India, Aug. 16 -- Social media trolling and ridicule haven't had that many positives in the decade since the trends became mainstream. Over the years, trolling, the bandwagon effect of harsh criticism on social media, has been called out for its harmful effect on mental health. But for a change, trolling has had a positive effect. A Chinese animated film has managed to turn online ridicule into marketing, attracting curious viewers and turning its fortunes around at the box office.

The Chinese animated film Niu Lai generated only about $1,000 in ticket sales in its first 10 days in theatres. It was heavily panned by critics upon its release and soon became a talking point on Chinese social media circles. On Weibo, China's version of Twit...