(c) Quality Standards. Any and all use or exercise of rights by Cinemark with
respect to the LLC Marks or any other trademark, tradename, service mark or service name provided by LLC to Cinemark for use in connection with the Advertising Services shall be in accordance with standards of quality and specifications prescribed
by LLC from time to time (the LLC Quality Standards) and which have been delivered to Cinemark. LLC shall have the right to change the LLC Quality Standards from time to time upon written notice to Cinemark, provided such modified
LLC Quality Standards are equally and timely applied to any and all other exhibitors of the Advertising Services.
Designation. Cinemark shall cause the appropriate designation (TM) or (SM) or the registration symbol (R) to be placed adjacent to the LLC Marks in connection with the use thereof and to indicate such
additional or alternative information as LLC shall specify from time to time concerning the use by Cinemark of the LLC Marks as such is, equally and timely communicated and applied to any and all other exhibitors of the Advertising Services.
(e) Right to Suspend Use. Cinemark shall not use any LLC Mark in any manner that may reflect adversely on the image or
quality symbolized by the LLC Mark, or that may be detrimental to the image or reputation of LLC. Notwithstanding anything herein to the contrary, LLC shall have the right, at its sole option, to terminate or suspend the trademark license grant
provided herein if it determines that Cinemarks 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) Use Limitations.
Cinemark agrees not to use (i) any trademark or service mark which is confusingly similar to, or a colorable imitation of, any LLC Mark or any part thereof, (ii) any trademark or service mark in combination with any LLC Mark, except in the
case of the Brand as created by LLC under the terms of Section 4.05(a) 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(a). Cinemark shall not engage in any conduct which may place LLC or any LLC Mark in a negative light or context, and shall not represent that it owns or has any interest in any LLC Mark other than as expressly
granted herein, nor shall it contest or assist others in contesting the title or any rights of LLC (or any other owner) in and to any LLC Mark.
(g) Treatment. With respect to all of LLCs approvals, rights and otherwise under this Section 7.02, LLC shall treat
Cinemark at least as favorably with respect to each instance as it has for any other exhibitor of the Advertising Services.