Morocco’s biggest retailer wants a bigger role in the country’s cinema industry. Marjane Holding is seeking approval to buy 100% of Wafa Assurance Movie Theatre Company SA, according to a filing with Morocco’s Competition Council.
The Casablanca-based company operates cinemas and related activities in Morocco.
The planned acquisition would add cinemas to Marjane’s growing business portfolio. The group already operates hypermarkets, supermarkets and electronics stores, while also managing shopping centres and commercial real estate projects across the country.
The move highlights Marjane’s efforts to turn its shopping centres into destinations where people can spend more time, not just shop. Cinemas are often seen as a way to bring in visitors during evenings and weekends, benefiting restaurants, cafes and retail stores nearby.
The deal also comes as Morocco’s cinema market continues to recover. According to figures from the Moroccan Cinematographic Center, box office revenue rose to 127.65 million dirhams last year from 89.41 million dirhams a year earlier. Cinema attendance also increased from 1.72 million to 2.18 million admissions.
The market remains dominated by a handful of operators. Megarama leads the sector with more than half of ticket sales revenue, while Pathé has quickly built a strong position through its Casablanca multiplex.
Marjane has already shown interest in the cinema business through its partnership with French operator Pathé. Taking full control of a cinema company would give the retailer a more direct presence in a growing entertainment market.
The transaction remains subject to regulatory approval.
