Introduction

iQiyi, the Chinese streaming company, has launched its latest venture into Virtual Reality in Shanghai. The Luoyang VR Project is a studio-based experience that invites users to enjoy up to 12 different entertainment zones in the ancient city of Luoyang in Henan province.

The Luoyang VR Project

The Luoyang VR Project requires headsets and uses a physical space of approximately 300 square metres. The set-up stimulates the physical experience of high winds, waterfalls, and explosions, creating an immersive environment for users.

The project leverages “inside-out tracking” technology and other industry-leading, sensory-simulation techniques to build in cars, boats, carriages, and other props. This creates a highly realistic environment that fully immerses the audience in the story.

Users and Future Plans

The Luoyang VR Project has attracted more than 5,000 users to date and will later relocate to Luoyang itself and then Beijing. iQiyi plans to launch three shorter interactive experience projects, including Mars Rescue, Kunlun Maze, and Apocalyptic Adventure, at the end of June. These projects target specific audience segments, such as couples.

iQiyi’s First Move into VR

iQiyi made its first move into VR in 2018 when it established its Dreamverse studio and began developing its first offline project. In 2020, Dreamverse began curating VR projects and fully-immersive experiences.

The Importance of Original IP-Based Projects

Zhang Hang, senior VP of iQiyi, said, “The Chinese content market provides a host of excellent IPs, but the industry is still at the beginning of harnessing the full potential of these Ips. The Luoyang VR Project shows how incorporating technological innovations and a localized approach to exploring VR commercialization, original IP-based projects boost both the content market and cultural consumption at large.”

The User Experience

Hu Shihui, founder and CEO of metaverse-themed park X-META, iQiyi’s partner and offline operator of the project, pointed out that in addition to a highly immersive “in-theatre” experience, the project also generates user interest by incorporating dining and opportunities for dressing up in costumes and photoshoots.