iQIYI Expands Offline VR Immersive Theater into the Historic City of Xi'an, Merging IP, Technology, and Cultural Tourism

Rhea-AI Summary

iQIYI, a leading online entertainment service in China, launched a VR immersive theater in Xi'an based on its popular IP Strange Tales of Tang Dynasty 2. The project combines captivating content with cutting-edge VR technology, securing a top-three position on the VR sales chart in Xi'an. The initiative aims to blend IP, technology, and cultural tourism to enhance offline immersive entertainment, following the success of a similar project in Luoyang. The VR experience has also increased online viewership of the associated drama series, indicating a successful synergy between offline and online content.

Market Research Analyst

The recent launch of iQIYI's VR immersive theater represents an innovative approach to combining entertainment with technology, potentially setting a new trend in the market. The use of blockbuster original IP to create an offline experience not only diversifies iQIYI's revenue streams but also enhances brand visibility and customer engagement. The success of such a project in a historic city like Xi'an can serve as a benchmark for the industry, demonstrating the viability of location-based entertainment experiences that leverage cultural heritage.

From a market perspective, the project's positive reception and its contribution to the top-three position on the VR sales chart in Xi'an indicate a strong consumer appetite for immersive experiences. This could signal a shift in consumer preferences, with implications for competitors and related industries. The reciprocal model of boosting online viewership through offline experiences is particularly noteworthy, as it suggests a synergistic relationship between different entertainment mediums that could be replicated by other content providers.

Financial Analyst

The reported 11.2% increase in viewing time for the associated drama series during the Chinese New Year holiday is a significant metric that investors should consider. This uptick in viewership could translate into higher advertising revenues and increased subscription rates for iQIYI, improving the company's financial performance. The strategic move to integrate cultural tourism with their IP also opens up new income avenues, which is crucial for the company's growth in a competitive streaming market.

Furthermore, the company's expansion plans to roll out immersive experiences across more cities could indicate a robust growth strategy, potentially leading to increased market share and stronger brand equity. However, the costs associated with these expansions and the execution risks should be monitored, as they can impact profitability and investor sentiment.

Cultural Tourism Expert

The fusion of virtual reality technology with cultural tourism is a burgeoning trend that iQIYI is capitalizing on with its VR immersive theater. By drawing on China's historical legacy and combining it with modern entertainment, iQIYI is not only preserving cultural heritage but also making it accessible to a younger, tech-savvy audience. This strategy can have a broader impact on the cultural tourism sector, potentially driving more foot traffic to historical sites and encouraging other businesses to explore similar collaborations.

While this project contributes positively to local economies by attracting tourists and creating jobs, it's essential to consider the sustainability of such ventures. The balance between technology-driven experiences and the preservation of historical authenticity will be a critical factor in the long-term success of such initiatives.

BEIJING, March 6, 2024 /PRNewswire/ -- iQIYI, an innovative market-leading online entertainment service in China, recently launched its latest Virtual Reality (VR) immersive theater in Xi'an, Shaanxi province. Drawing upon its blockbuster original IP Strange Tales of Tang Dynasty 2: To the West, the VR theater quickly became a highlight in the city during the Chinese New Year holiday, serving as a testament to iQIYI's prowess in transforming popular IPs into offline sensations.

The original thriller, Strange Tales of Tang Dynasty 2: To the West, unfolds in Chang'an (now Xi'an), the ancient imperial capital of the Tang Dynasty. The drama revolves around an experienced commander and an Imperial Guard General as they navigate a series of mysterious cases, each packed with unexpected twists and a suspenseful plot.

The VR adaptation is a collaborative creation by iQIYI DREAMVERSE Studio and its partners, immersing visitors in ancient Chang'an through a historical reception, live-action performances in Tang Dynasty attire, and a VR zone powered by motion simulation and spatial audio technologies. The reception area creates an authentic Chang'an street atmosphere, while the live experience area uses film-level set design and non-player characters in Tang Dynasty costumes to immerse the audience in the story. The VR experience area offers a 1:1 reproduction of the real-life scenes, allowing players to explore the virtual world freely with just a VR headset.

The innovative combination of captivating content and cutting-edge VR technology has not only garnered rave reviews but also secured a top-three position on the VR sales chart in Xi'an on Dianping, China's leading review and rating platform.

"Technology is the core driving force of iQIYI, and we are committed to exploring the new frontiers it presents," said Hang ZHANG, Senior Vice President of iQIYI. "Creating an amalgamation of IP, technology and cultural tourism in a modern and youthful way is the direction for the development of offline immersive entertainment."

This project represents iQIYI's second foray into the realm of "Real Scenery + VR" immersive theater, drawing inspiration from China's rich historical heritage and captivating oriental aesthetics. It follows the success of the previous Luoyang VR project, which is set in another famous ancient capital city and has been a consistent leader in popularity, sales, and customer satisfaction on Dianping since its official debut in Shanghai in June last year. With the new venture, iQIYI continues to refine its innovative IP-based business model and integration of culture and tourism elements, promising even greater commercial success.

Furthermore, the offline VR experience has synergistically boosted the online viewership of the associated drama series, demonstrating a unique, reciprocal operation model. Data from iQIYI Research Institute reveals a significant 11.2% sequential increase in viewing time for Strange Tales of Tang Dynasty during the Chinese New Year holiday.

Visitor feedback on rating platforms has been overwhelmingly positive, with many expressing that the "immersive feeling" was the project's most significant feature. Encouraged by the success of its immersive VR projects, iQIYI is determined to expand the launch of immersive experiences across cities in China and beyond.

CONTACT: iQIYI Press, press@qiyi.com

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SOURCE iQIYI

What is the latest initiative by iQIYI in China?

iQIYI recently launched a VR immersive theater in Xi'an based on its IP Strange Tales of Tang Dynasty 2.

How did the VR theater project in Xi'an perform?

The VR theater project in Xi'an secured a top-three position on the VR sales chart on Dianping.

What is the aim of iQIYI's VR immersive theater projects?

iQIYI aims to blend IP, technology, and cultural tourism to enhance offline immersive entertainment.

What impact did the VR experience have on online viewership?

The VR experience increased online viewership of the associated drama series during the Chinese New Year holiday.

How is iQIYI planning to expand its immersive experiences?

iQIYI plans to expand the launch of immersive experiences across cities in China and beyond.