Cinema ads killing viewing pleasure

Hyderabad: Film viewers, who enjoy watching trailers of forthcoming movies during intervals, are being bombarded with commercial ads killing their view experience in Andhra Pradesh and Telangana.

The 1,800-odd theatres have invented an innovative technique to get a captive audience by not switching on the lights as the first half of the film concludes and commercials are screened. Even if viewers are aware that it is time for the break, they cannot make to the exit door in the darkness. They are forced to stay put till the lights are switched on and go through ads without much interest.

Two digital projector company’s screens who have a monopoly in the two Telugu states are making huge revenue from these commercial ads. “It is an unhealthy practice and no doubt it mars the film viewing experience. Projector companies Qube and UFO have to re-think on it, rather than treating it as a just a source of income,” admits Suresh Babu, a leading producer, distributor and exhibitor.

In that case, why as an exhibitor he is allowing it. “We exhibitors are helpless, since the commercial ads are screened by digital projector companies who placed their equipment in 1,800-odd theatres across two Telugu states. In fact, as a viewer I would like to watch a trailer of an upcoming big-ticket movie during interval and take a small break for cup of tea, but I am deprived of it,” says Suresh.

Adding to it, a film viewer Sai Krishna says: “Digital projector suppliers are making a mockery of film viewing experience by boring us
with ads which we see on TV and hoardings.

In fact, we are forced to sit through the commercials, as they switch off lights until the completion of the screening, which is unfair,” he laments.
With two arch rivals Qube and UFO joining hands recently, looks like there is no end to the woes of the viewers.

“It is turning into a monopoly kind of situation and bound to affect footfalls at theatres. We also don’t get due share of the huge money these companies make out of the ads. Above all, in the US, fee for the projector gets nullified over a period of 5 to 6 years, but here it continues forever, which has to be dealt with,” says another industry insider.

Director Teja, who owns a theatre in Vizag, adds: “Our property of 5,000 square yards worth Rs 50 crore, but a company which installs a projector worth Rs 30 to Rs 40 lakh, is earning more money than us, which has to be reversed.”