Key facts
- Hollywood celebrities are investing in and starring in microdrama apps.
- Microdramas are short, mobile-first scripted series, often with dramatic plots.
- The format originated in China and is rapidly growing in the U.S., with an estimated $1.5 billion in revenue this year.
- Notable figures like James Franco, Issa Rae, Jesse Tyler Ferguson, Taye Diggs, and Kim Kardashian are involved.
- James Franco stars in 'Love, Lies & Frank,' one of the first microseries under SAG-AFTRA's new verticals agreement.
- Issa Rae's 'Screen Time' on TikTok's PineDrama garnered nearly 75 million views in its first week.
Hollywood celebrities are increasingly investing in and starring in microdrama apps, a format of short, mobile-first scripted series that has seen rapid growth globally. These series, often featuring dramatic plots and cliffhangers, are designed for quick consumption on smartphones. The trend, which gained significant traction in China, is now a burgeoning corner of the entertainment business in the U.S., with Omdia estimating revenue to reach $1.5 billion this year.
Several major Hollywood figures are getting involved. James Franco stars in 'Love, Lies & Frank' on Shortical, notable for being produced under SAG-AFTRA's new agreement for low-budget microdramas. Issa Rae's company, Hoorae Media, partnered with TikTok's PineDrama app for the thriller 'Screen Time,' which garnered nearly 75 million views in its first week. Jesse Tyler Ferguson is set to star in 'Theater Kids Vs. Zombies' for the aTwist platform, a musical comedy that deviates from typical microdrama formulas. Taye Diggs is not only starring in and executive producing 'Off Limits & All Mine' for CandyJar but has also launched his own mobile-first storytelling platform, Microhouse Films, aiming to empower filmmakers. Kim Kardashian, along with her mother Kris Jenner, has invested in the microdrama platform GammaTime.
The appeal for studios lies in the lower production costs and faster turnaround times compared to traditional film and television. For talent, it presents new opportunities, especially as short-form content captures a larger share of viewer attention on platforms like TikTok, Instagram Reels, and YouTube Shorts.