15-min show delay is to accommodate latecomers: Exhibitors; Cinemas should offer an ad-free option: Moviegoers
Are you that person sprinting through the mall, popcorn in hand, whisper-screaming “Excuse me!” as you stumble into a dark theatre – only to find that the movie still hasn’t started? You’re not alone. In most cinemas, arriving 10-15 minutes “late” still means you’re just in time for a parade of pre-movie ads, trailers and PSA.
But now, that buffer might just shrink. In a recent decision, the District Consumer Commission in Bengaluru called out this practice, directing a major cinema chain to start films on time and clearly display actual show start times. The message: respect the viewer’s time.
But now, that buffer might just shrink. In a recent decision, the District Consumer Commission in Bengaluru called out this practice, directing a major cinema chain to start films on time and clearly display actual show start times. The message: respect the viewer’s time.
Exhibitors, however, say it’s not just about squeezing in ad revenue. Those ads, they argue, buy crucial minutes for latecomers. Start the movie exactly on time, and you risk half the audience missing the first 20 minutes – while the rest are distracted by the chaos of people finding their seats in the dark.
Meanwhile, film business experts point out that with declining footfalls for the second year running, cinemas can’t afford to test audiences’ patience further. So what’s the right balance? Here’s a closer look at the debate playing out in the dark before the main feature begins.
Meanwhile, film business experts point out that with declining footfalls for the second year running, cinemas can’t afford to test audiences’ patience further. So what’s the right balance? Here’s a closer look at the debate playing out in the dark before the main feature begins.
WE’VE TO WAIT FOR THE 10–20% OF PEOPLE WHO ARRIVE LATE: EXHIBITORS
Exhibitors say that when shows start exactly on time, half of the audience misses the first 20 minutes, and the rest are disturbed by constant walk-ins. So, they try to accommodate late moviegoers
‘We have to accommodate latecomers’
Yogesh Raizada, Director, Wave Cinemas, says, “It’s like the airlines – when the gate closing time is 10.30, why is the gate open for another 15 minutes? It’s to accommodate the latecomers. We have to wait for the 10–20% of people who arrive late. Indians operate on the mindset – Humein 10 baje pahunchna hai aur 10.15 tak pahunchenge. People are not just paying for the movie, we are also required to play PSAs from the central government, state government, and sometimes the Election Commission. And we also play commercials. Mall parking, traffic congestion, and other factors can also cause them to miss the film. So, we try our best to accommodate.
CINEMAS SHOULD OFFER AN ADFREE OPTION: MOVIEGOERS
Moviegoers do have a problem with the barrage of commercials. While some want an “ad-free” cinema viewing option, others feel “too many advertisements kill the whole excitement of watching a film in a theatre.”
‘20–30 minutes of ads before a film can be frustrating’
Film producer Jitendra Mishra says, “As a regular moviegoer, sitting through 20–30 minutes of ads before and during a film can be frustrating. You’re excited for the movie, but instead, you’re forced to endure a long stretch of promotions. We understand that cinema halls need extra revenue, they should offer an ad-free option with a reasonable additional charge at all cinemas, just like online streaming services do.”
‘Delaying the film by 15–18 mins ensures that viewers don’t miss the beginning’
Devang Sampat, Director of Cinepolis India, says, “The movie start time depends on the length of the film, trailers, and ads. This has been the practice for decades, and it is done for the convenience of customers. Advertising is an essential part of the cinema business model . Delaying the start of a film by 15–18 minutes supports this business model while also ensuring that customers don’t miss the beginning of the movie. It’s a win-win for everyone.”
Devang Sampat, Director of Cinepolis India, says, “The movie start time depends on the length of the film, trailers, and ads. This has been the practice for decades, and it is done for the convenience of customers. Advertising is an essential part of the cinema business model . Delaying the start of a film by 15–18 minutes supports this business model while also ensuring that customers don’t miss the beginning of the movie. It’s a win-win for everyone.”
‘It’s a big turn-off when you’ve to watch ads for 30 minutes’
Manoj Dhiman, a software engineer, says, “Too many advertisements running for almost half an hour kill the whole excitement of watching a film in a theatre. It’s a task nowadays to venture out for a film, and we have become very selective. Then, if the time gets stretched like this, you’d rather sit at home and watch good content on OTT.” Mauli, a movie buff, says, “It is a big turnoff when you have to watch ads for 30 minutes before the movie actually starts. I always walk into cinemas 15 minutes late to skip the ads.”
Film business experts say that with cinema footfalls down for the second year in a row, cinemas should avoid aggravating moviegoers’ pain points. Girish Johar, producer and cinema business analyst, says, “A 5-10 minute leeway is something the audience can tolerate, but beyond that, it feels like taking them for granted. Currently, for moviegoers, coming to the cinema requires a significant commitment. There are many pain points at present, and while I understand the need for ads, limiting them to 5-7 minutes would be a reasonable balance to aim for.”
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