to it in Section 7.1. "Advertising Services" means the advertising and promotional services (including the Digital Content Service, the Digital Carousel, the Traditional Content Program, Lobby Promotions and Event Sponsorships) as described in Part A of Exhibit A. "Base Amount" has the meaning assigned to it in Section 7.2. "Beverage Agreement" means that certain Beverage Agreement, Pepsi dated January 1, 2011. 1 Source: DIGITAL CINEMA DESTINATIONS CORP., S-1, 12/20/2011 "Branded Slots" has the meaning assigned to it in Section 3.6(b). "Change of Control" has the meaning assigned to it in Section 14.8. "Confidential Information" means any and all technical and non-technical information of or related to either Party, including, without limitation, proprietary information, know-how, the NCM Property and Derived Works, and information related to or regarding either Party's research and development, finances, suppliers, customers, business forecasts, and marketing plans, in whatever form disclosed or made available. Confidential Information does not include information which: (i) the recipient can demonstrate was already known to it at the time of its receipt hereunder; (ii) is or becomes generally available to the public other than by means of the recipient's breach of its obligations under this Agreement; (iii) is independently obtained from a third party whose disclosure violates no duty of confidentiality; or (iv) is independently developed by or on behalf of the recipient without use of or reliance on any Confidential Information furnished to it under this Agreement. "Costs" has the meaning assigned to it in Section 10.1. "Derived Works" has the meaning assigned to it in Section 12.2. "Digital Carousel" means a loop of slide advertising with minimal branding and entertainment content which (i) is displayed before the Pre-Feature Program in Digitized Theatres via the Digital Content Network and (ii) is displayed before the Traditional Content Program in Non- Digitized Theatres via