In a significant move aimed at promoting regional cinema, the West Bengal government has issued a directive making it mandatory for cinema halls and multiplexes across the state to screen Bengali films during prime time every day of the year. The new policy mandates that at least one Bengali film must be shown each day between 3 pm and 9 pm, the prime time window, across all cinema screens in the state.
This policy, which is effective immediately, requires every cinema hall and multiplex, regardless of its programming schedule, to allocate a daily prime time slot for a Bengali-language film. This ensures 365 prime time screenings of Bengali films annually, thereby increasing the accessibility and visibility of Bengali cinema to a wider audience.
The new policy mandates that each cinema, including all screens in multiplexes, shall host at least one Bengali film screening per day. The prime time has been defined as the hours between 3 pm and 9 pm, and the policy will be enforced for all 365 days of the year. This is part of an effort to increase the presence of Bengali films amid the growing dominance of Hindi, South Indian, and international films in theatres.
The directive will be integrated into the West Bengal Cinemas (Regulation of Public Exhibitions) Rules, 1956, and is expected to have lasting implications on the state’s film exhibition landscape. While the policy aims to create a steady demand for Bengali films, it may raise concerns about the flexibility of scheduling and programming for cinema owners, especially in a highly competitive market dominated by Bollywood and other film industries.
This move by the West Bengal government is part of a broader effort to boost regional cinema and ensure that Bengali-language films receive the visibility they deserve. Over the years, the state government has introduced various incentives to encourage Bengali film production. However, this is the first time such an aggressive exhibition mandate has been put in place to ensure that Bengali films are a staple of everyday cinema-going experiences in the state.
The policy is expected to increase the market share of Bengali films and give filmmakers a more consistent platform to showcase their work. It will also likely help boost the regional film economy, providing better revenue streams for Bengali film producers and distributors.
While the policy has been lauded for its support of regional cinema, some concerns have been raised about its potential impact on cinema scheduling flexibility. Theatre owners, especially those running multiplexes, may face challenges in accommodating this daily prime time Bengali film screening alongside their already established programming, which often includes a mix of Hindi, South Indian, and international releases.
