Morocco is having a screen moment, and we marked it properly. On Tuesday 28 July we took over a screen at Everyman Chelsea for a private screening of The Odyssey for an invited group of UK event agency partners. Major portions of the film were shot in Morocco — in Essaouira, Dakhla, Marrakech and the Ouarzazate region — with Aït Benhaddou used for the primary, 360-degree practical set of Troy, which accommodated over 2,000 extras and structures on the scale of the Temple of Athena.
Status: this event has taken place. The screening was held on Tuesday 28 July 2026, by invitation.
Event details
- Date: Tuesday 28 July 2026
- Arrival: 4:30pm, welcome drinks on arrival
- Screening: commences 5:00pm
- Running time: approximately 3 hours 30 minutes
- Venue: Everyman Chelsea, London
- Attendance: by invitation, RSVP required
Why we did it
A film does something for a destination that a brochure cannot. It puts the landscape in front of your client before you have said a word about it, and it does the persuading for you. Northern Ireland has been trading on Game of Thrones for over a decade. Morocco now has the same opportunity in front of it.
For UK agencies, that matters in a specific and practical way. The hardest part of placing an unfamiliar destination is rarely the ground programme — it is getting the end client to picture it. A film moment removes that step. Our view is that the agencies who move on it early get the benefit, and the ones who wait spend next year explaining why Morocco is worth a look.
How the evening went
Everyman Chelsea is not a standard cinema. Guests were seated on sofas with waiter service throughout, which made it a considerably better setting for a conversation than a screening room with a lectern in it. Doors and welcome drinks were from 4:30pm, and the film started at 5:00pm.
There was no presentation and no pitch attached to the evening. The point was to spend time with the agencies we work with, in front of a destination we can place programmes into, and let the film make the argument.
Future events
This screening was by invitation and every place was confirmed in advance. If you work with us and would like to be considered for future events of this kind, get in touch and we will add you to the list.
Coming next
We are running the same format again in January for a second release filmed largely in Abu Dhabi. Before that, our next date is the Copenhagen FAM trip, 11–13 September 2026.
Watch the film shown on the night
Our partner on the ground: The destination footage screened on the night was produced by S’TOURS, our DMC partner in Morocco.