Yesterday, the Maharashtra government that made it mandatory to show a Marathi film in at least one of the auditoriums during the prime time slot of 6 pm to 9 pm as multiplexes. As expected the rule was misconstrued. “The Maharashtra government orders multiplexes to show only Marathi films at the 6 pm to 9 pm prime time slot” “No Hindi or English films at a prime time slot says the Maharashtra government” were some of the headlines. Almost giving the regular viewer the impression that the 6 pm to 9 pm slot was strictly for Marathi films only.
In a free market, the consumer who drives the demand that dictates the availability of products. But the rules of fairness also apply. If a quality product is placed in a dark corner of the supermarket, it will never have any customers.
Marathi Cinema is currently going through a new wave, with several new faces before the camera and an equal number of brave new talented folks behind the camera. We see a wide range of topic being dealt with great sophistication and verve. Perhaps some topics that mainstream commercial Hindi cinema shies away from.
Several recent Marathi films have broken box office records, on occasions outdoing their Hindi counterparts. The popularity of Marathi TV channels also shows that there is a great market for Marathi content. But alas the showing of Marathi films at an akward time prevents it from securing a mass audience. The multiplex owners complain that there is no audience for Marathi films and stop showing them.
Several recent Marathi films have broken box office records, on occasions outdoing their Hindi counterparts. The popularity of Marathi TV channels also shows that there is a great market for Marathi content. But alas the showing of Marathi films at an akward time prevents it from securing a mass audience. The multiplex owners complain that there is no audience for Marathi films and stop showing them.
For a product to succeed it has to be nurtured and made easily available. This is what the Maharashtra government is doing. Marathi films are already tax-free. If this initiative works and people turn out in huge numbers to watch Marathi films during prime time.
For now, this is a good idea and one that should be welcomed by everybody. Perhaps it may even encourage producers from the Hindi Film industry with deep pockets to invest in the talents of the Marathi film industry.
This initiative will hopefully give the many talents of the Marathi film industry to come to the forefront and regale audiences with their brilliance. This will be a win-win situation for the multiplexes who are already finding it tough to sustain, the Marathi film industry and for the audience who craves for quality entertainment
This initiative will hopefully give the many talents of the Marathi film industry to come to the forefront and regale audiences with their brilliance. This will be a win-win situation for the multiplexes who are already finding it tough to sustain, the Marathi film industry and for the audience who craves for quality entertainment
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