SAG-AFTRA Joins the Verticals Revolution
The entertainment industry is witnessing a significant shift as SAG-AFTRA, one of the leading performers' unions, has recognized the growing popularity of verticals. This move comes as a response to the increasing demand for microdramas, a new format that has captured the attention of both creators and audiences.
In a recent announcement, SAG-AFTRA revealed plans to introduce a specialized contract for verticals by the end of the month. This 'Verticals Agreement' is designed to cater to the unique characteristics of these mobile-friendly productions, which often operate on tight budgets and rapid production cycles. With budgets typically under $300,000, these microdramas present a fresh opportunity for SAG-AFTRA to support performers in this emerging space.
The union's president, Sean Astin, expressed enthusiasm about this new development, stating, 'Verticals represent an exciting frontier in the industry. As this format continues to evolve, we are committed to providing our members with the necessary support to thrive in this new business landscape.'
Verticals, filmed in portrait mode, are serialized stories typically divided into short episodes, ranging from one to three minutes. Popular platforms like DramaBox and ReelShort dominate the market, offering romantic narratives with a touch of drama and melodrama, such as 'Fake Dating My Rich Nemesis' and 'Claimed By My Ex’s Alpha Brother'.
The Hollywood Reporter has previously noted that ReelShort projects often fall within the budget range of under $300,000.
As the traditional entertainment industry faces challenges, SAG-AFTRA's recognition of verticals is a strategic move. This development comes at a time when other unions, such as IATSE and the Writers Guild of America West, are also exploring the potential of this new medium. The Writers Guild, in particular, has indicated that its contract can cover verticals, opening up opportunities for actors to gain on-camera experience in a competitive job market.
SAG-AFTRA's national executive director, Duncan Crabtree-Ireland, emphasized the agreement's adaptability, stating, 'This contract is tailored to the unique demands of these productions, balancing their pace, budget constraints, and creative aspirations while maintaining the union's core standards of actor protection.'
The industry's response to verticals has been swift, with major players like Fox Entertainment investing in vertical companies. Fox recently took an equity stake in Holywater, a verticals company utilizing AI in its production. Additionally, Lloyd Braun, a seasoned media executive, has launched MicroCo, further solidifying the industry's interest in this emerging format.
