Berlinale 2026 - EFM Industry Report: New Media
At the Berlinale's European Film Market (EFM), a clear message landed for creatives: the production model is changing, and those who design for it win. On stage, multi-platform showrunner Katharina Gellein Viken (Metrotone) and Gregor Sauter (RED PONY) shared how AI workflows, vertical storytelling and "liquid IP" move from buzzwords to working systems.
Moderated by Erwin M Schmidt, the talk didn't sell shortcuts. It mapped the new work: faster testing, format-fluid design and business models built on data access, not just delivery.
AI in production: acceleration, not replacement
Metrotone went "AI native" three years ago-without outsourcing the writing. Scripts stay human. AI kicks in downstream for visuals, research and workflow support. Viken's focus is the pipeline, not the shiny tool: commercial AI engines now give filmmakers enough control to iterate visuals quickly while keeping the voice intact.
At RED PONY, Sauter launched an in-house AI studio for emerging content and micro-drama. It's an infrastructure layer in beta that helps writers analyze pacing, find cliffhangers and spin up fast prototypes. As he put it: the value is acceleration-while protecting creative control at every step.
Both agreed: AI isn't a cost-cutter. It's a way to test more ideas with less risk. Ship small, learn fast, double down.
Vertical storytelling and micro-drama
Viken called out the current vertical space as crowded with romance-heavy imports. Her definition is specific: micro-drama means one-to-three-minute episodes and freemium micro-transactions-not just "short form." Asia leads for now, but she expects English-speaking markets to catch up, especially as brands plug in (see AI for PR & Communications).
Metrotone's Raynmaker is designed as format-fluid from day one. The same IP runs as a vertical micro-series, a horizontal feature and multiple ancillary formats. Planning this early keeps repurposing smooth and avoids expensive compromises later.
RED PONY chose a different path: fully vertical-native for its current micro-dramas. Horizontal versions were tested on paper, but the team committed to the formats and platforms that actually drive their distribution and revenue.
Financing, data, and distribution
Micro-drama plays by different rules. Sauter outlined revenue-share models built on freemium access and micro-payments-and made it clear: meaningful deals usually require platform data. That's why RED PONY favors strategic partnerships over one-off commissions.
Metrotone mixes equity with brand partnerships, and they're testing routes like Spotify's creator ecosystem (Spotify for Podcasters). AI-enabled testing (see Research) lets teams roll out in stages, match creative choices to audience response, and reduce upfront risk.
Liquid IP: build for movement
"Liquid IP" means IP built to flow across formats from the start. Metrotone bakes this in: music, graphic novels, video and series all live inside the same universe. It's demanding, but skipping this step now can cost real money later.
RED PONY is taking a more exploratory route inside Saxonia Media, developing platform-native properties while extending existing series into vertical formats. The practical bet: streaming logic and social-native habits are converging, so IP should travel easily.
What this means for working creatives
The producer's job has shifted. You're not just pitching and financing-you're also building systems that connect tech, data, platforms and IP into one repeatable workflow.
- Keep writing human-first. Use AI for research, pacing analysis, visual iteration and pre-viz-not idea generation.
- Design format-fluid pipelines on day one so a story can live vertical, horizontal and beyond without rework.
- Prototype with micro-episodes. Measure retention, cliffhanger effectiveness and watch-through before scaling.
- Pick a lane: go vertical-native if platform economics demand it, or plan multi-format if brand and film windows matter.
- Prioritize partnerships that grant access to data. Without it, you're guessing.
- Blend financing: equity, brand deals, revenue-share and micro-payments. Build a model that fits the format.
- Think "universe," not "project." Map extensions early-music, graphic stories, social shorts, and long-form versions.
The takeaway: Make AI your accelerator, not your author. Build IP that moves. Match your format to your distribution. The teams doing this aren't guessing-they're running systems.
If you want structured ways to plug AI into creative workflows without losing your voice, explore the AI Learning Path for Research Associates.
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