Court orders compensation to be paid to 30-year-old from Bangalore, saying ‘in the new era, time is considered as money, each one’s time is very precious’. For some, the adverts that precede the start of a film are the bane of a trip to the cinema; for others, they are a useful buffer as you stand in the popcorn queue.
But for one man in India, the lengthy marathon of cinema advertising was so infuriating that he took the matter to the courts – and won. Abhishek MR, a 30-year-old man from the southern city of Bangalore, had booked a trip to the cinema with friends in December last year to watch wartime drama Sam Bahadur.
But while the scheduled time he had booked the ticket for was 4.05pm, he had to sit through 25 minutes of adverts for upcoming features and commercial items such as homewares, mobile phones and cars before the film actually began. Having planned to return to work straight after the film, Abhishek MR was angered by what he felt was a costly disruption to his life. He filed a lawsuit against PVR Inox, India’s largest cinema multiplex chain, stating that: “The complainant could not attend other arrangements and appointments which were scheduled for the day and has faced losses that cannot be calculated in terms of money as compensation.”.
The lawsuit also accused multiplex cinemas of prioritising advertising revenue over their customers, and forcing them to sit through adverts against their will. In a ruling in February, the consumer court proved highly sympathetic to Abhishek MR’s case and ordered for the cinema to grant him 50,000 INR (£450) for wasting his time and 5,000 INR (£45) for mental agony, as well as cover his legal expenses.
“In the new era, time is considered as money, each one’s time is very precious,” the court ruling stated. “Twenty-five to 30 minutes is a considerable amount of time to sit idle in the theatre and watch unnecessary ads. People with tight schedules do not have time to waste.”.
The cinema had defended itself, arguing it was legally required to show public service announcements. However, it was found that most of the adverts shown before the film had been commercial. Cinema is seen as a highly effective medium for advertising in India, and its share of the advertising sector is on the rise. Unlike western cinemas, in India, adverts are shown both before the film and during a 15-minute ad break in the middle of the feature.
