bold

On the set of CBS’ legacy soap opera “The Bold and the Beautiful” at the Sunset Las Palmas Studios in Hollywood, two actors were caught in a fiery exchange.

“Do you want to know where Jack was last night?” actor Skyla Lynne asked with a sly grin. “He was with me.”

From behind a monitor displaying a vertically oriented feed, the director interjected: “Could you pause a bit more in between those lines? We might want to do an episode break there.”

The scene wasn’t for an episode of the famous soap opera. It was part of the 40-episode second season of “Hollywood Starlet,” a new microdrama series from “The Bold and the Beautiful” head writer Bradley Bell and his son Oliver.

“I’ve been doing soap operas my whole life, and it felt like there’s been a buzz about microdramas, and it really felt like a natural extension to the stories that we do,” Bradley Bell said. “[On soap operas] we build two cliffhangers usually on Fridays to keep the viewers over the weekend. Here, you do it every couple of minutes. It’s like speeding up the dance routine, but it’s really right in our lane of soap operas.”

Microdramas are the scrollable, cliffhanger-heavy stories built for phone screens. They are giving audiences a new way into the kind of stories that once belonged to traditional soap operas and telenovelas. The so-called vertical format originated in China a few years ago and has drawn a growing global audience thanks to its short, addictive nature. Hollywood names, including Issa Rae and Kevin Hart, are joining in.

Now, Bell is moving into the space. The 16-time Emmy winner and his son Oliver recently launched a production company called Red Flair Entertainment to capitalize on the format.

“Hollywood Starlet,” their first production, premiered Sept. 3 on aTwist, a new vertical series app founded by industry veterans Jana Winograde, former president of Showtime; Susan Rovner, former president of Warner Bros. Television; and Lloyd Braun, former chairman of WME.

Oliver Bell, founder of Red Flair Entertainment, is producing the micro series, “Hollywood Starlet,” being filmed at Sunset Las Palmas Studios in Los Angeles.

(Genaro Molina/Los Angeles Times)

Bradley Bell says it was Oliver who hatched the idea.

“I saw this unique format and was fascinated by it,” Oliver Bell said. “I noticed some areas that we could quite easily improve on.”

Microdramas first came across Oliver’s social media feed around a year and a half ago when he was still in college. The 24-year-old said he quickly “fell down a rabbit hole” and became so obsessed with the format that he wrote his dissertation at the University of St Andrews in Scotland on soap operas and microdramas.

After he graduated in December, he and his father founded Red Flair Entertainment and started to develop “Hollywood Starlet,” with Oliver serving as an executive producer and his father as a producer.

The series — which costs about $175,000 to $220,000 a season to produce — is being financed by aTwist. Red Flair has a backend deal, allowing it to share in subscription revenue the show generates for the platform.

After filming two seasons of “Hollywood Starlet,” Red Flair plans several more vertical series across many different genres, like horror and romance, the Bells said.

Oliver grew up visiting sets and eavesdropping on writing meetings from under his father’s desk. The family’s storytelling line runs back to his grandparents, William Bell and Lee Phillip Bell, who created “The Young and the Restless” and “The Bold and the Beautiful.” Oliver says he’s carrying on that legacy in a very Gen Z way.

“In a way, microdramas are just the natural evolution of the soap opera,” Oliver Bell said. “You could kind of trace the legacy through that and the modernization of serialized TV.”

His father, who was working on episode 9,911 of “The Bold and the Beautiful” while speaking with The Times, said the short-form stories can reach younger viewers who might be daunted by the soap’s decades of history.

“It’s like cracking open a book, and it’s hard for people to get into it to learn the history,” he said. “So having smaller, bite-sized pieces is appealing to us.”

“The Bold and the Beautiful” has aired continuously for 39 years, but it’s now one of American TV’s last soap operas. Until the 1980s, 10 to 12 soaps typically aired at once, said Elana Levine, a media professor at the University of Wisconsin-Milwaukee who studies the genre. Today, five remain: four on broadcast TV and one, “Days of Our Lives,” is on streaming only.

“It makes sense to take this storytelling form that has been super popular and enduring in the U.S. and find a way to translate that into the mobile devices that we carry around us all of the time,” Levine said.

While soap operas historically targeted a mostly female audience, microdramas reach a much broader audience, said Michael Berry, director of UCLA’s Center for Chinese Studies, who has studied the rise of vertical series.

“It gives us essentially the main beats that we would get from a soap opera format, but it’s happening in a much more compact and addictive way,” he added.

Cameramen prepare for a scene on the set of the micro series, “Hollywood Starlet,” being filmed at Sunset Las Palmas Studios in Los Angeles.

(Genaro Molina/Los Angeles Times)

Lou Trabbie, the soap’s production designer, had never heard of a microdrama before working on “Hollywood Starlet.”

“It’s all going in a different direction. You just adapt and move forward, and that’s what we see here,” Trabbie, who’s worked in the industry for 38 years, explained. “It’s really great to see how these are done with smaller crews. I feel like this is where the business is going.”

“Hollywood Starlet” shoots on the same Sunset Las Palmas soundstage as “The Bold and the Beautiful,” filming during the soap’s monthly dark week.

The first season, 45 short episodes, was shot in six days at the start of summer with a non-union cast and crew of 45. Less than a week after its release, much of the same crew was back to start working on season two.

Oliver Bell said the series used non-union crew due to “budgetary restrictions.”

At a time when major film and TV shoots are leaving the state, microdramas are one of the few areas of production that are growing locally.

Excluding China, vertical video is expected to generate $150 billion globally in revenue this year, according to consulting firm Owl & Co. Most of that comes from TikTok, YouTube Shorts and Instagram Reels.

Sunset Las Palmas Studios, where “La La Land” and the first two seasons of “I Love Lucy” were filmed, dedicated an entire sound stage in June to standing sets for vertical series. The sets include a courtroom, a bar/restaurant, an apartment, an office and a hospital.

Paxton Fuller, left, executive producer of “Hollywood Starlet,” walks with Sean Griffin, Vice President of Sales and Business Development, for Las Palmas Studios, through a courtroom set on the stage meant specifically for microdramas.

(Genaro Molina/Los Angeles Times)

Still, the Bells don’t think microdramas will replace soap operas. The two formats, they argue, can “coexist.”

“Coming into someone’s living room or bedroom, soap operas were almost like an extension of their family that they can count on for years and decades with the same actors. The same families that have watched since day one,” Bradley Bell said. “It’s a different type of viewer for microdramas.”

Oliver Bell added: “We’re trying to grab the scroller’s attention, not necessarily ‘The Bold and the Beautiful’ viewer … Microdramas are unavoidable through social media. [It’s] conditioning our brains and how we process media.”

With a boisterous laugh, Giselle Bonilla recalls her introduction to Hollywood at the age of 12: on the set of “Freedom Writers,” the 2007 drama about at-risk high school students in Long Beach. She played a young version of Eva, one of the film’s main characters.

“I remember the first thing we shot was an initiation scene where I get the s— beat out of me,” she tells De Los, sitting at a coffee shop in Silver Lake on Sept. 11 (more on this date later). “They put this candy blood in my mouth, and I thought it was so fun.”

In retrospect, Bonilla, 31, finds great irony in how that initial foray into professional acting fictionally materialized her Mexican immigrant parents’ worst nightmare.

“We don’t come from money. They hustled all their lives and put my sister and I in private education, because they had this irrational fear that I would join a gang … then the first thing I ended up booking as an actor was getting initiated into a gang,” she says grinning.

Since that unique formative experience, Bonilla has traveled a winding path in and out of the industry, which ultimately led her to direct her first feature: the dark comedy “The Musical,” in theaters Friday.

The movie’s antihero, Doug (Will Brill), is a middle school theater teacher plotting his revenge against his ex-girlfriend Abigail (Gillian Jacobs), also a teacher — and her new boyfriend, the more charming Principal Brady (Rob Lowe).

Doug’s plan? To secretly persuade his young students to put on a musical about the horrors of 9/11 and its aftermath that’s certain to cause controversy and get the principal in trouble.

“I feel like you can be more honest with comedy,” says Bonilla about why this genre appeals to her. “You can get away with everything that you’re angry about and want to yell about. If you make them laugh first, people tend to listen.”

Left to right, back row: Alex Heller (screenwriter), Will Brill (center row) Gillian Jacobs, Giselle Bonilla (director) and Rob Lowe (on the floor) from “The Musical” at the Los Angeles Times 2026 Sundance Film Festival studio presented by Chase Sapphire in Park City, Utah on Jan. 24.

(Christina House / Los Angeles Times)

Though the actual show is only a small element of the narrative, it turned off distributors, who argued they wouldn’t be able to market a comedy that involved such a delicate subject.

Still, “The Musical” is making it to the big screen as a self-released title thanks to its executive producers, who believed in the film enough to put in more money for a release.

“I’m going to make sure people watch it regardless,” Bonilla says about being very involved in the marketing. “Even though it didn’t sell at Sundance, we still found a way, which is how we made the whole movie. It was nonstop fighting against the universe just to make a comedy.”

Less than a week before production started, Bonilla lost the actors who were originally playing Principal Brady and Abigail. As her film fell apart, she reached out to the industry contacts she had made after working as an assistant for a few years. Miraculously, the screenplay piqued Lowe’s interest. He came on board, essentially saving the project.

Will Brill and Rob Lowe star in “The Musical.”

(Blue Harbor Entertainment)

As a student at the AFI Conservatory, Bonilla had directed a short film version of “The Musical” that writer Alexander Heller, aware of her affinity for comedy, had conceived for Bonilla to direct. The core group of artists who made the short also worked on the feature.

And though she has always pushed for diversity on screen — including in her short films “Virgencita” and “Bullfighter” — for “The Musical,” Bonilla believed the adults had to be white.

“It would be way more damaging if I had pinned a brown person to be behind the staging of a musical about 9/11,” she explains. “It was very clear to me that this was a comedy about white liberalism and how people weaponize tragedy for their own agenda.”

When it came to the kids in Doug’s class, Bonilla wanted to reflect the multicultural mosaic that is the Los Angeles Unified School District. To be able to see herself in “The Musical,” Bonilla wanted a Latina girl as the child with the most ambition to succeed in the arts. That character became Lata: played in the feature by Melanie Herrera in her first acting credit.

“She’s a dancer. But she’s very precocious and has a really confident, type-A personality,” Bonilla says of the young actor. “Melanie gives Reese Witherspoon in ‘Election,’ like, ‘I will do whatever I have to do for the part,’ and I recognized that in myself as a kid.”

Filmmaker Giselle Bonilla on the set of “The Musical.”

(Peter McCollough)

An L.A. native raised in North Hollywood, Bonilla started doing improv at a young age encouraged by her father, Art Bonilla, who grew up in Tijuana and has worked as an actor in the U.S. for over 40 years.

Her mother, originally from Sinaloa, does workers’ compensation insurance, which provided a stable income and allowed her partner to pursue acting.

“It was tough seeing him struggle and not have any agency over work,” Bonilla says of her father. “He’s such a great actor and he’s really funny, but he’s always getting cast in these very small bit parts as a gardener or an immigrant crossing on the border.”

Unsurprisingly, when Bonilla began auditioning for roles as a teenager, similarly one-dimensional and stereotypical characters from a “troubling perspective” came her way.

“They always make the main character in those stories a white person,” she says. “And then we’re painted as these puppies that just keep getting beat up. I didn’t want to contribute to that.”

Bonilla’s interest in being on the other side of the camera solidified after playing an illiterate South Central high school student in the Byron Allen sitcom “Mr. Box Office.” She attended Pasadena City College, where she studied film production, then used the residuals from the show to help pay for her tuition at NYU Tisch School of the Arts.

Attending film school on the East Coast was, as she puts it, a necessary experience, because she grew up rather sheltered.

“I’m a first-gen Mexican American woman and I was supposed to live at home until I get married,” she explains; but it also exposed her to the concept of impostor syndrome.

“I always had this impostor syndrome at NYU, because that was where I first really confronted wealthy people,” she explains. “I had never been in a predominantly white institution before. And that was really eye-opening.”

It was only when COVID restrictions were lifted that Bonilla decided to apply to the AFI Conservatory, where she regained her confidence and met her now close collaborators.

She has, however, never forgotten her biggest and earliest supporters. Since she started directing, Bonilla has cast her father in many of her short films. And in “The Musical,” you can see both of her parents in the audience during the culminating school show.

“My dad is the one that yells at Rob Lowe at the end in slow motion. He’s pissed that I cut his line, but it was a union film, and we couldn’t afford to give my dad a line,” she says. “But he will be the first one to tell you that he’s not an extra. He did a ‘cameo!’”

“The Musical” director Gisella Bonilla poses at the Los Angeles Times 2026 Sundance Film Festival studio presented by Chase Sapphire in Park City, Utah, on Jan. 24.

(Christina House / Los Angeles Times)

Bonilla’s next project takes inspiration from her memories attending a Catholic school run by nuns in Sun Valley, where a teacher was discovered to be a pedophile. She describes it as “an erotic thriller told from the perspective of virgins.”

Once again, she’ll tackle an unsavory topic and figure out how to bring it to fruition; then distribute it come what may, because she refuses to be boxed in by the industry’s expectations.

“Identity stories are very important. If someone wants to do that, they should be able to do that,” Bonilla says. “But I don’t think our opportunity as Latinos should be limited to painting ourselves as victims against the supremacists.”