New Short Video launched with US producer Scott Einbinder
Former Keshet International chief exec Alon Shtruzman and US producer Scott Einbinder have launched a vertical video outfit that will run alongside their 5X Media banner.
New Short Media is being backed by an undisclosed “consortium of investors” and aims to bring content creators, actors and creative talent to vertical storytelling to produce “premium, innovative micro-series”.
Vertical drama director Gev Miron and his team will work with writer-producer Russell Rothberg (The Offer) to oversee development and creative operations for the studio’s slate.
Unveiling the label, Shtruzman (La Brea) and Scott Einbinder (Killer Joe) also detailed a slate of three projects, with plans to develop more than 10 shows in total.
The first trio are: romance thriller Speeding Towards You from Russell Rothberg (Long Bright River); action comedy One Foot in Hollywood starring influencer Alex Sparrow, and; dating reality show Polyamour Mon Amour. The latter features an in-love celebrity couple who want to welcome a third person into their lives.
Microdramas have boomed in China and to a lesser extent the US over recent years, with incumbent media firms such as USA Network and Syfy owner Versant Media entering the space alongside start-ups such as RoseBerry Media. Streamers such as Netflix and Disney+ are also looking to move into the genre.
Shtruzman, who launched international cable channels with Fox and Viacom prior to heading up Keshet International, said: “Social media distribution and creator-led marketing are one of the most significant shifts in filmed entertainment since the emergence of streaming.
“By combining that with mobile-first premium storytelling, New Short Media is aimed at reaching new and larger audiences. We believe the next generation of Hollywood franchises won’t necessarily begin on television or in theaters but on the phone.”
“We see an opportunity to bring broader genres, premium production values and recognisable talent into the space while harnessing the enormous reach of today’s creator economy.”
Einbinder added: “Hollywood is discovering that vertical isn’t simply another distribution format – it’s becoming an entirely new storytelling medium.
“With New Short Studios combining experienced filmmakers with creators who already command enthusiastic global audiences, we’re creating projects designed to break through culturally, commercially and move beyond posts and clips into character-driven worlds that can live across multiple formats.”
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