iQiyi, the online video streaming service Baidu has a majority stake in, announced a film company last week. Different from conventional film companies, the iQiyi one won’t produce movies or do traditional offline marketing. Instead, the core business of it will be online marketing & publishing and film financing.

The film company will develop online movie ticketing service, and online games or other products based on the movies to be published. iQiyi plans to co-publish seven movies with domestic film companies and one from the Hollywood in the upcoming year, and test the model out, the company said.

iQiyi said they’d figure out ways to monetize online movie rights and roll out a crowdfunding site, with tech support from Baidu’s online finance services, for movie makers.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com