A series is a set of short films that share a format and change one thing each time. The format stays fixed. It covers the opening line and the set, the length, and the way each episode ends. The variable is the one thing that changes, a new object, a new person or a new question. Viewers learn the format once and then recognise each later episode within a second, and a catchphrase helps them do it. That recognition is what a small brand otherwise has to buy with repeated advertising.
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