Original title: "From the metaverse, how high-quality IP can lengthen the "lifeline""
Put on a VR device, travel through 1300 years of history, return to the "divine capital" Luoyang, and embark on an adventure journey. Since its official opening in April, iQIYI's "The Wind Rises in Luoyang" VR Full Sense Theater has welcomed more than 5,000 players to check in. This is a new type of cultural tourism project developed by iQIYI around the popular drama IP, creating an immersive new scene of digital and real integration, and exploring a new operation path combining big IP and commercialization. And a batch of short-term VR experience projects such as "Mars Rescue", "Kunlun Labyrinth" and "Doomsday Adventure" have also been launched one after another...
As the capital of fashion and vitality, Shanghai is also a city of humanity and innovation. In the first half of this year, Shanghai has launched a number of national benchmark projects for all-for-one tourism.
The VR full-sense theater "The Wind Rises from Luoyang" on Nanjing West Road, the immersive exploration experience exhibition "The Lost Pharaoh" at Xingye Taikoo Hui, and the immersive experience drama "Three-Body: Beyond Gravity" at Fengchao on the West Bund, etc., have attracted citizens. The popular digital cultural tourism projects for tourists are also constantly responding to many new topics and new thinking about technology empowering urban cultural tourism consumption.
If the metaverse is coming, how can high-quality content IP lengthen the "lifeline"? Experts believe that integrating technological elements and finding IP development methods that meet local characteristics can play a two-way empowerment role for the film and television and cultural tourism industries.
Awaken the value of film and television IP and explore new ways to increase the value of digital assets
At 2 p.m. on weekdays, many tourists gathered at the entrance of the Guochao Metaverse theme park of "XMETA｜Opportunity Time and Space" in Shanghai Tomorrow Square. Among them are not only the citizens who came to "try the early adopters" during the summer vacation, but also a few tourists who dragged their suitcases to experience.
"I watched the TV series "The Wind Rises in Luoyang" two years ago, and I was full of curiosity about the ancient capital thousands of years ago. Recently, I saw the news on the Internet that related VR projects were launched in Shanghai, so I planned to experience it with my mother." A third-year student from Jilin Xiao Yang, a student, took the VR theater of "The Wind Rises in Luoyang" as a stop for visiting Shanghai.
At present, the Quangan Theater is open to 20 performances every day, and the reservations are basically fully booked in the near future. Hu Shihui, founder and CEO of X-META, said that the consumer demand for cultural tourism during the summer vacation is continuing to rise, and it is expected that the VR store arrival rate of "The Wind Rises in Luoyang" will usher in a small explosion.
"The Wind Rises in Luoyang" VR full-sensing theater covers an area of about 600 square meters, integrating "real-scene performance" and "VR full-sensing interaction", allowing players to experience the feeling of walking in a vast space in a limited venue.
"After entering the VR story, I not only had to cooperate with my companions in 'team battles', but also experienced thrilling stories such as crossing in a small boat, chasing in a horse-drawn carriage, and air combat with flying kites. It was so exciting!" Post-95 players Mr. Lu told reporters that wearing a VR headset, he would turn into a "bad person" and fight wits and courage with the mysterious organization "Chunqiu Tao". "In the game, the heat of magma approaching, the wind of riding a vehicle, and the shock of falling from a high altitude are all very real. The short 1-hour VR experience not only allowed me to revisit the story in the play, but also discovered new highlights. , I really want to go home and watch "The Wind Rises in Luoyang" again."
In recent years, the driving role of film and television works in cultural tourism has become increasingly prominent, and it has become the norm for a drama to lead a city. During the popular broadcast of "The Wind Rises in Luoyang", Luoyang's related topics occupied the top of the list of key tourist cities in the country; "The World" made Changchun, the filming location, the yearning of countless viewers, and the travel agency developed a number of travel routes to follow the show; "Hurricane" increased the number of tourists in Jiangmen, Guangdong during the Spring Festival by 5 times, and people all over the country remembered this small town with pig's feet noodles. A drama makes a city popular, behind it is the two-way rush of content and culture.
my country has rich film and television IP resources, how to make these high-quality content IP go from online to offline?
"The cultural and tourism industry is gradually shifting from resource-driven to innovation-driven. Using modern technology to awaken urban culture and creating immersive, high-quality smart cultural and tourism products has become an important direction for the integrated development of cultural and tourism." Vice President of iQIYI Wang Zhaonan said that around the self-produced series "The Wind Rises from Luoyang", iQiyi has developed long-tail content forms such as comics, animation, and variety shows. The cultural and tourism industry chain created by the new scene of the metaverse concept is developed to provide users with an interactive and game-like entertainment experience.
At the same time, the metaverse cultural tourism project has also broadened the value-added path of content IP digital assets. During the filming of "The Wind Rises in Luoyang", the crew built a real scene covering an area of thousands of square meters. The technical department transformed the real scene into digital assets through 3D scanning and digital modeling. multiplexing. At present, iQIYI's digital asset library has preserved thousands of high-quality 3D models, covering traditional pavilions, bronzes, porcelain, and daily utensils. "One-time scanning modeling can be used multiple times at any time as needed, reducing production costs and at the same time presenting the beauty of culture in an authentic way," Wang Zhaonan said.
Favorable policy support, more innovative projects will be implemented one after another
Spanning thousands of years, explore the mysterious power of ancient Egypt. Xingye Taikoo Hui's "The Lost Pharaoh" immersive exploration experience exhibition is also one of the most popular metaverse cultural tourism projects in Shanghai. Relying on virtual reality technology, audiences in Shanghai can not only climb to the top of the Khufu Pyramid in Egypt and experience the shock of overlooking the Giza Plateau, but also go back to 4,500 years ago and enjoy the beautiful scenery by boating on the Nile River.
"The Vanishing Pharaoh" had a 4-month world premiere in Paris, France, attracting more than 50,000 spectators to experience it. Shanghai is the first time this project has landed outside of mainland France. Since its launch, "The Vanishing Pharaoh" has received more than 15,000 viewers. Because of its overwhelming popularity, the exhibitor has planned to extend it to October 7.
In the metaverse cultural tourism project, the deep integration of content innovation and hardware devices has broken the boundary between virtual and reality. "The Lost Pharaoh" carried out scanning survey and modeling restoration of the interior and surrounding environment of the Pyramid of Khufu. Its core gameplay is based on the large-space virtual reality experience mode pioneered by the world-renowned AR/VR developer Excurio. The VR full-sensing theater of "The Wind Rises in Luoyang" with a more magical sense of body is highly integrated with a series of hardware device systems: a customized 6-axis electric cylinder platform to simulate a variety of vehicle experiences; spray, wind and thermal devices to simulate various environments experience; the odor generating device restores a rich olfactory experience; the gesture recognition device realizes real interaction with the virtual scene, etc. In addition, the "Wind Up Luoyang" project also uses VR redirection technology to adjust the mapping between the player's moving position and virtual content, and maximize the use of physical space.
As domestic and foreign well-known enterprises and institutions gather in Shanghai, they will deeply integrate cutting-edge technologies, innovate immersive experience scenarios, create benchmark projects for Shanghai, boost the holiday economy, and activate cultural and tourism consumption, providing a steady stream of impetus.
However, some experts also reminded that some technical bottlenecks brought about by the current development of Metaverse cultural tourism projects are also worthy of joint research by the industry to overcome difficulties. For example, how to upgrade the wireless streaming technology, optimize the open source solution, and increase the capacity of a single field; update the hardware, increase the computing power, and realize the lightweight of VR peripherals; introduce AI technology to improve the efficiency of digital modeling and reduce the expansion of development in multiple places operating costs, etc.
Recently, Shanghai has continued to strengthen the top-level design of cultural digitalization construction, promoted the implementation of the national cultural digitalization strategy, and released the "Shanghai City's Action Plan for Building a New Track in the Cultural Tourism Metaverse (2023-2025)", and the frequent occurrence of favorable policies has further boosted the related business confidence. The reporter was informed that the VR full-sense theater based on the popular drama "Canglan Jue" is under development and is expected to be launched on the 4th floor of the Opportunity Center in Tomorrow Square in 2024; other related VR projects will also be launched in Luoyang, Beijing and other cities one after another. It can be expected that starting from Shanghai, the cross-time and space experience created by "real scene + VR" will set off an upsurge of innovation in metaverse cultural tourism scenes across the country.
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Popular TV dramas collectively "entered" the offline metaverse experience hall, new users and new business models surfaced
Source: Wen Wei Po
Author: Xuan Jing
Editor: Fan Jing
Original title: "From the metaverse, how high-quality IP can lengthen the "lifeline""
Put on a VR device, travel through 1300 years of history, return to the "divine capital" Luoyang, and embark on an adventure journey. Since its official opening in April, iQIYI's "The Wind Rises in Luoyang" VR Full Sense Theater has welcomed more than 5,000 players to check in. This is a new type of cultural tourism project developed by iQIYI around the popular drama IP, creating an immersive new scene of digital and real integration, and exploring a new operation path combining big IP and commercialization. And a batch of short-term VR experience projects such as "Mars Rescue", "Kunlun Labyrinth" and "Doomsday Adventure" have also been launched one after another...
As the capital of fashion and vitality, Shanghai is also a city of humanity and innovation. In the first half of this year, Shanghai has launched a number of national benchmark projects for all-for-one tourism.
The VR full-sense theater "The Wind Rises from Luoyang" on Nanjing West Road, the immersive exploration experience exhibition "The Lost Pharaoh" at Xingye Taikoo Hui, and the immersive experience drama "Three-Body: Beyond Gravity" at Fengchao on the West Bund, etc., have attracted citizens. The popular digital cultural tourism projects for tourists are also constantly responding to many new topics and new thinking about technology empowering urban cultural tourism consumption.
If the metaverse is coming, how can high-quality content IP lengthen the "lifeline"? Experts believe that integrating technological elements and finding IP development methods that meet local characteristics can play a two-way empowerment role for the film and television and cultural tourism industries.
Awaken the value of film and television IP and explore new ways to increase the value of digital assets
"I watched the TV series "The Wind Rises in Luoyang" two years ago, and I was full of curiosity about the ancient capital thousands of years ago. Recently, I saw the news on the Internet that related VR projects were launched in Shanghai, so I planned to experience it with my mother." A third-year student from Jilin Xiao Yang, a student, took the VR theater of "The Wind Rises in Luoyang" as a stop for visiting Shanghai.
At present, the Quangan Theater is open to 20 performances every day, and the reservations are basically fully booked in the near future. Hu Shihui, founder and CEO of X-META, said that the consumer demand for cultural tourism during the summer vacation is continuing to rise, and it is expected that the VR store arrival rate of "The Wind Rises in Luoyang" will usher in a small explosion.
"The Wind Rises in Luoyang" VR full-sensing theater covers an area of about 600 square meters, integrating "real-scene performance" and "VR full-sensing interaction", allowing players to experience the feeling of walking in a vast space in a limited venue.
"After entering the VR story, I not only had to cooperate with my companions in 'team battles', but also experienced thrilling stories such as crossing in a small boat, chasing in a horse-drawn carriage, and air combat with flying kites. It was so exciting!" Post-95 players Mr. Lu told reporters that wearing a VR headset, he would turn into a "bad person" and fight wits and courage with the mysterious organization "Chunqiu Tao". "In the game, the heat of magma approaching, the wind of riding a vehicle, and the shock of falling from a high altitude are all very real. The short 1-hour VR experience not only allowed me to revisit the story in the play, but also discovered new highlights. , I really want to go home and watch "The Wind Rises in Luoyang" again."
In recent years, the driving role of film and television works in cultural tourism has become increasingly prominent, and it has become the norm for a drama to lead a city. During the popular broadcast of "The Wind Rises in Luoyang", Luoyang's related topics occupied the top of the list of key tourist cities in the country; "The World" made Changchun, the filming location, the yearning of countless viewers, and the travel agency developed a number of travel routes to follow the show; "Hurricane" increased the number of tourists in Jiangmen, Guangdong during the Spring Festival by 5 times, and people all over the country remembered this small town with pig's feet noodles. A drama makes a city popular, behind it is the two-way rush of content and culture.
my country has rich film and television IP resources, how to make these high-quality content IP go from online to offline?
"The cultural and tourism industry is gradually shifting from resource-driven to innovation-driven. Using modern technology to awaken urban culture and creating immersive, high-quality smart cultural and tourism products has become an important direction for the integrated development of cultural and tourism." Vice President of iQIYI Wang Zhaonan said that around the self-produced series "The Wind Rises from Luoyang", iQiyi has developed long-tail content forms such as comics, animation, and variety shows. The cultural and tourism industry chain created by the new scene of the metaverse concept is developed to provide users with an interactive and game-like entertainment experience.
At the same time, the metaverse cultural tourism project has also broadened the value-added path of content IP digital assets. During the filming of "The Wind Rises in Luoyang", the crew built a real scene covering an area of thousands of square meters. The technical department transformed the real scene into digital assets through 3D scanning and digital modeling. multiplexing. At present, iQIYI's digital asset library has preserved thousands of high-quality 3D models, covering traditional pavilions, bronzes, porcelain, and daily utensils. "One-time scanning modeling can be used multiple times at any time as needed, reducing production costs and at the same time presenting the beauty of culture in an authentic way," Wang Zhaonan said.
Favorable policy support, more innovative projects will be implemented one after another
Spanning thousands of years, explore the mysterious power of ancient Egypt. Xingye Taikoo Hui's "The Lost Pharaoh" immersive exploration experience exhibition is also one of the most popular metaverse cultural tourism projects in Shanghai. Relying on virtual reality technology, audiences in Shanghai can not only climb to the top of the Khufu Pyramid in Egypt and experience the shock of overlooking the Giza Plateau, but also go back to 4,500 years ago and enjoy the beautiful scenery by boating on the Nile River.
"The Vanishing Pharaoh" had a 4-month world premiere in Paris, France, attracting more than 50,000 spectators to experience it. Shanghai is the first time this project has landed outside of mainland France. Since its launch, "The Vanishing Pharaoh" has received more than 15,000 viewers. Because of its overwhelming popularity, the exhibitor has planned to extend it to October 7.
In the metaverse cultural tourism project, the deep integration of content innovation and hardware devices has broken the boundary between virtual and reality. "The Lost Pharaoh" carried out scanning survey and modeling restoration of the interior and surrounding environment of the Pyramid of Khufu. Its core gameplay is based on the large-space virtual reality experience mode pioneered by the world-renowned AR/VR developer Excurio. The VR full-sensing theater of "The Wind Rises in Luoyang" with a more magical sense of body is highly integrated with a series of hardware device systems: a customized 6-axis electric cylinder platform to simulate a variety of vehicle experiences; spray, wind and thermal devices to simulate various environments experience; the odor generating device restores a rich olfactory experience; the gesture recognition device realizes real interaction with the virtual scene, etc. In addition, the "Wind Up Luoyang" project also uses VR redirection technology to adjust the mapping between the player's moving position and virtual content, and maximize the use of physical space.
As domestic and foreign well-known enterprises and institutions gather in Shanghai, they will deeply integrate cutting-edge technologies, innovate immersive experience scenarios, create benchmark projects for Shanghai, boost the holiday economy, and activate cultural and tourism consumption, providing a steady stream of impetus.
However, some experts also reminded that some technical bottlenecks brought about by the current development of Metaverse cultural tourism projects are also worthy of joint research by the industry to overcome difficulties. For example, how to upgrade the wireless streaming technology, optimize the open source solution, and increase the capacity of a single field; update the hardware, increase the computing power, and realize the lightweight of VR peripherals; introduce AI technology to improve the efficiency of digital modeling and reduce the expansion of development in multiple places operating costs, etc.
Recently, Shanghai has continued to strengthen the top-level design of cultural digitalization construction, promoted the implementation of the national cultural digitalization strategy, and released the "Shanghai City's Action Plan for Building a New Track in the Cultural Tourism Metaverse (2023-2025)", and the frequent occurrence of favorable policies has further boosted the related business confidence. The reporter was informed that the VR full-sense theater based on the popular drama "Canglan Jue" is under development and is expected to be launched on the 4th floor of the Opportunity Center in Tomorrow Square in 2024; other related VR projects will also be launched in Luoyang, Beijing and other cities one after another. It can be expected that starting from Shanghai, the cross-time and space experience created by "real scene + VR" will set off an upsurge of innovation in metaverse cultural tourism scenes across the country.