ALLIANCE ATLANTIS – PRIVACY CODE

Alliance Atlantis' Commitment to Privacy

Protecting the privacy and confidentiality of Personal Information has always been an important aspect of our operations. As an employer, broadcaster, creator and distributor of filmed entertainment, the proper collection and use of Personal Information is fundamental to our day-to-day business operations. This Privacy Code applies to all employees, individuals using our products and services and to certain persons with which Alliance Atlantis has contracted.

Each of our employees must abide by our commitment to privacy in the handling of Personal Information. We have made it a policy to ensure all Alliance Atlantis companies are fully compliant with Privacy Laws, including the Personal Information Protection and Electronic Documents Act (“Privacy Laws”).

What is Personal Information?

Personal information is any piece of information about an identifiable individual. Personal information does not include the name, title, business address, or business telephone number of an employee of an organization (“Personal Information”).

Applicability of Alliance Atlantis's Privacy Code

Alliance Atlantis's Privacy Code informs you of our commitment to protecting Personal Information. It tells you the ways we ensure that Personal Information is protected. The terms, "we", "us" and "our" means Alliance Atlantis Communications Inc. and its affiliated companies (“Alliance Atlantis”), which includes its companies involved in the broadcasting, creation and distribution of filmed entertainment and our authorized contractors, consultants and suppliers. "You" and "your" means the individual who is a customer (by virtue of viewing our materials or using our online services), employee or arm’s length contractor of Alliance Atlantis. Our Privacy Code applies to protect Personal Information in our possession and control. Our Web sites may contain links to other Web sites that are provided and maintained exclusively by third parties. Web sites provided and maintained by third parties are not subject to this Privacy Code. Please review the privacy policies on those Web sites to determine their information handling practices.

The Ten Privacy Principles

Our Privacy Code includes the following ten principles, as set out in the Privacy Laws:

1. We Are Accountable At Alliance Atlantis, we take our commitment to securing privacy very seriously. Each employee and representative of Alliance Atlantis is responsible for the Personal Information under his, her or its control. They are informed about the importance of privacy and are updated about our Privacy Code and related policies. We have appointed a member of our senior management team to be Alliance Atlantis' Privacy Officer. Our Privacy Officer is responsible for reviewing and approving all Personal Information handling practices at Alliance Atlantis, and ensuring that our policies and practices are up-to-date. Our Privacy Officer may be contacted at privacy@allianceatlantis.com.
2. We Will Identify How Personal Information Will be Used Whenever we collect information about you, we will explain how we intend to use it. We will limit the information we collect to what we need for those purposes, and for no other purpose. We will always seek your consent.

3. We Will Confirm Your Consent We will confirm your consent to the collection, use or disclosure of Personal Information at the time of collection or in advance. Consent may be expressed in writing or implied, and in some cases, you may provide it verbally, electronically or through your authorized representative. You will always have an opportunity to “opt-out” Upon request, we will explain your options regarding refusing or withdrawing consent to the collection, use and disclosure of Personal Information, and we will record and respect your written choices. However, your decision to withhold particular details may limit the services we are able to offer to you. Any refusal or withdrawal of consent may be subject to any overriding legal requirements or commitments.
4. We Will Limit the Collection of Personal Information Personal Information is collected by Alliance Atlantis only for specific, limited purposes (see: We Will Identify How Personal Information Will be Used). When you visit our websites, information is not collected that could identify you personally unless you choose to provide it.
5. We Will Limit Use, Disclosure and Retention The information we request from you is used only in accordance with purposes set out and in accordance with legislative requirements. If necessary, we will seek your consent before using the information for purposes beyond the scope of your original consent. In the case of contests and promotions, occasionally we will ask if you consent to the forwarding of Personal Information to our promotional and advertising partners, but you may decline consent. As a function of Alliance Atlantis fulfilling certain legal requirements, we may disclose Personal Information without consent. We will retain Personal Information only as long as is required for the purposes we describe and as is required under law. Once Personal Information is no longer required (or if you have opted-out or withdrawn consent), it is our practice that it is destroyed, deleted or made anonymous.
6. We Will Strive to Have Accurate Records All decisions we make involving Personal Information is based on accurate, complete and up-to-date information. However, we rely on you to disclose all material information and to inform us of any relevant changes or corrections as they may relate to you. We encourage you to contact us as soon as possible and we will make the appropriate reasonable corrections or amendments, upon receipt of appropriate evidence.
7. We Will Protect Personal Information We will protect Personal Information with appropriate safeguards and security measures. We utilize a combination of physical, administrative and electronic measures to ensure Personal Information is adequately protected on a day-to-day basis, for storage and disposal. Access to Personal Information is limited to those authorized by Alliance Atlantis. Alliance Atlantis's computer systems are password-secured or firewall protected and constructed in such a way that only authorized individuals may access these systems. To safeguard against unauthorized access to Personal Information via the Internet, you may be required to sign-on and go through a security protocol. If you send us an e-mail message that includes Personal Information, we will use that information to respond to your inquiry. Please note that email is not necessarily secure against interception.
8. We Will Keep You Informed We want to keep you informed. Our Privacy Code is transparent and it is made available to the public at www.allianceatlantis.com. Should you have any questions, comments or concerns, please feel free to contact us at privacy@allianceatlantis.com or the mailing address set out below.
9. We Will Provide You with Access We will provide you access to the information we retain about you within a reasonable time, upon written request, satisfactory identification and proof of entitlement. We will respond to you within 30 days of receiving your proper written request. In some very limited circumstances we may deny you access to Personal Information. If we deny your individual request for access to your Personal Information, we will advise you, subject to any legal requirements, in writing of the reason for the refusal.
10. We Will Be in Compliance Alliance Atlantis encourages you to contact us with any questions or concerns you might have about Personal Information or this Privacy Code. You can reach us by email or by mailing us your questions, concerns or requests at the following:
    
    privacy@allianceatlantis.com
    Privacy Officer
    Alliance Atlantis Communications Inc.
    121 Bloor Street East Suite
    1500 Toronto, Ontario
    M4W 3M5

Any changes to our Privacy Code and information handling practices will be executed in a timely manner. We may add, modify or remove portions when we feel it is appropriate to do so.