Maharashtra govt to invest in Marathi films to reel in Gen-Z audience: Shelar
Mr. Shelar said the financial burden of producing such a film should not fall solely on producers and the State government should also play a role.
The Maharashtra government plans to invest in producing modern, tech-driven Marathi cinema aimed at attracting Gen-Z audiences, announced Cultural Affairs Minister Ashish Shelar on August 18, 2026. Mr. Shelar emphasized the importance of forming an emotional bond with younger viewers, similar to the connection South Indian cinema has with its audience.
He encouraged filmmakers to utilize artificial intelligence and high-end visual effects while preserving the Marathi language's essence. Quality and innovation in Marathi films already exist, but the state government will invest if a viable model is established, he said. The discussion took place at a seminar organized by the Maharashtra Film, Theatre and Cultural Development Corporation and the Akhil Bharatiya Marathi Chitrapat Mahamandal.
Mr. Shelar highlighted the need to consider the number of screens available, distribution systems, and the creation of a new audience. He suggested hosting discussions and workshops to explore technological advancements, AI applications, and associated challenges. Retaining the Marathi essence while embracing modern technology, visual effects, and high-quality production was crucial to attract Gen-Z viewers, he added.
Addressing the event, Swati Mhase Patil, managing director of Film City, proposed transforming the studio complex into a comprehensive film industry ecosystem. She noted that modern technologies, such as smartphones, smart TVs, and OTT platforms, have transformed film production, editing, and consumption, presenting both obstacles and opportunities.
Film City is currently working on infrastructure, skill development, technology, and business ease, identifying five key pillars for this purpose.
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