A movie no longer has to be loved to become a hit. China’s surprise success Niu Lai shows how audiences can turn an unusually bad film into social entertainment, where curiosity, memes and the fun of joining the conversation become reasons to buy a ticket. Why Everyone Is Talking About It: Being Bad Can Become the Attraction Niu Lai (The Arrival of the Ox) began as an almost invisible release, earning just 3,420 yuan on its August 5 debut. Then audiences started sharing memes
