Cinema: Dynamic Distribution Reshaping Morocco's Silver Screens
Morocco's Growing Film Industry and International Collaborations
Morocco is increasingly becoming a hub for cultural and artistic events, not only in the realm of politics and sports but also in the world of cinema. As the country prepares to host major international events like the Africa Cup of Nations (CAN 2025), it is also gaining recognition for its vibrant film industry. This has created new opportunities for filmmakers, distributors, and professionals in the sector, who are now tapping into a market with significant growth potential.
The Marrakech International Film Festival (FIFM) plays a crucial role in this landscape. The 22nd edition, held from November 28 to December 6, provided a platform for emerging talents and showcased both debut films and completed works. For many professionals, the festival is an essential event that fosters connections and highlights the importance of cinema in the African market.
A Strategic Approach to Film Distribution
Tom Abrami, who oversees Universal Pictures International’s activities in Francophone Africa, including Morocco, emphasizes the growing importance of the Moroccan market. Universal’s slate for the kingdom includes high-profile releases such as Chloe Zhao’s Hamnet, which was unveiled at FIFM 2025. The company also ensures that international films are screened in Morocco simultaneously with European markets, sometimes even before their U.S. release.
To meet the increasing demand, Universal collaborates closely with Benjamin Turpin, marketing project manager at Universal Pictures Entertainment, and Film Event Consulting, a sub-distributor based in Oujda. Mohamed Khouna, who coordinates the distribution process on the ground, also heads Facility Event in France. He notes that the work extends beyond the festival, as Universal continues to plan its lineup throughout the year.
Challenges and Opportunities in the Moroccan Film Market
Despite the positive momentum, there are challenges related to theater profitability and national release scheduling. However, professionals and institutions are working together to find sustainable solutions. Khouna remains optimistic about the future, especially with 2026 expected to be a major year for Universal releases in Morocco and other regions.
Khouna and his partners bring around twenty films a year to theaters across the kingdom, including chains like Mégarama, Pathé, and independent cinemas such as Alcazar and Camera. They also leverage a catalog of more than 500 titles under the “Universal Vintage” label, which are shown in venues like the Cinémathèque de Tanger and the Moroccan Cinémathèque in Rabat.
Expanding the Reach of Cinema
Since the start of the year, 43 films have already been released in Morocco. National productions are gaining traction and are being integrated into the distribution lineup, reflecting a positive trend as the industry grows toward 2026.
Khouna explains that for the country, this is excellent news. As a Moroccan living abroad, he notes that understanding the local dynamics of the film sector requires investment and learning. This includes listening to expectations and helping amplify the reach of national productions while offering international content.
In addition to Universal titles, the distributor also handles releases from the Walt Disney Company France, including animated films, genre films, and auteur cinema. Recent releases include Hamnet and Sirât by Óliver Laxe, which is set to arrive in Moroccan theaters on December 10, 2025. Major productions like Megalopolis and Captain America: Brave New World have also seen strong attendance in Morocco.
A Focus on Art-House Cinema
Universal Pictures International France has launched an art-house label, led by Céline Demoulin and Tom Abrami, aimed at strengthening the presence of auteur cinema in various markets. For Abrami and Khouna, the priority is to represent films from every background and country, highlighting the diversity of cinematic creation rather than focusing solely on award-winning titles.
The upcoming opening of new theaters in cities like Kenitra, Rabat, Casablanca, Beni Mellal, Marrakech, and Saïdia is expected to further boost the distribution of Moroccan and foreign films.
A Growing Audience and Rising Revenues
Many moviegoers still prefer watching films on the big screen. According to figures from the Ministry of Youth, Culture, and Communication, Moroccan theaters generated 127 million dirhams in 2024, compared to 89 million in 2023 and 77 million in 2022. Attendance also increased to 2.2 million spectators in 2024, up from 1.7 million the previous year.
Distributors and exhibitors are enthusiastic about supporting both multiplexes and independent venues while seeking financial balance in what remains a hybrid ecosystem. Abrami notes that there are no barriers regarding ticket prices, and if a film is released, it is offered everywhere without exception.
Khouna emphasizes the need to continue developing theaters by offering premieres, special events, and initiatives that can revitalize interest in cinema halls and the films themselves. He also stresses the importance of establishing a coordinated Moroccan release calendar.
According to him, the key challenge is synchronizing international releases with successful Moroccan films or staggering them appropriately to ensure all new works remain visible. This helps reach diverse audiences and build "cinephilia," with long-term benefits for the sector.
Khouna and Abrami express their commitment to strengthening and expanding their work in Morocco’s growing film landscape, continuing to support the momentum in the coming months.
Post a Comment