Relaxation pathways of upper excited electronic states of malachite green (MG) in ethanol and in films are studied by steadystate and time-resolved spectroscopic techniques. In contrast to ethanol, where MG emits weak short-lived spectrally well separated S-2 and S-1 fluorescence with the lifetimes similar to 0.3 and similar to 0.9 ps, MG films show a much stronger broadband fluorescence within 430-700 nm, revealing multiexponential kinetics with the characteristic decay times tau(1) approximate to 1 ps, tau(2) approximate to 10 ps, tau(3) approximate to 0.05-0.8 ns, and tau(4) approximate to 2-3 ns. By the analysis of spectroscopic responses of MG in ethanol and in films as well as by theoretical modeling, we demonstrate that significant increase of fluorescence lifetimes and substantial enhancement of fluorescence intensity in MG films are stipulated by the decrease of efficiency of the S-2 -> S-1 and S-1 -> S-0 internal conversion, which in turn is caused by hindrance of rotation of MG's phenyl rings controlling the S-2/S-1 and S-1/S-0 conical intersections. These findings indicate that MG films may become promising non-Kasha materials (with reasonable S-2 emission) with numerous photophysical and photochemical applications.