Attendees at a screening for ReelShort's "Wings Of Fire." Tiffany Rose/Getty Images for ReelShort 2025-06-03T08:42:01Z Save Saved Read in app This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Mini-drama apps have grabbed Hollywood's attention as they've gained popularity in the US. The apps offer bite-sized, mobile-friendly episodes that people are paying to watch. They could be a low-cost alternative to traditional shows for Hollywood giants. Mini-drama apps made popular in Asia are surging in the US — and Hollywood is taking notice.These apps are best known for their soapy melodramas featuring princes, werewolves, and more, which are presented in bite-sized vertical episodes and meant for mobile phones. China-backed ReelShort is the most prominent purveyor of these, with typical titles like "The Double Life of My Billionaire Husband." Another top player is DramaBox.Hollywood has been trying to figure out how it can capitalize on the mini-drama craze, and studios like Lionsgate have been evaluating opportunities in the space."I get an overwhelming number of questions about this topic every week," said David Freeman, head of digital media at CAA. "Talent is actively exploring the space, creators are drawn to it due to the low cost of content production, and major companies are evaluating their strategic approach."Freeman said some key questions were which categories work well and whether the format could be expanded to the unscripted realm."In time, I anticipate that Netflix will find a way to successfully integrate vertical video and potentially make it part of their strategy to engage Gen Z audiences," he continued.As TV and streaming giants spend more money on sports at the expense of traditional TV and film, producers, studios, and other players are casting around for other entertainment markets and ways to serve audiences on the cheap.Social-media stars have already been getting a second look from Hollywood. And now, so are mini-dramas. Industry players said they'd taken note of the marketing on TikTok that the mini-drama apps are throwing behind their stars.App tracker Appfigures counts 215 short drama apps in the US and estimated US spending on them more than doubled in the past 12 months, to more than $100 million a month in gross revenue. Still from "Breaking the Ice" on ReelShort. ReelShort Hollywood is curious about mini-dramasAgents and others told Business Insider that while Hollywood is buzzing about mini-dramas, companies are generally still in the initial stages of exploring the format. One traditional player that's making concrete moves in the space is TelevisaUnivision. It's planning to debut 40 telenovela-style minidramas on ViX, its streaming platform, and intends to expand to other genres like docs and comedy.Others are at least mini-drama curious. Lionsgate, for one, has been in the early stages of exploring the format, a person familiar with the studio's plans said. Hallmark is another studio that's discussed the format internally, a person familiar with the company's thinking said.Select Management Group, an influencer talent management firm, is looking for mini-drama actors to sign, primarily those prominent on ReelShort.Select's Scott Fisher said verticals have "become another place you find talent," much like YouTube birthed digital stars like MrBeast and Emma Chamberlain.People have questionsDespite Hollywood's interest, it's unclear how these vertical dramas could fit into the traditional film and TV system, which emphasizes high production values and guild-protected talent.And people in Hollywood told BI they had plenty of questions.Here are a few:These mini-dramas often fall below the budget threshold that would trigger certain rules from the Hollywood guilds. But how can legacy companies take advantage of these productions' low costs without alienating the guilds and their members?Soapy melodramas are the most popular form of vertical series, but are they extendable to other genres such as reality TV, docs, and true crime? A+E Global Networks is taking the unscripted route, launching a slate of original series for mobile around its History brand in an effort to reach young viewers.Can they make real money? The appeal is that they're cheap to make, but how big of a business can they be? And what's the right mix of revenue between ads and viewer payments? ReelShort parent Crazy Maple Studio's founder Joey Jia said last year that viewers typically paid $5 to $10 a week.How should they distribute them? TelevisaUnivision has its own platforms to post such shows. But production companies that don't have their own distribution arms could use the likes of TikTok or YouTube and share the revenue with the platform.Are these dramas too far out of Hollywood's comfort zone for it to get right? Hollywood insiders remember how Quibi, Jeffrey Katzenberg's idea to make quick-bite shows, went down in ignominy. The big difference is that Quibi's episodes were more highly produced than today's vertical dramas and didn't employ a "freemium," pay-as-you-go model.'It's just a matter of time' Paramount's "Mean Girls" experiment on TikTok bore some resemblance to mini-dramas. Paramount Pictures Some media insiders think it's inevitable that big streamers and studios will at least test the format's potential.They've already shown some willingness to play with different formats and distribution platforms. For example, Paramount put "Mean Girls" on TikTok in 23 segments lasting one to 10 minutes. And YouTube and Amazon's Prime Video could make sense as distributors because they're already set up as platforms that allow people to rent or buy individual movies or shows."There's just a question of how far are they going to stray from doing what they normally do," Fisher said of the Hollywood players.Industry analyst Evan Shapiro sees mini, vertical-shot dramas as "toilet television," something made for watching on mobile phones and fitting the scrolling mentality. He added that he believes the format is a natural way for companies to incubate shows for TV."It's just a matter of time before you see a drama from one of these players and a fast follow into other formats," Shapiro said. "The big question is, how do we monetize that. But if it takes off, it converts to a premium, wide-screen format for TV."Geoff Weiss contributed reporting.

Casa Sofia | © Zaickz Moz Casa Sofia, a recent project by AMASA Estudio, addresses the layered complexities of architectural intervention within Mexico City’s Colonia Roma, a neighborhood celebrated for its early 20th-century character but increasingly shaped by speculative pressures and fragmented land use. Just six blocks from Parque México, the house occupies a site caught between cultural significance and economic inertia. Originally built in the 1940s, the building underwent a series of unsympathetic interventions over the decades, most notably its conversion into office space. By the time AMASA Estudio began its work, the house had stood empty for over a decade. Casa Sofia Technical Information Architects1-7: AMASA Estudio Location: Colonia Roma, Mexico City, Mexico Area: 215 m2 | 2,315 Sq. Ft. Completion Year: 2024 Photographs: © Zaickz Moz, © Gerardo Reyes Bustamante The integration of contemporary elements can return life and functionality to the historic constructions of the area. – AMASA Estudio Architects Casa Sofia Photographs © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Zaickz Moz © Gerardo Reyes Bustamante © Zaickz Moz © Zaickz Moz Contextual Framework: Urban Fabric, Zoning, and Speculative Vacancy The architects were tasked with renovating and negotiating the tensions between preservation and contemporary inhabitation. Zoning restrictions in the area often preclude new development, inadvertently incentivizing abandonment and deterioration. Within this context, AMASA’s approach reclaims architectural value by demonstrating how adaptive reuse, when carefully considered, can simultaneously address housing shortages and preserve urban identity. Rather than erasing the building’s history, the project adopts a regenerative approach, rethinking the building’s typology and embedding flexibility into the spatial program. In doing so, Casa Sofia becomes a case study of how small-scale interventions can challenge speculative dormancy and reintroduce vibrancy to historic neighborhoods. Architectural Strategy: Inversion, Layering, and Programmatic Flexibility The architectural response centers on spatial inversion and vertical stratification. While the original commission envisioned a straightforward single-family restoration, AMASA Estudio identified the need for a more complex program to ensure viability and relevance. The result is a tripartite configuration: a ground-floor apartment, a flexible garage/commercial unit, and a redefined primary residence beginning on the first floor. This inversion of the conventional domestic hierarchy, placing private spaces on the middle floor and public functions at the top, is more than a pragmatic solution. It reflects a critical rethinking of domestic routines in dense urban contexts. The reallocation of living functions enables three degrees of occupancy: short-term rental, residential use, and commercial potential, each with independent access. At ground level, the vestibule becomes a threshold of coexistence. To the left is a compact yet complete one-bedroom apartment; to the right is a hybrid space adaptable as a garage or storefront; and ahead is the entrance to the main dwelling. The logic of flexibility is woven into every decision, resisting fixed-use zoning and instead proposing an architecture open to evolving modes of urban living. On the second floor, the public realm unfolds in an open-plan configuration that deliberately contrasts the spatial enclosure below. A continuous space integrates living, kitchen, and dining functions, culminating in a terrace that extends the domestic interior outward. This gesture, a horizontal void defined by operable walls, foregrounds the importance of architectural porosity in temperate climates. Light, Circulation, and Spatial Atmosphere Natural light is not merely admitted but orchestrated. A circular skylight punctures the ceiling above the staircase, casting vertical illumination along the building’s spine and subtly guiding the eye upward. It introduces a moment of tectonic tension, where the logic of light meets the logic of circulation. This vertical axis becomes the fulcrum of the spatial experience. The spiral staircase, painted in a distinct green hue, is not hidden but celebrated as an expressive sculptural form. It mediates the transition from compression to expansion, from the seclusion of bedrooms to the openness of the social level. Light enters primarily from above and laterally through folding window panels that open completely to the terrace. The absence of interior partitions on the upper floor allows light to wash uninterrupted across surfaces, emphasizing material textures and the gradient between inside and outside. In contrast, the lower levels, shaded and defined, offer a more intimate atmosphere, underscoring the designers’ sensitivity to light as both a spatial and emotional element. Casa Sofia Restoration Ethos Rather than defaulting to nostalgic restoration, the architects embrace a contemporary material palette rooted in coherence and restraint. The project does not attempt to replicate the past but defines a new architectural narrative grounded in contrast and continuity. The use of a singular green tone for all metalwork, staircases, doors, railings, and furniture introduces a unifying chromatic identity. This bold yet controlled gesture resonates against the subdued gray plaster walls, creating a dynamic interplay between reflection and shadow. The palette is neither flashy nor muted; it is precise, allowing light to animate its surfaces without overwhelming the space. Importantly, the intervention avoids decorative mimicry. Structural upgrades, new spatial logic, and minimalist detailing coexist with the building’s historical shell. This architectural restraint makes the original form legible while enabling new uses to emerge organically. AMASA Estudio’s broader practice often grapples with similar conditions: the friction between permanence and transformation, especially in urban areas burdened by regulatory inertia and socio-economic flux. Casa Sofia embodies this approach, presenting architecture not as a static form but as a series of spatial and material negotiations between past and present, regulation and imagination, economy, and poetics. Casa Sofia Plans Ground Floor | © AMASA Estudio First Floor | © AMASA Estudio Second Floor | © AMASA Estudio Section | © AMASA Estudio Isometric View | © AMASA Estudio Casa Sofia Image Gallery About AMASA Estudio Credits and Additional Notes Lead Architects: Andrea López, Agustín Pereyra Design Team: Cesar Huerta, Gerardo Reyes Client: ECOBIART Inmobiliaria Construction: Erik Cortés Ortega Structural Engineering: Juan Felipe Heredia Installations Engineering: Germán Muñoz Lighting Design: Andrea López, Agustín Pereyra