Poorly made animated film «Niu Lai» (English: «Here Comes the Cow») has unexpectedly emerged as one of the main phenomena in Chinese cinema distribution. Following its failed debut, viewers began actively discussing the movie on social media, boosting its box office from several thousand yuan to millions within a few days. Kursiv LifeStyle takes a look at how a low-quality animation turned an unknown cartoon into a viral hit.
«Niu Lai» was released in Chinese cinemas on Aug. 5. During the first few days of screenings, the film did not seem likely to succeed, as over...