Last Updated 16 February 2022


What does this notice cover?

Arts Alliance Media Limited located at The WestWorks, White City Place, 195 Wood Lane, London W12 7FQ registered in England & Wales under No: 4801432 (“AAM”) "we" or "us") is committed to respecting the privacy of individuals with whom it interacts, including visitors to its website ( (the "Website"), its customers when using our Software, Services, and Equipment Materials and contacts of its Business Partners and potential Business Partners.

This notice describes how we use your personal data in connection with AAM digital cinema software and services as defined below (the “Software, Services and Equipment Materials”), and the Website. It also describes your data protection rights, including a right to object to some of the processing which AAM carries out. More information about your rights, and how to exercise them, is set out in the "What rights do I have?" section below.

For the purposes of this Privacy Notice:

“Business Partner” means any subcontractor, vendor, resellers, integrators or other entity with which we have an ongoing business relationship to provide our Software, Services and/or Equipment Materials, and any information linked to Software, Services and/or our Equipment Materials.

“Equipment Materials” means certain cinema equipment manufactured or commercialized by AAM and its affiliates and all associated software, technology, documentation, and services.

“Services” means our digital cinema Software as a Service (SaaS), our support and maintenance services on all our products, or any professional services we may provide at the time of delivery of our Software, Services and/or Equipment Materials.

What personal data do we collect?

We collect and process personal data about you when you interact with us and the Website, and when you purchase our Software, our Services or Equipment Materials from us on behalf of your company. 

In order to offer you a more consistent and personalised experience in your interactions with AAM, information collected through one source may be combined or supplemented with information AAM obtains through third parties sources, including our Business Partners, public database, joint marketing partners, social media platforms, and from certain third party companies (that we sometimes may engage for this purpose).

Categories of Personal Information we collect may include your name, email address, professional contact telephone numbers, user audit logs and passwords. It may also include work information such as job title, logs information from a user and other business or company information. Forms that you choose to complete will indicate whether information requested is mandatory or voluntary. Examples of how we may use this information include using your data to get your feedback on our Software and Services or Equipment Materials, your experience using our Website, or to present you with options tailored to your preferences and for targeted advertising purposes.

How do we use this personal data, and what is the legal basis for this use?

To fulfil a contract, or take steps linked to a contract, this includes:

  • on-boarding your company as a customer or Business Partner ;
  • sending you information about our terms or policies, and any change to these;
  • verifying your identity;
  • communicating with you;
  • granting you access to the Software and Services by creating a generic user specific login ;
  • granting you access to our training portal as required;
  • providing any professional services at the time of delivery of our Software and Services including installation and deployment of our Software in our customers cinemas’ estate, offer training on our Software and Services, enabling use of certain features of our Software and Services ;
  • providing all customer support and maintenance services on all our Software, Services and Equipment Materials during the duration of the contract, or any professional services as and when required.
  • monitor compliance with the terms of the contract;
  • processing your order, including payment transactions.

As required by us to conduct our business and pursue our legitimate interests, in particular, we will use your personal data:

  • to monitor use of the Website and the Software and Services, and use your data to help us improve and protect the same, both online and offline;
  • to personalise the Website, or Software and Services for you;
  • to enforce compliance with our Website terms of use and other policies;
  • to monitor customer accounts to prevent, investigate and/or report fraud, terrorism, misrepresentation, security incidents or crime, in accordance with applicable law;
  • in connection with legal claims, compliance, regulatory and investigative purposes as necessary (including disclosure of such information in connection with legal process or litigation);
  • to provide you with a newsletter subscription;
  • to invite you to take part in market research, to telephone you to promote our products and services and to send you marketing by email, post about products or services which we think may be of interest to you

We have carried out balancing tests for all the data processing we carry out on the basis of our legitimate interests, which we have described above.

Where you give us consent:

  • We place cookies and use similar technologies in accordance with our cookie policy and the information provided to you when those technologies are used;
  • When required, to enable us to telephone you to promote our products and services and to send you marketing by email, post about products or services which we think may be of interest to you;
  • On other occasions where we ask you for consent, we will use the data for the purpose which we explain at that time (like where we would publish images of you online like on our Website or social media).

And, in response to requests by government or law enforcement authorities conducting an investigation.

Who will we share this personal data with, where and when?

We will share your personal data for the purposes described above with:

  • Our group companies (which are part of the Luxin-Rio group of companies): AAM NL Cooperatief U.A. with registered office in Strawinskylaan 613, 1077XX Amsterdam, the Netherlands; Luxin-Rio (Hong-Kong) Company Ltd with registered office in Flat/Room 2006-08, 20/F, Two Chinachem Exchange Square, 388 King's Road, North Point, Hong Kong; and Qing Dao Ying Lian Arts Alliance Media Co., Ltd with registered offer in 6/F, Block B, Keyuanweiyi Road, High-tech Industrial Development Zone, Laoshan District, Qingdao, Shandong Province, P.R.C.) for the purpose of selling and providing Software, Services and/ or Equipment Materials to you;
  • Third party service providers who will process your personal data on our behalf for the purposes described above. In particular, we use third party providers for the purpose of:
    • hosting our Software and Services, or hosting our Website;
    • providing maintenance and support services on our Software, Services and Equipment Materials;
    • carrying out market research on our Software, Services and Equipment Materials or testing prototype;
    • communicating with you;
    • storing your personal information;
    • processing invoices and payment of professional services you would have provided to us
    • customer service call centre operations;
  • With our Business Partners, including our resellers, integrators, authorised third-party agents, in order to sell and, grant you access to our Software and Services. This includes, but is not limited to: sending you marketing by email, post, about our Software and Services which they think may be of interest to you, processing of orders for our Software and Services, assisting with sales-related efforts or post-sales support, providing access to our Software and Services and any needed customer support.
  • With other AAM Business Partners or vendors to allow them to share information with you about their products or services, directly or indirectly linked to Software and Services and Equipment Materials, to promote them and/or sell them to you. 
  • Your personal data may be shared with government authorities and/ or law enforcement officials if required for the purposes above; if mandated by law; or, if required for the legal protection of our legitimate interests in compliance with applicable laws.
  • In the event that the business is sold or integrated with another business, your data will be disclosed to our advisers and any prospective purchaser’s adviser and will be passed to the new owners of the business.


Where will my personal data be transferred?

Your personal data will be processed in or accessed from countries outside the European Economic Area ("EEA") by members of the AAM group (see above) in China and Hong-Kong and third party vendors in countries that do not have equivalent data protection laws to those in the EEA, such as, the United States. for the purposes outlined above.

We share your personal data with our group companies on the basis of intra-company agreement containing European Commission-approved standard contractual clauses, a copy of which can be requested by using the details provided below.


What rights do I have?

You have the right to ask AAM for a copy of your personal data; to correct, delete or restrict processing of your personal data; and to obtain the personal data you provide in a structured, machine readable format. In addition, you can object to the processing of your personal data in some circumstances (in particular, where we do not have to process the data to meet a contractual or other legal requirement and in relation to processing based on our legitimate interests (see above)). Where we have asked for your consent, you may withdraw that consent at any time. If you ask to withdraw your consent to AAM processing your data, this will not affect any processing which has already taken place at that time.

These rights may be limited, for example if fulfilling your request would unfairly reveal personal data about another person, or if you ask us to delete information which we are required by law or have compelling legitimate interests to keep.

If you would like to exercise these rights, you can contact us using the details set out below. If you have unresolved concerns you also have the right to complain to data protection authorities in the country where you live or work, or where you consider a breach of data protection law has occurred.

How long will you retain my personal data?

We will retain your personal information as needed to fulfil the purposes for which it was collected. It will be for the duration of the contractual relationship plus 6 years, or longer if required to keep in connection with legal proceedings. We will retain and use your personal information as necessary to comply with our business requirements, legal obligations, or resolve any dispute.


Is my personal data secure?

We implement and maintain appropriate technical and organisational measures to protect your personal data against unauthorised or unlawful processing and against accidental loss, destruction, damage, theft, alteration or disclosure. An overview of our technical and organisational measures can be found here.


Contact us

We hope that we can satisfy queries you may have about the way we process your personal data. If you have any concerns about how we process your data, or would like to opt out of direct marketing, you can get in touch at or by writing to Arts Alliance Media, The WestWorks, White City Place, 195 Wood Lane, London W12 7FQ.