Why Chinese film-goers are flocking to a movie they hate
Culture Index
Score Breakdown
Relevance
10/25
Freshness
25/25
Authority
18/20
Brand Signal
11/15
Depth
6/15
5-Axis Cultural Radar
This past week, another unlikely film went viral in Chinese cinemas. On its August 5 debut, the animated film Niu Lai, or The Arrival of the Ox, only earned 3,420 yuan (US$507) at the box office. About 10 days later, it suddenly saw a spike in viewers and generated six figures of revenue. On Saturday, its box office climbed to 717,000 yuan and reached more than 11 million yuan on Monday. Its accum
