MUMBAI: IMAX Corporation has inked an agreement with Al Amine Investissement, a leading commercial retail developer in Morocco, to install an IMAX theatre in the city of Casablanca. Scheduled for installation in early 2009, the IMAX theatre will be an anchor attraction at the new Morocco Mall, which is expected to be the largest mall in the country. The announcement marks IMAX’s first contract in Morocco.
Under the terms of the agreement, the developer is contracted to install an IMAX MPX theatre system, and both parties have agreed to install IMAX’s new digital theatre system instead if it becomes available on or before the installation date. IMAX’s digital theatre system is currently in the advanced stages of development.
“Our entry into Morocco reflects the growing international appeal of the IMAX brand, which currently has a presence in over 40 countries. Al Amine Investissement is a leading commercial developer in Morocco, and through our partnership with them, we are looking forward to introducing the IMAX brand to moviegoers in and around Casablanca,” said IMAX co-CEO’s and co-chairmen Richard L. Gelfond and Bradley J. Wechsler.
“The IMAX Experience gives us the ability to offer a cinematic experience that far exceeds any other in Morocco. We believe the IMAX theatre will be a perfect fit for our project in Casablanca because the world-famous IMAX brand brings a prestigious image to our mall,” said Selwa Akhannouch, President and Director General, Groupe Aksal, a co-owner of Al Amine Investissement.
Emad Eldin Abdalla, Director General of Nesk Investment, which is also a co-owner of Al Amine Investissement, added, “The new IMAX theatre enables us to offer moviegoers a whole new way to experience Hollywood movies. Further, our new IMAX theatre will deliver a cinematic experience that consumers can’t get at home — and that will be good for all areas of our business at this location.”
The IMAX theatre will be capable of playing Hollywood event films that have been digitally re-mastered into the unparalleled image and sound quality of The IMAX Experience, as well as original IMAX productions in 2D and IMAX 3D.