KUALA LUMPUR, April 9 (Bernama) -- The National Film Development Corporation Malaysia (Finas) will introduce the National Citra Production Special Fund (CITRA), an initiative aimed at encouraging the production of works featuring elements of nationhood and unity to foster patriotic spirit among the community.
Its chief executive officer Datuk Azmir Saifuddin Mutalib said that applications for the fund would be open to industry players starting Monday (April 13), with disbursements expected by the end of the year.
“Films are an important medium for society, conveying stories about history and unity. The Ministry of Communications and the Ministry of Finance have approved a budget under Finas for us to implement this year’s programme, which will be announced on Artiste Day.
“It (the fund) is not limited to certain genres such as war. Comedy, horror or any other form of storytelling will be considered, as long as it conveys elements of unity and patriotism,” he told reporters after the Creative Industry Symposium 2026 here today.
Also present were Deputy Communications Minister Teo Nie Ching and Finas chairman Hans Isaac.
On the CITRA Fund’s application criteria, Azmir Saifuddin said they were largely similar to those of the existing Creative Content Fund, but with greater emphasis on storytelling that effectively conveys national values.
Meanwhile, he said the box office performance of local films in 2025 was encouraging, raking in RM244 million, up from RM125 million in 2024 and RM108 million in 2023.
He said the record reflected the local film industry’s positive development, but emphasised that the key challenge ahead would be to keep the momentum going.
Azmir Saifuddin said Finas was collaborating with industry players, including production houses, to help more local works reach international audiences via digital and streaming platforms.
“Finas and I are in ongoing talks with production companies, including Astro, Media Prima and other partners, on how to maintain momentum in viewership and attract more audiences,” he said.
Azmir Saifuddin also said Finas would focus on three strategic areas, including initiatives to position Malaysia as a filming hub for both local and international productions, encompassing reality shows and scripted content.
According to him, this development would not only strengthen the country’s creative industry ecosystem but also indirectly support the growth of other sectors, such as tourism, hospitality and services.
“Malaysia has the infrastructure, facilities and skilled workforce, making it a preferred destination for international productions,” he said.
Azmir Saifuddin said the development of the animation sector was also a key focus, with particular emphasis on strengthening the creation of local intellectual property (IP).
“Malaysia now has the potential to emerge as a regional hub for animation production outsourcing by international companies.
“Finas is also partnering with educational institutions to encourage more students to explore animation, ensuring career opportunities upon graduation,” he said.
--BERNAMA
