Chinese animated film Niu Lai turns trolling into box office success

A Chinese animated film that earned only $1,000 in its first 10 days has become an unlikely box office hit after online ridicule drove curious viewers to theatres. Niu Lai, released on August 5 across 245 screens, was heavily panned for poor animation and awkward storytelling, becoming a top topic on Weibo.

Negative social media attention led to the film being reduced to just four screens by August 14. But as mockery spread, ticket sales surged. Pre-sales on August 15 alone exceeded 100,000 yuan ($15,000), according to local reports. Some cinemas added screenings due to sudden demand.

Directed by Xin Yumeng and written by Sun Lifang, the film had no promotional campaign, trailers, or interviews. The phenomenon illustrates how social media attention, even if negative, can drive consumer behaviour in China.