Multiplex chain fined Rs 1.2 lakh for forcing audience to watch non-mandatory ads

BENGALURU: The Bengaluru Urban District Consumer Disputes Redressal Commission has slapped a fine of Rs 1.2 lakh on multiplex chain PVR Inox for wasting movie-goers' time by excessive screening of advertisements before and during the screening of the movie.
PVR Inox Wednesday said it will challenge the consumer court order, reaffirming its commitment to fair business practices and customer interests. It said it strongly disagreed with the decision and intends to challenge it in appropriate legal forum. PVR defended its stance, citing govt-mandated public service announcements.
The order was issued after a Bengalurean filed a complaint against PVR Cinemas and PVR Inox with the consumer court on Jan 6, 2024. The complainant had booked three tickets for the movie Sam Bahadur at a PVR Cinemas screen in Orion mall, on Dec 26, 2023, paying Rs 825.7. PVR Cinemas is a multiplex operated by PVR Inox. According to the tickets, the show was to start at 4.05pm and end at 6.30pm. However, the cinema played trailers and advertisements from 4.05pm to 4.28 pm, delaying the movie.
Frustrated, he filed a complaint, alleging that because of the delay, he missed other arrangements planned and faced losses which cannot be calculated in terms of money. He argued that the cinema misled consumers by advertising incorrect show timings to maximise ad revenue, violating their rights and amounting to a deficiency in service.
PVR Inox and PVR Cinemas contended that they were required by law to play Public Service Announcements (PSAs) mandated by the govt, which they claimed were aired before the movie started. Additionally, they argued that controlled entry and security procedures could cause minor delays. Further, they accused the complainant of unlawfully recording portions of the screening.
After reviewing evidence, including video footage provided by the complainant, the commission observed that the multiplex played excessive commercial advertisements beyond the permissible limit. As per ministry of information and broadcasting guidelines, PSAs must be screened within 10 minutes before the movie starts and during the interval. However, the multiplex played a 25-minute advertisement block, with only two of the 17 advertisements verified as PSAs. The rest were commercial, proving the multiplex unfairly delayed the movie's start for financial gain.
"Consumers purchase tickets expecting the movie to start on time, and businesses cannot profit unfairly by forcing them to watch non-mandatory advertisements. Time is valuable, and cinema halls must ensure scheduled movie timings are followed as printed on the tickets," the commission said.
The commission in its order passed on Feb 15 directed PVR Cinemas and PVR Inox to strictly adhere to scheduled show timings and refrain from playing excessive advertisements. The court ordered the multiplex to pay the complainant Rs 20,000 as compensation for unfair trade practices and Rs 8,000 as litigation costs. PVR Cinemas was also asked to deposit Rs 1 lakh as punitive damages with the consumer welfare fund.