Amateur videographers are often scolded for shooting vertical video, but soon the situation may change. The "wrong" format is already becoming mainstream, attracting serious investments in the film business. The target audience of "inverted" films is smartphone users.
In China, the production of vertical video content of professional quality is gaining momentum — the shooting was put on stream by large companies from China.
Previously, the service Instagram has provided a platform for IGTV long vertical video last year, Netflix announced the 30-second vertical previews of your content, Spotify released the music video vertical. Now the trend has reached the film industry.
"Vertical dramas", as they are called in China, have been produced by Internet giants Tencent and Beidou For a couple of years, and recently smaller companies have joined them. It's not just cropped content with a classic aspect ratio — the entire industry of such videos is optimized for vertical shooting initially.
What is the difference between "vertical dramas" and regular videos?
- Super short series. Each of them lasts from two to five minutes on average. From the strings to the junction — a few remarks, a pair of action and a couple of jokes. In one go, you can view not only the entire series but also the whole season.
- Specific directing techniques. Most vertical dram star in a Comedy genre. Short episodes, a lot of action, expressive facial expressions — all this is optimally suited for mini-series.
- Fragmented visual language. Using a split-screen, editing short pieces is the dominant visual language of vertical dramas. In addition, almost every frame contains more information than is customary in the classic video.
At the same time, vertical video is not something intended exclusively for the Chinese consumer. We are talking about a whole generation of users who are more loyal to the new format than their predecessors. It is possible that soon the "pumped" vertical format will become widespread in other regions.