A low-budget Chinese animation film, "Niu Lai," has become an unexpected box office success, grossing over 11.4 million yuan after initially earning just 7,705 yuan in its first 10 days. The film, which follows a cow in a dream sequence, has gained viral traction for its perceived poor animation quality and confusing plot, drawing comparisons to a "dark horse" of the summer movie season.
Social media users have ironically praised the film's "hand-crafted" aesthetic, suggesting its creators deliberately avoided artificial intelligence. This sentiment has resonated with audiences, who are sharing clips and commentary that celebrate the movie's unconventional approach. Some viewers have even linked the film's name, "Niu Lai" (which can imply a "bullish" market), to hopes for a stronger stock market, further boosting its online presence.
Prior to its viral surge, "Niu Lai" had minimal publicity. However, the growing demand has led cinemas to add more screenings. This unprecedented popularity has been noted by film tracking sites, with one Weibo account dedicated to movie trends calling the record "unprecedented and likely to remain so."
Despite its box office success, the film has drawn criticism from some media outlets. A commentary in the state-owned Beijing News warned that cinemas risk eroding audience trust by continuing to screen "Niu Lai," which it described as having "lowered the bar" for film quality. The publication urged cinemas to act as gatekeepers and reject films that do not meet a minimum standard, rather than allowing poorly made productions to proliferate.