Movie that went viral for terrible animation becomes China box office hit

A Chinese low-budget animated film known as Niu Lai has unexpectedly become a box office sensation, defying expectations by drawing large crowds despite its notoriously poor animation and confusing narrative. The film, which centers around a cow in a dream-like sequence, initially struggled to attract attention, grossing just 7,705 yuan ($1,140; £843) in the first 10 days following its release earlier this month. However, it soon went viral on social media platforms, sparking widespread discussion and leading to a surge in ticket sales. According to movie tracking site Mao Yan, the film has since earned over 11.4 million yuan, surpassing major Hollywood releases such as The Odyssey and Spider-Man: Brand New Day. The film’s rise to popularity can be attributed to its unconventional appeal. Social media users have praised Niu Lai for its “hand-crafted” animation style, a term used to describe its intentionally rough and unrefined visuals. Some have even suggested that the film’s lack of digital polish proves it was created without artificial intelligence, a claim that resonates with growing concerns about algorithm-driven content on social media. A Weibo user remarked, “That’s some serious craftsmanship,” while another described the film as “pure handmade” and the “biggest dark horse” of the summer movie season. The film’s title, Niu Lai, has also sparked playful associations with financial markets, particularly among investors who see parallels between the word “bull” and the film’s name. One user joked, “If the index reaches 4,000 tomorrow I will go to the cinema to support this movie,” while another linked the film to stock investments, commenting, “It is a terrible movie but has a great name.” These comments reflect a broader cultural phenomenon where audiences are embracing flawed works as a form of resistance against polished, algorithmically optimized content. Niu Lai was originally intended as a modest project with minimal marketing. Its creators had planned for limited exposure, and the film was released without much fanfare. However, the unexpected success has led to changes in distribution strategies, with cinemas adding extra showtimes to meet rising demand. A Weibo account dedicated to tracking movie trends noted that this record-breaking performance is “unprecedented and will likely remain so.” Despite its popularity, not all responses to Niu Lai have been positive. State-owned media outlet Beijing News recently published a commentary warning that the film’s success could lead to a decline in cinematic standards. The piece argued that cinemas risk “losing the trust” of viewers if they continue to offer subpar films like Niu Lai. It cited past examples of poorly made movies that were similarly criticized for their low quality, suggesting that Niu Lai has “once again lowered the bar for audiences' expectations of poorly made films.” The commentary urged theaters to “act as gatekeepers for the audience” and to “clearly reject films that are obviously not up to standard instead of letting films like Niu Lai run rampant.” As the film continues to dominate conversations online and in theaters, its impact on both the entertainment industry and public perception of low-budget productions remains uncertain. Whether Niu Lai represents a new trend or simply a rare anomaly, its story underscores how audiences are increasingly drawn to imperfections in an era dominated by perfectionism and automation.