Manali Ranpise | 1st August 2025
Marathi cinema is not just an industry—it’s a legacy. It gave India its first film, Raja Harishchandra, and went on to produce some of the most critically acclaimed stories rooted in real life, culture, and social relevance. From Shwaas to Deool, Fandry to Sairat, Marathi films have repeatedly proven that storytelling doesn’t need glitz to make an impact. And yet, in recent years, the theatre seats have been growing emptier.
This paradox—of having quality films but fewer theatre-goers—is what pushed me to explore a simple but important question: Why are Marathi people not watching Marathi films like before?
The Shift from Theatres to Screens at Home
What became immediately clear in my research is that people haven’t stopped watching Marathi movies—they’ve just changed where and how they watch them.
OTT platforms like Zee5, SonyLIV, Netflix, and Amazon Prime have become the new theatres for many Marathi viewers. It’s not hard to understand why. Watching a movie at home is cheaper, more convenient, and flexible. With a smartphone in your hand and a monthly subscription, you can watch anything, anytime. Add in traffic, expensive popcorn, and the challenge of finding nearby shows for Marathi films, and theatre-going no longer feels worth the effort—especially when the same movie is going to be online in a few weeks.
But while this convenience is understandable, it has created a growing disconnect between Marathi cinema and its community in the physical spaces where films used to thrive.
Weak Promotion = Low Visibility
One of the most concerning reasons for this disconnect is poor marketing. Time and again, good Marathi films release quietly, with little or no buzz. Posters are barely visible, trailers are limited to a few YouTube channels, and social media engagement is minimal. There is no “event” around these releases. Compare that with how a Bollywood or South Indian movie is released—countdown campaigns, viral reels, interviews, memes, and influencer promotions. Even if the movie is average, the buzz alone gets people into theatres.
Many Marathi films go unnoticed simply because people don’t even know they exist. In a world overflowing with content, visibility is everything. If you don’t show up in someone’s Instagram feed, you don’t exist in their world. It’s that simple.
Content Still Matters – But So Does Format
Contrary to popular belief, Marathi audiences still value content over stars. In fact, my research revealed that it’s not big names that draw them in—it’s a compelling story. That’s a good sign. Films like Court, Anandi Gopal, or June have touched hearts without A-list actors. This means Marathi filmmakers don’t need massive budgets to attract audiences—but they do need narratives that are fresh, emotionally engaging, and well-packaged.
Here lies the challenge. While the themes in Marathi cinema are rich and grounded, the presentation often lags behind. Viewers—especially younger ones—are consuming global content with high production values and sharp storytelling. When they compare that with slow-paced, visually dull films (no matter how meaningful), they naturally drift away.
It’s not about making every film a big-budget spectacle. It’s about finding a balance between depth and appeal, between staying rooted in Marathi culture while speaking the language of today’s generation—visually, emotionally, and intellectually.
Genre Fatigue and the Need for Innovation
There’s also a genre gap. While many Marathi films have focused on social issues, historical figures, or village life, audiences now want more variety. They’re looking for thrillers, horror, fantasy, psychological drama—genres that are currently missing or underexplored in Marathi cinema.
This doesn’t mean abandoning traditional themes. Instead, it means telling stories differently. Why can’t a film about unemployment be a gripping thriller? Or a love story be told through fantasy? Audiences don’t want to move away from “meaningful” cinema—they want to see it evolve.
Cultural Pride Meets Cultural Pressure
Interestingly, most viewers still feel pride in Marathi cinema. Films that showcase the language, history, or traditions of Maharashtra strike a deep emotional chord. But when that pride isn’t matched by quality or innovation, it turns into disappointment.
Many viewers feel Marathi films often repeat the same kind of stories, with similar tones and settings. There is a growing demand for new voices, younger creators, and bold experimentation. People want to see films that reflect their lives—not just the past, but the present and the future.
Systemic Challenges: Support, Funding, and Distribution
Behind the scenes, the Marathi film industry faces deeper struggles. While the government provides subsidies, the process is often slow and bureaucratic. New and independent filmmakers face an uphill battle—there’s a lack of funding, infrastructure, studios, and exposure. Contrast this with South Indian cinema, which enjoys active state support, international marketing, dubbing networks, and talent development programs.
Even on OTT platforms, Marathi films are not promoted well. They’re rarely featured on home pages. Subtitles are often missing, making it hard to attract non-Marathi viewers. A good film is not enough—it needs to be discovered.
Where Do We Go From Here?
This isn’t a story of decline—it’s a story of opportunity.
Marathi cinema is full of potential, talent, and cultural richness. But to thrive in this digital, globalised world, it needs to listen, adapt, and innovate. Filmmakers must improve production quality, explore newer genres, and use social media creatively. They must invest in strong promotional strategies, collaborate with influencers, and make their films more accessible—both online and offline.
At the same time, audiences also have a role to play. Watch. Share. Support. Recommend. Marathi films don’t have massive marketing budgets, but they have something more valuable: a loyal community that can help them grow—if it chooses to engage. The heart of Marathi cinema still beats strong. The love hasn’t disappeared—it’s just waiting to be reignited. People still want to see their stories, their language, their realities on screen. They just want it with better production, smarter promotion, and storytelling that speaks to them.
If the industry makes that leap—not by copying others, but by evolving on its own terms—Marathi cinema can absolutely reclaim its place. Not just in awards lists, but in the hearts and screens of its people.
Manali Ranpise is a postgraduate media student and a passionate observer of regional cinema, with a keen interest in how storytelling evolves in the digital age.
