The Maharashtra government is considering stepping in as an investor in Marathi cinema if the industry can develop a sustainable and commercially viable model for producing modern films aimed at younger audiences.
Maharashtra Cultural Affairs Minister Ashish Shelar said on Tuesday that Marathi cinema has strong talent, creativity and quality, but needs to improve its connection with younger viewers, particularly Gen-Z.
Speaking at a seminar organised by the Maharashtra Film, Theatre and Cultural Development Corporation along with the Akhil Bharatiya Marathi Chitrapat Mahamandal, Shelar said the future of Marathi cinema cannot depend on production alone.
Government Open To Investing In Marathi Cinema
Shelar said filmmakers and industry stakeholders need to examine the entire ecosystem, including the availability of screens, distribution networks and audience development.
He said that if the industry comes up with a workable model, the Maharashtra government could participate financially as an investor.
According to Shelar, Marathi filmmakers already possess strong storytelling abilities and acting talent. The bigger challenge is establishing a commercial link between good content and a larger audience.
Focus On Gen-Z Audience
The minister stressed the need to bring younger viewers closer to Marathi-language cinema.
He pointed to the strong emotional connection that audiences in several southern states have developed with regional films and said Marathi cinema should also work towards creating a similar bond with a new generation.
The objective, he said, should be to embrace modern filmmaking without losing the cultural and linguistic identity of Marathi cinema.
AI And New Technology Could Transform Marathi Films
Shelar also highlighted the growing role of artificial intelligence, digital platforms, visual effects and other modern technologies in filmmaking.
Rather than treating technological changes only as challenges, he suggested that the Marathi film industry should explore how these tools can improve filmmaking and audience engagement.
Workshops and demonstrations focusing on AI and emerging filmmaking technologies were also suggested as part of the industry’s efforts to adapt.
Film City Seeks To Build Complete Film Ecosystem
Swati Mhase Patil, managing director of Film City, said the facility should evolve beyond being merely a location where films are shot.
She said efforts are being made to develop Film City into a wider ecosystem supporting infrastructure, technology, training, skill development and ease of doing business.
The increasing use of smartphones, smart TVs and OTT platforms has also changed how audiences consume films, creating new opportunities for Marathi filmmakers to reach viewers beyond traditional theatres.
Marathi Cinema Faces Commercial Challenge
The government’s possible investment comes amid a wider discussion about how Marathi cinema can expand its audience and improve its commercial performance.
With technology changing filmmaking and OTT platforms creating new distribution channels, the industry now faces the task of combining Marathi identity, modern production techniques and stronger audience outreach.
If a viable model emerges, the Maharashtra government’s willingness to consider investment could provide additional support for filmmakers looking to develop technology-driven Marathi content for younger audiences.
