iQiyi today announced that the company’s first offline Yuker on-demand movie theatre in Zhongshan, Guangdong is now THX certified. Tao Lei, vice president of iQiyi, and Wu Hao, general manager of THX China unveiled the official THX Certified Cinema plaque during the opening ceremony launch event in Zhongshan, Guangdong on November 9. The company’s said this milestone not only reinforced iQiyi’s adherence to the company vision of “to become a technology-based entertainment giant”, but also demonstrated iQiyi and THX as the ideal partners to enable shopping malls to drive traffic and enhance engagement with consumers, as part of an ongoing transformation of retail spaces into digital entertainment complexes.
“iQiyi and THX share the same vision to provide the best viewing experience to customers,” said Tao Lei, vice president of iQiyi. “iQiyi will take advantage of strong brand awareness, massive user base, popular content and advanced technology to contribute to the growth of this booming market and extend our premium viewing experience to offline consumers. We believe that our partnership with THX will further elevate the status of the theatre and increase the strength and overall scale of China’s film industry.”
“We are delighted to establish this significant partnership with iQiyi to bring the very best cinema experience to viewers in China, one of the largest cinema markets in the world,” said Min-Liang Tan, CEO of THX. “THX and iQiyi are respective technology leaders in cinema and video streaming, and we are confident that this partnership will help deliver superior audio and visual entertainment experiences to a broad range of audiences in China.”
iQiyi and THX worked closely to meet THX specifications for certification, a process that systematically measures and verifies the performance quality of commercial cinemas against industry standards. The process includes auditorium building structure analysis, audio and video equipment verification, and system configuration and calibration. As a result, audiences at this theatre will enjoy uncompromised audio and video quality in an auditorium environment that fully complements the cinematic experience.
The Yuker movie theatre combines the convenience of on-demand service with the high-quality audio-visual environment of traditional cinemas. Users are free to select the time and location of viewing, as well as content from iQiyi’s online movie library.
The launch of the Yuker movie theatre has made iQiyi the first major online entertainment platform to tap into the on-demand movie theatre market, and the box office generated by iQiyi's Yuker movie theatres will be included in China's official box office estimation. iQiyi says it plans to improve the existing unregulated business model of the on-demand cinema industry through joint efforts with all links in the industry chain. They will work to reduce the threshold for on-demand cinemas for investors and operators, and coordinate the standard development and rapid spread of screening activities in on-demand cinemas, allowing copyright owners, investors, and operators to share the benefits of industrial development in the subsequent operations of the theatre.