‘Don’t waste viewers’ time, play ads in intermission’

What happened
A Consumer Commission in Bengaluru has ordered PVR INOX to ensure that movie tickets mention the actual start time of a film, not the time when ads are screened before a film. While the cinema chain claimed that it is legally obligated to screen certain Public Service Announcement (PSA), the Consumer Commission stated, “Cinemas should concentrate on telecasting commercial ads as well as PSAs as per the guidelines during the intermission of the movie. They can telecast PSAs 10 mins prior to the movie.”
Background
• A complainant claimed that around 25 minutes of his time was wasted when he went to watch Sam Bahadur in 2023 at a mall in Bengaluru, as he was shown long commercial ads before the film
• He booked tickets worth ₹825.66 for a 4.05pm show. He entered the theatre around 4pm. However, the cinema played ads and movie trailers from 4 to 4.25pm, and the film began only at 4.30pm
• The complainant claimed the 30-minute delay disrupted his plan to return to work by 6:30pm
• The cinema chain claimed that it was required to play PSAs
• The consumer forum found that 95% of the ads played before the movie attended by the complainant were not government PSAs but commercial ads.
‘25-30 minutes is not less (time) to sit idle in the theatre’
The District Consumer Commission said in a statement, “In the new era, time is considered money. Each one’s time is precious, no one has the right to gain benefit out of others’ time and money. 25-30 minutes is not less (time) to sit idle in the theatre and watch whatever the theatre telecasts. It is very hard for busy people with tight schedules to watch unnecessary advertisements.”
Cinemas are obligated under the law to screen certain PSAs: Cinemas
In their defence, the cinema chain claimed, “Cinemas are obligated under the law to screen certain Public Service Announcement (PSA) in the form of short films and documentaries provided by the Central Government or State Government from time to time. The main objective of such announcements is to spread awareness amongst the citizens about the important social issues. These PSAs are screened during prime time, prior to screening of any movie, when the audience are seated inside the theatre.”!
The directions by Consumer Commission
• Cinema tickets should specify the actual movie start time for the public.
• Advertisements should not be shown beyond the scheduled show time stated on the ticket
• The district consumer forum further ordered the cinema to pay ₹20,000 to the complainant for causing him mental agony and inconvenience, and an additional ₹28,000 towards the expenses he bore to file the complaint
• ₹1 lakh as punitive damages for engaging in unfair trade practice

“We are currently reviewing the order in detail and firmly believe that we have a strong case. Accordingly, we intend to challenge the decision before the appropriate legal forum.We categorically state that we have not engaged in any unfair trade practices and have always adhered to legal and regulatory requirements.”