With this growing interest in film, Italian investors opened STICA film company in the city that was to be the hub of film, Alexandria, in 1917.[4] Eventually, they shut down due to their low-quality films and the unfamiliarity of the producers with the Egyptian environment. One of the three films they created featured verses from the Muslim Qur'an vertically inverted which led it to being banned by government officials.[4] Furthermore, their films had Italian actors and directors which did not help their case. With time, more films and newsreels were created.