Hyderabad Consumer Commission Penalises PVR Cinemas Over 22-Minute Ad Delay Before Film Screening

A District Consumer Disputes Redressal Commission in Hyderabad has penalised PVR Cinemas and PVR INOX Ltd., ordering the multiplex chain to pay compensation and punitive damages after prolonged commercial advertisements delayed a scheduled movie screening. The consumer forum ruled that deliberately misrepresenting movie start times to commercially exploit viewers through non-essential advertisements amounts to a deficiency in service and an unfair trade practice under the Consumer Protection Act, 2019.

Background and Complaint Details

The case stemmed from a visit by advocate Chanda Athish Kumar, who purchased two tickets for a 10:35 PM screening of the Telugu film Kubera on June 20, 2025, at Next Galleria Mall, Moosarambagh, reports Bar and Bench. Why EPFO Was Ordered by a Consumer Court To Pay 6% Interest on a Delayed PF Claim.

According to the complaint, the theatre continued running advertisements and promotional trailers until 10:52 PM, followed by mandatory public service awareness (PSA) films, causing an unwarranted delay of nearly 22 minutes. Kumar submitted that this delay extended his return journey past 3:00 AM, caused severe inconvenience, and exposed him to late-night travel hazards. He further pointed out an Office Memorandum of the Union Ministry of Information & Broadcasting restricting mandatory screening of approved/PSA films to a maximum of two minutes, which the theatre flouted to earn undue commercial revenue.

The Multiplex Chain's Defense

In response, PVR INOX contended that exhibiting commercials, trailers, and PSAs is an integral aspect of its fundamental right to carry on trade and business under the Constitution. The company placed reliance on the Supreme Court's decision in KC Cinema v. State of Jammu & Kashmir, arguing that cinema halls are private property entitled to set reasonable terms serving social welfare. However, the district consumer court rejected the theatre chain's defense, observing that the opposite parties failed to rebut the complainant's compact disc (CD) evidence demonstrating commercial ads playing well after the scheduled film commencement time.

Commission Rulings and Directives

A coram comprising President Vakkanti Narasimha Rao and Member Suma Vala held that the practice violated consumer rights and consumer trust: "Deliberately misrepresenting movie start times to commercially exploit viewers through non-essential ads amounts to deficiency in service and an unfair trade practice under the Consumer Protection Act, 2019." Consequently, the Commission issued the following directions to PVR Cinemas and PVR INOX:

• Compensation: Pay INR 20,000 as compensation to the complainant within 45 days, carrying a 9 per cent interest per annum in case of a default.
• Litigation Costs: Pay INR 5,000 to the complainant toward legal expenses.
• Punitive Damages: Deposit INR 50,000 as punitive damages into the District Consumer Welfare Fund.
• Future Compliance: Discontinue the flagged unfair and restrictive trade practices immediately and refrain from repeating them in the future. ‘Very Hard for Busy People To Watch Unnecessary Advertisements’: Bengaluru Man Wins Consumer Case After Claiming PVR Wasted His Time With Ads Before Movie.

This ruling serves as a significant precedent for moviegoers across the country, reinforcing consumer rights against delayed screenings and unauthorised commercial exploitation in commercial multiplexes.

(The above story first appeared on LatestLY on Oct 04, 2026 05:54 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).