18 August,2026 01:22 PM IST | Mumbai | mid-day online correspondent
Ashish Shelar. File Pic
The Maharashtra government will consider investing in modern, technology-driven Marathi films aimed at attracting younger audiences, particularly Gen-Z viewers, state Cultural Affairs Minister Ashish Shelar said on Tuesday.
Shelar said the state would support filmmakers if a viable model covering production, distribution, screens and audience development could be established.
Speaking at a seminar organised by the Maharashtra Film, Theatre and Cultural Development Corporation and the Akhil Bharatiya Marathi Chitrapat Mahamandal, Shelar said the Marathi film industry had no shortage of quality, innovation or acting talent.
However, he said filmmakers needed to focus on the factors that help films achieve commercial success, including distribution, screen availability and building a new audience.
"The quality and innovation in Marathi films are abundant. However, it is necessary to study screens, distribution and the audience along with production. If a viable model is developed, the Maharashtra government will play the role of an investor," he said.
Shelar said Marathi cinema needed to establish a stronger emotional connection with younger viewers, similar to the relationship audiences have developed with South Indian cinema.
Shelar said artificial intelligence, digital platforms and other emerging technologies were creating challenges for the film industry but could also provide new opportunities.
He called for discussions and workshops featuring demonstrations on artificial intelligence, its applications and the challenges associated with the technology.
The minister said filmmakers should use modern technology, visual effects and improved production standards to appeal to Gen-Z audiences while retaining the core identity of Marathi cinema.
He also said the financial burden of producing such films should not rest entirely on producers and that the state government should have a role in supporting such projects.
Swati Mhase Patil, managing director of Film City, said the studio complex needed to evolve beyond its role as a shooting location and become a broader ecosystem for the film industry.
She said smartphones, smart televisions and the growing influence of streaming platforms had changed how films are produced, edited and consumed, creating both challenges and opportunities for the industry.
Mhase Patil said Film City was focusing on infrastructure, skill development, technology and ease of doing business, with five pillars identified for its development.
