Gong Yu believes that traditional film companies have three functions: production, distribution and publicity, while Iqiyi movies will make use of their own Internet characteristics to play the fourth function of movies, that is, the Internet management function. These include movie crowdfunding, movie big data mining and research, online sales and pre-sale of movie tickets, e-commerce services for movie derivatives, and the use of iQiyi media resources to increase the interactive publicity ability of movies.
In 20 13, iqiyi released the content strategy of "sharing sweetness and taste" and set foot in the construction of movie "online cinema"; At the beginning of 20 14, iqiyi started the "internet movie" project, and the establishment of the film company marked its formal entry into the traditional film industry.