Funny thing, most of the Bollywood movies that I go see have a 10 minute intermission midway through the film. They actually put a large timer up on the screen that counts down the minutes with a second hand going round and round 10 times for each of the 10 minutes. There is NO advertising other than I think the name of the film production house(s) on the screen at that time. Seems to me like a wasted 10 minutes that would be better used for advertising. Since many Bollywood movies are quite long, having a 10 minute break to go to the bathroom, and then to refill the popcorn and beverage, is quite welcome.
One problem with the 23 to 28 minute (I time it regularly at my theater) period before a film actually begins is that SOMETIMES it isn’t 23 to 28 minutes! A few weeks ago, for one of the movies, it was only 15 minutes, so I missed the first 5 or 6 minutes of the movie (It was “Day of Reckoning”, not a very good movie, so no great loss missing 5 minutes of it.) Also, sometimes the Bollywood movies have very short preview/advertisement periods before they actually start. I’ve seen as short as 8 minutes.