A Chinese animated feature called "Niu Lai" has demonstrated that sometimes the path to box office success runs directly through terrible reviews. What initially appeared destined to vanish quietly from theaters transformed within days into a viral sensation, generating millions of dollars after viewers began recommending it to friends as a prank.
Released in Chinese cinemas on August 5, the film tells the story of a shy young calf embarking on a coming-of-age journey with his family's support. According to local reporting cited by the Associated Press, the production took five years and was created by just two people: director Xin Yumeng and his mother, Sun Lifan. However, AP noted it was unable to independently verify this detail by contacting the director directly.
From the outset, this was clearly no ordinary animated production. The characters were rendered using basic three-dimensional graphics, with some viewers describing their appearance as "ugly" and even "disturbing." The marketing campaign was equally unconventional: hand-drawn black-and-white posters of a calf appeared in theater lobbies, accompanied by slogans like "Come if you love weird things" and "No refunds."
The initial box office performance was dismal. According to data from Maoyan, a Chinese cinema tracking platform, the film earned approximately 10,000 yuan, roughly $1,480, during its first ten days. On its weakest days, revenue dropped to around 200 yuan, less than $30 daily.
Then came the turnaround. Clips from the film began circulating on social media, with users expressing astonishment at the animation quality and bizarre plot. Douban, a Chinese review site, filled with mocking comments and high ratings given ironically. One viewer described it as "unbelievably and enlighteningly bad," while others sarcastically declared it a masterpiece not to be missed.
One popular review even labeled the film "required viewing for Chinese stock market investors." The joke stemmed from the film's title, "Niu Lai," which in Chinese means "the bull is coming" - an expression associated with hopes for a bull market and rising stock prices.
As jokes and memes spread, public curiosity intensified. Young people began recommending the film to friends as a prank, without revealing the true reason for their enthusiasm. A 19-year-old student from Shanghai recounted convincing two friends to watch it after claiming it was excellent. While both enjoyed the amusing experience, one fell asleep during the screening.
The online joke quickly translated into real revenue. In a single day, the film earned 8.2 million yuan, approximately $1.2 million, with nearly 300,000 viewers attending screenings. Within a short period, cumulative box office receipts jumped to 17.1 million yuan, equivalent to about $2.5 million.
Alongside critics and cynical responses, some found genuine charm in the film. A vocational school teacher from Guangzhou argued that in an era when many films appear polished and impressive yet struggle to move audiences emotionally, "Niu Lai's" simplicity is actually its strength. He described it as a simple, sincere film reminiscent of a bedtime story for children.
Most viewers may have arrived to participate in the joke and witness firsthand just how bad the film was, but from a box office perspective, the result is clear: the scathing reviews that should have sealed its fate instead transformed it into an extraordinary commercial success.
