Prime Cinemas values its relationships with its guests. As part of its commitment to providing best-in-class service to our guests, Prime Cinemas has created this policy to describe its policies regarding its collection of information from consumers, its use of such information, and its privacy practices with respect to same. In order to make informed decisions regarding your personal information, Prime Cinemas strongly urges you to review this policy completely and carefully.

This privacy policy applies to information collected by Prime Cinemas, its subsidiaries, licensees, and affiliated companies (collectively, “Prime Cinemas”) through your (i) use of Prime Cinemas website and/or mobile application(s), (ii) participation in the Prime Cinemas Rewards loyalty program, or any sweepstakes, promotion, or survey offered by Prime Cinemas, and (iii) disclosure of personal information to Prime Cinemas through any other means. While your acceptance of this policy is voluntary, your continued use and/or participation in any of the foregoing constitute your acceptance of this policy and any other applicable terms.

How Prime Cinemas Collects and Uses Data. For each visitor to our website, our web server automatically recognizes only the consumer’s domain name, not email address. When you visit the Prime Cinemas website, Prime Cinemas automatically collects data on your website usage and online behavior, e.g., previous websites you visited, your computer’s web browser, operating system, and IP address, how you navigate and interact with the Prime Cinemas site.

We may ask you to provide personally identifiable information when you create an online account, sign up for the Prime Cinemas Rewards loyalty program, download and register our mobile Application, purchase products or services, participate in a sweepstakes, promotion or survey, contact Prime Cinemas with a question or concern, or participate in other activities when you visit a Prime Cinemas website or use an Application. When you register for the Prime Cinemas Rewards program, Weekly Showtimes Newsletter and contests, you will be asked to provide your name, street address, email address, phone number, birthday and other marketing preferences. Through your participation in the Prime Cinemas Rewards program, Prime Cinemas may collect information on your theatre movie transactions as well as concessions and food and beverage purchase at our theaters, including, without limitation, the movies you see, concession items you purchase, and theatres you attend. If you choose to use the Facebook Connect feature or similar features in connection with your account or Application, you are asking the social network provider to share your profile information with Prime Cinemas. Prime Cinemas will collect, store and use all information it receives from the social network provider about you in connection with this privacy policy.

Prime Cinemas may also collect additional information from you, depending on how you engage with Prime Cinemas. For example, Prime Cinemas may collect information from you if you post messages to our bulletin board, communicate with us through email or online comment cards, or participate in surveys or site registrations. While Prime Cinemas generally limits the use of such information to its own internal use to address guest concerns and improve the guest experience, Prime Cinemas may post guest feedback and comments on its website or on social media.

Sharing of Information. Prime Cinemas uses information collected from you in a number of ways, including, without limitation, to improve the content and navigation of Prime Cinemas website and mobile applications, to assist in the marketing and promotion of films, events, and Prime Cinemas products in which you may be interested, to communicate with you for guest services purposes, and to prevent and detect fraud or other misuse of our website, mobile application, Prime Cinemas Rewards program, and promotions. Further, Prime Cinemas routinely shares this information with third parties, such as motion picture distributors, industry data sharing services, and promotional and other business partners.

How Prime Cinemas Secures Your Information. Prime Cinemas uses several encryption methods, such as Secure Sockets Layer for the transmission of data, and other measures to ensure that the personally identifiable information you submit to Prime Cinemas through your use of a Prime Cinemas website or Application, is secure. Prime Cinemas takes reasonable measures to ensure that your personally identifiable information remains secure. Prime Cinemas takes reasonable measures and implements appropriate safeguards to protect your personal information. However, by agreeing to this policy, you acknowledge that, although Prime Cinemas endeavors to maintain the security of information in its possession, no security system is capable of preventing all security breaches and by continuing to use the Prime Cinemas websites and applications, you accept the risk that a security breach may occur.

Third parties. Prime Cinemas retains third parties to place and manage advertisements on its website and mobile applications. These third parties may automatically collect information from you, through cookies and other technology, in order to provide you with advertisements for goods and services in which you may be interested. Prime Cinemas also uses third parties to assist it in providing services, fulfilling orders, Data and information requests, to improve your experience with the Applications and on Prime Cinemas websites and for other business purposes. Prime Cinemas will share your personally identifiable information with these third parties for these purposes; however, these third parties will not contact you directly.

In addition, the Prime Cinemas website may contain links to other websites that are not operated or controlled by Prime Cinemas, including to our online ticketing vendor and social networking sites. Prime Cinemas does not endorse the content, nor make any assurances about the security of these websites. Prime Cinemas is not responsible for the privacy practices or content of third party websites. This policy applies only to the information collected by Prime Cinemas as specified in this policy. It is your responsibility to understand the individual privacy policies of any website you visit.

Cookies. Prime Cinemas websites and Applications are designed to use technology (e.g., cookies, web beacons, and pixel tags) to collect and store information concerning your use of the Prime Cinemas websites and Applications, in order to recognize you, provide personalization, optimize performance of the Prime Cinemas websites and Applications, and collect traffic data (e.g., number of visitors to the Prime Cinemas website, frequency of visits or use, length of visit, and the use made, or the feature, function or advertisement selected). You may adjust your browser’s settings to alert you when a site is attempting to send a cookie and allow you to refuse cookies.

Employment Applications. Employment Applications submitted through Prime Cinemas Web Site are stored by Prime Cinemas for a specified period of time and the information contained in the applications is not released to any person that is not an employee of the Prime Cinemas, except as required by law. We will only contact an applicant to discuss employment interest and for no other purpose.

Website use by children under 13 years of age. Prime Cinemas does not specifically target its websites and applications to children under 13 years old. If you are under the age of 13, you should only use our website and applications under the supervision of a parent or guardian.

Policy Changes. Prime Cinemas reserves the right to change this policy at any time without notice. You are responsible for keeping apprised of the current policy; thus, Prime Cinemas encourages you to check the policy periodically. The policy posted at http://www.prime-cinemas.com/privacy-policy is the current policy. Your continued use and/or participation in any Prime Cinemas website, mobile application, loyalty program, promotion, etc., constitute your acceptance of any revised policy. Notwithstanding the foregoing, Prime Cinemas will endeavor to provide notice of any material changes to this policy by sending an email explaining such changes to you at your email address on file with Prime Cinemas if you are a Prime Cinemas Rewards member and by posting notice to Prime Cinemas website.

Disclosures. Prime Cinemas may be required to share your personally identifiable information with law enforcement or other governmental agencies in response to a court order, subpoena, government investigation, or as otherwise required by law. Prime Cinemas also reserves the right to report to law enforcement agencies any activities that Prime Cinemas, in good faith, believes to be unlawful. Prime Cinemas also may share certain personally identifiable information when it believes that such sharing is reasonably necessary to protect the rights, property, and safety of others and itself.

Additionally, Prime Cinemas may disclose your information as part of a planned or potential corporate sale, merger, reorganization, consolidation, or similar events. Your information will be treated as an asset and be transferred to the purchaser as part of a sale or other transaction.

Indemnity. You agree to indemnify and hold Prime Cinemas, its subsidiaries, affiliates, officers, agents and other partners and employees, harmless from any loss, liability, claim or demand, including reasonable attorney's fees, made by any third party due to or arising out of your use of the Site or Applications, including also your use of the Site to provide a link to another Site or to upload content or other information to the Site.

Opting Out. You are never obligated to provide Prime Cinemas with any personal information. At any time, if you would like to cease receiving communications from Prime Cinemas or limit our ability to share your information with third parties, you may “opt out.” If you do not want to receive communications from Prime Cinemas in the future or have personal information shared with third parties, email info@primegrassvalley.com.