Animated film ‘Niu Lai’ experiences unexpected box office surge
The animated film “Niu Lai,” featuring characters that some critics describe as rudimentary and eerie, has garnered significant attention among Chinese moviegoers after initially performing poorly at the box office, reports BritPanorama.
The film, which tells the story of a calf with aspirations to grow up with the help of his family, managed to earn only about 10,000 yuan ($1,480) in its first ten days following its release on August 5. For context, some days saw takings as low as 200 yuan ($30), reflecting its struggle to attract audiences amidst a competitive summer movie landscape.
However, a sudden boost to its box office figures came on a recent Monday, when the film’s earnings surged to 8.2 million yuan ($1.2 million), with nearly 300,000 admissions reported. Its total takings have now reached 17.1 million yuan ($2.5 million), suggesting a surprising turnaround in viewer interest.
Local news outlet Red Star News indicated that “Niu Lai” was produced over five years by just two individuals — director Xin Yumeng and his mother, Sun Lifan. The Associated Press could not reach Xin for comments, and these details remain unverified.
Posters advertising the movie featured a hand-drawn calf along with handwritten phrases such as “Come on over if you’re into the bizarre” and “No refunds,” reflecting the film’s unconventional appeal.
Viewer reactions on Douban, a prominent Chinese movie-review platform, ranged from mocking to bewilderment, with some comments designating the film as “unbelievably terrible” and highlighting its place within a growing meme culture. One comment playfully referred to the film as a must-watch for Chinese stock market investors, playing on its title, which means “the bull is coming” — a reference to a bullish market sentiment.
Despite the criticism, responses indicated some viewers appreciated its simplicity. College student Du Mingxi shared his intention to prank friends with his recommendation, noting the film’s strange charm and viral potential. “It is funny but hard to describe what’s funny about it,” he commented, paralleling the film’s appeal to the recent “six-seven” trend in the U.S.
Among those who found value in “Niu Lai” was vocational schoolteacher Zhong Jiaming, who called it a “rare find” in a cinematic environment often dominated by visually sophisticated, yet narratively lacking films. “It is simple and honest, like a bedtime story for children,” he remarked.
The film’s trajectory marks an unusual instance where widespread critique transformed into a surge of interest, reflecting the complexities of audience engagement in contemporary cinema. As the conversation continues to unfold, there remains an air of curiosity surrounding the film’s lasting impact.
