On 31 July 2007, a huge gala event was held to mark the launch of the Alex Cinema multimedia exhibition, website, catalogue and CD: The Birth of the Seventh Art in Alexandria. The gala was attended by the Governor of Alexandria, His Excellency General Adel Labib, the Director of the Bibliotheca Alexandrina, Ismail Serageldin, and Nicola Bellomo, the representative of the European Commission in Cairo, which had sponsored the Alex Cinema Project, as well as by celebrities from Egyptian cinema and the general public. Master of ceremonies for the occasion was the Egyptian movie star, Samir Sabri.

The exhibition, which lasted until 8 August 2007, included clips and props from old movies made in Alexandria. It documented the beginning of the cinema industry in the city, over one hundred years ago, including the key role played by foreign cinematographers.