"Chinese superheroes don't need to mimic Hollywood. But they should have equally powerful impact. I make sure the pancake has a strong flavor. You'll laugh first and then cry."

Dong is known for bucking trends.

Most comedians distanced themselves from Zhao when rumors swirled last year that he was involved in organized crime. But Dong publicly rebuked such gossip and stood by his mentor.

Some jokes that make it onto Dong's online shows can't be used in the film, because authorities are stricter in monitoring big-screen content.

But most made it through. The film has been approved.

"Movies adapted from online shows easily become hits because they have a loyal fan base and reputation before they're produced," says Zhao Fang, general manager of the film's co-investor, Wanda Cinemas.

Wanda's animation One Hundred Thousand Bad Jokes, adapted from an online video series, earned more than 120 million yuan ($19.4 million) at the box office from a 15 million yuan investment.

"Following the success of One Hundred Thousand Bad Jokes, we want to nurture more new directors and new comedic pioneers by putting money into creative projects," Zhao Fang says.

"Jianbing Man is merely a start."

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