iQIYI, Inc. announced its video content will be shown on the Shanghai Metro system as a result of a new joint venture. At a ceremony held at the Shanghai Metro Museum, iQIYI, Shanghai Shentong Metro Asset Management Co., Ltd. and Visengine announced the launch of Shanghai Chengyitong Culture Media, a new company owning and operating around 37,000 video screens in 415 stations covering Line 1 to Line 17 on the Shanghai Metro. The establishment of Chengyitong opens up a world of possibilities for content shown on metro screens, an offline marketing and content distribution resource that has been until this point underexploited. The Shanghai metro system is the world's second busiest subway system, transporting 10 million passengers per day. iQIYI will work with Chengyitong to adapt content for metro screens according to commuter viewing habits, choosing content which is short in length and attention grabbing. The display of iQIYI content such as "The Rap of China", "U Can U Bibi", "The Chinese Youth", "Story of Yanxi Palace", "The Story of Ming Lan", "Original Sin" and more will serve to promote both iQIYI's brand and the popularity of its content. AI and data-based technology will further allow iQIYI to take advantage of innovative marketing on the Shanghai metro, including vertical video, interaction between different screens, fan-centric marketing, immersive marketing, interactive augmented reality (AR) marketing, customized content through facial recognition, promotional notifications pushed to users' devices based on their location, users collecting coupons by shaking their phones, interactive Q&A activities, virtual reality (VR) marketing, interactive content using voice and touch, and many more. In May 2018, iQIYI launched an award-winning AR interactive advert on subway systems which displayed different engaging content as commuters passed by.