Maharashtra will invest in Marathi films to woo Gen-Z audience

The Maharashtra government will invest in producing modern, tech-driven Marathi cinema aimed at the Gen-Z audience, state Cultural Affairs Minister Ashish Shelar said on Tuesday. Speaking at a seminar organised by the Maharashtra Film, Theatre and Cultural Development Corporation, Shelar urged filmmakers to use artificial intelligence and high-end visual effects while preserving the essence of the Marathi language.

Shelar said the quality and innovation in Marathi films are abundant, but the industry needs to study screens, distribution and the audience. He said the government would play the role of an investor if a viable model is developed. Citing the emotional connect of South Indian cinema, he stated Marathi cinema must build a new generation of viewers with an emotional link to the language and its films.

Swati Mhase Patil, managing director of Film City, said the studio complex should evolve into a complete ecosystem for the industry. She noted that smartphones, smart TVs and OTT platforms have changed how films are made and consumed, creating both challenges and opportunities. Film City is working on infrastructure, skill development and technology, she added.