All multiplexes in Mumbai and other parts of Maharashtra will have to screen Marathi films during prime time from 6pm to 9pm, culture minister Vinod Tawde said in the state assembly on Tuesday, drawing sharp reactions from Bollywood which called the move undemocratic.

The BJP-Sena government is “in the process of enacting a law“ in this regard, Tawde said during his reply to a discussion on culture. In his reply, he made a series of announcements on promoting Marathi culture, including a plan to replace Bombay with Mumbai in 199 state legislations. The peak evening slots would help promote regional cinema, he said.

“When Ashok Chavan was chief minister, he had given concessions to multiplexes and it was then agreed to reserve morning time (shows) for Marathi cinemas. I have now changed that to prime time,“ Tawde told TOI.

In 2010, the then DF government had made it mandatory for all multiplexes to ensure 124 screenings for Marathi movies in a year. However, most multiplexes hold the screenings during odd hours and not during prime time.

Tawde said he had not changed the number of shows the multiplexes would have to organize. Mukesh Bhatt, filmmaker and president of The Film & TV Producers Guild, criticized the state's move. “Marathi films get subsidy and are exempt from entertainment tax.We have no problem with that. My question is, how can you pass such a diktat without consulting all the stakeholders?“ he asked.

While actor Riteish Deshmukh called the decision “welcome news“ and filmmaker Onir said regional cinema needed state support, actor Rishi Kapoor tweeted, “You can't thrust anything on anyone zabardasti.“ Censor Board member Ashoke Pandit said, “Any kind of force is not good for democracy.“

Tawde urged Bollywood to back the move. “We are doing our best for the film industry, and if at the same time we are doing something good for regional language films, Bollywood should support it,“ he told the Times Now news channel.

The minister also said it will be mandatory for all multiplexes and single theatres to show a 1 to-1.30 minute audio-visual on Dadasaheb Phalke before the start of a movie. The audio-visual will be in the language in which the film is being screened.

`Bombay' to `Mumbai'
Tawde made a slew of announcements on culture in the assembly. He said the government will move an amendment to replace Bombay with Mumbai in all state Acts. He said there were 199 state Acts with 'Bombay' in their name. “It is necessary to change the name, and we have already started the process,“ he said.Raigad festival: The state will observe a week-long 'Raigad Mahotsav' to celebrate the memory of Chhatrapati Shivaji, Tawde said. He said the government will look at ways on partnering with the ASI to maintain the fort.

School of drama
The state will set up a Maharashtra School of Drama on the lines of the National School of Drama at Film City, Goregaon, and another one at Kolhapur.

'Lives of state heroes':
From May 1, the police band will play every Sunday at a strategic location in every district, he said. This will be followed by an audio-visual presentation on the lives of the winners of various awards from the state.

Laxman memorial
The state government will set up a memorial to the late cartoonist R K Laxman at the Sir JJ School of Art, culture minister Vinod Tawde said. It will showcase his cartoons along with those of other well-known Indian and international cartoonists. Tawde also promised to maintain and preserve Rudyard Kipling's bungalow and paintings in the Art school premises.
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The state government's diktat, to reserve a screen in the 6pm-9 pm slot for Marathi films in multiplexes, has divided the industry
Ankur Pathak (MUMBAI MIRROR; April 8, 2015)

The Devendra Fadnavis-led Maharashtra government will soon enact a law that will make it compulsory for every multiplex in the state to reserve one screen for Marathi movies during the 6 pm to 9 pm slot. This was announced by Culture Minister, Vinod Tawde, in the Assembly yesterday in his reply to a debate on preservation of historical forts, Marathi language and culture.

While Twitter was quick to mock the recent diktat laid down by the BJP government, the Marathi film industry hailed the move, with actor-producer Ritesh Deshmukh saying, "Cinema in every language should survive. I strongly believe every type of cinema should be protected, rather cultivated better. It's not a fight between Hindi and Marathi cinema. We live in one country."

National Award-winning Marathi filmmaker, Ravi Jadhav, of Natrang and Balak Palak fame, also applauded the move. "On an average, at least two Marathi films release every week but they are lost in morning shows. With prime-time visibility guaranteed, Marathi filmmakers will be motivated to make better cinema. Our films have always been family friendly and now we're finally getting our due," he exulted.

In sharp contrast, eminent lawyer Harish Salve told Mirror, "This amounts to violating the right to freedom of speech as it forces one to screen a movie whether they want to or not. The State has the power to grant license but that power cannot be used for purposes like promoting regionalism. Its a different thing to give economic support like providing land at concessional rates, but this, I reiterate, equals to violating freedom of speech."

Producer Mukesh Bhatt whose Mr X is coming up for release on April 17 is equally critical of the "autocratic move". "Did the government consult the multiplex owners who are running a private business before deciding to enact this law? You can't just wake up one day and tell me how to go about doing business," he raged, quickly adding that he isn't against Marathi cinema. "We're all here to help each other out but such decisions should be made after taking stakeholders into confidence."

Kamal Gianchandani, CEO of PVR Pictures, the largest multiplex chain in the country, was waiting for the official order to get more clarity on the issue. When asked if the lowturnout for Marathi films would dent their revenue, he demurred, "It's too speculative to say that at the moment."

However, filmmaker Anurag Kashyap hailed it, saying "Fine, even good for Marathi films". Producer Ramesh Taurani endorsed his views saying Marathi cinema offers really good content. "Now, they will have a strong platform to showcase their talent."

Exhibitor-distributor Vinay Choksi pointed out that according to a previous rule, single screen theatres in Bombay city have to reserve 44 shows in a year for Marathi films, 11 shows in each slot. The number increases beyond Thane. "Now, they have come up with a new law for multiplexes. But the fact is that the audience for Marathi films is more in the 12 noon and 3 pm slots," he pointed out. "The 6 pm to 9pm is a weaker slot and I don't see it making any appreciable difference."
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Sonali Joshi Pitale & Bharati Dubey (MID-DAY; April 8, 2015)

Bollywood is up in arms over not being made party to the upcoming law making it mandatory for multiplexes to screen Marathi films between 6 pm and 9 pm; Culture Minister Vinod Tawde announced it on Tuesday

Maharashtra government courted controversy yet again, when it revealed yesterday that it is set to enact a law making it mandatory for multiplexes in the state to screen Marathi movies in prime time slots.

Culture Minister Vinod Tawde made the disclosure in the state Assembly yesterday. Replying to a debate on preservation of historical forts, Marathi language and culture, Tawde said, "We are in the process of enacting a law to make it mandatory for multiplexes to screen Marathi films during prime time."

"Though there was a stipulation earlier that multiplexes should screen a specific number of Marathi films, it was not mandated that there be a prime time slot for them. I feel the Marathi films screening during prime time will allow an entire family to enjoy the movie together," he said, adding, "I think you (multiplex owners) owe it to the state where you do business and earn profit."

‘Dictatorial’
The diktat has come in for heavy criticism from filmmakers and distributors. Mukesh Bhatt, president, Film and Television Producers Guild of India, and a film producer himself, labelled the move as dictatorial. "They don’t even consider us worthy of being consulted before taking a decision. We also want the Marathi film industry to grow. If the government had told us about it, we would’ve given them better ideas about how to implement it. Are we really living in a democracy?" he said.

 

When told there are states where local language films are given preference, Bhatt countered, "Then make more theatres for us.. Do you know that out of the 10,000 theatres in the country, 6,000 are in south India? Here in Maharashtra, theatres are shutting instead." His brother, filmmaker Mahesh Bhatt hailed the move and said it would keep the cultural identity, but added that the exhibition sector should be made party to the endeavour and one couldn’t legally force down the ruling.

Rajesh Thadani, a distributor, felt this idea has been borrowed from Gujarat. "In Gujarat, the government gives Rs 15 per ticket as incentive to cinema halls when people watch a Gujarati film. This government is trying to implement the same here. This step will definitely affect Hindi films because 6 pm shows drive maximum audience to theatres," he said.

He further added, "The rule for showing Marathi films was always there, but the timing was late night. It seems the Marathi film lobby has put pressure on the government to make it mandatory (to screen them at prime time)." One voice, however, saw a silver lining. Anand Vishal, operations head, Fun Cinemas, believes this move will only augment business.

He said, "There is a need for good content and a consumer will watch it irrespective of language. Besides, there is enough room for Marathi and Hindi films. But they (filmmakers) will have to work towards providing good, marketable Marathi films to be screened during prime time," he told mid-day. Anand foresaw friction only during the release of big-ticket Hindi films.

Marathi industry says
The Marathi filmmaking industry welcomed the move. Ravi Jadhav, who directed the National Award-winning Natarang, felt this widened the choice for the audience. He said, "We would never get prime-time shows. Even with odd timings for our shows, we did very well.

This (move) is victory for the audience, as they can now choose between Hindi and Marathi films. Good cinema will always stand out. It will be fair competition now." Nikhil Sane, business head, Marathi film division, Essel Vision, which produced recent commercial successes like Timepass, Kaaksparsh, added, "Marathi films have done phenomenally well at the box office and got critical appreciation too.

We are the only state that faces immense competition from Hindi and English films, unlike south and Bengali film industries. I think this was a necessary step. Once multiplexes realise this is helping them to generate revenue, I’m sure they will have more prime time slots for Marathi films." Riteish Deshmukh, who has produced films like Balak Paalak and Lai Bhari, termed it as a move to strengthen Marathi cinema.

"This will help Marathi filmmakers make better and bigger films. I don’t know why the (Hindi) film industry is overreacting. There seven to eight screens in a multiplex and only one screen will be allotted to Marathi films; the prime time slot ensures the films are sustainable. Hindi films are always going to be the big brother. Marathi films have a budget of just Rs 2.5 crore or so. They will definitely not compete with a Rs 50-crore Hindi film."

- Inputs from Agencies

Short film on Dadasaheb Phalke
The government is also preparing a short film on Dadasaheb Phalke, the father of Indian cinema, for screening in theatres, Tawde said, adding that it will be shown after the national anthem. Screening this film on Phalke, too, will be made compulsory in the theatres, he said. This will enable people to know that a Marathi-speaking person laid the foundation stone for Indian cinema, Tawde added.

In favour

Ravi Jadhav, National Award-winning director
This is victory for the audience, as they can now choose between Hindi and Marathi films.

Riteish Deshmukh, Actor and Producer
There is good content in Marathi film industry today and audience will definitely come for a 6 pm film. There won’t be any audience for a 12 noon show.

Shreyas Talpade, Actor and Producer
As a producer who made a successful Marathi film, I welcome this move.

Rishi Kapoor, Actor
Ritesh Deshmukh’s film in Marathi was a super hit. So were others. So welcome all. We are all equal here in cinema. May the best win!

Onir, Filmmaker
Appreciate the move by the govt of Maharashtra to support Marathi Cinema. Regional cinema all over the country needs state support.

Against

Mukesh Bhatt, Producer
We want Marathi industry to grow but the government should’ve kept us in the loop before imposing this on us.

Mahesh Bhatt, Filmmaker
Do not make this into an us versus them situation. Marathi filmmakers are our brothers. We would do all we can to see them prosper.

Vikas Mohan, senior VP, Indian Film and Television Producers Council
How can they impose this rule? If the state intends to help the Marathi industry it should increase their subsidy.

Vivek Rangachari, Producer
I believe this is a commendable move, but forcing may not be the right way. There are other ways to promote Marathi films.