PVR INOX has been ordered to pay ₹20,000 in compensation after a Hyderabad consumer court ruled that a 22-minute pre-show ad block before Kubera crossed the line. The complainant, a local moviegoer, argued the extended commercial segment amounted to a deficiency in service and unfair trade practices — claims upheld by the District Consumer Disputes Redressal Commission-II in September 2026. This marks the second such ruling against the multiplex chain this year. Last year, a Bengaluru patron secured ₹1 lakh in damages after being subjected to nearly 25 minutes of trailers and promotional content during a screening of Sam Bahadur. Both cases highlight growing tension between cinema advertising norms and audience tolerance. Advertisements before films or during intervals have long been part of the theatrical experience. Some brands have built lasting recall through big-screen exposure, like Gangar Opticians in the early 2000s, or the now-iconic Lyra Leggings ad featuring Janhvi Kapoor, which audiences rarely see outside theatres. PVR INOX’s Sanjeev Kumar Bijli acknowledged the rulings in an exclusive conversation with Bollywood Hungama, stating the company had already reduced ad time from 15–18 minutes to 10 minutes, calling it a ‘sweet spot’ that balances revenue and viewer experience. He admitted they haven’t received many complaints but conceded that pleasing everyone isn’t possible. While no blanket policy has been introduced, Bijli said the company is monitoring feedback closely. At the heart of the issue: the line between acceptable promotion and intrusive interruption. With two legal setbacks now on record, the next move may not be voluntary. Regulation could be on the horizon. Or a full re-evaluation of how ads are structured in Indian cinemas. The screen may soon belong more to stories than sales pitches.