PRIVACY POLICY – THEMOVIEAPP

Last updated: 29-11-2025

1. About this policy

1.1 This Privacy Policy explains how AI EMBEDDED LTD ("AI Embedded", "we", "us", "our") collects, uses and protects your personal data when you use:

(a) the website https://themovieapp.co.uk; and

(b) the movie discovery and recommendation service known as themovieapp (together, the "Service").

1.2 themovieapp is a product of AI EMBEDDED LTD, a company registered in England and Wales under company number 16768211, with registered office at 6 Martinique Drive, Lower Darwen, Darwen, England, BB3 0SA.

1.3 For the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, we act as a data controller in respect of the personal data we process in connection with the Service.

1.4 This Privacy Policy sits alongside our Terms of Service – themovieapp. Please read both documents carefully.

2. How to contact us

If you have any questions about this Privacy Policy, your personal data, or our data practices, you can contact us at:

Email: hello@themovieapp.co.uk

Postal address: AI EMBEDDED LTD, 6 Martinique Drive, Lower Darwen, Darwen, England, BB3 0SA

We have not appointed a dedicated Data Protection Officer, but you can contact us using the details above for any privacy-related matters.

You also have the right to complain to the UK supervisory authority, the Information Commissioner's Office (ICO), or to your local data protection authority.

3. What personal data we collect

The types of personal data we collect depend on how you use themovieapp. "Personal data" means any information that relates to an identified or identifiable individual.

3.1 Basic identifiers and contact data

We may collect:

Email address (for example when you sign up, subscribe, or contact us).

Optional name or display name if you choose to provide it.

3.2 Account and subscription data (if applicable)

If you create an account or purchase paid features, we may collect:

Login details (email and password – stored in hashed form).

Subscription tier, plan type and status.

High-level billing history (e.g. which plan you purchased and when) and records of access to premium features.

3.3 Preference and quiz data

To power the recommendation engine, we may collect and store:

Your answers to quiz questions, including:

mood or how you're feeling;

who you are watching with;

preferred languages, genres, themes and time periods;

specific likes/dislikes (e.g. "no horror", "no sad endings").

Feedback on recommendations (e.g. "like", "not interested", "already seen").

Any optional tags, notes or lists that you create within the Service.

3.4 Usage and technical data

When you use the Service, we may automatically collect:

IP address and approximate location (for example, country or city level).

Device and browser information (e.g. device type, operating system, browser type and version).

Time zone, language settings and other basic configuration data.

Dates and times of access; pages viewed; click paths; quiz progression; and interactions with features (for example starting or completing a quiz, clicking a streaming link).

3.5 Payment and billing data (if you buy paid features)

If you purchase premium features or subscriptions, payments are processed by third-party payment providers. We may receive and store:

Limited payment/billing information from our payment provider (e.g. last four digits of card, billing country, payment status).

Basic transaction details (plan purchased, amount, currency and date).

We do not store full payment card numbers on our own systems.

3.6 Communication data

If you contact us, we may collect:

Emails and messages you send to us (for example, support requests, bug reports, feedback, partnership enquiries).

Our responses and any internal notes relevant to your enquiry, where necessary to handle your request.

3.7 Cookies and similar technologies

We use cookies, local storage and similar technologies to:

keep you logged in and maintain sessions;

remember your quiz progress and preferences;

understand how the Service is used, so we can improve it;

(if applicable) measure the performance of campaigns or referral links.

More detail is provided in Section 9 (Cookies and similar technologies) and, where relevant, in any separate cookie notice or preferences panel.

3.8 Special category data

We do not intentionally collect special categories of personal data (for example health information, political opinions, religious beliefs, trade union membership, sexual orientation).

Please do not include such information in your quiz answers, comments or messages. If you choose to provide such information, you do so at your own risk. If we become aware that we are processing special category data without a valid legal basis, we will take steps to delete it where reasonably practicable.

4. How we use your personal data (purposes and legal bases)

We only use your personal data when we have a valid legal basis to do so under UK GDPR. Depending on the context, the legal basis will usually be one or more of:

Performance of a contract – where we need your data to provide the Service you ask us for.

Legitimate interests – where we use your data in ways that are reasonable and balanced, and do not override your rights.

Consent – where you have clearly agreed to a specific use of your data (for example, certain cookies or marketing in some jurisdictions).

Legal obligations – where we must process data to comply with the law.

Below are the main purposes for which we process personal data and the associated legal bases.

4.1 To provide and operate themovieapp

We use your data to:

run the quiz and recommendation flows;

generate, update and display recommendations, lists and related information;

remember your choices, saved items and history (where applicable);

manage your account and authentication.

Legal basis: Performance of a contract (or steps taken at your request before entering into a contract).

4.2 To personalise your experience

We use your quiz answers, feedback and usage patterns to:

tailor questions and recommendations to your preferences;

avoid, where possible, content you've marked as "already seen" or "not interested";

make the experience more relevant over time.

Legal basis: Our legitimate interests in providing a relevant, enjoyable and effective recommendation service.

4.3 To analyse and improve the Service

We use usage and analytics data to:

understand how users move through the quiz and where they drop off;

test different question orders, filters and recommendation logic;

measure performance of new features;

improve accuracy, diversity and quality of recommendations;

plan our product roadmap and prioritise fixes or enhancements.

Legal basis: Our legitimate interests in analysing and improving our products and services.

Where we rely on analytics cookies or similar technologies that require consent, the legal basis for that specific data collection is consent.

4.4 To communicate with you

We use your contact details and communication data to:

respond to questions, feedback, support requests or bug reports;

send important service or policy updates (for example, changes to these Terms or this Privacy Policy);

notify you about changes affecting your account or access rights.

Legal basis: Performance of a contract and/or our legitimate interests in communicating with users of the Service.

4.5 To send you news and marketing (where permitted)

If we send you news about themovieapp, new features, offers, surveys or other marketing-type messages, we will do so:

where you have opted in or given consent (if required by law); or

where our use of your email address for this purpose is based on our legitimate interests in promoting and developing our business, and is permitted without specific consent.

You can opt out of marketing emails at any time by using the unsubscribe link in our emails or by contacting us at hello@themovieapp.co.uk.

Legal basis: Your consent (where required), or our legitimate interests in promoting our products and services.

4.6 To handle payments and subscriptions (if applicable)

If you purchase premium features or subscriptions, we process data to:

process payments and prevent fraudulent transactions;

manage billing, receipts and account entitlements;

comply with tax, accounting and financial regulations.

Legal basis: Performance of a contract and compliance with legal obligations.

4.7 To keep the Service secure

We use usage and technical data to:

monitor for suspicious or fraudulent activity;

apply rate limits or blocks to activity that threatens system stability or security;

protect our systems, users and partners from abuse.

Legal basis: Our legitimate interests in maintaining security and preventing abuse; compliance with legal obligations in some cases.

4.8 To comply with the law and enforce our rights

We may process personal data to:

respond to lawful requests and orders from public authorities, regulators or courts;

enforce our contracts and Terms of Service;

establish, exercise or defend legal claims.

Legal basis: Compliance with legal obligations; our legitimate interests in protecting our rights and interests.

5. AI, profiling and automated decision-making

5.1 themovieapp uses AI models and other algorithmic systems to:

interpret your quiz answers and interaction history;

infer or apply tags and attributes (for example, mood, narrative traits, themes, pacing, tone);

filter and rank films in order to provide you with recommendations that are likely to match your preferences.

5.2 This involves profiling, meaning we build a profile of what kind of films you might enjoy (for example, high-energy comedies to watch with friends, or slower introspective dramas with bittersweet endings).

5.3 However, we do not use themovieapp for automated decision-making that produces legal or similarly significant effects on you, such as:

decisions about credit or loans;

employment or recruitment screening;

eligibility for public services or benefits.

5.4 You are always free to:

stop using the Service at any time;

clear your data or reset your preferences where tools allow it;

contact us at hello@themovieapp.co.uk to request deletion of your account and associated personal data, subject to legal retention requirements.

6. Sharing your personal data

We do not sell your personal data. We may share it with the following categories of recipients, where necessary:

6.1 Service providers (processors)

We use third-party providers to help us operate and improve themovieapp, such as:

cloud hosting and infrastructure providers;

analytics and performance-monitoring tools;

payment processors and billing platforms;

customer support, communication and email service providers;

tools used for feature experimentation and A/B testing.

These providers act as data processors on our behalf. They are only allowed to process personal data in accordance with our instructions and are contractually required to keep it secure and confidential.

6.2 Professional advisers

In limited cases, we may share necessary information with:

lawyers, accountants, auditors or other professional advisers,

where required for advice, auditing or to protect our legal rights and interests.

6.3 Authorities and legal recipients

We may disclose personal data where required by law, regulation, court order or a competent authority, or where we reasonably believe disclosure is necessary to:

protect our rights, property or safety;

protect the rights, property or safety of our users or others;

investigate or prevent suspected fraud or abuse.

6.4 Business transfers

If we are involved in a merger, acquisition, reorganisation, asset sale or similar transaction, personal data may be disclosed to the relevant parties as part of the due diligence or transferred as part of the transaction, in accordance with Applicable Law.

7. International data transfers

7.1 Some of our service providers and infrastructure may be located outside the United Kingdom or European Economic Area (EEA). As a result, personal data may be transferred to and processed in countries that may have different data protection laws from those in your home country.

7.2 Where we transfer personal data to a country that does not have an "adequacy" decision from the UK Government or (if applicable) the European Commission, we will put in place appropriate safeguards, such as:

standard contractual clauses approved by the relevant authorities; or

other lawful transfer mechanisms as permitted under data protection law.

7.3 You can contact us at hello@themovieapp.co.uk for more information about these safeguards.

8. How long we keep your data

8.1 We keep personal data only for as long as reasonably necessary for the purposes described in this Privacy Policy, including to:

provide and improve themovieapp;

maintain records of your transactions and account (if any);

comply with legal, accounting and tax obligations;

resolve disputes and enforce our agreements.

8.2 In general:

Account and subscription data – kept while your account is active and for a reasonable period afterwards (for example, to deal with queries, enforce our rights or comply with legal retention requirements).

Quiz and preference data – kept while needed to provide and improve the Service and then anonymised or deleted.

Logs and analytics data – kept for a limited period (typically months rather than years) and then aggregated or anonymised.

Payment and billing records – retained for the period required by tax, financial and accounting laws.

8.3 When personal data is no longer required for the purposes stated, we will delete it or anonymise it in a secure manner, subject to any legal or regulatory requirements to retain certain information for a longer period.

9. Cookies and similar technologies

9.1 themovieapp uses cookies and similar technologies on the Website and within the Service. These may include:

Strictly necessary cookies – required for the Service to function properly (for example, keeping you logged in, maintaining sessions, basic security).

Functional cookies – used to remember choices and preferences (e.g. language settings, UI preferences, quiz state).

Analytics cookies – used to collect information about how the Service is used (e.g. pages visited, buttons clicked) so that we can understand usage patterns and improve performance and features.

Marketing / tracking cookies – if used, these help us measure the performance of campaigns or build anonymised audience segments (for example, to understand how many people discovered us via a particular channel).

9.2 Where required by law, we will seek your consent before placing non-essential cookies (such as analytics or marketing cookies) on your device. This is typically done through a cookie banner or preferences panel when you first visit the Website.

9.3 You can manage cookies by:

adjusting your browser settings to block or delete cookies; and/or

using any cookie preferences tools or links we provide on the Website.

9.4 If you block or delete certain cookies, some parts of the Service may not function correctly or may be less convenient to use.

9.5 More detailed information about the specific cookies we use and their purposes may be provided in a separate Cookie Notice on the Website, which should be read together with this Privacy Policy.

10. Children

10.1 themovieapp is not intended for children under sixteen (16) years of age.

10.2 We do not knowingly collect personal data from children under 16. If we learn that we have collected personal data from a child under 16 without appropriate consent, we will delete it as soon as reasonably practicable.

10.3 themovieapp may recommend films with mature or adult content. It is your responsibility to ensure compliance with any age ratings and local content restrictions, and for parents or guardians to supervise younger users where applicable.

11. Your rights

Depending on where you live and subject to certain conditions and exemptions under Applicable Law, you may have some or all of the following rights in relation to your personal data:

Right of access – to receive confirmation as to whether we process your personal data and to obtain a copy of that data.

Right to rectification – to have inaccurate or incomplete personal data corrected or updated.

Right to erasure – to request deletion of your personal data in certain circumstances (for example, where it is no longer needed for the purposes for which it was collected, or where you withdraw consent and there is no other legal basis for processing).

Right to restrict processing – to request that we limit the processing of your data in specific situations (for example, while we check the accuracy of the data or our legal basis).

Right to data portability – to receive the personal data you have provided to us in a structured, commonly used and machine-readable format, and to have it transmitted to another controller where technically feasible and where the processing is based on consent or contract and carried out by automated means.

Right to object – to object to certain types of processing based on our legitimate interests (including profiling), on grounds relating to your particular situation. We will then stop or limit that processing unless we have compelling legitimate grounds to continue or it is needed for legal claims.

Right to withdraw consent – where we rely on your consent for a particular processing activity (for example, certain cookies or marketing), you may withdraw that consent at any time. This will not affect the lawfulness of processing based on consent before it was withdrawn.

To exercise any of these rights, please contact us at hello@themovieapp.co.uk. We may need to verify your identity before responding to your request.

You also have the right to lodge a complaint with a data protection authority. In the UK, this is the Information Commissioner's Office (ICO).

12. Security

12.1 We implement appropriate technical and organisational measures designed to protect personal data against unauthorised access, accidental loss, destruction or damage. These measures may include:

encryption in transit and at rest (where appropriate);

access controls and authentication;

regular security updates and patching;

backups and resilience measures.

12.2 However, no system or service can be guaranteed to be 100% secure. You are responsible for:

keeping your password and account credentials safe;

logging out after using shared devices;

using up-to-date security measures on your devices (e.g. operating system updates, antivirus, firewall).

If you believe your account has been compromised, please contact us immediately at hello@themovieapp.co.uk.

13. Changes to this Privacy Policy

13.1 We may update this Privacy Policy from time to time, for example to reflect changes in:

our Service and how it works;

our data practices;

Applicable Law or regulatory guidance.

13.2 When we make changes, we will:

update the "Last updated" date at the top of this page; and

where appropriate, notify you via the Website, in-app messages or by email.

13.3 Your continued use of themovieapp after any changes become effective will mean you accept the updated Privacy Policy. If you do not agree with the changes, you should stop using the Service and may contact us at hello@themovieapp.co.uk with any questions or to exercise your rights.