hollywood starlet

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.”