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With New Consumer Court Ruling Will We See Less Ads In Cinemas Now?
A 30-year-old man from Bengaluru, Abhishek MR, has made headlines after winning Rs 65,000 in compensation from PVR Cinemas, INOX, and BookMyShow for what he described as a waste of time due to lengthy advertisements before a movie screening. The consumer court ruled in his favor, highlighting the principle that “time is money” and labelling the practice as “unfair trade.” This landmark decision has resonated with many moviegoers who often voice their frustrations over ticket prices, the cost of food and beverages, and the excessive time spent watching ads before their favourite films. In 2023, Abhishek booked three tickets to see the film Sam Bahadur, scheduled to start at 4:05 pm. However, the screening was delayed by nearly 30 minutes due to a barrage of advertisements and trailers, prompting him to take legal action. His case has sparked a conversation about the growing dissatisfaction among consumers regarding the overall cinema experience, which often feels marred by high costs and lengthy pre-show content. This ruling has instilled confidence in the average consumer who frequently complains about the escalating expenses associated with a trip to the multiplex. With cinema chains like PVR INOX already facing criticism for their pricing strategies, this decision may serve as a wake-up call for these establishments to reconsider their advertising practices. Many patrons feel that after paying a premium for tickets, they should not have to endure an extended advertising session before the film begins. As multiplexes continue to generate revenue from box office sales, food and beverages, the pressure to provide a more satisfying experience for customers is mounting. This ruling could potentially lead to restrictions on the length and frequency of advertisements, ultimately enhancing the movie-watching experience and restoring consumer trust in the industry.

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Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”