Los Angeles witnessed a cinematic shift on Wednesday, September 24, as the LA Vertical Drama Market, hosted by VertIGo/Dana Productions, took center stage. The groundbreaking event brought together filmmakers, producers, and digital innovators to celebrate and explore the rise of vertical storytelling, a format that’s rapidly transforming Hollywood’s creative landscape.
At its heart, the LA Vertical Drama Market was a convergence of vision and opportunity. Hosted by Dana Protsyshak, founder of VertIGo, the event gathered a new generation of storytellers determined to challenge convention and embrace innovation. “People were skeptical about verticals at first, but now they want in. Entertainment is changing and you need to adapt to it,” said Dana, reflecting on how the once-dismissed format has become one of the most exciting frontiers in modern filmmaking.
The LA Vertical Drama Market evolved from Dana’s successful VertIGo Vertical Mixers, six of which were hosted earlier in 2025, and represented a natural expansion of her mission to unite creatives working on vertical projects.
“I felt the need to shape the industry around verticals, build the community of creatives who work on verticals and introduce verticals to Hollywood,” Dana explained. “When I was starting in the film industry, attending film festivals and markets gave me lots of insights into the industry and helped me navigate my career as well as meet new people. All this combined shaped the LA Vertical Drama Market.”
Throughout the night, conversations buzzed around the artistic possibilities and challenges that come with the vertical frame, once seen as a social media quirk, now recognized as a powerful storytelling tool. “Vertical frame opens up new opportunities and challenges creatives to explore new ways of telling stories,” Dana shared.
The event also tackled the lingering doubts about the medium. “The ghost of Quibi begins to disappear thanks to the buzz verticals are getting, encouraging filmmakers to explore verticals from a fresh perspective. More and more traditional filmmakers open up to the opportunities verticals give,” she said, addressing how vertical filmmaking is carving out a serious place in the entertainment industry.
The LA Vertical Drama Market wasn’t just an event, it was a declaration. By bridging the gap between Hollywood insiders, independent creators, and digital visionaries, VertIGo set the stage for a new cinematic language.
As the night wrapped in Los Angeles, one message was clear: vertical storytelling isn’t the next big thing, it’s the new normal, shaping Hollywood’s next wave of creativity.
