PVR INOX is cutting the pre-show ad block after two consumer court rulings penalised the multiplex chain for making moviegoers sit through long advertising runs before films.
Executive Director Sanjeev Kumar Bijli says the chain has reduced on-screen ad time from 15–18 minutes to 10 minutes, a level he called a “sweet spot” that balances cinema revenue with the moviegoing experience.
Two cases, two compensation orders
The latest order came from the District Consumer Disputes Redressal Commission-II in Hyderabad. A patron had complained he was shown 22 minutes of ads before a screening of Kubera. In September 2026 the commission held PVR INOX liable for deficiency in service and unfair trade practices, and ordered the chain to pay Rs 20,000 in compensation plus Rs 5,000 in litigation costs.
It was the second such penalty. A Bengaluru moviegoer had earlier said he watched nearly 25 minutes of commercials and trailers before Sam Bahadur; PVR INOX was ordered to pay Rs 1 lakh in compensation and legal costs.
The trade-off in the interval
Advertising before and during films has been a fixture of Indian exhibition for decades. Mumbai audiences recall the Gangar Opticians spots of the early 2000s; more recently, a Lyra Leggings ad featuring Janhvi Kapoor has become a familiar cinema-only fixture. PVR INOX itself runs an in-theatre presentation where brand owners explain the impact of cinema advertising on footfalls and sales.
The problem is not the format, but the length. Bijli said complaints are not many, but the chain moved anyway. “We have also reduced our ad time from 15-18 minutes to 10 minutes, which we thought was a sweet spot,” he said. He added that there is no “carte blanche policy” yet, and PVR INOX is “keeping a keen eye” on further reduction because “we want to make sure that the moviegoing experience does not get compromised by anything.”
What the number means for planners
A cut from 15–18 minutes to 10 is a meaningful supply change. For brands, cinema spots have historically offered captive, large-screen attention; with fewer slots, buyers need to think about placement and format earlier. A 10-minute block reduces clutter, but it also concentrates the fight for visibility.
- Ask for the exact block: confirm total pre-show time and whether a slot runs before trailers, after trailers, or in the interval.
- Rework creative lengths: shorter pre-show slots may favour tight, high-frequency cutdowns.
- Monitor consumer friction: further court orders could push exhibitors to trim again.
Bijli’s “sweet spot” framing leaves room for adjustment. If 10 minutes still generates complaints or legal disputes, the chain may cut further. For media planners, the safe assumption is that cinema ad inventory will stay tight rather than expand.
Source: bollywoodHungama.com
