Home / Arts and Entertainment / Mocked Film "Niu Lai" Becomes China's Surprise Hit
Mocked Film "Niu Lai" Becomes China's Surprise Hit
19 Aug
Summary
- Animated film "Niu Lai" turned from flop to hit after online mockery.
- Initial earnings were extremely low, but surged after viral clips spread.
- Film's success driven by curiosity over its perceived poor quality.
Released on August 5, the animated film "Niu Lai" (The Cow Is Coming) experienced a dramatic turnaround, transforming from a box-office flop into a viral hit in China. Initially, the 86-minute film about a calf's coming-of-age garnered little attention, earning less than 10,000 yuan in its first 10 days. However, its fortunes changed around August 14 when clips showcasing its crude computer graphics, stiff movements, and unusual voice acting began circulating online.
The online mockery, with viewers dubbing it "worse than AI," ironically fueled curiosity. This led audiences to flock to cinemas to witness the perceived low quality for themselves. On August 15, daily box office collections jumped to 717,000 yuan. By August 17, "Niu Lai" had collected 17.1 million yuan ($2.5 million), ranking among top Chinese animations and briefly securing fourth place on the domestic box office chart, even surpassing "Spider-Man: Brand New Day."
Directed by Xin Yu Meng and his mother Sun Lifan, the film was reportedly made over five years on a budget of approximately 30,000 yuan ($4,450). The production company itself had minimal prior industry experience. The film's unusual marketing, featuring traditional ink-wash painting style posters contrasting with the on-screen animation, further added to its mystique. The unexpected success highlights a new trend of internet trolling influencing box office performance.
