Thanks for sharing this! I’ve been a producer for 15 years and have a lot of crew and talent telling me about their experiences with verticals but had yet to hear it from a producer’s perspective. It’s a bit grim but also really illuminating!
Thank you for the illuminating article on the process from a producer's perspective. Everyone I've spoken to here in town has spoken of similar woes from the crew's perspective. I had worked for a company in 2024 that is tangentially in this space, so I understand how insane the demands are as a writer. I came out of that experience wondering, believing, there is a better way for writers, directors, and actors to use this format, which is still very new and not totally defined yet, to help their careers. So we formed our vertical shorts company this spring with the idea of NOT doing all the things you just described. Our thesis is that you can do good work in this space without exploiting people, and everyone can share in the upside of the revenue it generates. This past week, I've met with several like-minded producers, writers, and directors who view the format the same way, as another opportunity for storytelling. I look forward to collaborating with them and others with the same mindset. We're starting off one step at a time... I may even have some news on our first vertical this week... Thanks again for this article. Much appreciated.
Love this energy: “Our thesis is that you can do good work in this space without exploiting people, and everyone can share in the upside of the revenue it generates.” Elevate, elevate, elevate!
I've been offered to produce these verticals but I think we(producers) should all pass on these gigs because I don't think it makes better filmmakers, I don't think it makes better audiences/people, and it's purely taking advantage of the reptilian side of our brains to scroll. It's a grind on cheap labor for profit. A better, sustainable model would be getting points/backend on the profit generated...even a fraction would actually help filmmakers of their Billion dollar industry. They are not here to help us...but to take advantage. Let's not produce brain rot content! Think of the next generation!
I love the idea of using their producer handbook and cliff hanger storytelling insight to produce more "solution genre" uplifting content. Don't join them...learn, adapt, and let's beat them!
I was approached to bid for production of a microdrama that teased with the subtle promise of becoming ongoing work, filming the equivalent of one feature film after another for years to come. How could I say no? The beginning of this article is exactly where I was- but the end is what I came to before bidding. My director/ DP partner and I decided this was not the kind of project that we wanted to dedicate years of our time and effort to creating. We have a slate of brilliant projects that will each contribute to the positive evolution of humanity- why distract ourselves with work that doesn’t? We passed. And reading this, I’m so glad we did! Makes me feel much better about turning down the work.
But I do wonder what it would take to shift this vertical formula to something more rewarding for humanity - if they’re bringing in that much income, maybe it could be spent to create content truly worth watching (with the time and money it takes to make that happen). I’m open to that, for sure!
It's really useful to hear these kinds of producer stories. We can learn from them.
Is anyone aware of indie distribution / sales agents for vertical video? If companies funding shoots are not doing it right, maybe indie-run sets can do it better?
This is a very enlightening article, thank you for sharing this experience. It's really interesting to see how there's been such a prominent shift in the arts when it comes to social media; with books, for instance, BookTok has been such a huge influence in the mainstream genre that we see being mass published now. Same thing with e-books.
I understand these things are churned out at low cost - but do they spend money on marketing? Did you learn anything about the discovery? How does the audience find one show over another. I assume they’re not just throwing them out there without marketing. Is there marketing money? If they make money, but don’t pay the crew where is the money going? Are the profit margins wild? If they are why not pay more for a crew that has a little more time and reduce your risk of things going pear shaped like on your production resulting in a bunch of unrecoverable sunk cost?
I read this article out loud to my wife this morning and we both pumped our fists when you called out the company executive. Well said, all around. Thanks for sharing.
Wow. I just learned about Verticals from an actor at a film festival last week and couldn’t wrap my head around them. Thank you so much for this detailed breakdown. I’m sorry you had such a sh*tty experience 😢
I had not heard of "Vertical Video" before. We are definitely thinking outside the box, with "Shoot & Flip" and "VRamers." Most of our films are in the "solution genre," and attempt to inspire, uplift and make the audience feel that anything is possible.
Obviously, they could be considered social impact, as well. I hope we are able to get a following as big as "Vertical Video."
Sennett fled the east coast (and patents) for Edendale. Cinema is fleeing Hollywood for the vert. Right now, it feels like a Wild West moment. Different thinking is mandatory. We are all in(ish) with it here in Amsterdam/Athens.
Hey, I am a French producer. It is not a thing in France for now and I want to explore the possibilities. I know how to produce cost-effectively yet with respect to humans who work on films.
BUT
Why do you think 99% of the content is this "porn-adjacent" genre? Is it only this kind of guilty pleasure that people can what vertically? Do you know someone or an app that has successfully tried something else?
If you anyone want to discuss it privately I'm more than open, I also would like to create a Vertical app in France, aiming mostly Europe, so it could be interesting discussing what could work here and not in the US.
This is a very insightful article. I think every producer, writer, director and crew member ought to read it. Well done.
Thanks for sharing this! I’ve been a producer for 15 years and have a lot of crew and talent telling me about their experiences with verticals but had yet to hear it from a producer’s perspective. It’s a bit grim but also really illuminating!
Thank you for the illuminating article on the process from a producer's perspective. Everyone I've spoken to here in town has spoken of similar woes from the crew's perspective. I had worked for a company in 2024 that is tangentially in this space, so I understand how insane the demands are as a writer. I came out of that experience wondering, believing, there is a better way for writers, directors, and actors to use this format, which is still very new and not totally defined yet, to help their careers. So we formed our vertical shorts company this spring with the idea of NOT doing all the things you just described. Our thesis is that you can do good work in this space without exploiting people, and everyone can share in the upside of the revenue it generates. This past week, I've met with several like-minded producers, writers, and directors who view the format the same way, as another opportunity for storytelling. I look forward to collaborating with them and others with the same mindset. We're starting off one step at a time... I may even have some news on our first vertical this week... Thanks again for this article. Much appreciated.
Love this energy: “Our thesis is that you can do good work in this space without exploiting people, and everyone can share in the upside of the revenue it generates.” Elevate, elevate, elevate!
"If you can't beat them, join them!"
I've been offered to produce these verticals but I think we(producers) should all pass on these gigs because I don't think it makes better filmmakers, I don't think it makes better audiences/people, and it's purely taking advantage of the reptilian side of our brains to scroll. It's a grind on cheap labor for profit. A better, sustainable model would be getting points/backend on the profit generated...even a fraction would actually help filmmakers of their Billion dollar industry. They are not here to help us...but to take advantage. Let's not produce brain rot content! Think of the next generation!
I love the idea of using their producer handbook and cliff hanger storytelling insight to produce more "solution genre" uplifting content. Don't join them...learn, adapt, and let's beat them!
thanks Meta!
I was approached to bid for production of a microdrama that teased with the subtle promise of becoming ongoing work, filming the equivalent of one feature film after another for years to come. How could I say no? The beginning of this article is exactly where I was- but the end is what I came to before bidding. My director/ DP partner and I decided this was not the kind of project that we wanted to dedicate years of our time and effort to creating. We have a slate of brilliant projects that will each contribute to the positive evolution of humanity- why distract ourselves with work that doesn’t? We passed. And reading this, I’m so glad we did! Makes me feel much better about turning down the work.
But I do wonder what it would take to shift this vertical formula to something more rewarding for humanity - if they’re bringing in that much income, maybe it could be spent to create content truly worth watching (with the time and money it takes to make that happen). I’m open to that, for sure!
It's really useful to hear these kinds of producer stories. We can learn from them.
Is anyone aware of indie distribution / sales agents for vertical video? If companies funding shoots are not doing it right, maybe indie-run sets can do it better?
I have a serious love/hate relationship with verticals.
This is a very enlightening article, thank you for sharing this experience. It's really interesting to see how there's been such a prominent shift in the arts when it comes to social media; with books, for instance, BookTok has been such a huge influence in the mainstream genre that we see being mass published now. Same thing with e-books.
I understand these things are churned out at low cost - but do they spend money on marketing? Did you learn anything about the discovery? How does the audience find one show over another. I assume they’re not just throwing them out there without marketing. Is there marketing money? If they make money, but don’t pay the crew where is the money going? Are the profit margins wild? If they are why not pay more for a crew that has a little more time and reduce your risk of things going pear shaped like on your production resulting in a bunch of unrecoverable sunk cost?
I read this article out loud to my wife this morning and we both pumped our fists when you called out the company executive. Well said, all around. Thanks for sharing.
Wow. I just learned about Verticals from an actor at a film festival last week and couldn’t wrap my head around them. Thank you so much for this detailed breakdown. I’m sorry you had such a sh*tty experience 😢
I always appreciate your candor and skillful writing
I had not heard of "Vertical Video" before. We are definitely thinking outside the box, with "Shoot & Flip" and "VRamers." Most of our films are in the "solution genre," and attempt to inspire, uplift and make the audience feel that anything is possible.
Obviously, they could be considered social impact, as well. I hope we are able to get a following as big as "Vertical Video."
Sennett fled the east coast (and patents) for Edendale. Cinema is fleeing Hollywood for the vert. Right now, it feels like a Wild West moment. Different thinking is mandatory. We are all in(ish) with it here in Amsterdam/Athens.
Hey, I am a French producer. It is not a thing in France for now and I want to explore the possibilities. I know how to produce cost-effectively yet with respect to humans who work on films.
BUT
Why do you think 99% of the content is this "porn-adjacent" genre? Is it only this kind of guilty pleasure that people can what vertically? Do you know someone or an app that has successfully tried something else?
If you anyone want to discuss it privately I'm more than open, I also would like to create a Vertical app in France, aiming mostly Europe, so it could be interesting discussing what could work here and not in the US.
Thanks a lot for your article and nice writing.
Alex