An Indian lawyer from Bangalore, Abhishek M R, has successfully sued the country’s largest cinema chain, PVR INOX, over the excessive number of commercials shown before a film. Frustrated by the 25 minutes of advertisements prior to a screening of Sam Bahadur on December 26, 2023, Abhishek claimed he was forced to cancel work commitments due to the film’s delayed start and finish times.
In his complaint to the Bangalore District Consumer Disputes Redressal Commission, Abhishek argued that the lengthy commercial slots resulted in "mental agony" and wasted his time. He had purchased three tickets for the film, which was scheduled to run for 2 hours and 25 minutes, but ended up starting late due to the ads—15 commercials and two public service announcements—he encountered before the movie began.
Abhishek sought damages of 50,000 rupees (about $907), citing the loss of income and the inconvenience caused by the delay, and specifically requested 10,000 rupees (approximately $181) for legal costs. The court ultimately ruled in his favour, awarding him 20,000 rupees (around $363) in damages and an additional 8,000 rupees (about $145) for legal fees. PVR INOX was also instructed to contribute 100,000 rupees (roughly $1815) to the Consumer Welfare Fund, which aims to protect consumer rights.
The commission noted the importance of valuing time in modern society, stating that wasting up to 30 minutes on unnecessary ads is unreasonable, especially for individuals with tight schedules. PVR INOX defended its practices by mentioning a legal requirement to show a minimum of 10 minutes of public service announcements, although the court primarily identified the lengthy advertisements as the main issue.
Abhishek shared his satisfaction with the outcome, believing it could prompt other businesses in India to rethink their approach to customer time management. His case has attracted significant media attention, marking a noteworthy moment in consumer rights advocacy within the Indian film industry.