New Delhi, Aug. 19 -- Some movies instantly become hits in theatres, while others disappear just as quickly. But the recently released Chinese animated film Niu Lai has turned out to be an unusual case. Mocked so much that it has now become a box office hit, even competing with Tom Holland's Spider-Man: Brand New Day and Christopher Nolan's The Odyssey. So what is the craze behind it?

Niu Lai is a low-budget animation film about a cow in a dream sequence. The film, which has been severely criticised on the internet, grossed 7,705 yuan ($1,140 or Rs.1.09 lakh) in its first 10 days at the box office. But now, it has made more than 11.4 million yuan, as per tracking site Mao Yan.

The film witnessed a huge growth in footfall and ticket sale...