The Los Angeles City Council on Wednesday approved a proposal to explore a grant program to support so-called “vertical content” creators and incentivize local production.
Vertical content refers to videos on mobile devices, which have proliferated in recent years. These videos are usually set in a 9:16 ratio, tailored for viewing on phones.
In a 14-0 vote, council members approved a motion introduced by Councilman Bob Blumenfield in September 2025, and instructed the Economic and Workforce Development Department to report on a framework for the program.
Councilman Curren Price was absent during the vote.
City staff would analyze economic development tools to attract long-term industry investments, potential funding sources and review permit fees and tax rebate opportunities, among other things.
The aim is to establish an initial $5 million in public, private and philanthropic funding sources for a “40% launch and rebate program,” which would provide up-front funding to micro-drama productions offering a 40% rebate on qualifying L.A. expenditures. An initial 20% up-front grant would be provided to small productions with the final 20% provided upon completion of the project.
The market for short-form content, or “micro-dramas,” is projected to hit $15 billion by 2028, according to the motion. Blumenfield seeks to position Los Angeles as “the national and global hub” for this form of storytelling.
Micro-drama productions typically have budgets less than $200,000, which fall below the threshold to qualify for California’s tax credits. Some creators relocate to other cities that offer tax credits.
“The targeted support to micro-drama production will not only nurture a new generation of creative talent, but also help future-proof Los Angeles’ position at the center of the global entertainment industry,” according to Blumenfield’s motion.
Blumenfield said he got the inspiration for the program from his brother, who works in the film industry.
“Since I introduced this motion, we’ve heard from many emerging filmmakers who voiced how micro dramas have given them opportunities that they wouldn’t have had with traditional productions,” Blumenfield said. “From students to seasoned professionals, this type of content is being made, and we need to step up to the plate.”
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