Chinese animated film Niu Lai turns online ridicule into box-office success

A Chinese animated film, Niu Lai, that was widely mocked for its poor animation has become an unlikely box-office hit, with earnings crossing 6.8 million yuan (about $1 million). Directed by Xin Yumeng and written by Sun Lifang, the film was made by just two people over nearly five years on a budget of around 1,680 yuan, according to 123telugu.com. It initially earned only 7,700 yuan ($1,140) in its first 10 days in 245 theatres, as reported by Hindustan Times.

After clips of the film went viral on Weibo, China's version of Twitter, viewers ridiculed its animation quality and awkward storytelling, Bloomberg reported via Hindustan Times. However, negative attention sparked curiosity, driving audiences to buy tickets to judge the film for themselves. Some theatres increased screenings due to sudden demand. The film's pre-sales crossed 100,000 yuan on August 15, Hindustan Times noted. By August 14, screenings had been reduced to just four screens before the social media push revived it.

123telugu.com reports the film's earnings have now neared $1 million. Niu Lai had no promotional campaign, trailers, or interviews. The film's success illustrates the growing power of social media attention in driving consumer behaviour in China, even when the reaction is largely negative, Hindustan Times said.