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Dissent from stars and film critics has prompted the Maharashtra government to revise the compulsory timing for multiplexes to screen Marathi films.
On Thursday, the government said multiplexes can screen regional films between noon and 9 pm, instead of 6 pm to 9 pm, as the earlier order had stated.
"Multiplexes will have to give top priority to Marathi films for the 6pm to 9pm slot. But for the other slots, between noon and 9pm, the films being screened will be decided on their nature and target audience, in close coordination with the multiple operators, producers and exhibitors," said Cultural Affairs Minister Vinod Tawde. He added: "A four-member committee has been formed for this." The decision was taken after a meeting with Marathi film producers and multiplex operators.
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The minister also said Marathi films should not be given slots before noon as these would not be treated as prime-time slots. "According to the state government notification of 2010, it is mandatory to show at least 124 shows of Marathi films during prime time slots in a year."
The multiplex operators brought to his notice that the audience generally like to watch Marathi films in the afternoon slot and there had been little response to the evening shows.
One of the main concerns with the proposal to make it mandatory to screen Marathi movies during prime time was the lack of flexibility in programming it would lead to. Multiplex owners had pointed out the whole point of digitsation of screens was that it allowed them to be nimble-footed with programming. Moreover, different genres and location would consider different times slots as prime-time.
Another concern was the lack of content since the Marathi film industry makes under 100 films a year, and having one show a day would mean a lot of empty shows, even perhaps during the festive season. In 2014, the industry churned out 86 films, which made a total of Rs 125 crore to Rs 150 crore. Marathi films are exempt from taxation in the state.
