We've been putting up with advertisements before movies for years, but PVR INOX has gone too far.  The audience is growing impatient as the ten-minute wait has grown to twenty-five or thirty minutes.  The controversy has resurfaced after a Bengaluru court fined PVR INOX for excessive ad breaks.  

Theaters need advertisements to stay in business, but PVR INOX has gone beyond, according to film business analyst Girish Johar.  He claims that while 10 to 15 minutes is acceptable, more than that is unfair.  "People come to watch a film, not endless commercials," concurs trade veteran Taran Adarsh.  The experience is ruined.

Another industry expert, Atul Mohan, thinks PVR INOX is "testing audience patience" by using longer ad intervals.  "Previously, a 3:00 PM performance would begin at 3:05 PM in single-screen theaters.  People now believe that a PVR show that starts at 7:00 PM won't start until 7:20 PM.  That's an issue," he says.

Now, PVR INOX is being avoided at all costs by regular moviegoers.  Frequent moviegoer Bhavna Naik claims that she likes smaller multiplex companies like sun City and gold Cinemas to PVR Juhu or Lido.  "At least they start on time, even though it takes me longer to get there," she says.  Shashank Pandey, who lives in Delhi, has even altered his moviegoing habits, scheduling his visits according to PVR's erratic ad times.  He explains, "I leave home at 11:00 if it's an 11:00 AM show because I know the actual movie won't start before 11:20."
 
However, on slower weekdays, this tactic has backfired; I occasionally miss the opening sequences when PVR cuts down the advertisements.  Even theater owners acknowledge that too many advertisements detract from the experience.  "In my theater, we limit advertisements to about seven or eight minutes," explains Vishek Chauhan, a film exhibitor.  People's time ought to be respected. Distributor Akshaye rathi concurs, saying that no one would object if advertisements ran only five to ten minutes.  However, some major motion pictures have 30-35 minutes of commercials, which is excessive, particularly for late-night screenings.
 
Even though the audience and trade are protesting, PVR INOX appears unwilling to change their position and even intends to contest the court decision.  Will multiplexes cut back on advertisements if the reaction increases and people actively avoid them?  Or will people begin to leave?  A balance must be struck by theaters before patience runs out.
 
 

 
 
 
 
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PVR INOX

G GOWTHAM

04/03/2025 12:32 PM