Imaging technologies like AR, VR, and MR are providing audiences with a fresh interactive experience at the ongoing 27th Shanghai International Film Festival (SIFF).

Using the latest display devices, the SIFF XR section presents 16 exceptional works from China and abroad, many of which are making their global or Asian premieres.
"By combining XR and AR technologies, audiences can use handheld controllers and gestures to manipulate the shadow puppeteer's sticks. This integration of virtual and physical elements in traditional intangible cultural heritage inspired our creation of the 'Wu Song Fights the Tiger' performance," said Wang Jian, founder of ZoomGames Studio.
"We can influence the storyline through our own actions. This immersive interaction between parents and children highlights a significant advancement brought by VR," said an audience member.
The SIFF XR section not only expands the boundaries of film art but also introduces cutting-edge film technology into people's lives.
An immersive entertainment cockpit showcased at the event can be used at home to deliver outstanding audiovisual experiences to users.
"Consumers wearing glasses inside the cockpit can fully immerse themselves in the content experience, engaging their vision, hearing, and even a sense of touch," said Xu Peng, marketing manager of XEO brand at Goer Dynamics.
According to SIFF organizers, after the film festival concludes, a series of major virtual reality films will be released in theaters, offering audiences a refreshing viewing experience.