Beijing Animation Festival kicked off at the Beijing Exhibition Center on Thursday, promising a mix of forums, film screenings, marketplaces, and competitions for industry players and animation fans alike.

The five-day event features a keynote forum and five parallel forums, gathering over 100 heavyweight experts from home and abroad to discuss the development of animation creation and technology innovation.

Fifty-eight industry leaders, such as China Animation Group, Tencent, and NetEase, are showcasing their latest lineup of IP products and technologies at the event.

On the opening day of the festival, a report on China’s animation development was released, estimating the sector and related fields will reach 652.1 billion yuan ($91.4 billion) this year.

Highlights at the venue include the application of artificial intelligence and virtual reality simulations to offer immersive and interactive experiences for visitors, while tickets are free to book on the event’s social media account.

In addition, as a part of the festival, a series of activities will be held across the city, including film screenings and an anime carnival in Xicheng district, as well as an AI-powered stage show in Daxing district.