Pathé Californie, in Casablanca, blows out its first candle with promising results. One year after its inauguration at the end of 2023, the Pathé Californie multiplex in Casablanca boasts nearly 500,000 spectators.
Frédéric Godfroid, director of Africa operations for Cinémas Pathé Gaumont, looks back on this first year, marked by a strong presence of Moroccan films in the rankings and increasing attendance at theaters. Between challenges linked to the Hollywood strike, expansion ambitions in Rabat and changes in pricing policy, Pathé Californie aims to strengthen its role as an actor in the revitalization of the Moroccan film sector.
Le360: One year after the opening of Pathé Californie, what is your assessment?
Frederic Godfroid: The results are generally positive. We were aiming for 600,000 entries for this first year, but we will ultimately end up at 500,000. This differential can be explained by the Hollywood strike, which delayed or limited the release of major American blockbusters. Fortunately, the year was saved by the success of Moroccan films: three of the five biggest hits of 2024 came from national production.
Le360: Did you have other objectives when starting up? Have they been reached?
We have almost achieved all of our objectives. One of the main ones was to get audiences back into theaters, and we achieved that. What is particularly encouraging is that the Megarama, a historic player in Casablanca, did not lose admissions in 2024 compared to 2023, while we recorded 500,000 additional ones. This proves that there are more spectators at the cinema, which is very positive
Have you planned additional investments for Pathé Californie?
The complex is new, so we do not have any major investments to plan. On the other hand, we take care to maintain the equipment in excellent condition: as soon as an element is defective or damaged, it is immediately replaced.
“We plan to open a multiplex in Rabat in 2025 or 2026. The plans are currently being finalized.”
— Frédéric Godfroid, director of African operations for Pathé cinemas
The new law relating to the film industry prohibits exhibitors from distributing films. What do you think?
We are only operators, not distributors. And we have no problem with Moroccan distributors. This measure seems to be part of a global strategy of the Moroccan Cinematographic Center and the Ministry of Culture to revitalize the sector. As an operator, this does not change my activity.
Are Pathé Cinemas planning other openings in Morocco?
Yes, we plan to open a multiplex in Rabat in 2025 or 2026. Plans are currently being finalized. Once the project is validated, we will be able to talk about it further. For now, it is too early to discuss more details.
Not even that of the projected investment?
The cost will depend on the final project. Once everything is defined, we can establish an investment budget.
Do you intend to review your pricing policy?
We were very careful about our pricing structure, and our results show that we made the right choices. We are also working with the Ministry of Culture on the introduction of the “Youth Pass”, in order to offer reduced prices to the youngest spectators.
Par Quds Chabaa et Khadija Essebar
12/21/2024 at 1:36 p.m.
