2 weeks ago
China’s Viral Niu Lai Turns Mockery Into Box-Office Sensation
Niu Lai is a Chinese cartoon movie about a young cow and its unusual life story.
A son named Xin Yumeng and his mother, Sun Lifang, made it over more than five years.
They used simple equipment and very little money.
Almost nobody watched it when it first came out.
Then people online shared clips and jokes about how strange and rough it looked.
Many others bought tickets because they wanted to see the movie for themselves.
The joke helped the movie make millions of yuan.
Some people think its simple style is funny and honest, while critics think cinemas should not show it so much.
On some days, it even competed with much bigger Hollywood movies.
Niu Lai, an 86-minute Chinese animated film, follows a newborn calf through a surreal story about growing up, family, love and sacrifice.
Made over more than five years by Xin Yumeng and his mother, Sun Lifang, the film reportedly used second-hand computers and a budget of 20,000–30,000 yuan.
After opening on August 5 with virtually no publicity, the film sold only 236 tickets and earned about 7,700 yuan in its first nine days.
Online ridicule of the film’s crude graphics, jerky animation, awkward dialogue and strange storyline sparked curiosity and rapidly increased ticket sales.
Maoyan figures cited by different reports put its box office at 14.9 million or 17.1 million yuan, and it has competed on some days with The Odyssey and Spider-Man: Brand New Day.
- Who
- Xin Yumeng and Sun Lifang made Niu Lai; Chinese audiences, cinemas and online users drove its unexpected popularity.
- What
- A heavily mocked animated film became a viral box-office success through curiosity, memes and word of mouth.
- Where
- China, including cinemas in Shanghai and Guangzhou.
- When
- Niu Lai opened on August 5, and its rapid rise followed its first nine or 10 days in theaters.
- Why
- Online criticism of the film’s rough animation and unusual story encouraged people to buy tickets and experience it themselves.
Supporters and Curious Viewers
Critics and Industry Voices
The film’s appeal
Supporters and Curious Viewers
Some viewers find Niu Lai funny, endearing, simple and honest, while others watch it as an internet prank or to understand the viral jokes.
Critics and Industry Voices
Critics describe its story, special effects, dialogue and other filmmaking elements as seriously deficient, with one industry professional calling it bad in nearly every aspect.
Cinema screenings
Supporters and Curious Viewers
Cinemas added screenings as demand grew, and some staff made hand-drawn posters and slogans to attract audiences.
Critics and Industry Voices
A Beijing News commentary warned that cinemas could lose viewers’ trust by lowering their standards and urged them to act as gatekeepers.
Meaning of the success
Supporters and Curious Viewers
Supporters see the film’s rise as evidence that word of mouth and internet culture can give a small passion project attention without conventional marketing.
Critics and Industry Voices
An anonymous industry professional described the film’s success as an embarrassment for the Chinese film industry.
Key facts
- Film title
- Niu Lai, also translated as The Cow Is Coming or Here Comes the Cow
- Runtime
- 86 minutes
- Release date
- August 5
- Initial performance
- 236 tickets and about 7,700 yuan in the first nine days; another report describes about 10,000 yuan in the first 10 days
- Reported box office
- Different reports cite 14.9 million yuan and 17.1 million yuan
- Production team
- Xin Yumeng and his mother, Sun Lifang
- Production budget
- Reportedly 20,000–30,000 yuan, or approximately $400–$700
Quotes
Zhong Jiaming
Vocational school teacher who commented on the film
“If we focused all our energy on rendering precision, this film would never have been made. Between perceiving details and the overall narrative, I chose to let the story run first.”
indianexpress.com
“There’s nothing to market, I don’t even have the money for marketing.”
indianexpress.com
Sources
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