The creators of Chinese animated film "McDull Wudang" plan to develop a series of products based on the movie.

"The movie is just part of our plan to build Mcdull into an original and competitive domestic cartoon brand," said Wang Lei, producer of the film. "We will develop books and DVDs based on the film."

Wang revealed that a McDull-themed concert, a popular event in Hong Kong for years, will be staged in Shanghai around Christmas. The movie will also be adapted into a children's drama and a musical will be presented in two years.

A McDull flagship store is expected to open in Shanghai later this year. The shop's location hasn't been decided yet, but it will sell cute McDull items and serve as a wide platform for Mcdull fans to gather.

Since the movie opened on July 24, it has made more than 20 million yuan (US$3 million) at the box office of Shanghai United Cinema Lines, the city's largest cinema chain. And nationally the film has grossed over 63 million yuan.

"The movie has the potential to exceed what 'Pleasant Goat and Big Big Wolf' earned during the Spring Festival (90 million yuan nationally)," said Wu Hehu, deputy director of the chain. "It is expected to become the highest grossing film of domestic cartoons."

It is the fourth installment of the Mcdull series and the first-time collaboration between mainland and Hong Kong filmmakers. The movie centers on the adventures of a piglet named Mcdull who studies kung fu.

Industry insiders attributed the movie's success to its humor and heartwarming elements that cater to the whole family as well as its summer release.

A total of 14 movies have been squeezed into this month's schedule of new releases. They include Hollywood sci-fi film "G.I. Joe: The Rise of Cobra", Zhang Ziyi's comedy romance "Sophie's Revenge" and "Metallic Attraction: Kungfu Cyborg", a Chinese counterpart to "Transformers".

"Movies with ingenious storytelling and impressive characters can finally win the competition," Wu added.

(Shanghai Daily August 7, 2009)