The Madhya Pradesh High Court recently addressed the issue of prolonged advertisements before movies in cinemas, emphasizing the significance of time as a crucial resource. The court was hearing a Public Interest Litigation (PIL) challenging the excessive duration of advertisements shown before the screening of films, which many moviegoers find inconvenient and intrusive.
Background of the PIL
A PIL was filed before the Madhya Pradesh High Court arguing that lengthy advertisements in cinemas consume valuable time and cause undue hardship to the audience. The petitioner contended that cinemas, instead of ensuring a seamless movie-watching experience, prioritize profit by displaying extended advertisements, leading to delays in movie screenings.
Court’s Observations
The High Court acknowledged that time is a precious resource, and its misuse affects the general public. The court observed that moviegoers purchase tickets for entertainment and not to be subjected to an excessive number of commercials. The bench further noted that while advertisements generate revenue for cinema owners, they should not come at the cost of audience discomfort and inconvenience.
Legal Standpoint
The case raises pertinent legal concerns regarding consumer rights and fair business practices. The court might consider relevant laws under the Consumer Protection Act, 2019, which protects consumers from unfair trade practices. Additionally, regulatory guidelines by the Central Board of Film Certification (CBFC) and the Information & Broadcasting Ministry may play a role in determining permissible limits on pre-movie advertisements.
Impact on Cinema and Advertising Industry
If the High Court directs a restriction on the duration of advertisements, it could impact the revenue model of cinema halls that rely on ad-generated income. Advertisers might also have to rethink their marketing strategies, ensuring that their content is engaging and concise. However, such a ruling would be welcomed by moviegoers who prefer a hassle-free and timely movie experience.
Conclusion
The Madhya Pradesh High Court’s emphasis on time as a valuable resource resonates with the interests of cinema audiences. While advertisements are an integral part of the business model of cinema halls, their duration should not compromise viewer convenience. The case highlights the need for a balanced approach that considers both business interests and consumer rights. The final ruling in this matter could set an important precedent for cinema advertising practices in India.
About Author
Amita K Pradeep, A law graduate with a B.A. LL. B (Hons) from Ramaiah College of Law, Bangalore with having hands-on experience in legal research, drafting, and client counselling through five diverse internships. Proficient in civil, criminal, and intellectual property law. She also holds certifications in Intellectual Property Rights and Commercial Litigation. Fluent in English, Kannada, Hindi, and Malayalam. Amita is passionate about IPR while also eager to explore other areas of law.
