A Bengaluru consumer court has ruled in favour of a moviegoer who sued PVR Cinemas and INOX (which recently merged with PVR) for showcasing excessive advertisements during a movie screening and not revealing the actual show timings, resulting in a waste of his time. The court has ordered the multiplex to disclose the actual start time of movies, excluding advertisements.
This all started back in December 2023, when Abhishek MR attended a screening of Vicky Kaushal’s Sam Bahadur at a nearby PVR cinema. BookMyShow listed the film’s scheduled start time as 4:05 PM, but the movie actually began at 4:30 PM after approximately 25 minutes of excessive advertisements.
This did not sit well with Abhishek, as he had to return to his office before 4:30 PM for urgent work but was unable to do so. Frustrated, he decided to file a case against PVR, BookMyShow, and INOX.
Both INOX and PVR have been fined Rs. 1 lakh for unfair trade practices and ordered to pay Abhishek Rs. 20,000 for mental distress and Rs. 8,000 for legal expenses, as per Bar and Bench.
PVR and INOX claimed that pre-movie ads were intended for late arrivals and that they were obligated to show public service announcements (PSAs). While the court recognised the PSA requirement, it highlighted the government’s 10-minute limit for them. However, the court also observed that nearly 95% of the pre-show advertisements for Sam Bahadur were commercial rather than government PSAs.
This verdict is a massive victory for consumer rights, as many people have criticised Indian theatre chains for showing too many advertisements and wasting their time in recent years. However, this scenario also raises an important question: Will it pave the way for a new era of accountability, or will it lead to a less enjoyable cinematic experience, as it could force theatre chains to raise movie ticket prices?
This ruling sends a clear message to cinemas: Moviegoers’ time is valuable and cannot be taken for granted. For years, audiences have endured excessive advertisements—often exceeding 20 to 30 minutes—and a lack of transparency regarding actual start times.
The most annoying aspect of these advertisements is that most are commercial ads, not PSAs, which is why moviegoers’ frustration is understandable.
Theatre chains like PVR and INOX must understand that people visit theatres to enjoy movies, not to watch advertisements. Consumers have the right to expect the movie they booked to start around the advertised time, not half an hour later.
However, this victory for consumer rights could open a Pandora’s Box of unintended consequences. How?
Well, it could increase the number of complaints against Indian movie theatre chains in future. After watching Abhishek’s case, viewers will find motivation to even file frivolous complaints over minor inconveniences or unlucky technical difficulties. Where do we draw the line between a reasonable delay and an actionable offense?
The impact on the Indian film industry could be significant. Cinemas rely on advertising revenue to manage costs and keep ticket prices relatively affordable. Scenarios like these could force cinemas to increase ticket prices in the future, which would certainly sour the movie-watching experience for audiences. As for movies, this could result in reduced box-office collections.
Instead of solely relying on legal action, perhaps a greater emphasis should be placed on transparency. Booking platforms and cinema websites should clearly display the actual expected start time of the movie, including an estimated time for advertisements and trailers.
The Sam Bahadur ruling is a landmark case, but its long-term impact remains to be seen. Will it ultimately benefit consumers, or will it simply lead to higher costs and a less enjoyable movie-going experience?
This scenario generates a strong need for regulatory bodies and cinemas to find a collective solution that not only protects consumer rights but also provides protection to the industry, along with making movies affordable and easily accessible to watch. Stay tuned for more updates.