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III. Semantic Filling
     Whether it's in a movie theater, on TV or on a computer screen, the videos you watch have almost always been horizontal. The rise of smartphones has quietly rotated that standard 90 degrees, with people -- particularly young mobile users -- __(20)_long-held ideas about the "right" way to capture video.
      On Snapchat, one of the most popular apps among teens and twentysomethings, vertical videos have become the_(21)_. Sensing the shift, the Venice Company has embraced the _(22)_format and is betting that whether users realize it or not, they prefer watching videos on the go that are tall and narrow instead of short and wide.
      The company is so confident in the future of vertical video that it announced last month that it had partnered with WPP, the world's largest advertising agency, and the Daily Mail to form Truffle Pig, an ad agency whose specialties will include vertical video ad development. With more than 100 million users and 2 billion video views daily, Snapchats acceptance is forcing its competitors and advertisers to reconsider video formats as well. The _(23)__ rule for video has been to shoot in horizontal mode, which caters to people's horizontally spread eyes. But smartphones are built vertically to (24)_ the distance between the ears and the mouth. YouTube and other early apps encouraged users to turn their phones to make video viewing familiar. But Snapchat rejected the approach, _(25)_ four years ago with buttons on the app placed in such a way that shooting and watching videos with the phone upright would feel more logical.
       It was a risky strategy, given the wide usage of horizontal video and the_(26)__for vertical mode. But the calculated choice by Snapchat Chief Executive Evan Spiegel, who studied product design at Stanford University, was ultimately a wise one. Mobile users havebecome comfortable reading emails, scrolling through photos and watching videos without_(27)___ their phones.
      McBride, 28, who goes by the Snapchat user name Shonduras, said he appreciates the in-your-face perspective of vertical videos and the fact that it feels natural. “If something cool happens — a deer runs across the road — you don't think, “I'm going to turn my cellphone horizontally and get a really good shot,”” he said, noting that “99.89%” of the Snapchat messages he receives from fans are in_(28)___
        If more apps prioritize vertical videos (29)_ platforms in which content producers can make money, it's going to become “very worthwhile to put resources toward building vertically,” said Kathleen Grace, chief creative officer of online video studio New Form Digital.

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20.

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