What if we told you that the 4:05 PM movie you booked doesn’t actually start until 4:30 PM? If you’ve been to a movie theatre in India, you already know this reality. Theaters load screenings with up to 30 minutes of ads, making you pay with both money and time. But one man in Bengaluru had enough—and he won.
The Complaint That Changed the Game
A Bengaluru resident filed a case against PVR INOX, arguing that excessive pre-movie advertisements amounted to an unfair trade practice. His core argument? Theatres should disclose the actual movie start time instead of forcing audiences to sit through ads they never signed up for.
The court agreed. The verdict: PVR INOX was fined ₹1.28 lakh for ‘stealing people’s time.’ Here’s the breakdown:
- ₹1 lakh as a penalty
- ₹20,000 to the complainant for mental agony
- ₹8,000 to cover legal expenses
The Theatres’ Defense—And Why It Didn’t Work
PVR INOX had its own set of justifications:
- “Ads help latecomers.” – But what about those who arrive on time?
- “Government PSAs are mandatory.” – Fair enough, but should they take up 10+ minutes?
- “Recording ads amounts to piracy.” – The complainant recorded advertisements, not the film.
The court wasn’t convinced, dismissing these arguments one by one.
The Bigger Question: Who Owns Your Time?
The ruling sets an interesting precedent: Can corporations monetize your time without explicit consent? Whether it’s movie theatres, streaming platforms, or even YouTube ads, consumers are often forced into time-based transactions they never agreed to. If time is money, should we have more control over how businesses use ours?
Will This Change Anything?
Now that a court has ruled in favor of transparency, could this be the start of a larger movement? Will theaters finally be forced to list actual movie start times? Or will audiences continue sitting through 20-minute insurance ads before the opening credits?
For now, PVR INOX has been fined—but the bigger battle for consumer rights is just beginning.
