Marathi cinema will not be crushed, says debut director Kshitij Patwardhan

Two weeks ago, when the Marathi film ‘Uttar’, starring Renuka Shahane and Abhinay Berde, released on December 12, reaching the big screen was a challenge as Dhurandhar dominated the theatres. “Marathi films have always struggled to find a niche,” says debutant director Kshitij Patwardhan, who is better known for Rohit Shetty’s ‘Singham Again’, Sushmita Sen starrer ‘Taali’ and ‘Chhava’. He is a well-known, award-winning young screenwriter, theater director, lyricist and playwright in Maharashtra.

He has now made his directorial debut with ‘Uttar’. His social media post about how his team struggled to overcome challenges won hearts.

“Marathi Cinema Will Not Be Crushed. For the first time in my career, my debut film UTTAR was released alongside two cinema giants that come out every four years – a blockbuster like Dhurandhar and a global phenomenon like Avatar. Dhurandhar, already a strong film, gained further momentum when its narrative cleverly pivoted around Akshaye Khanna after the Ranveer controversy. With over 22 shows to go, the odds have clearly stacked up,” Mr. Kshitij wrote in his post. Kshitij mail.

She said a turning point came when she decided not to play the victim card. “As a director stepping into this battleground for the first time, I made a very conscious decision: no victim card. No complaints about show timings. No “Marathi vs Hindi” narrative. No excuses. The focus was simple: wherever there were shows, we would make them work. UTTAR was released on the 12th and received a strong response from urban centres. Very early on, we decided to mentally treat the release as if it were on the 19th, to regroup, reach out and expand awareness. We made it a relentless move.” The groundwork followed: Kolhapur, Pune, Mumbai, college campuses, competitions, cultural forums—appearing physically, talking about the film, and generating literal word of mouth.

While acknowledging the support of Marathi media, he said a positive approach helped. “We have confronted the conflict directly, positively, strategically and painlessly, and we will continue to do so,” he said in his post.

“This is not a one-time situation. Similar clashes have happened before and will happen again for many Marathi films in the future. The only way forward is to believe in content, smart positioning, perseverance day by day and refuse to play the victim. If there is one message this journey must convey loud and clear, it is this: No matter how big the releases in Hindi or English are, Marathi cinema will not be crushed. The struggle continues,” he said.

People praised the post, saying that the Marathi family entertainer should find more screens. One reader, Vijay Jeste, wrote: “Great observation. It shows determination, dedication and determination. A commendable attitude. We will be with you every step of your walk.”