Marathi film industry divided on campaign against multiplexes

Marathi film industry today appeared to stand divided on the recent campaign against multiplexes demanding prime time slots for screening its movies as mostly all felt that this is not the sole reason behind cinema's commercial downfall.

Paresh Mokashi of Oscar-nominated Harishchandrachi Factory said ransacking multiplexes cannot be the answer to this problem.

"The problem is much deeper and multi-layered. How much budget a common Marathi manoos can set aside for watching a Marathi movie in multiplex also needs to be taken into consideration," he said.

"Even the filmmakers need to ensure that they create the right kind of noise around their movie before its release. When Harishchandrachi Factory, Shikshanachya Aai Cha Gho, Zhenda and Natrang were released consequently at the beginning of this year, they were already being talked about for various reasons. Therefore, people thronged theatres to watch them," he said.

Also, big distributors were behind their release. It too matters, he added.

Mokashi said the quality of the movie and its popularity do not go hand in hand. "Only if it has won an award or was seen by scores of people necessarily does not make it a good movie," he said.

Just vandalising theatres is not the solution to this vexed issue. This campaign, though genuine, is not properly thought about and the way adopted is wrong. I do not support it, he added.

Partially agreeing with Maharashtra Navnirman Sena chief Raj Thackeray's views, noted director Sanjay Surkar said not allotting prime time to Marathi movies is one of the important reasons behind its not working at the Box Office. However, that cannot be the only reason, he added.

"Marathi manoos first of all needs to be proud of his language culture. Like Tamilians, Andhraites, we too need to go to the theatres to watch our movies," he said.

"Also in Maharashtra urban and rural divide is prominent and the urban audience is not at all enthusiastic about watching Marathi flicks in multiplexes. He instead prefers Hindi and English stuff," he added.

"Come what way, Hindi and Marathi movies cannot be compared. Instead of competing with them, Marathi filmmakers should try to be different and then encash on this difference," said Surkar, who has made movies like Choukat Raja and Sukhant.

"However, even the producers need to make sure that their movies are being discussed before their releases. Constant hammering is necessary to draw the audience to theatres. As was the case with Natrang by Zee Talkies or Mahesh Manjrekar's Mee Shivaji Raje Boltoy. Good marketing was one of the reasons that made them commercially successful.

"As for the campaign, we have seen that when earlier, Raj Thackeray insisted that the names of commercial establishments have to be displayed prominently in Marathi, it worked. Who knows, this time too, this campaign may work in the industry's favour," he said.

Adopting a more tough posture, Kedar Shinde, the man behind movies like Toh Bat Pakki and Irada Pakka demanded that one of the screens in all multiplexes should be dedicated to Marathi movies.

"We will divide the show among ourselves and are also ready to shoulder the responsibility of bringing Marathi audience to theatres. But at least first screen our movies, do not outrightly reject them saying they do not work,"  he said.

"Vandalism is taking place because we have completely run out of patience. The situation has not changed much since the days of Dada Kondke. At that time too Shiv Sena chief Balasaheb Thackeray had to intervene to make sure that his Marathi movies were screened in theatres which mostly preferred Hindi films," he added.

"Any one who think this way of protesting is wrong should make a Marathi movie and approach the multiplexes to screen it to understand the problems being faced and disdain being shown to us. All other ways like requesting through letters and memorandums have already been adopted, but to no avail. Now, they have to be told in the language they understand," said Shinde who is also associated with MNS.

"The problem has compounded further today because mostly all single screens have been converted into multiplexes. They are willing to screen dud Hindi movies, but not good Marathi ones. By the time audience come to watch movies in theatres, they go off screen. One must remember that, Marathi movies mostly work on word of mouth publicity," he said.

If this current trend continues, then Marathi cinema which was coming up well recently will be pushed back. Then no one should complain that good movies are not being made in Marathi, he added.

"It is not proper to say that Marathi people do not watch their movies. Did those who watched Natrang and Mee Shivaji... descend from Mars?," Shinde questioned.

Taking a more cautious approach, film producer and vice-president of India Motion Pictures Association (IMPA), Sushma Shiromani said problems of both the parties should be understood and a solution can be found only through constant dialogue and discussions.

"Multiplexes are here to do business. They do not have any special affiliation to Hindi. They are not and cannot be anti-Marathi. Their problems also need to be understood.

Maharashtra government provides highest subsidy to regional cinema. Low budget Hindi movies do not get subsidy. Other regional cinema does not get this much of subsidy. If even after this, good work is not being done, then we should introspect," she said.

And after all, people should go to the theatres to watch movies. In my opinion, it happens only when good movies are made. Constant hammering regarding the movie is not needed at all. There can be several other ways like discussion about the movie to reach people, she added.