Hyderabad Consumer Commission Orders PVR to Pay ₹75,000 for 17-Minute Ad Delay

A consumer commission in Hyderabad has directed PVR Cinemas to pay ₹75,000 for delaying a film screening with prolonged advertisements, in a ruling that addresses the growing grievance of movie-goers held captive before showtime.

The Hyderabad District Consumer Disputes Redressal Commission found that the multiplex chain had engaged in an unfair trade practice by running advertisements and trailers well beyond the scheduled start of a late-night show.

The complaint was filed by an advocate who had booked two tickets for a 10:35 PM screening. He reached the theatre ahead of time, but the film did not begin until 17 minutes past schedule as promotional content continued to play. The delay pushed his return home to around 3 AM instead of the planned 2 AM, disrupting his subsequent commitments.

The complainant argued that the delay was more than a minor inconvenience, pointing to safety concerns associated with travelling late at night. He contended that PVR had exploited a captive audience for commercial gain, in violation of screening norms set by the Information and Broadcasting Ministry.

PVR did not dispute that the film started late. The chain instead defended its operational freedom, invoking Article 19(1)(g) of the Constitution, which guarantees the right to carry on trade. It also referred to a Supreme Court ruling holding that cinemas are private property whose owners may set their own terms, provided public interest is safeguarded. The multiplex operator maintained that its pre-film content, covering themes such as literacy, agriculture, women's welfare and cleanliness, served a genuine public purpose and that no service deficiency had occurred.

The commission rejected these arguments. It cited a ministry memorandum stipulating that public service films may run for only two minutes and must be screened within ten minutes before a film begins. It also noted that PVR had not seriously contested the factual details of the delay or produced substantive evidence against the complainant's claims.

Describing the conduct as an unfair trade practice, the commission observed that cinemas cannot extract extra commercial value by subjecting captive audiences to extended advertising. It ordered PVR to pay ₹20,000 as compensation, ₹5,000 towards litigation costs and ₹50,000 as punitive damages, with the punitive amount to be deposited in the district consumer welfare fund. The chain was also directed to permanently discontinue the practice.

The ruling follows a similar decision in February 2025, when a Bengaluru consumer court held PVR and Inox liable for excessive advertising before a screening. In that case, a complainant lost 25 minutes before the film began, disrupting his plan to return to work. The court awarded ₹20,000 in compensation for inconvenience and mental distress, ₹8,000 towards legal costs and a ₹1 lakh fine payable to the consumer welfare fund. BookMyShow was cleared of wrongdoing in that matter, as the platform had no control over film schedules.