iQiyi spotlights AI-powered virtual filmmaking tools at Zhejiang event
iQiyi held an open day event for its flagship virtual production stage in Hengdian, Zhejiang province, on Nov. 2, where Vice President Zhu Liang introduced the company's upgraded equipment for commercial use in film and television.
"We approach virtual production based on domestic characteristics, focusing on practical and simplified technology to create tools that enhance quality and efficiency," said Zhu, also head of the company's Intelligent Production Department. "Rather than unilaterally pursuing scale and complex technology, we aim to make virtual filming more like an open-source software system that easily connects with new types of creators."
Virtual production has gained global attention for enabling real-time visual effects through LED screen filming, with major studios adopting the technology for series like Disney's"The Mandalorian" and HBO's "House of the Dragon."
iQiyi has pioneered commercial virtual production in China since 2021, completing over 10 projects and developing multiple proprietary algorithms. The company also created the waterproof turntable with virtual-real interaction and quick-disassembly capability for LED screens. Its iQStage platform integrates more than 20 patents and custom hardware.
In the first half of 2025, iQiyi's virtual production projects surged 125% year on year as the company moved into theatrical films.
AI integration now spans iQiyi's entire production process, from concept design and pre-visualization to 3D model creation. For example, the company's 3D Gaussian Splatting (3DGS) technology converts photographs into detailed 3D environments.
Guo Jingyu, founder and chairman of C.H.Y. Culture & Media, said at the open day that virtual production is most valuable for helping establish the aesthetic direction of a project. Du Lin, director of "Sword and Beloved," highlighted its ability to solve practical creative challenges.
Visual effects director Ye Zi encouraged creators to embrace virtual production, noting that current systems are lightweight and user-friendly. Art director Zhang Jiyao added that having a clear aesthetic vision is key for experimenting quickly and bringing creative ideas to life.
From left, Zhu Liang, Guo Jingyu, Zhang Jiyao, Du Lin and Ye Zi participate in a panel discussion on virtual production at an open day event for iQiyi's flagship virtual production stage during the Hengdian Film & TV Festival in Hengdian, Zhejiang province, Nov. 2, 2025. [Photo courtesy of iQiyi]
"Virtual production has entered the mass production stage, and the rapid development of AI is expected to significantly shorten its production cycle," Zhu said.
Success in virtual production depends on understanding the technology, taking initiative and choosing the right scenarios, Zhu said. Early familiarity can inspire creativity during scriptwriting, but directors need hands-on experience to grasp the limits and possibilities, he added.
The upcoming series "Shadow Punisher" exemplifies this approach, achieving two-way integration of digital and physical assets through an innovative workflow: AI image generation creates digital assets for virtual filming, which are then 3D-printed into physical props for live-action shooting.
AI-assisted 3DGS model reconstruction is hundreds of times faster than traditional modeling. iQiyi used the technology to preserve digital assets of real locations featured in several of its series. Its upcoming fully immersive theater experience for "Strange Tales of Tang Dynasty" also uses the technology to deliver far greater detail and immersion than comparable offline projects.
"This will also be a key to unlocking the door to the metaverse," Zhu stated. Currently, iQiyi's self-built digital asset library has preserved over 30,000 copyrighted digital assets, which can be reused for internal projects involving virtual production and visual effects, as well as for developing games and VR/XR immersive experiences.
Zhu outlined iQiyi's virtual production roadmap to nearly 200 senior professionals in the film and television industry. He said virtual production empowers Chinese filmmakers with industrialization and intelligent technology to achieve exceptional creative works, and iQiyi will continue collaborating with creators to explore new production models.