Why Lost in Hong Kong could overtake Monster Hunt to become 2015's biggest Chinese film

The mainland blockbuster may be setting records for a Chinese-language film, but critics say its success is more down to clever marketing than quality production.

Since debuting on September 25, the film has brought in 1.2 billion yuan (HK$1.46 billion) at the box office, in the process becoming the first to take in more than 200 million yuan on its first day - and on each of its first three days - of screening. It's also projected to overtake the 2.43 billion yuan brought in by - another domestic production - to become the year's biggest film.

The comedy, directed by Xu Zheng, follows a holiday in Hong Kong taken by Xu Lai (played by Xu Zheng), his wife Cai Bo (Zhao Wei) and his brother-in-law (Bao Bei'er).

Xu plans to secretly visit his university sweetheart Yang Yi (supermodel Du Juan), but Cai's puerile younger brother Cai Lala tags along like an unwelcome shadow to spoil the rendezvous.

Despite the records, the film has been panned by many critics and some industry insiders say its triumph is more one of marketing than filmmaking.

"There's no doubt that is the best marketing performer in China's film industry this year," said Yuan Lin, research director of EntGroup, which produces analysis for the entertainment industry.

The film had chosen a good sales window that covered both the Mid-Autumn Festival and National Day, and had been cleverly promoted, she said.