Indian Man Wins Case Against Theater Chain Over Lengthy Pre-Movie Commercials
A 31-year-old lawyer from Bangalore, Abhishek M R, has won a legal case against India’s largest movie theater chain, PVR INOX, after claiming that excessive advertisements before a movie caused him to miss an important work call. The court awarded him damages, marking a rare consumer victory over what he described as an “unfair trade practice.”
The Complaint: Wasted Time and Mental Agony
Abhishek’s frustration stemmed from a screening of the 2023 war drama “Sam Bahadur” at a PVR multiplex in Bangalore. According to the schedule, the film was supposed to start at 4:05 p.m. and end at 6:30 p.m. However, due to 25 minutes of commercials and trailers, the movie finished nearly 30 minutes late, forcing him to miss a scheduled work call.
He later told CNN that he counted two public service announcements and 17 commercials before the film even began. Viewing this as a waste of his time, Abhishek filed a complaint with the Bangalore District Consumer Disputes Redressal Commission, seeking 50,000 rupees ($574) in damages, along with additional compensation for mental agony and legal expenses.
Court Rules in Favor of the Consumer
The consumer commission ruled in Abhishek’s favor, acknowledging that time is a valuable asset and that the delay caused unnecessary inconvenience. The court ordered PVR INOX to pay him:
- 20,000 rupees ($230) in damages
- 8,000 rupees ($92) in legal costs
- 100,000 rupees ($1,148) to the Consumer Welfare Fund, a government body that protects consumers’ rights
In its ruling, the court emphasized that “each one’s time is very precious” and stated that forcing viewers to sit through excessive ads was unfair, especially for those with tight schedules.
PVR INOX’s Defense and Public Reaction
PVR INOX, which operates over 900 screens across India and Sri Lanka, defended itself by arguing that Indian regulations require theaters to show 10 minutes of public service announcements before movies. However, the court found that most of the pre-movie content was dedicated to commercial advertisements rather than public messages.
Although the company has not issued an official response, the case has drawn widespread media attention, both in India and internationally.
A Landmark Case for Indian Consumers?
Reflecting on his legal victory, Abhishek expressed satisfaction that his efforts had brought attention to the issue. He believes the ruling will set a precedent for businesses across India to value their customers’ time.
“Every other business in India has started to think about time being of the essence and how to not waste their customers’ time,” he said.
The case highlights a growing push for consumer rights in India, especially regarding fair business practices in the entertainment industry. Whether this ruling will lead to stricter regulations on movie theater advertisements remains to be seen, but for now, Abhishek’s win signals a small but significant shift in the battle against time-wasting corporate practices.
