Purpose of this privacy notice

This privacy notice relates to the provision of the “Madex” service by Movio Limited (“Movio”"we""us" or “our”) located at Shed 12, City Works Depot, 90 Wellesley Street West, Auckland Central, Auckland 1010, New Zealand.

Madex is a digital advertising platform used by cinema companies (referred to as “Exhibitors”) and movie producers, studios, and distributors (referred to as “Distributors”) which allows Distributors to advertise their movies to people based on data provided by the Exhibitors.

When Movio provides the Madex service, we act as a “processor” on behalf of our clients, who are the data controller in relation to the processing of any personal information processed as part of the Madex service. Under most data protection laws only “data controllers” are required to provide privacy notices (not processors). However, Movio takes data protection compliance seriously and we make this privacy notice available in the interests of transparency. This notice provides details of the personal information that is used as part of the Madex service, how that personal information is used, and who it is used by.

Please note that this privacy notice does not relate to the processing of any personal information by Movio acting as a controller for its own purposes, for example when we collect, use and share personal information if you register with or use our website or services, work with us as a business partner, register or attend an event organised or hosted by us, apply for a job with us, or subscribe to our newsletters or other forms of marketing communications. Please see our privacy policy at https://movio.co/legal/privacy-policy for details regarding how we process personal information in those cases.

What personal information is collected as part of the Madex service?

The Madex service processes the following personal information about moviegoers: (a) a unique ID (this is a pseudonymized identifier used to identify you without using obviously identifiable information such as your name and may be a hashed email address or phone number); (b) gender, (c) age; and (c) information regarding movies watched at the relevant Exhibitor’s cinema.

The above information is collected by Exhibitors as part of your membership to the Exhibitor’s loyalty programme or as part of your online or mobile ticketing account with the Exhibitor and/or newsletter subscriptions. Exhibitors provide this information to Movio to enable Movio to provide the Madex service as further described below. The Exhibitors are responsible for ensuring that this information is collected and made available to us in compliance with all applicable data protection laws and their own privacy policies.

How is personal information used as part of the Madex service?

Movio uses the information described in the section above to create digital audience “segments” (referred to as “Audiences”) using Movio’s algorithms which create groups of moviegoers who it predicts share similar characteristics (such as being “likely” to see a particular movie).

The Madex service then enables Distributors to run targeted digital advertising campaigns in relation to their movies directed at particular Audiences on particular online channels (such as Facebook, Snap and Twitter) using the advertising products made available by these online channels (such as Facebook’s “Custom Audience” tool). Please note that Movio ensures that no moviegoer’s personal information is visible to, nor directly accessible by any of the Distributors who use the Madex service.

Your rights

You have certain rights in relation to your personal information. These include the right to object to the processing of your information for certain purposes, the right to access your personal information, and the ability to erase, restrict or receive a machine-readable copy of your personal information. You should contact the relevant controller of your personal information in order to exercise your rights – in most cases, in relation to Madex, this will be the Exhibitor.


We may amend this notice from time to time to keep it up to date with legal requirements and the way we operate our business, and we will place any updates on this webpage. This service privacy notice was last updated on 7 October 2021. Please regularly check this page for the latest version of this notice.

Contact Us

If you have any questions about the Madex service, you can contact our privacy team at privacy@movio.co. However, please note that if you have any concerns regarding the processing of your personal information as part of the Madex service, you should contact the relevant controller (which in most cases will be Exhibitor) – we are generally required to pass any such concerns we receive from individuals to the relevant controller and not deal with them ourselves directly.