iQIYI Expands Offline VR Immersive Theater into the Historic City of Xi'an, Merging IP, Technology, and Cultural Tourism
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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.
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.
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.
The original thriller, Strange Tales of Tang Dynasty 2: To the West, unfolds in Chang'an (now
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
"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
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
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
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI
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