On a film set designed to look like a medieval Chinese castle, actor Zhu Jian is busy revolutionizing the world’s second-largest film industry. The 69-year-old actor is playing the role of a wealthy patriarch celebrating his birthday in a grand banquet scene. What he doesn’t know is that the servant by his side is actually his real-life granddaughter. However, there’s another twist—this production isn’t being made for traditional cinema screens.
“Grandma’s Moon” is a micro drama, composed of short, minute-long episodes shot vertically to cater to mobile viewers. Each episode is filled with gripping plot twists, keeping millions of viewers glued to their smartphones and willing to pay for more. Zhu says the audience for these shows consists mostly of middle-aged workers and retirees, people who rarely visit movie theaters anymore. “It’s so convenient to hold a mobile phone and watch something anytime you want,” he notes.
China’s micro drama industry is booming, generating $5 billion annually and attracting viewers with its short, addictive content. Unlike traditional films dominated by state-owned entities, these mini-series are more accessible, affordable, and often feature unexpected plotlines that resonate with audiences. This trend is not just limited to China; it’s gaining traction in the United States as well, where micro drama apps backed by Chinese tech giants have seen millions of downloads.
The short format of micro dramas offers a fresh alternative to traditional TV and cinema. Kuaishou, a leading platform, dominated the micro drama space in 2023, with some titles receiving over a billion views. Popular dramas, like “Grandma’s Moon,” often follow dramatic storylines involving revenge or Cinderella-like transformations, themes that resonate deeply in today’s socio-economic climate in China, where upward mobility is increasingly challenging.
Micro dramas have found success in the U.S. market as well. Apps like ReelShort, backed by Chinese companies, have even outpaced major platforms like Netflix in downloads on the U.S. Apple App Store. These dramas often cater to Western preferences with stories about supernatural beings like werewolves and vampires, adding a unique twist to the genre.
Despite the industry’s growth, it has faced scrutiny from the Chinese government. Authorities removed thousands of episodes deemed inappropriate, reflecting the state’s control over content. Yet, the appeal of micro dramas continues to grow. With budgets ranging from $28,000 to $280,000, these productions can be made quickly and efficiently, allowing creators to respond rapidly to audience demand.
As the popularity of micro dramas increases, so do the opportunities for actors and producers. Salaries for leading roles have risen, with some actors earning more than double what they did in previous years. Companies like NetEase are even creating content specifically for Western audiences, using Los Angeles-based crews and English scripts.
One recent micro drama produced for the U.S. market, available on the app LoveShots, tells the story of a woman who miraculously regains the ability to walk after years of being paralyzed—only to discover her husband is unfaithful. This kind of emotionally charged, high-drama content is designed to capture attention and keep viewers coming back for more.
As micro dramas continue to captivate audiences both in China and abroad, their impact on the global entertainment landscape is undeniable. With more companies and creators entering the space, the genre is poised for even greater expansion and influence in the coming years.
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