There was a time when advertisements had their own charm. Whether on TV, in newspapers, or displayed across roadside billboards, they served their purpose without intruding on entertainment. But now, ads have taken over every available space and movie theatres are no exception. What was once a place for pure cinematic escape has now become yet another screen for relentless commercials.
In India, theatre chains like PVR INOX, Cinepolis, and Carnival are overloading pre-shows with long stretches of non-film ads. While movie trailers continue to excite audiences, the growing stack of unrelated ads before and during the film is pushing viewers to their limits. Many now choose to arrive late just to skip the pre-show, often missing trailers they would have enjoyed.
This isn’t just an Indian issue. In the United States, AMC Theatres faced similar backlash from audiences and even from major studios. Their solution shortening the ad block and issuing public advisories may not have been perfect, but it showed awareness. AMC's move should serve as a wake-up call for Indian multiplex chains.
An internal US study revealed that 80 percent of test viewers weren’t even seated four minutes before the main film began. A big part of that is long ad blocks driving people away until the actual film starts. In India, the experience is often worse. Along with the usual trailers, there are government PSAs, loud promotions for overpriced popcorn, and back-to-back ads that no one wants to see. Then during the interval, it happens all over again.
The irony is that trailers are actually good for business. They spark interest in upcoming movies and keep the cinematic pipeline active. Ads for banks, biscuits, or real estate do nothing to enhance this ecosystem yet they dominate the screen time that should be reserved for film.
This trend is not just bad for audiences. It’s bad for business. Post-pandemic, theatres are already struggling. With box office flops, rising ticket costs, and the constant lure of OTT platforms, movie theatres can’t afford to annoy their most loyal customers. Short-term ad revenue is no excuse for long-term audience loss.
To be fair, there have been small steps in the right direction. PVR INOX has started offering ad-free screenings in some of its premium auditoriums. But this is just the beginning. What audiences really need is clarity, consistency, and above all, respect for their time.
Imagine booking a 7 PM show and not seeing the film begin until 7:25. It’s misleading, disappointing, and ultimately drives people away from the theatre altogether. With every unnecessary ad, theatres are eroding the very magic that once made going to the movies special.
If Indian theatre chains want to survive this transitional era, the solution lies in valuing audience experience over ad inventory. A reimagined pre-show with crisp trailers, fewer commercial breaks, and an honest start time is not just preferred it’s essential.
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