In a landmark ruling, the Bengaluru Urban District Consumer Disputes Redressal Commission has imposed a ₹1 lakh fine on PVR-INOX for subjecting audiences to extended advertisements beyond the scheduled showtime. This decision underscores the importance of respecting consumers’ time and adhering to fair trade practices in the entertainment industry.

The case was initiated by Abhishek M.R., a 30-year-old advocate from Bengaluru, who attended a screening of ‘Sam Bahadur’ at PVR Cinemas in Orion Mall in December 2023. The movie was slated to begin at 4:05 PM but was delayed by 25 minutes due to prolonged advertisements, commencing only at 4:30 PM. This delay disrupted Abhishek’s post-movie commitments, prompting him to file a complaint against PVR Cinemas, INOX, and BookMyShow.

Upon reviewing the complaint, the commission, led by President M. Shobha and members K. Anita Shivakumar and Suma Anil Kumar, found that the multiplex’s practice of running extended advertisements constituted an unfair trade practice. The commission emphasized that in today’s fast-paced world, “time is considered as money,” and no entity has the right to benefit at the expense of consumers’ time and money.

In its order dated February 15, 2025, the commission directed PVR-INOX to:

• Compensate the complainant with ₹20,000 for mental distress and inconvenience.
• Reimburse ₹8,000 towards litigation expenses.
• Deposit a fine of ₹1 lakh into the consumer welfare fund within 30 days.
• Ensure that movie tickets clearly display the actual start time of the film, excluding advertisement durations.
• Cease the practice of running advertisements beyond the scheduled showtime.

In response, PVR-INOX argued that the extended advertisements were intended to accommodate late-arriving patrons delayed by security checks and to fulfill legal obligations to screen public service announcements (PSAs). However, the commission noted that out of the 17 ads played, only one was a PSA, and guidelines permit a maximum of 10 minutes for such content, which should ideally be aired before the scheduled showtime.
The Economic Times

This ruling sets a significant precedent for the cinema industry, highlighting the necessity for transparency and respect for consumers’ time. Multiplexes across the country may need to reassess their advertising practices to ensure compliance with this directive and to maintain customer trust and satisfaction.

The Bengaluru consumer court’s decision serves as a reminder that consumer rights and time are invaluable. Entertainment providers must balance commercial interests with customer experience, ensuring that patrons receive the value and respect they deserve.

Key Highlights:

• Bengaluru consumer court fines PVR-INOX ₹1 lakh for extended pre-movie advertisements.
• Complainant awarded ₹20,000 for mental distress and ₹8,000 for litigation costs.
• Court mandates that movie tickets display actual start times, excluding ads.
• Ruling emphasizes the importance of respecting consumers’ time in the entertainment industry.