Cinema chain sued over ads

By Chung Ah-young

Civic groups have filed a compensation suit against CJ CGV, the largest multiplex cinema chain in Korea, on behalf of 26 moviegoers, for forcing them to watch ads which delayed the start of their films.

The suit seeks some 1.01 million won, including 10,000 won in psychological compensation, for each moviegoer from CGV because it allegedly took unfair advantage of them by showing them the ads without their consent.

Youth Union, People's Solidarity for Participatory Democracy (PSPD) and the Lawyers for a Democratic Society said at a press conference Thursday in front of CGV in Daehangno, Seoul, that they have filed the lawsuit against CGV with the Seoul Western District Court for violating the Fair Labeling and Advertising Act.

“CGV should return the unfair gains it reaped from theatergoers,” the civic groups said.

CGV has the largest market share _ 49.3 percent _ of the theater industry in Korea.

According to the civic groups, some 40 ads were screened for 12 movies, causing a 10 minute delay on average for the screening time stipulated on the movie tickets. The theaters didn’t inform customers about the ads, causing confusion and violating their rights, they said.

The civic groups will also visit the Fair Trade Commission to call for issuing a correction order to CGV. However, CGV cited a 2004 ruling by the Seoul Central District Court that the theaters’ profits from running ads before the start of films could not be seen as illegal.

“If screening the ads is restricted, the price of tickets will likely rise, causing a greater burden on our customers,” CGV said.

Also, it explained that an average 10-minute delay can be good for some people who arrive at the theaters late due to traffic congestion and parking problems.

“Written on the ticket is the notice that the film will start 10 minutes later than the screening time written on tickets,” it said.