Entertainment: How the China-Led “Vertical Film” Movement Wants to Upend the Way We See Cinema
- InsightTrendsWorld
- Mar 19
- 7 min read
Why it is the topic trending:
Emerging Film Format: Vertical short dramas are a relatively new and rapidly growing format in the film industry, particularly optimized for smartphone viewing.
Global Attention at Filmart: The prominent discussion of vertical films at a major industry event like Hong Kong Filmart 2025 signals its increasing importance in the global content market.
China's Dominance in the Market: China's significant investment and success in vertical short dramas are drawing international attention to this format.
New Opportunities for Content Creators: The rise of vertical film offers new avenues for filmmakers, actors, and platforms to reach audiences with short, engaging content.
Changing Consumption Habits: The trend reflects the shift towards mobile-first content consumption and the demand for easily digestible entertainment on smartphones.
Overview: The article discusses the growing trend of "vertical short dramas," which are series filmed in a vertical orientation for easy viewing on smartphones. This format, which originated on platforms like Snapchat and TikTok, is now gaining significant momentum, particularly in China. The article highlights the discussions and presentations around this trend at Hong Kong Filmart 2025, where industry experts extolled the opportunities in a market predicted to be worth billions. The format typically features short, episodic scenes focused on themes of love, wealth, betrayal, and revenge, often with a global audience in mind through adaptations for local markets.
Detailed findings:
Vertical short dramas are filmed with a vertical (9:16) aspect ratio for easy smartphone viewing.
The format gained popularity on platforms like Snapchat and TikTok and is now being explored by major Chinese streamers.
These series often consist of around 70 short scenes (1-2 minutes each) with quick, dramatic storylines involving love, wealth, betrayal, and revenge, sometimes including mythical elements.
The vertical short drama market in China is projected to reach nearly $14 billion by 2027.
Filmart 2025 featured a dedicated session on the global opportunities of vertical short drama, attracting a large audience.
The format offers fast-paced storytelling with "cliffhanger" moments every 30 seconds.
Content Republic, a Beijing-based production house, is actively producing vertical dramas globally, including in Australia.
There is a growing need for professional talent (directors, actors) in this emerging format.
Chinese platforms like Douyin and Kuaishou are even experimenting with AI-created vertical drama series.
Global hits like "XXL Size Wife" are being remade in multiple languages, indicating international appeal.
Key takeaway: The vertical short drama format, driven by China's booming market and optimized for smartphone viewing, is emerging as a significant force in the global content industry, offering new opportunities for creators and platforms with its fast-paced storytelling and growing international audience.
Main trend: The central trend is The Ascendancy of Mobile-Optimized Vertical Storytelling.
Description of the trend (The Ascendancy of Mobile-Optimized Vertical Storytelling): This trend marks a significant shift in content creation and consumption, where storytelling is increasingly being tailored for the vertical screen orientation of smartphones. Originating in short-form video platforms, this format is now evolving into episodic dramas with compelling, fast-paced narratives designed to captivate audiences on the go. The focus on mobile-first viewing is driving innovation in filmmaking techniques, content structure, and platform strategies, reflecting the dominance of smartphones in media consumption.
What is consumer motivation:
Convenience and Accessibility: Viewers can easily watch vertical short dramas on their smartphones anytime, anywhere.
Bite-Sized Entertainment: The short episode format caters to shorter attention spans and provides quick bursts of entertainment.
High Drama and Engagement: The fast-paced storylines with frequent cliffhangers are designed to keep viewers hooked.
Mobile-First Experience: The vertical orientation feels natural and immersive on smartphones, the primary device for many media consumers.
Variety of Genres: The format encompasses various themes and even incorporates elements like fantasy and mythology, offering a wide range of content.
What is driving trend:
Dominance of Smartphones: Smartphones are the primary device for media consumption for a large portion of the global population.
Growth of Short-Form Video Platforms: The success of platforms like TikTok and Douyin has paved the way for other vertical video content.
Demand for On-the-Go Entertainment: Busy lifestyles lead consumers to seek entertainment that can be easily consumed in short intervals.
Innovation in Content Creation: Filmmakers are adapting their techniques to the vertical format, exploring new creative possibilities.
Market Opportunities: The potential for a multi-billion dollar market is attracting significant investment and attention.
What is motivation beyond the trend: Consumers may also be motivated by a desire for instant gratification, easily shareable content, and a constant stream of new and engaging stories tailored to their mobile devices.
Description of consumers article is referring to: The article refers to a global audience, but it specifically highlights the large consumer base in China, where over 400 million people reportedly consume more than 30 minutes of vertical short drama daily. It also mentions that the format is drawing audiences globally, indicating appeal beyond China. The target demographic seems to skew towards those who are heavily reliant on their smartphones for entertainment and prefer quick, engaging content, likely including younger generations.
Conclusions: The vertical film movement, spearheaded by China, is rapidly gaining global recognition and is poised to become a significant part of the film and entertainment industry. Its mobile-first approach and fast-paced storytelling are resonating with audiences, creating new opportunities for content creators and platforms worldwide.
Implications for brands (Content Creators, Production Houses, Platforms):
Embrace Vertical Format: Consider producing content specifically optimized for vertical viewing on smartphones.
Develop Short, Engaging Narratives: Focus on fast-paced storytelling with frequent hooks to keep viewers engaged.
Explore Global Audience Potential: Adapt content for local markets while recognizing the potential for international appeal.
Invest in Mobile-First Production Techniques: Optimize filming and editing for the vertical screen.
Identify Platform Opportunities: Explore partnerships with existing short-form video platforms and streamers.
Implication for society: The rise of vertical film reflects changing media consumption habits and the increasing dominance of mobile devices in our lives. It could also democratize filmmaking by lowering production barriers for short-form content.
Implications for consumers: Consumers will have access to a growing library of short, engaging drama series specifically designed for their smartphones, offering convenient entertainment on the go.
Implication for Future: The vertical film format is likely to continue to grow in popularity and sophistication, potentially influencing the way traditional cinema and television approach storytelling for mobile audiences. AI could also play a significant role in content creation for this format.
Consumer Trend (name, detailed description): Mobile-First Media Consumption: Consumers are increasingly prioritizing their smartphones as the primary device for consuming media, including video content, driving a demand for content optimized for the vertical screen.
Consumer Sub Trend (name, detailed description): The Rise of "Snackable" Entertainment: With shorter attention spans and busy lifestyles, consumers are gravitating towards short-form, easily digestible entertainment content that can be consumed in brief intervals.
Big Social Trend (name, detailed description): The Dominance of Mobile Culture: Smartphones have become central to communication, information access, and entertainment, shaping various aspects of modern culture and behavior.
Worldwide Social Trend (name, detailed description): The trend of mobile-first media consumption is a global phenomenon, with smartphones being the primary gateway to the internet and entertainment for billions of people worldwide.
Social Drive (name, detailed description): The Need for Instant Gratification and Convenience: Consumers often seek entertainment that is immediately accessible and requires minimal effort to consume, fitting into their fast-paced lifestyles.
Learnings for brands to use in 2025:
Think Vertical: When creating video content, consider the vertical format as a primary or significant option.
Keep it Short and Engaging: Capture attention quickly and maintain momentum with fast-paced storytelling.
Optimize for Mobile: Ensure your content is designed for easy and enjoyable viewing on smartphones.
Consider Global Adaptability: If aiming for a wider audience, think about how your content can be adapted for different cultural contexts.
Explore Emerging Platforms: Stay informed about the platforms that are popular for vertical video content.
Strategy Recommendations for brands to follow in 2025:
Invest in Vertical Video Production: Allocate resources to create high-quality content specifically for this format.
Partner with Vertical Video Platforms: Collaborate with platforms like TikTok, ReelShort, and Soda TV.
Develop Short-Form Episodic Content: Consider creating series with short, engaging episodes.
Experiment with AI-Assisted Content Creation: Explore the potential of AI in streamlining vertical video production.
Track the Performance of Vertical Content: Analyze audience engagement and adapt your strategy accordingly.
Final sentence (key concept) describing main trend from article: The China-led "vertical film" movement is rapidly expanding globally, presenting a new paradigm for cinema tailored to the way audiences now consume content on their smartphones.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, film and media companies should capitalize on the "vertical film" trend by:
Investing in the production and distribution of high-quality vertical short drama series optimized for smartphone viewing, recognizing the growing audience for this format, particularly on mobile-first platforms.
Exploring international partnerships and adaptations to bring successful vertical drama IPs to new markets and cater to diverse global audiences who are increasingly drawn to this style of storytelling.
Staying at the forefront of technological advancements in vertical filmmaking, including experimenting with AI-assisted production to streamline the creation process and meet the demand for high volumes of short, engaging content.
Final note:
Core Trend:
Name: Vertical Video Takes Center Stage
Detailed Description: The vertical video format, optimized for smartphone viewing, is rapidly becoming a dominant form of content consumption, extending to narrative storytelling in the form of short dramas.
Core Strategy:
Name: Go Mobile-First in Video
Detailed Description: Content creators and media companies should prioritize the vertical format in their video strategies to effectively reach and engage today's mobile-centric audiences.
Core Industry Trend:
Name: The Rise of Short-Form Episodic Content
Detailed Description: The demand for easily digestible, short-form episodic content is growing, with vertical film emerging as a key player in this space.
Core Consumer Motivation:
Name: Entertainment on the Go
Detailed Description: Consumers are primarily motivated by the desire for convenient and engaging entertainment that they can easily consume on their smartphones, wherever they are.
Final Conclusion: The vertical film movement represents a significant evolution in cinema, driven by the dominance of smartphones and the demand for easily accessible, short-form entertainment. Media companies that embrace this format and invest in high-quality vertical storytelling will be well-positioned to capture a growing global audience in 2025 and beyond.
Core Trend Detailed (words on Core Trend): The core trend of "The Ascendancy of Mobile-Optimized Vertical Storytelling" signifies a fundamental shift in the landscape of cinematic content creation and consumption. With the ubiquity of smartphones, audiences are increasingly consuming video content in a vertical orientation, leading to the rapid growth of vertical short dramas. This format, no longer a niche experiment, is now a serious contender in the entertainment market, particularly appealing to viewers who seek quick, engaging stories tailored for their mobile devices. The trend is characterized by its mobile-first approach, fast-paced narratives with frequent cliffhangers designed to maintain attention, and a burgeoning global reach, spearheaded by China's booming industry and the increasing availability of international adaptations. As technology advances, including the potential integration of AI in production, vertical storytelling is poised to further disrupt traditional filmmaking and reshape how narratives are conceived, produced, and experienced by audiences worldwide.
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