Virtual Production and the Future of Entertainment: Insights from iQIYI CTO Liu Wenfeng

As a fan of the Star Wars series, the author was fascinated by the immersive world created in the second season of "Mandalorian" (2020). The striking realism of the set sparked curiosity about the technology behind it.

The author discovered that the effect was achieved through a new technique called virtual production . Virtual production uses digital methods, computer‑assisted filmmaking, and visualization techniques, combining virtual reality (VR), augmented reality (AR), CGI, and game‑engine technology. This allows creators to see the scene unfold in front of them as if it were a real set.

iQIYI has applied virtual production to the immersive concert "THE9 – City of Reality and Virtuality". In an interview, iQIYI CTO and IIG President Liu Wenfeng explained that digitalization in entertainment is accelerating, and virtual production will unleash a new wave of creativity.

Key advantages over traditional green‑screen methods:

LED walls provide realistic lighting and allow actors to see the environment in real time, improving performance.

Digital assets can be created at millimeter‑level precision, enabling virtual shooting that matches or exceeds the fidelity of physical film studios.

Fully digitized scenes can be stored as reusable assets, allowing instant switching between locations, even impossible ones (e.g., snow in the desert).

The production workflow faces challenges from live streaming, where real‑time interaction with fans demands a new form of presentation that cannot be achieved with simple green screens.

Liu emphasized that virtual production is a subset of intelligent production, which integrates XR, AI, big data, and cloud computing. AI algorithms can automate facial recognition, streamline editing, and reduce production cycles.

From an organizational perspective, iQIYI is creating a new team structure where creative and technical staff collaborate closely from the project inception stage. Directors now work directly with the development team via an app, blurring the line between product development and content creation.

The interview also explored the broader vision of the Metaverse. Liu described it as a framework that connects virtual worlds, breaking the boundary between games and film. By using shared engines (e.g., Unreal), XR, AR, AI, and even blockchain, content creators can build persistent, editable digital worlds where users can both consume and create.

Overall, virtual production is portrayed as a catalyst for the digitization and intelligent transformation of the entertainment industry, leading to higher efficiency, lower production barriers, and new interactive experiences for audiences.