AR and 5G to help enrich China's Golden Rooster film awards event

Migu, a digital content subsidiary of China Mobile, said it has inked a deal with the organizer of the 33rd Golden Rooster Awards to be the event's exclusive 5G and AR technology partner.

Augmented reality and 5G technologies will help power the awards event, a grand occasion in Chinese film circles, which will be held Nov 25 to 28 in Xiamen, East China's Fujian province, thanks to the technological support from China Mobile.

Under the deal, the two sides will work together to create a digital immersive experience for consumers who are interested in the event, which will be held both offline and online. Migu will offer services, such as allowing consumers to create virtual 3D images of themselves and having them pictured together with their favorite movie actors and actresses, through the help of China Mobile's AR and artificial intelligence technologies.

Migu said in a statement that it also will use 5G, virtual reality and high-definition technologies to livestream the film event so that more people can enjoy its beauty.

The move is part of Migu's broader efforts to help upgrade important cultural events and to help accelerate the digital transformation of the move industry.

Liu Xin, general manager of Migu, said earlier that 5G's capabilities of enabling ultra-large bandwidth, ultra-wide connection, and ultra-low latency will promote the upgrade of the communication experience to a higher quality, and profoundly change the media communication pattern.

"5G will make media communication more diversified, media content production more convenient, media experience more immersed, and greatly expand media's communication channels," Liu added.