include the corresponding masculine, feminine or neuter forms, and
the singular forms of nouns, pronouns, and verbs shall include the plural and vice versa. Reference to any agreement, document, or instrument means such agreement, document, or instrument as amended or otherwise modified from time to time in
accordance with the terms thereof, and if applicable. The use of the words “include” or “including” in this Agreement shall be by way of example rather than by limitation. The use of the words “or,” “either”
or “any” shall not be exclusive. 
 Section 15.06 Non-Recourse. Notwithstanding anything contained in
this Agreement to the contrary, it is expressly understood and agreed by the Parties hereto that each and every representation, warranty, covenant, undertaking and agreement made in this Agreement was not made or intended to be made as a personal
representation, undertaking, warranty, covenant, or agreement on the part of any individual or of any partner, stockholder, member or other equity holder of either Party hereto, and any recourse, whether in common law, in equity, by statute or
otherwise, against any such individual or entity is hereby forever waived and released. 
 Section 15.07 Governing Law;
Submission to Jurisdiction. 
 Subject to the provisions of Section 14.02 and the Parties’ agreement that the United Nations
Convention on Contracts for the International Sale of Goods shall not apply to this Agreement and is hereby disclaimed by the Parties: 
 (a) Governing Law. This Agreement is to be construed in accordance with and governed by the internal laws of the State of Delaware without giving effect to any choice of law rule that would cause the application of the laws of
any jurisdiction other than the internal laws of the State of Delaware to the rights and duties of the Parties. 
 (b)
Jurisdiction. Each Party hereto agrees that any legal action or other legal proceeding relating to this Agreement or the enforcement of any provision of this Agreement shall be brought or otherwise commenced exclusively in any state or
federal court located in Delaware or in New York, New York. Subject to the preceding sentence, each Party hereto: 
 (i) expressly and
irrevocably consents and submits to the jurisdiction of each state and federal court located in New York, New York (and each appellate court located in the State of New York) in connection with any such legal proceeding, including to enforce any
settlement, order or award; 
 (ii) consents to service of process in any such proceeding in any manner permitted by the laws of the State
of New York, and agrees that service of process by registered or certified mail, return receipt requested, at its address specified pursuant to Section 15.01 is reasonably calculated to give actual notice; 
  

 54 

 (iii) agrees that each state and federal court located in New York, New York shall be deemed to be a
convenient forum; 
 (iv) waives and agrees not to assert (by way of motion, as a defense or otherwise), in any such legal proceeding
commenced in any state or federal court located in New York, New York, any claim that such Party is not subject personally to the jurisdiction of such court, that such legal proceeding has been brought in an inconvenient forum, that the venue of
such proceeding is improper or that this Agreement or the subject matter hereof or thereof may not be enforced in or by such court; and 
 (v) agrees to the entry of an order to enforce any resolution, settlement, order or award made pursuant to this Section by the state and federal courts located in New York, New York and in connection therewith hereby waives, and agrees not
to assert by way of motion, as a defense, or otherwise, any claim that such resolution, settlement, order or award is inconsistent with or violative of the laws or public policy of the laws of the State of New York or any other jurisdiction.

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

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 Section 15.09 Force Majeure. Any delay in the performance of any duties or
obligations of either Party (except the payment of money owed) will not be considered a breach of this Agreement if such delay is caused by a labor dispute, shortage of materials, fire, earthquake, flood, or any other event beyond the control of
such Party, provided that such Party uses commercially reasonable efforts, under the circumstances, to notify the other Party of the circumstances causing the delay and to resume performance as soon as possible. 
 Section 15.10 Third Party Beneficiary. The Parties hereto do not intend, nor shall any clause be interpreted, to create under
this Agreement any obligations or benefits to, or rights in, any third party from either LLC or AMC. Neither Party hereto is granted any right or authority to assume or create any obligation or responsibility, express or implied, on behalf of, or in
the name of, the other Party, or to bind the other Party in any matter or thing whatever. No Affiliate of either Party shall have any liability or obligation pursuant to this Agreement. Each Party shall be solely responsible, and each Party agrees
to look solely to the other, for the satisfaction of such other Party’s obligations under this Agreement. 
 Section 15.11
Export. 
 (a) LLC’s Software and Confidential Information. AMC acknowledges and agrees: (i) that the
Software and the Confidential Information of LLC are subject to the export controls of the United States, and (ii) that AMC has no right to, and further agrees that it will not, export or otherwise transfer or permit the transfer of any
Software or Confidential Information of LLC outside the Territory. AMC will defend, indemnify, and hold harmless LLC from and against all fines, penalties, liabilities, damages, costs, and expenses incurred by LLC as a result of any failure to
comply with the preceding sentence. 
 (b) AMC’s Confidential Information. LLC acknowledges and agrees: (i) that the
Confidential Information of AMC is subject to the export controls of the United States, and (ii) that LLC has no right to, and further agrees that it will not, export or otherwise transfer or permit the transfer of any Confidential Information
of AMC outside the Territory. LLC will defend, indemnify, and hold harmless AMC from and against all fines, penalties, liabilities, damages, costs, and expenses incurred by AMC as a result of any failure to comply with the preceding sentence.

 Section 15.12 Independent Contractors. The Parties’ relationship to each other is that of an independent
contractor, and neither Party is an agent or partner of the other. Neither Party will represent to any third party that it has, any authority to act on behalf of the other. 
 Section 15.13 Counterparts. This Agreement may be executed in any number of separate counterparts each of which when executed
and delivered to the other Party hereto shall be an original as against the Party whose signature appears thereon, but all such counterparts shall together constitute one and the same instrument. 
 [Signature Page to Follow] 
  

 56 

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

  

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

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

  

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

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

 [Signature page to ESA] 

 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 AMC shall retain the right to perform and have performed on its behalf): 
  

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

  

	 	(ii)	(1) poster case advertising, digital poster case advertising, advertising on digital animated poster cases, ATM or ticket kiosk screens (or such items that may replace digital
poster cases, or ATM or ticket kiosk screens in the future) or other substantially similar display mechanisms and other lobby or in-theatre promotions for (A) Theatre Advertising, (B) film festivals organized by AMC (unless such poster
cases have been sold by LLC), (C) fundraising programs conducted by AMC for any non-profit organizations, (D) full-length theatrical productions, 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 AMC with respect to promotion of such Concessions in the Theatres; 
 (3) lobby or in-theatre
promotions and advertising for vendors of services provided to the Theatres, provided such promotion is incidental to the vendor’s service, including by way of illustration and not limitation, (A) logos of Movietickets.com and Fandango
related to promotions for online ticketing services, (B) credit card company logos displayed at the box office, automated box office, Concession stands, cafes, arcades, and lobby kiosks, (C) bank logos displayed at ATM’s,
(D) phone company logos displayed at public telephones, and (E) logos of vendors who provide restroom soaps, toilet paper and lotions; 
 (4) logos on digital menu boards at the Concession stand or digital displays at the box office of manufacturers of such products; 

  

 A-1 

 
(5) advertising and/or signage pursuant to the IMAX agreement (if applicable); and 
 (6) any trademark, service mark, logo or other branding of AMC (or its theatre-operating Affiliates), film studio(s), distributors and production
companies; 
 provided, however, that AMC 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 AMC (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 AMC’s template and packaging requirements, subject to AMC’s
providing reasonable notice of changes to any such requirements. LLC may obtain advertising for all of the surface area of all such items that is not required (i) under the Beverage Agreement, (ii) as necessary to fulfill contractual
obligations of AMC with respect to Concessions, and (iii) incidental branding needs of AMC, subject to the terms contained in the Beverage Agreement. AMC shall not amend or modify any contract to the extent such amendment or modification would
be inconsistent with the exclusive rights of LLC hereunder or have the effect of any extension of third party restrictions on surface area advertising on such popcorn bags, popcorn tubs, cups and kids’ trays, except as permitted under
Section 4.06(a) with respect to the Beverage Agreement or as permitted under Section 4.07(a). 
 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. 
  

 A-2 

 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 AMC. 
 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 AMC employees. 
  

 A-3 

 EXHIBIT A-1 
 AMC 
 INVENTORY FOR LOBBY PROMOTIONS 
 The Inventory of Lobby Promotions for each Theatre to which LLC has “pre-approved” access is as listed below. Per Flight (unless otherwise specified below),
LLC may provide each Theatre with any combination of Lobby Promotions as described below. 
  

							
	 Item
	 	 Inventory per Flight
	 	 Quantity
	 	Spec
				
	 Box Office Handout
	 	 2 programs per Theatre
	 	 TBD
	 	3”x5” 2-sided
	 (1 handout per transaction; not film specific)

				
	 Exit Sampling
	 	 1 program per Theatre
	 	 TBD
	 	
				
	 Poster Case
	 	 1 program per Theatre
	 	 varies (below)
	 	27”x40”
		 		 	 Live Area
	 	24”x38”
	 (1-11 screens: 1 poster; 12 screens: 2 posters; 13-20 screens: 3 posters; 21+ screens: 4
posters)

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

				
	 Vehicle/Motorcycle
	 	 1 program per Theatre
	 	 1 per client
	 	
	 (Displays limited to specific list of Theatres provided by AMC, and updated from time to time after reasonable advance notice
to LLC)

				
	 Background Music
	 	 1 program per Theatre
	 	 N/A
	 	N/A
				
	 Counter Cards
	 	 2 programs per Theatre
	 	 2-3 per client
	 	13”x16.5”x4”
				
	 Danglers
	 	 1 programs per Theatre per quarter
	 	 2-3 per client
	 	18”x24”
				
	 Static Clings
	 	 1 program per Theatre per quarter
	 	 2-3 per client
	 	4”x6”
				
	 Banners
	 	 1 program per Theatre per quarter
	 	 1 per client
	 	6’x4’

  

 A-1-1 

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

  

 A-1-2 

 EXHIBIT B 
 A. Creative Services (See Section 4.05(a)) 
 LLC will provide AMC with up to 1,000 hours per year associated with
Creative Services in conjunction with the creation of certain elements of the Pre-Feature Program (including the Policy Trailer, the Brand, and the Branded Slots) 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 AMC by LLC prior to the work actually being done. 
 There is no specific deliverable attached to the accrual of hours, meaning that any project cancelled, put on hold, or for which production may extend
beyond the anniversary of the agreement, will still have hours accrued against it that were incurred in that corresponding year. At the end of each calendar year, the balance of hours will be zeroed out. Unused hours will not carry forward. LLC
shall provide a quarterly status report to AMC of all hours spent on any particular project as well as the amount of hours spent on an aggregate basis for all projects in any given calendar year. 
 2. Additional Work 
 Upon the
utilization of 1,000 hours of Creative Services provided by LLC to AMC on any combination of projects within one calendar year, LLC will begin charging exhibitor $*** per hour for all additional hours, subject to the CPI Adjustment. These charges
will be consistent for all Creative Services provided across all creative groups within LLC. 
 B. Beverage Agreement Advertising Rate (See
Section 4.06(a)) 
 The initial Beverage Agreement Advertising Rate is $*** per thousand attendees in AMC Attendance for a 30-second
advertisement. The Beverage Agreement Advertising Rate shall (i)

  

 B-1 

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

 B-2 

 “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 AMC, 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. AMC 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 AMC. 
 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, AMC will make commercially reasonable efforts to make available an additional or larger auditorium for such presentation. 
 3.
Sales Reporting 
 AMC and all Theatres presenting a Digital Programming event shall report to LLC the ticket sales, passes, and refunds upon LLC’s
request, provided, that AMC shall have no obligation to provide such updates more frequently than they are available internally in accordance with its ordinary business practices. 
 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 AMC 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 AMC will be agreed between LLC and AMC. 
  

 B-3 

 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 AMC 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 AMC 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 AMC and LLC. 
 3. General Requirements 
 AMC 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. 

AMC 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. 
  

 B-4 

 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 AMC of Digital Films or Trailers not produced by LLC will be negotiated by AMC 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). 
  

 B-5 

			
	Exhibit B-1	  	 
		
	 Approved Events
	  	 Revenue Share

	AMC grants pre-approval for Meetings With or Without a Movie that satisfy the criteria below:	  	Meeting Without a Movie
	 (includes tent pole films)
	  	
		
	Start and end times fall between Mon—Thurs (6am—6pm)	  	LLC shall pay Exhibitor 15% of rental revenue
		
	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	  	Meeting with a Movie:
		
		  	LLC shall sell 100% of the seats in the auditorium at the full adult ticket price (unless otherwise approved by AMC in advance).
	  
 Church Worship Services
	  	AMC shall retain 100% of all admisssions and concessions revenue; LLC shall retain 100% of meeting revenue.
	  
 Approval
required
	  	
	  
		
	Exceptions that require approval:	  	Church Worship Services
		
	 1) Requires more than 1 Auditorium per request/group
	  	
		
	 2) Booked in Peak Season**
	  	LLC shall pay AMC 50% of rental revenue
		
	 3) Events requested less than 10 business days from the date of event
	  	
		
	 4) Events in Theatres identified in the Specification Documentation
	  	

  

 B-1-1 

	**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 
  

 B-1-2 

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

 “AMC 4.03 Opt-Out Attendance” means AMC Attendance calculated only with respect to Theatres that do not
display an advertising campaign pursuant to Section 4.03(viii) or (ix) of this Agreement or because of lack of equipment to display the Video Display Program. 
 “AMC 4.03 Opt-Out Revenue” means the estimate of the proportional share of additional 4.03 Revenue that would have been available to LLC in the applicable fiscal month from an advertising campaign
that was not displayed in all Theatres pursuant to AMC’s decision under Section 4.03(viii) or (ix) of this Agreement or lack of equipment to display the Video Display Program. AMC 4.03 Opt-Out Revenue shall be calculated by
aggregating for the applicable fiscal month the amount equal to the product of (i) the 4.03 Revenue for each relevant advertising campaign, multiplied by (ii) the following fraction (A) the numerator of which is AMC 4.03 Opt-Out
Attendance and (B) the denominator of which is 4.03 Participating Attendance. 
 “AMC Attendance” means the total number of patrons in
all 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 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) and excluding auditoriums with IMAX Screens that do not exhibit Inventory), during the applicable
measurement period. 
 “AMC Attendance Ratio” means the quotient of: (i) AMC Attendance, divided by (ii) the sum of (A) the
AMC Attendance, (B) the Cinemark Attendance and (C) the Regal Attendance. 
 “AMC Digital Screen Count” means the Digital Screen
Number with respect to all Theatres for the applicable measurement period. 
 “AMC Screen Count” means the Screen Number with respect to all
Theatres for the applicable measurement period. 
 “AMC Screen Ratio” means the quotient of: (i) AMC Screen Count, divided by
(ii) the sum of (A) the AMC Screen Count, (B) the Cinemark Screen Count and (C) the Regal Screen Count. 
 “AMC Theatre Access
Pool” means the sum of (i) the AMC Theatre Access Attendance Fee and (ii) the AMC Theatre Access Screen Fee. 
 “AMC Theatre
Access Attendance Fee” means the product of (i) the Theatre Access Fee per Patron and (ii) AMC Attendance for the applicable fiscal month. 
 “AMC Theatre Access Screen Fee” means the product of (i) the Theatre Access Fee per Digital Screen and (ii) the AMC Digital Screen Count, calculated as the average between the number of Digital Screens on the last
day of the preceding measurement period and the last day of the applicable measurement period. 
  

 2 

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

 3 

 “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 AMC Screen Ratio, and (ii) the product of the Attendance Factor and the AMC Attendance Ratio. 

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

 4 

 “Regal Screen Count” means the Screen Number with respect to all Regal Theatre screens for the
applicable measurement period. 
 “Regal Theatre Access Pool” means the Regal Theatre Access Pool, calculated pursuant to the Regal
Exhibitor Agreement. 
 “Screen Factor” means the percentage resulting from 1 minus the Attendance Factor. 
 “Screen Number” means, with respect to any measurement period, the sum of the total number of screens in the applicable theatres on each day of the
applicable measurement period, all divided by the number of days in the applicable measurement period, provided that a screen shall not be counted for purposes of this calculation if such screen is inaccessible to exhibit Inventory for the
majority of the planned exhibitions for any particular day (i) with respect to the Theatres: due to human or technical error within AMC’s or its Affiliates’ control, AMC’s failure to allow LLC to upgrade the Software or Equipment
(subject to Section 3.05), AMC’s failure to install Equipment pursuant to its obligations under Section 3.04 or, after notice and opportunity to cure as set forth in Section 3.08(b), as the result of AMC’s failure to repair
or replace any AMC Equipment or AMC’s (or its Affiliates’) software installed at any Theatre, if such obligation to repair or replace is undertaken by AMC pursuant to Section 3.08(b)), (ii) with respect to the Cinemark Theatres:
due to human or technical error within Cinemark’s or its Affiliates’ control, Cinemark’s failure to allow LLC to upgrade the Software or Equipment (subject to Section 3.05 of its Exhibitor Services Agreement), Cinemark’s
failure to install Equipment pursuant to its obligations under Section 3.04 of its Exhibitor Services Agreement or, after notice and opportunity to cure as set forth in Section 3.08(b), as the result of Cinemark’s failure to repair or
replace any Cinemark Equipment or Cinemark’s (or its Affiliates’) software installed at any Theatre, if such obligation to repair or replace is undertaken by Cinemark pursuant to Section 3.08(b) of its Exhibitor Services Agreement),
(iii) with respect to the 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 AMC to supplement the amount of the Theatre Access Fee, payable only if the Aggregate Theatre Access Fee is less than twelve percent of Aggregate Advertising Revenue for the applicable fiscal year.
The Supplemental Theatre Access Fee, if any, is equal to the product of (i) (A) twelve percent of Aggregate Advertising Revenue for the relevant fiscal year minus (B) the Aggregate Theatre Access Fee for the relevant fiscal year, and
(ii) the AMC Attendance Ratio for the relevant fiscal year. 
  

 5 

 “Theatre Access Fee” means a monthly payment from LLC to AMC in consideration for Theatres’
participation in Advertising Services, which shall be the sum of (i) the AMC Theatre Access Pool and (ii) the 4.03 Theatre Access Fee. 
 “Theatre Access Fee per Digital Screen” means $66.67 per month per Digital Screen as of the Effective Date through the end of LLC’s 2007 fiscal year and shall increase 5% annually thereafter. 
 “Theatre Access Fee per Patron” means a fee of $0.07 per Theatre patron as of the Effective Date and shall increase 8% every five years, with the first
such increase after the end of LLC’s 2011 fiscal year. Patrons are counted as set forth in the definition of AMC Attendance. 
 “Theatre Access
Pool Percentage” means (i) the Aggregate Theatre Access Pool for the applicable fiscal month, divided by (ii) the difference between (A) Aggregate Advertising Revenue minus (B) Aggregate 4.03 Opt-In Revenue, for the
applicable fiscal month. 
 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
	  	Preamble
	 AMC Equipment
	  	Article 1
	 Beverage Agreement
	  	Article 1
	 Cinemark Exhibitor Agreement
	  	Article 1
	 Cinemark Theatre
	  	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

  

 6 

 B. Exhibitor Allocation 
 Formula1 
 Exhibitor Allocation = (Screen Factor * AMC Screen Ratio) + (Attendance Factor * AMC Attendance Ratio); where:

  

	 	(1)	Screen Factor = 1 - Attendance Factor 

  

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

  

	 	(a)	Screen Count (for each of AMC, Cinemark 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)	AMC Attendance Ratio = AMC Attendance / (AMC Attendance + Cinemark Attendance + Regal Attendance) 

  

	 	(a)	Attendance (for each of AMC, Cinemark 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 

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

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

  

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

  

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

  

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

  

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

  

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

 

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

  

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

  

	 	(a)	AMC 4.03 Opt-In Revenue = For each advertising campaign that is displayed by AMC and contains content not displayed by Cinemark or 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 * (AMC Attendance / Aggregate 4.03 Opt-In Attendance) 
  

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

  

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

  

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

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

	 	

	 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 

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

  

	 	(ii)	4.03 Participating Attendance = Sum of AMC Attendance, Cinemark Attendance and Regal Attendance at Theatres, Cinemark 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 AMC Theatre Access Pool + Cinemark 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)) * AMC Attendance Ratio; where: 

  

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

  

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

  

 9 

 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. 

  

 10

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