Rs 1 Lakh Fine Imposed on INOX and PVR Cinemas for Lengthy Ads in Theatres

In a striking decision by a consumer court in Bengaluru, it was ruled that time indeed holds immense value. The court ordered INOX and PVR Cinemas to compensate Abhishek MR with Rs 20,000 for the "mental pain and inconvenience" he experienced due to a delayed movie start, caused by an extended period of advertisements that lasted about 25-30 minutes. This delay not only hampered his leisure time but also interfered with his work commitments. Moreover, the cinemas were tasked to cover the Rs 8,000 complaint filing fee and were slapped with Rs 1 lakh in punitive damages to underscore the seriousness of their oversight.

The court took a firm stance on the importance of respecting viewers' time, especially for those juggling between work and entertainment. This judgment followed Abhishek MR's lawsuit against PVR Cinemas, BookMyShow, and INOX for the undue delay caused by lengthy commercials before the movie Sam Bahadur's screening in 2024. He argued that this not only wasted his time but also disrupted his plans to return to work post the movie.

Clarity on Screening Times Mandated

In addition to the compensation, the court mandated that movie tickets should now clearly indicate the actual start time of the film, distinct from the advertisement screening time. This directive was to ensure transparency and allow moviegoers to plan their schedules without the uncertainty of unexpected delays. The court's instructions were a direct response to the grievances of viewers like Abhishek, who value their time and have precise schedules to adhere to.

The ruling also highlighted a significant observation that 25-30 minutes is not a trivial amount of time for individuals with packed schedules, further emphasizing the court's stance on the value of time. This decision sends a clear message to cinemas about the importance of adhering to scheduled times and respecting the commitments of their audience.

Defense by Cinemas and Court's Rebuttal

INOX and PVR Cinemas defended their practice of showing long advertisements by stating it was designed to accommodate security checks and ensure viewers did not miss the beginning of the movie. However, the court rejected this justification, stating that it was unjust to make punctual attendees wait due to the cinemas' operational choices.

Interestingly, the court absolved BookMyShow from any blame, acknowledging that it had no control over the film show timings, thereby directing the focus of its directives towards PVR and INOX. This clarification underlines the court's intention to hold the right stakeholders accountable for the inconvenience caused to moviegoers.

This landmark ruling is a significant step towards ensuring that cinemas prioritize the convenience and schedules of their patrons, reaffirming the principle that time is indeed invaluable. By imposing a financial penalty on INOX and PVR Cinemas, the court has set a precedent that could influence how movie screenings are scheduled and advertised in the future, ensuring that viewers' time is respected and valued.