‘Time is money’: PVR fined Rs 1.28 lakh for ‘wasting’ 25 minutes with ads

He claimed that 25 minutes were “wasted” as the movie was slated to start at 4.05 pm. The film, according to his complaint, was supposed to end at 6.30 pm.

On February 15, the consumer forum in Bengaluru fined PVR Cinemas and PVR INOX Rs 1.28 lakh for delaying the screening for 25 minutes by showing advertisements. The commission in the order said that PVR cinemas and PVR INOX mention the actual time when the movies start instead of mentioning the time when commercial advertisements are shown before the movies.

M Shobha, the commission’s president, said in the order, “In the new era, time is considered as money, each one’s time is very precious. No one has the right to gain benefit out of others’ time and money. 25-30 (minutes) is not less to sit idle in the theatre and watch whatever the theatre telecasts. It is very hard for busy people with a tight schedule watching unnecessary advertisements. However, they make their own arrangements to get some relaxation with the family. (This does) not mean that people have no other work to do.”

On its part, PVR claimed that they are obligated under the law to screen certain public service announcements in the form of short films and documentaries provided by the state and central governments to create awareness and educate the public about social problems, health and hygiene, and welfare schemes of the governments.

However, the PVR was unable to show that the same advertisements were shown on the day Abhishek was at the theatre.

Abhishek, however, provided the videos he had recorded which purportedly showed commercial advertisements being shown instead of public service announcements which are mandatory.

The consumer forum directed PVR and INOX to pay Rs 20,000 to Abhishek for causing mental agony, Rs 8,000 for the expenses to file the complaint, and Rs 1 lakh as punitive damages for engaging in unfair trade practices, which is to be paid to the consumer welfare fund within 30 days.