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Privacy Policy

Last Updated and Effective: October 29, 2025

This Privacy Policy describes our practices regarding the collection, use, and disclosure of personal information collected by Lucas Museum of Narrative Art (“LMNA” or “Museum”) through our websites and mobile websites that include a link to this Privacy Policy, and offline, such as when visiting the Museum (collectively, the “Services”). This Privacy Policy also describes the measures we take to safeguard the information and tell you how to contact us about our privacy practices and to exercise your privacy rights. LMNA is a California nonprofit benefit corporation.

Please review this Privacy Policy carefully. In addition, please review the Terms of Use, which govern your use of the Services.

Personal Information We Collect

We may collect personal information from you directly, automatically when you visit the Services through cookies and other technologies, and sometimes from third parties.

We use the term “personal information” to mean any data that could be used to identify you, including “personal data” such as your contact information (for example, your email when you contact us), payment information (for example, credit card information when you purchase a ticket), and other information – you can see some more examples set forth below. We will treat additional data, including IP addresses and cookie identifiers, as “personal information” or “personal data” where required by applicable law, and we will treat certain personal data as “sensitive data” as required by applicable law.

Here are examples of the types of personal information we collect about you, depending on how you engage with the Services:

  • Contact Information, such as name, mailing address, and email address.

  • Visitor/Member Characteristics, such as age, number of people in family, address, veteran/military status, and/or eligibility for discounted Museum entry.

  • Commercial Information, such as payment information if you are making a purchase (which is processed through our payment service provider), your billing address, purchasing history (for tickets, special exhibits, gift shop), or research data that you provide when you agree to participate in our surveys and research activities. For our donors, we may collect information such as your giving history, purchases, and whether you wish to remain anonymous.

  • Geolocation Data, such as the location of your device when you opt-in to share such data.

  • Location in the Museum, if you are in the Museum and interact with the Museum’s mobile website by taking a photo of artwork, the mobile website will orient your location within the Museum.

  • Internet or electronic network activity, such as browsing history, search history, banners you click, emails you open and click, information collected from using Museum Wi-Fi, and pages you visit on the Services and access Museum information via the Museum mobile website. More detail on this is provided below in the “Information We Collect By Automated Means” section.

  • Inferences drawn from the information we collect, such as preferences, characteristics, predispositions and behaviors.

  • Other personal information, as stated at the time of collection.

Information We Collect By Automated Means

When you visit or otherwise interact with our Services, we and our partners may collect certain “Usage Information” by automated means, using technologies such as cookies, web server logs, image pixels, web beacons and JavaScript (collectively referred to as “Tracking Technologies”). Usage Information may include your device IP address or other unique device identifier, web browser characteristics, device characteristics, operating system, language preferences, referring URLs, clickstream data, and dates and times of website visits.

We use the following types of Tracking Technologies to automatically collect information when you interact with us online:

Cookies and Local Storage.  A “cookie” is a text file that websites send to a visitor’s computer or other internet-connected device to uniquely identify the visitor’s browser or to store information or settings in the browser. These technologies may be used for many purposes by us, our service providers, and our third-party business partners, such as automatically collecting Usage Information, enabling features, serving advertisements to you online, and remembering your preferences. We may use cookies and other technologies to help keep your use of the Services more secure, to study traffic patterns on the Services, to study the effectiveness of our customer communications, to maintain the integrity of the Services, to measure crash analytics and other maintenance-related information, to manage and measure the performance of advertisements displayed on or delivered by or through the Services, and to personalize your experience through the Services, such as to recognize you when you return to the Services. If you do not want to accept cookies, you can block them by adjusting the settings on your Internet browser or via settings we make available on our Services. You can find more information about cookies and how they work at www.allaboutcookies.org.

Pixel Tags.  Pixel Tags (also known as web beacons or clear gifs) are small pieces of code used to collect usage analytics. They help us to determine, for instance, whether a page has been viewed or not and, if so, how many times. When you ask us to send you information on a promotion or a newsletter, we may use pixel tags to establish when an email is opened.

Embedded Scripts.  An embedded script is programming code designed to collect information about your interactions with our Services, such as the links you click on. The code is temporarily used by our server or a third-party service provider or business partner while you browse or interact with our Services and is usually deactivated or deleted when you disconnect from our Services. 

Information We Collect From Third Parties About You

We may receive information about you from third parties, such as business partners (including companies that assist us with online advertising and analytics), data providers who enhance the information we have about you, sources of publicly available information, our affiliates, and other users of the Services (such as when they provide your information to send you information about an exhibit, invite you to an event, or similar programs that we may offer).

We may also facilitate interactions with social media platforms, like Facebook, YouTube, Pinterest, X, TikTok, Threads, Bluesky, and Instagram. When you interact with social media through the Services, we will receive information about you from the social media service and you will be choosing to share information about your interactions with us with that social media service.

The information collected and stored by the third –party social media platform remains subject to the third party’s privacy practices, including, without limitation, whether the third party continues to share information with us, the types of information shared, and your choices with regard to what is visible to others on that third-party website or service. The third party may allow you to remove the application or feature, in which case we will no longer collect information about you through the application or feature but may retain the information previously collected.

If you choose to post information to a third-party platform, that information may be public.

Business or Commercial Purposes for Which Information is Collected

We may use your personal information for any of the following purposes:

  • Providing our services to you and allowing you to participate in the features the Services offer;

  • Recognizing you across devices to improve your experience with us;

  • Identifying your preferences and tailoring our content, offers, and recommendations for you;

  • Processing your transactions, including your ticket and membership purchases or contributions to the Museum;

  • Managing ticket services;

  • Providing information on exhibits we think you may be interested in;

  • Responding to your requests for information;

  • Verifying your identity;

  • Provide interest-based content and advertising to you based on the way you browse the Services and other platforms;

  • Improving our services and marketing endeavors;

  • Communicating with you about your requests, questions and comments, and administer your participation in special events, programs, surveys, contests, sweepstakes, and other offers or promotions from us and third-party marketing offers from our trusted partners, as well as from other organizations;

  • Contacting you about your use of the Services or similar administrative communications, or to provide you with Service updates, newsletters and other informational materials;

  • Operating, evaluating, and improving our Services and business (including developing new products and services; determining the effectiveness of our sales, marketing and advertising; and analyzing and enhancing our products, services and Services, including our mobile applications);

  • Complying with the law and protecting the safety, rights, property, or security of the Lucas Museum, the Services, visitors, and the general public;

  • Investigating and preventing fraud, illegal activities, and activities that violate our policies, and resolving technical issues reported about the Services;

  • Conducting other purposes disclosed to you at the time you provide your information, or otherwise with your consent.

How We Share Your Information

We may share your personal information as allowed by law and as disclosed at the time you provide your information, as described in this Privacy Policy, with your consent, and in the following circumstances:

Third-Party Service Providers.  We may share personal information with third-party service providers or allow those third parties to collect information about you, to enable them to perform services on our behalf, such as website hosting, conducting website usage analytics, sending email, text, or other communications, fulfilling orders, providing marketing assistance and data analysis, processing payments, and other services. Additionally, we may share various information relating to our users and fraudulent or potentially fraudulent activities with our fraud prevention and similar service providers, and they will use this information to help us and their other clients prevent fraudulent and illegal transactions.

Other Cultural Organizations.  We may share personal information with third-party organizations for their marketing or promotional purposes as a part of list exchange programs designed to pair users with other organizations whose work may interest them. These organizations will only be permitted to use personal information as permitted by the Lucas Museum. To opt out of having personal information shared in this way, please send a request with your name and mailing address to terms.legal@lucasmuseum.org.

Our Business Partnerships.  When you use the Services to interact with third parties who operate certain portions of the Services, those third parties may share certain information about you with us (as described above) and we may also share certain information with that third party. It also includes information regarding your use of the Services and the products you purchase.

At Your Request and When You Post Content Publicly.  We may share information when you direct us to do so. For example, you may be presented with an opportunity to receive marketing offers from a third party, send a message, or engage with a social media service or third-party application or feature, through which information about you is shared. Please note that we are not responsible for the privacy practices of third parties.

In addition, we or a third-party social media platform may offer features, such as message boards and other public areas, where you can choose to interact with others and/or submit content or post publicly. Content that you post publicly on other sites may be viewed, collected, and used by others, and the protections of this Privacy Policy will not apply.

Sweepstakes, Contests and Promotions:  We may offer sweepstakes, contests, and other promotions (any, a “Promotion”) that may require registration. By participating in a Promotion, you are agreeing to the provisions, conditions, or official rules that govern the Promotion, which may contain specific requirements of you (including, except where prohibited by law, allowing the sponsor(s) of the Promotion to use your name, voice, likeness or other indicia of persona in advertising or marketing materials). If you choose to enter a Promotion, personal information may be disclosed to third parties or the public in connection with the administration of such Promotion, including, without limitation, in connection with winner selection, prize fulfillment, as required by law, or as permitted by the Promotion’s terms or official rules (such as on a winners list).

Administrative/Legal Reasons.  We also may disclose information about you: (i) if we are required to do so by law, regulation or legal process (such as a court order or subpoena); (ii) in response to requests by government agencies, such as law enforcement authorities; (iii) when we believe disclosure is necessary or appropriate to prevent physical harm or financial loss or in connection with an investigation of suspected or actual illegal activity; (iv) to protect and/or defend the Terms of Use, or other policies applicable to a Service; or (v) to respond to an emergency.

Business Transitions.  We reserve the right to transfer any information we have about you in the event we sell or transfer all or a portion of our business or assets (including in the event of a reorganization, dissolution or liquidation); by providing your information, you understand and agree that we may transfer such information to the acquiring entity without your further consent.

Third Party Advertising and Analytics

We work with third party business partners (such as network advertisers, ad agencies, analytics providers, and other advertising partners) to serve ads online and to provide us with information regarding the use of the Services and the effectiveness of our advertisements. These third parties may set and access their own tracking technologies on your device (including Tracking Technologies), and they may otherwise collect or have access to Usage Information and other information about you, some of which may be personal information under various state laws. Some of these parties may collect personal information over time when you visit the Services or other online websites and services. We may share information, typically information that has been hashed or otherwise de-identified or pseudonymized (including hashed email addresses), and Usage Information, with third party advertising companies, analytics providers and other third parties for the purpose of serving you more relevant ads and content on and off the Services.

  • Google Analytics. Provided by Google, Inc. (“Google”). Google Analytics uses cookies to help us analyze how users use the Services. The data generated by the cookie about your use of the Services will be transmitted to and stored by Google. Google will use this data for the purpose of evaluating your use of the Services, compiling reports on Services activity for operators and providing other services relating to Services activity and internet usage, including tracking which pages of our Services you visit so we can optimize your experience with our Services. Google may also transfer this data to third parties where required to do so by law, or where such third parties process the data on Google’s behalf. You can opt-out from the collection of this data by Google by downloading and installing a browser plug-in at https://tools.google.com/dlpage/gaoptout. For more information on Google Analytics privacy practices, read here and, for information on Google Analytics cookies expiration, read here.

  • NAI/DAA Opt-Out. We may use a variety of companies to serve our advertisements. Some of these companies are members of the Network Advertising Initiative (“NAI”) or the Digital Advertising Alliance (“DAA”) Self-Regulatory Program for Online Behavioral Advertising and you may want to visit the following webpages, which provide “opt-out” mechanisms for participating companies: https://optout.networkadvertising.org and https://optout.aboutads.info.

  • Mobile Options. Mobile devices may contain settings that allow you to disable tracking advertising and/or analytics. In addition, the digital advertising industry has provided the ability for mobile users to register their intent not to receive targeted advertising at  http://www.aboutads.info/appchoices.

Please note opting out through these mechanisms does not opt you out of being served advertising and you will continue to receive generic ads while online.

Retention

We will process and store your personal information for the period necessary to achieve the purpose of the storage and as permitted by law.

Changing Your Information

You are responsible for maintaining the accuracy of the information you submit to us, such as your contact information provided as part of registration or purchasing a ticket. Certain Services allow you to correct or update certain personal information you have provided. Note that when you edit your personal information or change your preferences on a Service, information that you remove may persist internally for our administrative purposes or within backup media. If you have made any public postings on a Service, these communications cannot generally be removed.

Your Options

We offer you certain choices about how we communicate with you and what information we collect from you.

You can opt-out of receiving marketing emails by following the opt-out instructions provided to you in those e-mails. Please note that we reserve the right to send you certain communications relating to your account or use of the Services or other service functions, such as administrative and services announcements, including information about tickets you may purchase. These transactional account messages may be unaffected if you choose to opt-out from marketing emails.

To update your preferences, ask us to remove your information from our mailing lists, or submit a request, you can also contact us as specified in the How To Contact Us section of this Privacy Policy. You will also be given opt-out options in any text messages you receive from us.

Third Party Content and Links

The Services may contain content that is served by someone else or links to third-party content or websites. We do not control this content or these sites. The third-party operators and content providers use their own cookies or other tracking technologies, and they may independently collect information from or about you. We are not responsible for the privacy practices employed by any third party. The Services may contain content that is served by someone else or links to third-party content or websites. We do not control this content or these sites. The third-party operators and content providers use their own cookies or other tracking technologies, and they may independently collect information from or about you. We are not responsible for the privacy practices employed by any third party.

How We Protect Personal Information

We maintain commercially reasonable and appropriate administrative, technical and physical safeguards to protect against the loss, misuse, and alteration of personal information under our control. Although we make good faith efforts to maintain the security of such personal information, no data transmission over the Internet, wireless transmission or electronic storage of information can be guaranteed to be 100% secure. We cannot ensure or warrant the security of any information we collect. You use the Services and provide us information at your own risk.

Consent to Transfer

We are based in the United States and the information we collect is governed by United States law. By accessing or using a Service or providing us with any information, you consent to the transfer, processing and storage of your information outside of the United States and other countries, jurisdictions in which the privacy laws may not be as comprehensive as those in the country where you reside and/or are a citizen. Personal information processed or stored in another jurisdiction may be subject to access requests from governments, courts, or law enforcement in accordance with the laws of that jurisdiction.

General Audience Site

Our Services are intended for a general audience and are not intended for use by anyone younger than the age of 13 and we do not knowingly collect personal information from individuals younger than 13.  

Updates to Our Privacy Policy

To the extent allowed by applicable law, we reserve the right to change this Privacy Policy at any time. We will notify you of material changes by posting the changed or modified Privacy Policy on our Services and we may provide notice to you in other ways, such as through contact information you have provided. We will obtain your consent to material changes to the use of personal information in the Privacy Policy as required by law. Note that you may need to consent to our new Privacy Policy in order to continue to use the Services.

How to Contact Us

If you have any questions about this Privacy Policy or would like to update your preferences, you may contact us using the following information.

Lucas Museum of Narrative Art
700 S. Flower St., Suite 2400
Los Angeles, CA 90017
terms.legal@lucasmuseum.org

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