Bengaluru: PVR asked to play ads during intermission following penalty
What's the story
The Urban District Consumer Disputes Redressal Commission in Bengaluru recently slapped a fine of ₹1 lakh on multiplex chain, PVR Cinemas. The penalty was imposed after a complaint was filed accusing the cinema of screening advertisements beyond the scheduled movie time at Orion Mall. The practice was termed as "unjust" and an "unfair trade practice" by the commission. Now, the movie chain has received a new directive.
New directive
PVR Cinemas directed to specify actual movie start time
In a new development, the Bengaluru Consumer Commission has directed PVR INOX to mention the actual start time of a film on movie tickets. The direction came after PVR defended itself by saying that it was legally bound to screen certain Public Service Announcements (PSAs). The commission ruled that cinemas should prioritize showing both commercial ads and PSAs during intermission, not before the movie. It added that PSAs could be shown up to 10 minutes before the film starts.
Compensation details
Here's a refresher on the PVR case
To recall, the consumer court had ordered PVR to compensate the complainant with ₹20,000 for mental distress and inconvenience, along with ₹8,000 to cover litigation expenses. This was in addition to the ₹1 lakh penalty. The court stressed it was unfair to waste people's time and money with long ads, adding watching a movie should be a relaxing experience.
Official statement
PVR INOX's response to the commission's decision
Reacting to the commission's decision, PVR INOX said, "We are currently reviewing the order in detail and firmly believe that we have a strong case." The company intends to challenge the decision before an appropriate legal forum. They claimed that they have not indulged in any unfair trade practices and have always complied with legal and regulatory requirements.