An animated film from China, titled "Niu Lai," has defied critical reviews and become a surprising box-office success, grossing $2.5 million. The movie, which features a calf dreaming of growing up with his family's help, has garnered attention not for its quality but for its perceived crudeness and the ensuing online mockery.
Initially, "Niu Lai" saw a slow start after its August 5 release, earning approximately 10,000 yuan ($1,480) in its first 10 days. On some days, ticket sales were as low as 200 yuan ($30). However, its box office performance surged dramatically, reaching 8.2 million yuan ($1.2 million) on a single Monday, with nearly 300,000 admissions, according to movie tracker Maoyan. The film's total earnings have now reached 17.1 million yuan ($2.5 million).
Local media reported that "Niu Lai" was developed over five years by a duo, director Xin Yumeng and his mother, Sun Lifan. Posters for the film featured a hand-drawn calf with handwritten slogans such as "Come on over if you're into the bizarre" and "No refunds."
Online reviews on the platform Douban reflect the film's polarizing reception. Many comments described the animation as "unbelievably terrible and eye-opening" and a "symbol of the new internet troll culture." Sarcastic recommendations like "over nine out of ten" and "awesome and highly recommended" have also become popular. Some viewers have humorously suggested it's a "must-watch for Chinese stock market investors," playing on the film's name "Niu Lai," which translates to "the bull is coming" – a phrase associated with a bull market.
For some viewers, the film's unpolished nature is part of its appeal. Du Mingxi, a 19-year-old student, admitted to recommending the movie to friends as a prank, comparing the trend to the "six-seven" craze in the US, where people are drawn to things they find strange or funny. He noted that young audiences often embrace viral trends regardless of understanding them.
Conversely, some viewers appreciated the film's simplicity. Zhong Jiaming, a vocational schoolteacher, described "Niu Lai" as a refreshing change from visually sophisticated but narratively weak films. He called it "a movie for the young at heart," characterizing it as "simple and honest, like a bedtime story for children."
The film's characters have been described as rudimentary and "eerie," with the animation style noted as basic 3D. Despite these criticisms, the movie's unexpected box-office success has sparked discussion about audience engagement and the nature of viral trends in the entertainment industry. ![The Chinese animated film "Niu Lai" has become a box-office hit despite being mocked as "terrible."]( "The Chinese animated film "Niu Lai" has become a box-office hit despite being mocked as "terrible."" )