Development and Innovation of Overseas Micro-Drama in the AI Era: A Case Study of ReelShort
Micro-Drama, an innovative audiovisual format, has undergone a remarkable journey of rapid evolution. Notably, in 2023, platforms like ReelShort stood out, attaining significant success in overseas markets. This achievement sets the stage for this paper, which is dedicated to exploring the localization strategies of ReelShort in the United States. This research delves deep into the success of ReelShort’s localization strategies in the AI era. Specifically, it focuses on how its integration of AIGC (AI-Generated Content) technologies boosts creative efficiency and facilitates cultural adaptation. A case study of ReelShort is carried out to investigate its business model, localization practices, and market performance. In this process, comparisons are made to platforms such as DramaBox and ShortTV. Analysis indicates that ReelShort’s success stems from four interlocking strategies. First, it leverages its proprietary overseas literary IP and reinvests in this ecosystem to sustain a dynamic content cycle. Second, it uses a hybrid IAAP (in app purchasing plus advertising) revenue model—combining subscriptions and advertising-to secure stable income while protecting creator rights. Third, its human-AI collaboration pairs AIGC-driven efficiency in scripting, translation, and visual effects with human oversight for all creative decisions. Finally, its deep localization relies on a cultural-hybridity model—Chinese directors initiate projects, Western writers adapt scripts, Western actors perform, and filming occurs in Western locations-transforming high-context language into clear expressions and re-encoding Chinese cultural values to resonate with Western audiences.
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