Fox Studios is a major player in contemporary cinema, but started out as a minor studio in the 1920s with a great deal of ambition. While Warners Bros. went down the pop video direction, which established musical genre, Fox produced newsreels using movietone sound system. The studio wanted to differentiate with Warners, but utilise sound technology, which established newsreel cinema that has played a significant role in documentary cinema.
The introduction of sound in Warners Bros. production was a primary focus, whereas sound was an element of a huge acquisition by Fox in the 1920s. This led to an extensive vertical integration project where Fox purchased theatre chains, distribution rights and production including German director F.W. Murnau, who made Sunrise: A Song of Two Humans (1927) a highly artistic film using synchronised music and sound effects track including intertitles.