At the heart of a cinematic column, we explore the rise of vertical formats, the opposite of the dominant horizontal format seen at the Cannes Film Festival, where movies are still screened in 16:9 widescreen tradition.
In recent weeks, Amazon Prime, Disney+, and Netflix have all revamped their mobile apps by introducing short clips in vertical mode, aiming to capture the increasingly fleeting attention of users. Amazon labels them as “Clips” and Netflix calls them “Trailers.” The goal is to guide consumers through their vast catalogs, as many struggle to decide what to watch after watching multiple trailers.
We all face the frustrating dilemma of having too many choices, leading to decision paralysis. Netflix promises to improve this with “Trailers,” using insights from our tastes and preferences to customize the content flow. This personalized approach tailors clips or montages based on our viewing habits, creating a user-centric experience. Clips can be shared to spark conversations within the community.
Essentially, Netflix is leveraging its catalog to create short formats, aiming to keep users engaged on the app for longer periods. This slicing of content fills gaps and positions Netflix to compete with social media by adopting similar strategies for engaging users.
The emergence of “vertical dramas” in Europe, popularized in China as “duanjus,” accelerated during the COVID era. Customized for smartphone viewing, these short episodes revolve around themes of betrayal, deception, inheritance, and varying degrees of sexual temptation.
Every episode ends with a cliffhanger, enticing viewers to crave more and drive them towards subscription-based platforms. Producers churn out these microdramas at a rapid pace, with many turning to AI for scriptwriting and even replacing actors, particularly in international markets.
As Hollywood adapts to this trend, Fox, the producer of The Sopranos, and Kim Kardashian are investing in drama production, embracing the vertical format to stay relevant. This shift signals a new era in storytelling, exuding vertical vibrancy in fiction.
