Cinema is becoming a permanent fixture in everyday Moroccan life. In a bold move set to reshape entertainment across the country, major retailer and commercial real estate player Marjane Group has partnered with European cinema powerhouse Pathé. Their joint venture aims to launch a nationwide network of state-of-the-art movie complexes that will redefine the role of shopping centers in Morocco.
Driven by a shared vision, the partnership will transform Marjane’s malls into dynamic lifestyle destinations where shopping meets culture and entertainment. Subject to regulatory approval, a new generation of cinemas will be introduced right in the heart of urban centers, designed to be both accessible and community-oriented.
According to Ayoub Azami, CEO of Marjane Group, the alliance is about more than just entertainment. “This collaboration aligns with our strategy to deliver high-value services. It reflects our commitment to enriching the customer experience by combining Marjane’s expertise in retail and real estate with Pathé’s leadership in cinematic innovation,” he said. “It’s also about contributing to Morocco’s broader goals in developing its Cultural and Creative Industries.”
For Pathé, this expansion signals a deepening investment in the Moroccan market. The French cinema operator already made a splash in Casablanca in late 2023, opening a cutting-edge multiplex in the Californie Mall. That venue includes an IMAX Laser screen, a 4DX auditorium, and a dedicated space for artistic exhibitions. With this new venture, Pathé is aiming even higher.
“Morocco has always been a land of cinema. Many of our productions were filmed here,” said Jérôme Seydoux, Chairman of Pathé. “Together with Marjane, we want to bring world-class cinema experiences to Morocco’s major cities.”
The project is ambitious, featuring a phased rollout of advanced multiplexes equipped with immersive technology and innovative digital services. Every detail is being crafted to meet the demands of a Moroccan audience that’s increasingly hungry for culture and modern entertainment. The goal is to create inclusive, cutting-edge spaces where film, technology, and community come together.
