The Bengaluru Consumer Court has ruled against PVR Cinemas and INOX for showing extended advertisements before a movie, calling it an unfair trade practice. The court ordered the cinema chain to pay a Rs 1 lakh fine, along with compensation to the complainant for mental distress and inconvenience.
Consumer Sues PVR Over Delayed Movie Start
The case was filed by Abhishek MR, who booked three tickets for Sam Bahadur on December 26, 2023, for a 4:05 PM show. He expected the movie to finish by 6:30 PM, allowing him to return to work. However, the movie started 23 minutes late as PVR ran advertisements from 4:05 PM to 4:28 PM.
Frustrated by the delay, Abhishek filed a complaint against PVR Cinemas, INOX, and BookMyShow, stating that the unnecessary ads wasted his time and disrupted his schedule. The court, however, cleared BookMyShow of any responsibility, as it has no control over screening times.
Court Calls Time ‘More Valuable Than Money’
The consumer court ruled that forcing moviegoers to watch excessive ads was unfair. It noted that time is as valuable as money, and no one has the right to profit from another person’s time unfairly.
The court criticized PVR’s argument that longer ads help latecomers who are delayed by security checks. It emphasized that punctual viewers should not suffer because of this.
Penalties Imposed on PVR and INOX
The Bengaluru Urban District Consumer Disputes Redressal Commission issued three key orders against PVR Cinemas and INOX. First, they must clearly mention the actual movie start times on tickets without including advertisement durations. Second, they are required to stop showing ads beyond the scheduled showtime. Third, PVR Cinemas and INOX must compensate the complainant, Abhishek MR, with Rs 20,000 for mental distress and inconvenience, along with Rs 8,000 for legal expenses. Additionally, they must deposit Rs 1 lakh in the Consumer Welfare Fund as a penalty for engaging in unfair trade practices.
Court Rejects PVR’s Defense
PVR argued that screening public service announcements (PSAs) is mandatory. However, the court found that only one of 17 ads was a PSA, while regulations allow a maximum of 10 minutes for such content. Video evidence submitted by the complainant confirmed the excessive advertising.
Bigger Impact: A Precedent for Moviegoers
The ruling highlights growing frustration over extended ads before films. Many viewers have faced similar issues, and this case may push cinemas to rethink ad durations. The court’s decision ensures that moviegoers get what they pay for a film experience, not a long string of ads.
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