The Chinese animated film “Niulai”, which tells the story of a calf’s dream of growth and family support, has experienced an unexpected surge in popularity following a dismal opening. Released on August 5 with no marketing, the film initially struggled to attract viewers. According to data from the movie-tracking platform Maoyan, the production earned only about 10,000 yuan ($1,480) in its first 10 days, with some daily totals dipping as low as 200 yuan ($30).
From Box-Office Flop to Viral Phenomenon
This trajectory shifted dramatically following the film’s emergence on social media. After being mocked for its rudimentary, “eerie,” and “stiff” 3D animation, the movie went viral on August 14. This online buzz transformed the film into a cultural curiosity, driving its total box office to 17.1 million yuan ($2.5 million). At its peak of momentum, the film saw a single-day gross of 8.2 million yuan ($1.2 million) with nearly 300,000 admissions.
A Production Defined by Limitation
The film was created by a two-person team: director Xin Yumeng and his mother, Sun Lifan. The duo handled the animation, screenwriting, and voice acting for the characters. Reports from local media indicate the production company behind the project previously specialized in interior design before entering the film industry in 2021. The finished product features a plot involving a calf and a lark, which critics have described as confusing, overly childish, and disjointed.
Despite the technical criticism, some viewers have pointed to the film’s hand-drawn, analog aesthetic as a point of interest. In an era dominated by polished, high-budget visual effects and the increasing prevalence of AI-generated imagery, the film’s simple and honest
approach has resonated with some audience members as a refreshing, albeit unconventional, alternative to mainstream cinema.
The “Prank” Economy of Modern Film Consumption
A significant portion of the film’s box-office success is attributed to a viral trend among young moviegoers who treat the viewing experience as a communal joke. On platforms like Douban, users have flooded the film with sarcastic recommendations, labeling it a “must-watch” and a symbol of the new internet troll culture.
The film’s title, which translates to the bull is coming,
has even been adopted by social media users as a playful nod to the Chinese stock market.
The motivation for many attendees is rooted in the novelty of the film’s perceived poor quality. My initial intention has always been to play pranks on my friends,
said Du Mingxi, a 19-year-old student who successfully convinced others to join him in the theater. This behavior mirrors a phenomenon where audiences are drawn to content specifically because it is considered “bizarre” or “terrible.”
Context and Critical Reception
While some viewers have defended the project as a bedtime story for children,
professional critics have been largely unfavorable. Reviews in publications such as The Beijing News and Jiefang Daily characterized the animation as “glitchy” and noticeably crude.
Social media discourse has been even more blunt, with users frequently photoshopping the film’s calf character into classic movie posters and debating whether the film’s failure is a reaction against the quality of modern AI-generated entertainment.
As the film continues its run, it has found itself positioned in competition with major international blockbusters. While some industry observers initially predicted a total gross of 18.4 million yuan, the film’s unpredictable rise has highlighted a unique shift in audience engagement, where negative viral attention can effectively bypass traditional marketing constraints to drive substantial ticket sales.
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