A new streaming service will limit videos to just 10 minutes.
Quibi - which stands for "quick bites" - is set to launch in the US in April with huge names like Steven Spielberg, Guillermo del Toro, Chrissy Teigen and Idris Elba already involved with the upcoming mobile-only platform.
Each show will be no more than 10 minutes long, with TV show episodes and even movies divided into smaller chapters where necessary.
Quibi is looking to charge $4.99 (£3.80) per month for a basic subscription, while it could cost $7.99 for ad-free access.
One interesting feature - called Turnstile - allowers viewers to always keep the image full-screen, regardless of whether the phone is in landscape or portrait mode.
While show creators have framed their shots to ensure the action fits in either aspect radio, others have seen further possibilities.
One show displays a traditional perspective when the phone is widescreen, but when the device is held vertical, it shows a view of the protagonist's own phone.
Chief executive Meg Whitman also announced that Spielberg has teamed up with them on a new horro series 'after Dark', which can only be viewed after sunset.