Going to a cinema usually means planning around a fixed showtime. A ticket mentions when the screening is scheduled to begin, and moviegoers often plan their travel and other commitments accordingly. But what happens when the film itself starts more than 20 minutes after the advertised time at the theatre?
A Hyderabad moviegoer took the matter to the consumer forum after a screening of Dhanush and Nagarjuna-starrer Kubera started around 22 minutes late because of commercial advertisements and promotional trailers. The Hyderabad District Consumer Commission has now ordered the theatre company to pay a total of Rs 75,000 in the case.
Movie Was Scheduled For 10:35 PM
The case relates to a screening of Kubera on June 20, 2025. A 33-year-old customer had booked two tickets for the movie. The show was scheduled to begin at 10:35 PM. The customer and his friend reached the theatre at around 10:30 PM and took their seats. However, the movie did not begin at the scheduled time.
Instead, commercial advertisements and promotional trailers continued to play inside the auditorium. The main film eventually started at around 10:52 PM, resulting in a delay of approximately 22 minutes. For the customer, the issue was not simply about waiting inside the theatre. He argued that the delay had a direct impact on his schedule and personal commitments.
Customer Said He Reached Home An Hour Late
According to the complaint, the delayed start meant that the customer reached home at around 3 AM, nearly an hour later than he had expected. He approached the consumer commission, arguing that the extended commercial advertisements before the film amounted to a deficiency in service.
The complaint essentially raised a question that many cinema-goers may have encountered. When a ticket is sold for a particular showtime, how much additional commercial content can be shown before the actual movie begins? The consumer commission examined the circumstances surrounding the screening and the content that was shown before the film.
Theatre Defended Showing Advertisements
The theatre company defended its practice of showing advertisements, movie trailers and public service awareness films before screenings. Its argument was that such content formed part of its normal business operations. The theatre also defended public service announcements shown before movies, saying these were intended to create awareness about subjects such as education, agriculture, welfare schemes and cleanliness.
The theatre argued that the auditorium provided an effective platform for such messages because audiences were already seated and waiting for the movie. However, the commission distinguished between public service awareness content and commercial advertisements.
Commission Examined The Delay
The Hyderabad District Consumer Commission considered the rules relating to advertisements and public service awareness films. It noted that government guidelines restrict the duration of approved public service awareness films to up to two minutes. The commission’s concern in this case was specifically related to the delay caused by commercial advertisements and promotional content.
It found that the theatre continued showing commercial advertisements for financial benefit even though customers had already entered the auditorium for a scheduled movie screening. The commission held that the conduct amounted to deficiency in service and an unfair trade practice.
Theatre Ordered To Pay Rs 75,000
The consumer commission imposed different components of the financial liability on the theatre company. It ordered the company to pay Rs 20,000 as compensation to the consumer. A further Rs 5,000 was awarded towards litigation costs. The commission also directed the theatre company to deposit Rs 50,000 with the District Consumer Welfare Fund as punitive damages. Together, these amounts take the total financial liability to Rs 75,000. The punitive damages were intended to discourage the theatre from repeating the practice.
What The Order Means For Cinema Advertisements
The case does not mean that cinemas are completely barred from showing advertisements or trailers before a movie. Pre-show advertisements and promotional content are common in theatres. The issue in this case was the extent to which commercial content delayed the advertised screening time. The commission’s order highlights that excessive commercial content resulting in a significant delay could potentially become a consumer issue.
For moviegoers, the case also shows that complaints about cinema services can be taken before consumer forums when customers believe that a service has not been provided as expected.
Theatre Told Not To Repeat The Practice
The Hyderabad commission directed the theatre to discontinue the unfair or restrictive practice and ensure that similar delays are not repeated. The order could also add to the ongoing discussion around the amount of advertising audiences see after purchasing cinema tickets. For customers, the expectation is relatively straightforward. If a ticket carries a particular showtime, they expect the movie to begin within a reasonable period rather than having the screening significantly pushed back by commercial content.
In this case, the customer complained after a Kubera screening was delayed by around 22 minutes. The consumer commission subsequently held the theatre responsible for the delay caused by commercial advertisements and ordered a total payment of Rs 75,000.
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