Chinese streaming service iQIYI has started building its first theme park, iQIYI Land, in Yangzhou, Jiangsu province.
The new entertainment destination will utilise iQIYI’s vast portfolio of TV and film brands, enhanced by cutting-edge technology to deliver an immersive experience.
Set to open later this year, iQIYI Land will feature an immersive theatre, a holographic light space, an interactive performance theatre, a film set interaction area, character experiences, mixed reality (MR) party games, and more.
Also, the park will house themed dining venues, and branded merchandise.
“iQIYI Land marks a significant milestone in our offline experience business strategy,” said Yu Gong, founder and CEO of iQIYI.
“By integrating cutting-edge technology with our extensive portfolio of IPs, we aim to create immersive entertainment experiences that transport visitors into a dream world of film and TV.”
The park will be strategically located in Yangzhou, an “ideal location” due to its “rich heritage, vibrant cultural tourism, and innovative spirit”, Gong said.
Immersive and tech-driven experiences
It’s also within a couple of hours’ drive or train ride from key cities like Shanghai, Nanjing, and Suzhou.
The park, Gong said, will “reimagine Chinese storytelling through technology and offer a new cultural landmark”.
iQIYI already has more than 40 VR immersive theatres in more than 20 cities in China. Last year, the company revealed plans to expand in the country and globally.
These immersive theatres provide experiences themed to original iQIYI IPs like Strange Tales of Tang Dynasty II: To the West.
Additionally, the company opened its first family-friendly venue, iQIYI QiBubble Space, in 2023, which brought iQIYI’s original animation IPs to life.
Other streaming services are expanding their footprints in the world of location-based entertainment (LBE).
Netflix, for example, is behind LBE experiences themed to its original brands like Squid Game, Bridgerton, Stranger Things and Money Heist.
The company is also set to open its first two Netflix House entertainment venues in shopping malls in Texas and Pennsylvania this year.
