For years we’ve been tolerating ads before a film but PVR INOX has taken it too far. What used to be a 10 minute delay has stretched to 25-30 minutes and the audience is getting frustrated.
After a Bengaluru court fined PVR INOX for excessive ad breaks the debate has reignited.
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Film business analyst Girish Johar says while ads are necessary for theaters to survive, PVR INOX has overdone it. “10-15 minutes is tolerable, but beyond that it’s unfair,” he says.
Trade veteran Taran Adarsh agrees, “People come to watch a film, not endless commercials. It ruins the experience.”
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Atul Mohan, another industry expert believes PVR INOX is “testing audience patience” with its extended ad slots. “Earlier in single screen theaters a 3:00 PM show would start by 3:05 PM.
Now people assume a 7:00 PM PVR show won’t start before 7:20 PM. That’s a problem,” he explains.
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Regular moviegoers are now avoiding PVR INOX at all costs. Bhavna Naik, a frequent movie watcher says she prefers smaller multiplex chains like Gold Cinemas and Sun City over PVR Juhu or Lido.
“It takes me longer to get there but at least they start on time,” she says.
Delhi based Shashank Pandey has even changed his movie habits, planning his arrival based on PVR’s unpredictable ad durations.
“If it’s a 11:00 AM show I leave home at 11:00 because I know the actual movie won’t start before 11:20,” he says.
But this strategy has backfired on quieter weekdays, PVR sometimes cuts down ads and I miss the opening scenes.
Even theater owners admit excessive ads are hurting the experience. Film exhibitor Vishek Chauhan says, “We keep ads to around 7-8 minutes in my theater.
People’s time should be valued.” Akshaye Rathi, a distributor, agrees, “If ads lasted just 5-10 minutes nobody would complain.
But some big films see 30-35 minutes of ads, which is too much, especially for late night shows.
”While the trade and audience is complaining, PVR INOX doesn’t seem to be willing to budge and is even planning to challenge the court order.
But as the backlash grows and people are actively avoiding, will multiplexes reduce ads?
Or will people start to walk out? Theaters need to find a balance – before patience runs out.
