Chinese animated film Niu Lai, initially mocked online for its poor animation quality, has unexpectedly become a box-office and internet sensation in China and beyond.
According to Global Times, the film had earned more than 45 million yuan ($6.7 million) by Sunday. It was released in Chinese cinemas on August 5 and earned only 342 yuan on its opening day. Its total earnings stood at around 7,700 yuan during its first 10 days before ticket sales surged from August 14.
The film’s crude animation, stiff character movements and unusual storyline initially drew widespread criticism online. Some users described it as one of the most basic films ever released in cinemas, while others said they wanted to watch it simply to see how bad it was.
The online ridicule has since generated curiosity, memes and merchandise, helping drive audiences to cinemas. Fan-made posters have even appeared at theatres, while Douyin users have produced numerous clips and memes based on the film.
The trend has also spread outside China. Two independently organised screenings in San Francisco reportedly sold out, while distributors in Singapore are considering bringing the film to local cinemas. Hong Kong audiences have also called for its release.
Cultural researcher Zhang Peng said the film’s international popularity represents an unusual form of cultural export driven not by sophisticated production or traditional marketing, but by memes, curiosity and global internet culture.
