Are advertisements intrusive? It’s an age-old question that has been debated enough for almost all possible forms and mediums. Recently, cinema advertising got stuck in a similar crossfire of opinions after a Bengaluru consumer forum fined PVR INOX for showing too many ads and wasting the complainant’s time.
The increasing length of pre-film advertisement reels in cinemas is trending because cinema-goers are expressing growing frustration and dissatisfaction with the amount of time spent watching ads before movies. This frustration is fueled by the perception that cinemas are wasting their time with excessive advertising, detracting from the overall movie-going experience. The case highlighted the growing frustration among moviegoers who feel their leisure time is being overtaken by excessive promotional content, raising questions about consumer rights and reasonable expectations on the part of multiplex ticket buyers.
The two contradictory headline-worthy updates, so close together, started the debate. Is cinema advertising influential or intrusive?
According to industry observers, in-cinema advertising is limited to 20 minutes per show in most theatres. Of these, up to 10 minutes of the inventory can be used to run ads by the central and state governments. However, in cases of big blockbusters, theatres have reportedly run ads for 30 to 50 minutes in a show. This is where the question of intrusion comes up — it’s a significant time commitment that audiences did not explicitly agree to when purchasing their tickets.
The controversy around showing too many ads
PVR Cinemas and PVR Inox have been fined Rs 1.28 lakh for allegedly delaying the screening of a movie by 25 minutes for showing advertisements. The District Consumer Disputes Redressal Commission at Bangalore (Urban) said that the multiplex chain needs to honour people’s time and not expect them to sit idle and watch ads for 25-30 minutes. Further, the commission also directed PVR to mention the actual start time on the cinema tickets issued to the public at large.
Reacting to the order, PVR INOX released a media statement: “PVR INOX Limited acknowledges the Order passed by the Hon’ble District Consumer Redressal Commission, Bengaluru. We are currently reviewing the Order in detail and firmly believe that we have a strong case. Accordingly, we intend to challenge the decision before the appropriate legal forum.”
Dissecting the need for more in-cinema ads
Excessive cinema advertising, especially during blockbuster releases, primarily happens due to 3 reasons: High demand for ad slots, people/crowd management in the theatre, and the sale of food and beverages. About 200 to 400 individuals watch a movie in a sold-out show. It’s an excellent opportunity for advertisers to reach audiences whose purchasing power can be estimated easily. Cinema audiences are a particularly valuable demographic for advertisers – they tend to have disposable income (evidenced by their willingness to pay for premium entertainment), and they arrive in a relaxed, receptive mindset.
Further, in multiplexes, where multiple screens run simultaneously, the total footfall is much higher. This increases the time required for audiences to settle in before the movie and during the interval. The logistical challenge of managing thousands of individuals moving through lobbies, F&B areas, washrooms, and to their seats creates a need to build in buffer times, with advertising serving as content during these transition periods.
At the same time, theatres want moviegoers to have ample time to explore F&B options at leisure, encouraging higher sales, especially during intervals. The strategic placement of advertisements allows movie-goers to make food and beverage purchases without missing the main feature. This integration of advertising and F&B sales represents a business model designed to maximize revenue from multiple streams.
Though in-cinema advertising is only a tenth of the overall revenue, its value can easily go up by 2x or 3x when a blockbuster movie is in the theatres. This multiplier effect during high-demand periods makes ads lucrative for theatres showing popular films, creating a financial incentive to maximise ads during these peak opportunities.
This was seen prominently during the release of Pushpa 2: The Rule last year, with the movie bagging Rs 100 Crore in in-cinema advertising. The extraordinary figure demonstrates the massive potential of advertising around blockbuster releases, explaining why theatres are reluctant to reduce ads despite consumer complaints.
Ethical Issues
Cinema advertising has become a popular way for businesses to reach a large audience. It offers a unique opportunity to advertise to a captive audience who is already engaged in a leisure activity. It is also known as movie theatre advertising and is a form of marketing that involves showing commercials or trailers on big screens in movie theatres before the main feature film starts. This type of advertising can be effective for reaching a captive audience of moviegoers, but it also raises a number of ethical considerations that must be carefully considered.
However, there are several ethical considerations that businesses should keep in mind when using cinema advertising as a marketing strategy.
One ethical consideration of cinema advertising is the potential for manipulation of the audience. Moviegoers may feel trapped in their seats and forced to watch commercials before the feature film begins, which can create a sense of pressure to pay attention to the advertisements. It is essential for advertisers to be transparent about their intentions and ensure that their ads are not misleading or deceptive. This includes disclosing any hidden fees or conditions associated with the advertised product or service. Some audiences may find the presence of advertising disruptive to their enjoyment of the film. Ads that are loud, intrusive, or overly frequent can create a sense of annoyance or frustration that may lead to negative feelings towards both the advertisement and the product being advertised. This can be particularly true in cases where ads are repeated several times throughout a single screening, causing the audience to feel bombarded with marketing messages.
Another ethical consideration of cinema advertising is the impact on vulnerable audiences. Children and young people are often frequent moviegoers, and may be particularly susceptible to the persuasive tactics of advertising. Ads that target these groups with messages that encourage unhealthy or inappropriate behaviours, such as junk food consumption or excessive screen time, can have negative impacts on their health and well-being.
Way Ahead
There is a growing disconnect between cinema advertising practices and consumer expectations. While cinema advertising companies emphasize consistency, the perception of lengthening pre-show reels and increasing consumer frustration is evident. This creates a potential risk for cinemas if they prioritize short-term advertising revenue over long-term customer satisfaction and cinema attendance.
Brands need to be sensitive to the consumer experience in cinemas and avoid overly intrusive or lengthy advertising. There should be focus on creating high-quality, engaging ads that are less likely to irritate viewers and might even be perceived as part of the entertainment.
Cinemas that prioritize the customer experience by limiting ad reels (like Prince Charles Cinema) may become more attractive to discerning moviegoers and gain a competitive advantage. There may be a push for innovation in cinema advertising formats to make them less intrusive and more engaging. Consumers are increasingly conscious of how their time is spent when consuming entertainment, actively seeking experiences that are respectful of their time and provide optimal value for their leisure hours. They are less tolerant of perceived “time-wasting” elements, including excessive advertising.
Dr.S.Krishnan is an Associate Professor in Seedling School of Law and Governance, Jaipur National University, Jaipur.
Mr. Suyash Kunal Joshi is an Assistant Professor in Seedling School of Law and Governance, Jaipur National University, Jaipur.
