Monday, June 24, 2024
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On June 19, iQIYI, a prominent online entertainment service in China, unveiled its strategy to introduce VR-based location experiences in major Chinese cities starting this summer, with plans for global expansion thereafter. Hang ZHANG, Senior Vice President of iQIYI, emphasized the initiative’s goal to enter offline commercial spaces and the cultural tourism market. This move underscores iQIYI’s innovative approach in leveraging technology to translate intellectual properties into engaging offline experiences.
iQIYI’s Luoyang VR Project, premiered in Shanghai last year, is set to debut in Shenzhen this summer alongside a new adaptation of the original thriller series Strange Tales of Tang Dynasty 2: To the West, scheduled for both Shenzhen and Beijing. Additionally, an eagerly awaited VR immersive theater inspired by the popular drama Love Between Fairy and Devil will soon open at Galaxy Macau and Shanghai, preparing for the anticipated summer travel boom.
The current projects in key Chinese cities like Shanghai, Luoyang, Xi’an, and Hefei have collectively welcomed over 100,000 visitors as of June this year. Looking ahead, iQIYI is gearing up to expand its VR initiatives globally, eyeing locations such as Dubai and Bangkok, while also exploring opportunities in domestic Chinese cities such as Harbin and Changchun.
“Our VR immersive theaters gain a competitive edge in the market, and their success is supported by the widespread popularity of the original IPs on which these projects are based,” said Zhang at the 26th Shanghai International Film Festival.
These initiatives utilize VR technology to modernize and extend the influence of Chinese culture, enriching the enduring value of iQIYI’s original IPs. Featuring elaborate theater sets, immersive audiovisual effects, and motion devices enhanced with sensory elements such as wind and water spray, complemented by interactive gameplay and hand-tracking input, audiences can now completely immerse themselves in unparalleled multisensory journeys. Additionally, these VR projects optimize efficiency and visitor capacity with meticulously planned routes tailored to each venue and culturally significant tourism scenes.
By converting premium content into immersive experiences, iQIYI aims to present compelling narratives and captivating storytelling to a diverse global audience through state-of-the-art technology, catalyzing the evolution of content experiences across various environments.
