Indian Cinema Chain Ordered to Compensate Film-Goer Over Long Pre-Film Ads

• Feb 28, 2025

A court in India has ruled in favor of a cinema-goer who sued a major multiplex chain over excessive pre-film advertisements, stating that “time is precious” and awarding him compensation for the inconvenience caused.

For many cinema visitors, the advertisements before a movie are either an unwelcome disruption or a chance to grab snacks before the show starts. But for one man in Bangalore, the prolonged ads were frustrating enough to take legal action—and he won.

Abhishek MR, a 30-year-old from the southern Indian city, had booked a ticket in December last year to watch Sam Bahadur, a wartime drama, with his friends. While the screening was scheduled for 4:05 PM, he found himself sitting through 25 minutes of promotional content, including commercials for upcoming films, household products, mobile phones, and cars, before the movie actually started.

Frustrated by the delay, which disrupted his post-film commitments, Abhishek filed a lawsuit against PVR Inox, India's largest multiplex chain. He argued that cinemas force audiences to endure excessive advertising to maximize revenue, without considering the inconvenience it causes. His complaint stated that the delay caused him to miss important engagements, resulting in losses that could not be quantified monetarily.

The consumer court sided with Abhishek in a ruling issued in February, stating that lengthy advertisements before a film were an unreasonable waste of time. The court ordered PVR Inox to pay him 50,000 INR (£450) as compensation for the time lost, 5,000 INR (£45) for mental distress, and cover his legal expenses.

“In today’s era, time is considered money, and each person’s time is valuable,” the ruling stated. “Being made to sit idle for 25 to 30 minutes watching unnecessary ads is a considerable inconvenience, particularly for those with tight schedules.”

PVR Inox defended its practice, citing legal requirements to air public service announcements. However, the court found that most of the ads shown were commercial in nature.

Cinema advertising is a growing industry in India, with commercials being shown both before a film and during a 15-minute intermission, unlike in many Western countries. This ruling has sparked discussions about cinema-goers’ rights and whether multiplexes should be more transparent about the duration of advertisements before a movie begins.