The entertainment industry is undergoing a seismic shift, and SAG-AFTRA is stepping into uncharted territory with its latest move. In a bold acknowledgment of the rapidly growing trend, the union has officially entered the world of verticals—a format that’s redefining how stories are told and consumed. But here’s where it gets controversial: as traditional Hollywood struggles to adapt, these bite-sized, mobile-first dramas are becoming a lifeline for underemployed actors and crew members. Are verticals the future of storytelling, or just a fleeting fad? Let’s dive in.
On Monday, SAG-AFTRA announced a groundbreaking Verticals Agreement tailored specifically for the microdrama format, set to launch by the end of the month. This contract will cover projects with budgets under $300,000, reflecting the lean, fast-paced nature of these made-for-mobile productions. But why does this matter? Because verticals—serialized stories filmed in portrait mode, often lasting just one to three minutes—are booming, with platforms like DramaBox and ReelShort dominating the scene. Think titles like Fake Dating My Rich Nemesis or Claimed By My Ex’s Alpha Brother—melodramatic, addictive, and perfectly suited for on-the-go viewing.
SAG-AFTRA President Sean Astin hailed verticals as an “exciting new space,” emphasizing the union’s commitment to supporting performers in this evolving landscape. “As the business of verticals grows, so will our relationship with producers,” he said. But this isn’t just about growth—it’s about survival. With traditional entertainment opportunities dwindling, many Hollywood workers are turning to verticals for steady work. Even crew union IATSE and the Writers Guild of America West are exploring how to protect their members in this emerging field.
And this is the part most people miss: Verticals aren’t just a niche trend; they’re a gateway for aspiring actors to gain on-camera experience in a tight job market. As Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director, put it, “This agreement works for the realities of these productions—their pace, their budgets, and their creative ambitions—while upholding the union’s core standards of actor protections.”
But here’s the twist: traditional Hollywood is finally taking notice. Last week, Fox Entertainment announced an equity stake in Holywater, a verticals company using AI in its production process. Meanwhile, media veteran Lloyd Braun has launched MicroCo, signaling that the big players are ready to invest. Is this a sign of validation, or a corporate takeover?
As verticals continue to gain traction, one thing is clear: they’re reshaping the entertainment industry—one swipe at a time. But the question remains: Can this format sustain long-term growth, or will it burn out as quickly as it ignited? What do you think? Are verticals the future of storytelling, or just a passing phase? Let’s debate in the comments!
