BEIJING, June 18, 2020 /PRNewswire/ -- iQIYI Inc. (NASDAQ:
IQ) ("iQIYI" or the "Company"), an innovative market-leading online
entertainment service in China,
recently released the content list for its Mist Theater, a content
category dedicated to domestically produced suspense dramas. The
six distinctive short dramas released as part of the new library
will broaden the creative approaches of Chinese suspense drama
productions and refresh the storytelling style of the genre. The
launch of new category also underscores iQIYI's strengths and
advantages in creating original suspense dramas.
Among the six dramas, Kidnapping Game, The Long
Night, The Bad Kids and Wisher, were adapted from
well-known suspense novels by authors such as Japan's Keigo
Higashino and China's Zi
Jinchen and Na Duo. iQIYI collaborated with Wuyuan Culture,
Eternity Pictures and other first-class studios to produce
high-quality content throughout the entire production process of
scripting, filming, editing and production. The star-studded iQIYI
productions cast features dozens of renowned domestic actors and
major crowd-pullers such as Liao
Fan, Qin Hao, Wang Jingchun
Wang Qianyuan and Zhu Yawen. The Bad Kids boasted
a score of 9.0 out of 10 on Douban, a popular
Chinese website providing user reviews and recommendations for
movies, TV series, books, etc., within 18 hours after its release.
To date, its score has reached 9.2, becoming the online Chinese
drama with highest score so far this year.
Since the debut of the Youth Theater and Mystery & Suspense
Theater categories in 2018, iQIYI has pioneered the building of
dedicated category-based communities online by bringing together
like-minded users who are fans of same content genre through
content and interactive features. The launch of the Mist Theater,
which upgrades the platform's previous offerings, is a crossover
creation of iQIYI's dual focus on genre-oriented theater-like
operation and short drama series creation.
The Mist Theater builds on the Mystery & Suspense Theater,
transforming the channel from a content categorization-based model
into a comprehensive theater model that boasts multiple features,
including drama production, content scheduling, user service, paid
subscription and business cooperation.
Following the launch of Mist Theater, iQIYI has partnered with
KFC to run a co-branding marketing campaign that will
provide with 10 million cups of KFC's K COFFEEs that each
contain hidden clues to the mysteries of the dramas. These clues
entail 18 items that drive the plot development of six dramas, such
as the butterfly tattoo from Kidnapping Game and white
sneakers from The Bad Kids. In addition, it also provides
iQIYI's VIP members with limited cups of free KFC K COFFEEs as well
as nearly 1 million K COFFEE coupons. Under the campaign,
iQIYI VIP members who purchase any product from KFC's ground
coffee selection online will be given the early on-demand pass for
dramas from the Mist Theater library. By promoting the Mist
Theater, KFC is also increasing its brand awareness and sales
through acknowledgement posts and pause advertisements.
This innovative co-branding marketing campaign follows several
collaborations between iQIYI and KFC. As innovative pioneers in the
respective fields of video entertainment and food and beverage with
a large base of young users, iQIYI has cooperated with KFC many
times in terms of member services and exclusive set meals. iQIYI
and KFC previously collaborated in 2017 to release set meals that
were based on the iQIYI IP-based drama series Legend of Zu Mountain
2, ushering in a wave of co-branding marketing between
entertainment IP and dining scenarios in China. In 2019, two companies collaborated to
launch the "iQIYI VIP Products Day". Under the collaboration, iQIYI
VIP members were able to enjoy a wide selection of KFC's coffee,
afternoon tea products for a discounted price. A series of
cooperation between iQIYI and KFC proves that dining integrated
with entertainment is able to create interesting cross-branding
marketing campaigns and offer value-added benefits for its members
and customers.
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SOURCE iQIYI, Inc.