Indian cinema chain sued by film-goer over lengthy pre-film ads
And he WON!
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.” […]
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.
His complaint that his losses couldn’t be monetarily calculated not withstanding, the court told the cinema chain to pay him about five hundred pounds for them. I think this is hilarious, and potentially sets a fascinating precedent. And I know Indian movies tend to be long enough to require intermissions, but running even more ads during the breaks? Fuck that. Surprised more people haven’t tried this lawsuit thing…
