 A major reason was the proximity to the production centre of Hindi cinema (Bollywood), which encroached on the identity of Marathi cinema.Other reasons include the shortage of cinema halls for distribution due to poor marketing, lack of money magnets, a vibrant theatre scene and the emergence of private television.It also lacked the powerful lobby at the national level unlike South Indian cinema because state congress (ruling party over 40 years) encouraged Hindi cinema for profit mainly; the regional film industrial advantage being soaked up by Bollywood.