Kuala lumpur: The National Film Development Corporation Malaysia (Finas) is set to launch the National Citra Production Special Fund (CITRA) to promote the creation of films that encompass elements of nationhood and unity, aiming to instill a patriotic spirit within the community. The initiative was announced by Finas' chief executive officer, Datuk Azmir Saifuddin Mutalib, who revealed that industry players could start applying for the fund beginning Monday, April 13, with expectations for disbursements by the end of the year.
According to BERNAMA News Agency, Datuk Azmir Saifuddin Mutalib stated that films play a crucial role in conveying stories about history and unity, and the Ministry of Communications and the Ministry of Finance have approved a budget under Finas for this year's program, which will be officially announced on Artiste Day. The fund is open to various storytelling genres, including comedy and horror, provided they effectively convey elements of unity and patriotism.
During the Creative Industry Symposium 2026, Azmir Saifuddin outlined the application criteria for the CITRA Fund, which are similar to the existing Creative Content Fund, but with a stronger emphasis on national values in storytelling. Also present at the symposium were Deputy Communications Minister Teo Nie Ching and Finas chairman Hans Isaac.
Azmir Saifuddin highlighted the encouraging performance of local films in 2025, which grossed RM244 million, a significant increase from RM125 million in 2024 and RM108 million in 2023. While this reflects positive development in the local film industry, maintaining this momentum remains a key challenge.
Finas is collaborating with industry players, including production houses, to help local works reach international audiences via digital and streaming platforms. Discussions are underway with companies such as Astro and Media Prima to sustain viewership momentum and attract larger audiences.
Finas plans to focus on three strategic areas: positioning Malaysia as a filming hub for both local and international productions, enhancing the animation sector, and fostering the creation of local intellectual property. Azmir Saifuddin emphasized that Malaysia's infrastructure and skilled workforce make it an attractive destination for international productions, which in turn supports growth in related sectors like tourism and hospitality.
The animation sector's development is also a priority, with efforts directed towards establishing Malaysia as a regional hub for animation production outsourcing by international companies. Collaborations with educational institutions aim to inspire more students to explore animation, ensuring job opportunities post-graduation.