Technology and storytelling converge in Ruyi vision

Chinese entertainment giant China Ruyi Holdings has unveiled an ambitious AI-driven strategy aimed at weaving technology, content creation and consumer experiences into a unified entertainment ecosystem.

At a strategic conference jointly hosted by China Ruyi and Ruyi Film Entertainment in Shanghai on June 16, the company outlined plans to expand across intellectual property development, film and television production, gaming, streaming services and cinema operations.

Reviewing the company's 19-year journey in the cultural sector, Ke Liming, chairman and CEO of China Ruyi, highlighted a string of acclaimed productions, including So Young, All Quiet in Peking, Hi, Mom and To the Wonder.

Addressing the opportunities brought by AI, Ke said the company is embracing intelligent technologies across its operations.

"For Ruyi, AI is not the opposite of creation, but an important tool to empower creators and push the boundaries of content," he said, adding that the company is integrating AI into script development, postproduction, content distribution and cinema management.

Chen Zhixi, chairwoman and president of Ruyi Film Entertainment, said the company has upgraded its "Super Entertainment Space" strategy to version 2.0, powered by "super scenarios" that transform cinemas into multipurpose entertainment destinations and "super IPs" that expand content franchises into merchandise, games and other consumer products.

"Younger audiences are returning to our venues not just to watch films, but for experiences, community and a sense of identity. They are also spending more time in these spaces," Chen said.

The company also announced plans to further enhance cinema experiences through upgraded facilities, AI-powered services and a new user-driven content model that allows moviegoers to vote for films they want to watch.

Several upcoming film and television projects were unveiled, including Make Zhonghe Great Again, Zhuan Nian Hua Kai (Turning Thoughts into Blossoms), Once Upon a Time in the Middle East and All Wishes Come True!.

Actor-director Wang Baoqiang attended the event to promote his new film Mad King. He said the role marks a dramatic shift from the characters that made him famous.

"Audiences know me through roles such as Shagen, Xu Sanduo, Tang Ren, and Mr Tree. This time, I play someone completely different — a tough guy," he said.