For some moviegoers, the advertisements that play before a film can be a frustrating aspect of the cinema experience, while others view them as a helpful pause while waiting in line for popcorn. However, one man in India found the extensive duration of cinema advertising so aggravating that he decided to take legal action—and he emerged victorious.
Abhishek MR, a 30-year-old resident of Bangalore, had planned a trip to the cinema with friends in December to see the wartime drama “Sam Bahadur.” Although he had purchased tickets for the 4:05 PM showing, he was forced to endure 25 minutes of advertisements for upcoming films and various commercial products, including home goods, mobile devices, and automobiles, before the movie actually started.
Frustrated by this unexpected delay, especially since he intended to return to work immediately after the film, Abhishek filed a lawsuit against PVR Inox, the largest cinema multiplex chain in India. He claimed that the delay disrupted his schedule and resulted in losses that could not be quantified in monetary terms. The lawsuit also accused multiplex cinemas of prioritizing advertising revenue over customer satisfaction, compelling patrons to watch ads against their will.
In a ruling issued in February, the consumer court showed considerable understanding of Abhishek’s situation, ordering the cinema to pay him 50,000 INR (£450) for the time wasted and an additional 5,000 INR (£45) for mental distress, along with covering his legal fees. The court emphasized, “In the new era, time is considered money; everyone’s time is very precious. Spending 25 to 30 minutes idly in a theater watching unnecessary ads is significant, especially for those with tight schedules.”
The cinema defended its position by stating that it was legally obligated to show public service announcements. However, it was determined that the majority of the advertisements aired were commercial in nature. In India, cinema is increasingly recognized as an effective advertising medium, with its share of the advertising sector growing. Unlike cinemas in the West, Indian theaters also feature advertisements during a 15-minute intermission in the middle of the film.
