New Delhi, Aug. 18 -- What began as an obscure animated release has become one of the most unusual box-office stories of the summer, with Niu Lai drawing audiences in China despite being widely mocked for its primitive animation.

The 86-minute film, which follows a young calf and a skylark through a dream-like story, arrived in Chinese cinemas on 5 August with little indication that it would attract significant attention. It had no trailer, publicity campaign or promotional tour, and its initial theatrical performance was negligible.

During its first 10 days, the film took only 7,700 yuan, equivalent to roughly $1,070, or £842 at the exchange rate cited in reports. Fewer than 300 cinema-goers were said to have purchased tickets acr...