Ah, to go back to this morning, when I didn’t know what “microdramas” or “vertical actors” were.
But when you’re a pro wrestling blogger with a marketing degree who’s spent most of this century trying and failing to find a way to earn money that doesn’t violate any of Lloyd Dobler’s career requirements*, you can’t scroll past a Triple H retweet like this and not have some questions…
Reading that article from The
Hollywood Reporter really doesn’t answer those questions, but fortunately it is still possible to find a few pieces of information via an internet search.
The micro or vertical drama was developed in China, where its called Duanju, and grew in popularity on Douyin, the social media platform we call TikTok. Everything about them is designed to be consumed via your phone while on the go. We call them “micro” because the 2-6 hour productions are released in 1-2 minute episodes. They’re “vertical” because, well, as one business-focused site described it, people don’t want “to waste precious seconds altering their handset position” when they want to consume some content.
It doesn’t seem like microdramas have to be sponsored by brands and designed to sell product, but like the soap operas they’re often compared to, that is a big focus of the rapidly growing genre (it’s said the vertical drama market generated $11 billion in revenue last year with projections pointing to $16 billion this year and $26 billion by 2030). A Variety article from last month entitled, “The Micro Pitch: Why Brands Are Flocking to Microseries” described a recent successful microdrama called The Golden Pear Affair thusly:
The show, which debuted online earlier this year, is meant to entertain. But it also functions as an 80-minute ad for Native, P&G’s personal-care line that includes deodorants and body wash, which makes cameo appearances throughout the narrative, starting with the brand’s Japanese Golden Pear scent.
Based on the quotes executives from both companies offered about their new partnership with Chinese company ReelShort, the original programming being made seems likely to include product placement, at a minimum. From THR’s article:
“By bringing WWE Superstars into the ReelShort cinematic world, we are creating a new storytelling experience for the WWE Universe, while reaching a fresh audience with premium content on ReelShort’s innovative platform,” WWE head of original content and development Ben Houser said in a statement.
ReelShort’s head of talent and business development, Sammie Hao, said, ”Brand partnerships are evolving beyond product placement. We’re creating entertainment ecosystems where brands, talent, and storytelling come together to build cultural moments that audiences actively engage with and share.“
Perhaps I’m being a jaded little socialist, though. Maybe WWE and ReelShort will produce something that really means a lot to people, that they’ll long cherish even if everyone in it is constantly drinking Prime while snapping into a Slim Jim? If so, who will be in it? What will it be about? THR again:
The partnership will pair WWE stars with two well-known vertical actors for a story whose details are under wraps, The Hollywood Reporter has learned. WWE stars that will appear in the vertical include the Scottish wrestlers Drew McIntyre and Joe Hendry as well as SmackDown star Jacob Fatu, with others promised to materialize in the drama as well.
The wrestlers will appear alongside seasoned microdrama stars Marc Herrmann (Fiancée’s Betrayal, Dante’s Inferno, Puck Me Baby One More Time) and Chase Mattson (Married to the Don, My Duplicated Husband).
What say you, Cagesiders? Looking forward to WWE’s microdrama, or trying to cut down on your screen time?
* “I don’t want to sell anything, buy anything, or process anything as a career. I don’t want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, I don’t want to do that.”
