1. About This Policy

All Mad Here Theatre Ltd. is committed to safeguarding the privacy of all visitors to www.AliceInWonderlandLive.com (the ‘Site’). This Privacy Policy explains how we collect, use, share, retain, and protect your personal data, and sets out your rights under the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018 (“DPA 2018”).

​

Policy last updated: March 2026

​

2. Who We Are
For the purpose of the DPA 2018 and UK GDPR, All Mad Here Theatre Ltd. and its parent company Deus Ex Machina Productions Ltd., which are both companies incorporated in England and Wales, are joint data controllers. If you want to know what information we hold about you or if you have any other queries in relation to this Privacy Policy, our contact details are as follows:
Postal Address: All Mad Here Theatre Ltd., Fox Court, 14 Gray's Inn Road, London, WC1X 8HN
Email: info@demproductions.co.uk

 

3. What Personal Data We Collect

3.1 Information you give us directly

We may collect and process personal data that you provide to us, including:

• Identity and contact data: name, postal address, email address, telephone number;

• Employment and engagement data: information provided in the course of your employment or engagement as a worker, performer, or crew member;

• Correspondence: records of any emails, letters, or other communications you send to us;

• Contractual data: information contained in or arising from contracts, agreements, or sign-up forms you complete with us;

• Media and likeness: audio and/or visual recordings made during your employment or participation, in accordance with any agreement you have entered into with us (see Section 3.4).

 

3.2 Information collected automatically

When you visit the Site, we may automatically collect technical data including:

• IP address and approximate geographical location;

• Browser type and version, device type, screen resolution;

• Referral source, pages visited, length of visit, and number of page views;

• Cookie and tracking data (see Section 10).

This data is collected using analytics service providers and is generally aggregated so that individual users are not identifiable. Where it does constitute personal data, we process it on the basis of our legitimate interests in understanding how the Site is used and improving its performance.

 

3.3 Information from third-party sources

If you access our Site via a link from a third-party website, we may receive limited information about you from that third party. Where this occurs, both we and the third-party operator may be independent data controllers. You should review the privacy policy of any third-party site you use.

 

3.4 Recordings and likeness

Over the course of your engagement or participation, you may be recorded in audio, visual, or combined form. Where any agreement between us permits the use of such recordings in a public sphere with identification of your likeness, this will be set out clearly in that agreement. Where no such agreement exists, you may request removal of your identification from any publicly displayed material by contacting us at the details in Section 2.

 

4. How and Why We Use Your Personal Data

UK GDPR requires us to have a lawful basis for processing your personal data. Where we rely on legitimate interests as our lawful basis, we have assessed that our interests are not overridden by your rights and interests. You may object to processing based on legitimate interests at any time (see Section 9).

We will not use your personal data for any purpose that is incompatible with the purposes set out above without informing you and, where required, obtaining your consent.

 

5. Use of Data Processing Tools

We use a range of data processing tools, including those provided by third-party service providers to support certain internal functions, which may include AI-powered tools used for processing and analysing data relating to our work and operations. Where this involves your personal data, the following applies:

5.1 Third-party service providers as data processors

Our service providers act as data processors on our behalf when their services are used to process personal data. We have satisfied ourselves that such providers offer sufficient guarantees in respect of appropriate technical and organisational measures to protect personal data, in accordance with UK GDPR Article 28. We remain responsible as data controller for ensuring that any personal data processed through these tools is handled lawfully and appropriately.

5.2 What data may be processed

The types of personal data that may be processed using these tools include, but are not limited to, contact details, correspondence, employment-related information, and data relating to productions and performances.

5.3 International transfers via service providers

Some of our tool providers are based outside the UK and the European Economic Area, including in the United States. Where your personal data is transferred internationally via these providers, such transfers are made subject to appropriate safeguards. You may contact us for further information about the safeguards in place for any such transfers.

​

6. Disclosure of Your Information

We will not sell, rent, or trade your personal data to third parties. We may share your personal data with:

• Service providers and data processors who act on our instructions, including IT and communications service providers, analytics providers, and AI tool providers (see Section 5);

• Other individuals engaged in the same production or employment period as you, where necessary for operational purposes (for example, sharing contact details with a Stage Manager for call communications);

• Professional advisers such as lawyers, accountants, and insurers, where necessary;

• Regulatory bodies, law enforcement, or government authorities where we are required or permitted to do so by law.

 

Any third parties with whom we share your personal data are required to respect its confidentiality and to process it only in accordance with our instructions and applicable law.

 

7. Third-Party Websites

The Site may contain links to websites operated by third parties. This Privacy Policy does not apply to those external websites. We encourage you to read the privacy policies of any third-party websites you visit, as we have no control over how they collect or use your personal data.

 

8. International Data Transfers

Our business operations are located in the UK. However, some of our service providers and data processors are based outside the UK and the European Economic Area (“EEA”). Where we transfer personal data internationally, we ensure that appropriate safeguards are in place, such as:

• Transfers to countries with a UK adequacy decision;

• Use of UK International Data Transfer Agreements (“IDTAs”) or equivalent standard contractual clauses;

• Other legally recognised transfer mechanisms.

 

You may contact us at the details in Section 2 to request further information about the safeguards we use for international transfers.

​

9. Your Rights

Under UK GDPR laws, you have the following rights in respect of your personal data:

 

1. Right of access: you have the right to request a copy of the personal data we hold about you. We will provide this free of charge and ordinarily within one calendar month of receiving your request.

2. Right to rectification: you may ask us to correct inaccurate or incomplete personal data.

3. Right to erasure (‘right to be forgotten’): you may ask us to delete your personal data in certain circumstances, for example where it is no longer necessary for the purposes for which it was collected.

4. Right to restriction of processing: you may ask us to suspend processing of your personal data in certain circumstances.

5. Right to data portability: where processing is based on your consent or on a contract and is carried out by automated means, you may ask us to provide your personal data in a structured, commonly used, and machine-readable format.

6. Right to object: you may object to processing based on legitimate interests or for direct marketing purposes. We will cease processing unless we can demonstrate compelling legitimate grounds that override your interests.

7. Rights in relation to automated decision-making: you have the right not to be subject to a decision based solely on automated processing (including profiling) that produces legal or similarly significant effects on you.

8. Right to withdraw consent: where we process your personal data based on consent, you may withdraw that consent at any time. Withdrawal of consent does not affect the lawfulness of processing carried out before withdrawal.

 

To exercise any of these rights, please contact us using the details in Section 2. We may need to verify your identity before responding to your request. We will respond within one calendar month of receiving a valid request, though in complex cases we may extend this by a further two months (and will notify you if so).

You also have the right to lodge a complaint with the Information Commissioner’s Office (“ICO”), the UK supervisory authority for data protection matters, at any time. You can contact the ICO at www.ico.org.uk or by calling 0303 123 1113.

 

10. Cookies and Tracking Technologies

The Site uses cookies and similar tracking technologies to distinguish you from other users, to improve your experience, and to analyse how the Site is used. You may control or disable cookies through your browser settings, though this may affect the functionality of the Site.

By continuing to use the Site, you consent to the use of strictly necessary cookies. For analytics or non-essential cookies, we will request your consent separately where required.

 

11. Security and Data Retention

We employ appropriate technical and organisational security measures to protect your personal data from unauthorised access, accidental loss, destruction, or damage.

We retain your personal data for as long as is necessary for the purposes for which it was collected, or as required by applicable law.

When your personal data is no longer required, we will securely delete or anonymise it.

 

12. Marketing Communications

If you have explicitly opted in to receiving marketing communications by clicking “Subscribe”, we may contact you about our work including but not limited to productions, events, and news. You may opt out of receiving marketing communications at any time by notifying us in writing at info@demproductions.co.uk. Opting out of marketing will not affect any other processing described in this policy.

 

13. Changes to This Privacy Policy

We reserve the right to update or amend this Privacy Policy from time to time to reflect changes in the law, our data processing practices, or other factors. We will publish any updated version on this page with a revised “Last updated” date. We encourage you to check this page periodically.

 

14. Contact Us

If you have any questions about this Privacy Policy, wish to exercise your rights, or have concerns about how we handle your personal data, please contact us.