SAG-AFTRA Joins the Verticals Revolution
The entertainment industry is witnessing a significant shift as SAG-AFTRA, one of the leading performers' unions in Hollywood, has officially recognized the rise of verticals. This move comes as a response to the growing popularity of microdrama formats, which have been gaining traction among underemployed Hollywood workers seeking alternative income streams.
In a recent announcement, SAG-AFTRA revealed plans to introduce a specialized contract for verticals by the end of the month. This 'Verticals Agreement' will cater to projects with budgets under $300,000, aligning with the modest budgets and rapid production cycles characteristic of these mobile-friendly titles. SAG-AFTRA President Sean Astin expressed enthusiasm, describing verticals as an "exciting new space" and emphasizing the union's commitment to supporting performers in this emerging business model.
Vertical videos, shot in portrait mode, are serialized narratives typically divided into one- to three-minute segments. Popular platforms like DramaBox and ReelShort dominate the market, offering romantic storylines with a dramatic flair, often featuring titles like 'Fake Dating My Rich Nemesis' and 'Claimed By My Ex’s Alpha Brother'.
ReelShort projects, in particular, operate within the $300,000 budget range, as previously reported by The Hollywood Reporter. As the demand for verticals grows, so does the interest from unions. The Writers Guild of America West has already indicated that its contract can cover these projects, and crew union IATSE is exploring similar possibilities.
For aspiring actors, verticals provide a valuable opportunity to gain on-camera experience in a competitive job market. The new agreement from SAG-AFTRA ensures that these productions' unique demands are met while maintaining the union's core standards of actor protections.
This development comes at a time when traditional Hollywood is also making strides in the verticals space. Fox Entertainment's recent investment in Holywater, a verticals company utilizing AI in production, and the entry of media executive Lloyd Braun with MicroCo, further solidify the industry's recognition of this emerging trend.
