How a ‘rough’ and ‘crude’ Chinese cartoon ox went from box office zero to hero
The Chinese animated film 'Niu Lai' has become a surprise box-office hit despite receiving harsh criticism for its crude animation and confusing plot. It is currently outperforming major Hollywood blockbusters in the Chinese market.
Why it matters
It illustrates the unpredictable nature of consumer trends in the Chinese film market and the potential for 'viral' success despite critical failure.
Widely panned on its release, Niu Lai has become the summer’s most surprising smash hit despite competition from The Odyssey and Spider-Man: Brand New Day.
The Chinese film Niu Lai (The Arrival Of The Ox) has become an unlikely box-office sensation. (Photo: Dalian Jingyuan Culture Film and Television Media)
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