iQIYI, a leading online entertainment service in China, announced Monday that it would launch a VR immersive theater at the Galaxy Promenade in Galaxy Macau this summer. 

Themed on its 2022 hit original series Love Between Fairy and Devil, the theater was created by iQIYI DREAMVERSE Studio, showcasing the company's commitment to expanding location-based entertainment through its unique "IP+Technology" strategy. 

The debut of Love Between Fairy and Devil in the Greater Bay Area, in the form of VR, looks to replicate the successful recipe of iQIYI's "Real Scenery+VR" immersive theater adapted from its blockbuster original IPs, according to the company. 

The company's previous VR projects launched in China's mainland, such as the ones based on the drama series Strange Tales of Tang Dynasty 2: To the West and the Luoyang VR project, have reaped positive feedback from players.

This upcoming project in Macao will be further enhanced with innovative technology, including interactive gesture control and flight motion simulators, promising users a more thrilling and realistic experience. 

Upon entering the theater, players will be transported to a visually stunning ancient world with impressive aesthetics. Throughout an approximately one-hour-long journey, they can also expect to encounter a series of intriguing puzzles to solve, all accompanied by captivating plotlines.

The experience store includes a dress-up zone for traditional Chinese clothing and large-scale ancient-themed photo spots, recreating classic scenes from Love Between Fairy and Devil, according to Jiang Liduo, also known as Jeffrey Jiang, senior vice president of Galaxy Entertainment Group.

"With deep roots in Eastern mythology and traditional culture, the blockbuster original IP Love Between Fairy and Devil holds significant cultural value and has garnered wide market acclaim," said Zhang Hang, senior vice president of iQIYI. "By leveraging VR technology, we can further extend the long-tail value of this original IP, bringing Chinese culture to life in a modern way that resonates with a broader audience."

The new venture also marks the second collaborative project between iQIYI and Galaxy Macau, following the agreement announced last year at iQIYI Scream Night, the company's signature annual event, which will be held at Galaxy Arena for three consecutive years. 

The announcement said the deep partnership aims to stimulate further growth of the cultural and entertainment industry in the Greater Bay Area while solidifying Macao's position as a vibrant city of performing arts.

According to the company, iQIYI is committed to merging and creating synergy between IP, technological innovation, and cultural tourism. Therefore, it plans to collaborate with partners to explore new forms of offline entertainment on a global stage and enhance the value of its original IPs for a wider audience.

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