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«I have invested millions of euros here, so if it's to work in a climate of mistrust, I prefer to sell». This striking declaration from Jean-Pierre Lemoine, president and founder of Megarama, was published in Le Monde during the Marrakech International Film Festival. The statement has caused ripples in Morocco's cinema industry, particularly among members of the Ministry of Culture, including Minister Mehdi Bensaïd, who appears to be the target of this criticism.
Having operated in Morocco for roughly two decades, Megarama has played a significant role in revitalizing the country’s film sector. First established in Casablanca, the Megarama multiplex network has since expanded to cities such as Fez, Tangier, Marrakech, Rabat, and is set to launch a new project in Agadir.
With a total of 48 movie theaters nationwide, Megarama is the dominant player in Morocco's cinema market, holding 82% of the market share, equivalent to €7 million in box office revenue in 2023. Beyond its operations as a cinema operator, Megarama is also a key film distributor, particularly in France and Morocco. While it does not hold a monopoly with 35% of the distribution market share, no other competitor poses a significant challenge.
However, it is precisely in the realm of film distribution that the newly adopted bill, passed on Monday, December 2, in Parliament, has led Jean-Pierre Lemoine to speak out. Minister Mehdi Bensaïd has initiated a major reform of the Moroccan film sector, including a provision prohibiting film distributors from owning and operating cinema theaters.
Protecting Moroccan productions
Under the new law, distributors—responsible for managing film releases—will no longer be permitted to run projection rooms. This shift significantly disrupts Megarama’s business model, threatening the company's 250 employees and jeopardizing the distribution of French films, which account for 40% of annual cinema admissions.
The official aim of this reform is to protect Moroccan cinema, which has long been considered disadvantaged. Abdelaziz El Bouzdaini, interim director of the Moroccan Cinematographic Center (CCM), explained that «some major multiplex operators, who are also film distributors, impose restrictive pricing conditions on national producers». According to El Bouzdaini, this situation hinders the distribution of Moroccan films and puts local productions at a disadvantage.
The controversy surrounding this legislation has become a hot topic at the Marrakech International Film Festival, sparking intense debate among industry insiders. While some see the reform as a way to support Moroccan cinema, others argue it risks destabilizing the broader film sector.
With the bill set to take effect in nine months, around 20 additional regulatory texts are still awaiting validation, leaving significant uncertainty about the future of Morocco's cinematic landscape.
