Bengaluru Court Sides with Moviegoer Against PVR-INOX Over Excessive Ad Delays

A Bengaluru man recently emerged victorious in a legal battle against PVR Cinemas and INOX, now part of the same corporate group following their merger, for causing unnecessary delays with prolonged advertisements before the start of a movie. The consumer court ruling has sparked a wider conversation about the growing problem of excessive advertisements before films, which not only waste valuable time but also inconvenience moviegoers.

The case was filed by Abhishek MR, who had attended a screening of Sam Bahadur at a PVR cinema in Bengaluru on December 26, 2023. The movie was scheduled to begin at 4:05 pm, but it didn’t start until 4:30 pm due to a series of advertisements that lasted for 25 minutes. Abhishek, who had planned to return to work immediately after the film, found the delay frustrating and detrimental to his time management. The prolonged advertisements, which went beyond the scheduled start time, disrupted his entire afternoon.

In response to this inconvenience, Abhishek filed a lawsuit against PVR, INOX, and the online ticketing platform, BookMyShow. However, the consumer court ruled that BookMyShow was not liable, as it did not control the film schedules, leaving PVR and INOX to answer for the excessive advertisements. The court’s ruling criticized the cinema chains’ practice, asserting that such delays were an unfair trade practice. The court also pointed out that in today’s fast-paced world, time is extremely valuable, and wasting 25-30 minutes of a person’s time in a theatre is unreasonable, especially when people have tight schedules.

The court’s judgment was clear: cinemas should ensure that movie tickets specify the actual start time of the film, excluding the time allotted for advertisements. This will ensure transparency for moviegoers, who will now know exactly when the movie is expected to begin, rather than being misled by the advertised start time, which typically includes the duration of the pre-film ads.

PVR and INOX defended their practice, arguing that advertisements provided a necessary buffer for late arrivals and that cinemas were obligated to screen public service announcements (PSAs). While the court acknowledged that PSAs are mandatory, it pointed out that government guidelines set a cap on the duration of such announcements at 10 minutes. The court also found that the majority of the advertisements before Sam Bahadur—around 95%—were commercial ads, not PSAs. This discrepancy highlighted the cinema chains’ excessive focus on profit-driven commercial content, rather than adhering to the guidelines for public service information.

As a result of the ruling, PVR and INOX were ordered to pay Abhishek MR a sum of Rs 20,000 as compensation for mental distress, along with an additional Rs 8,000 to cover his legal expenses. Furthermore, the cinemas were fined Rs 1 lakh for engaging in unfair trade practices by subjecting moviegoers to unnecessary delays. This penalty aims to send a strong message to the industry, encouraging cinemas to revise their advertising policies to avoid disrupting the viewing experience.

This case also raises important questions about the growing prevalence of ads in cinemas and the impact on audience satisfaction. While some argue that advertisements provide a necessary revenue stream for cinemas, others believe that the practice has gone too far. Moviegoers often feel like they are being treated as captive audiences, forced to watch a barrage of advertisements that not only delay the start of the film but also diminish the overall movie-watching experience.

The court’s decision is seen as a landmark ruling, potentially setting a precedent for similar cases in the future. It also highlights the importance of consumer protection in the entertainment industry, ensuring that customers are not subjected to unfair practices. Cinemas may now be more inclined to review their advertising policies and find a balance between profitability and customer satisfaction.

In the broader context, this case also speaks to the growing concerns around how time is valued in modern society. With people’s lives becoming increasingly fast-paced and hectic, businesses that rely on consumers’ time must be more mindful of how they manage it. Whether it’s through reducing the number of pre-film advertisements or offering a more transparent schedule, companies need to respect their customers’ time and preferences.

As the film industry continues to evolve, this case could be the first step toward a new era of cinema, where moviegoers can enjoy a smoother, more predictable experience. It will be interesting to see whether other multiplex chains take note of this ruling and adjust their practices accordingly to ensure a better movie-watching experience for all.

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