A new animated film in China, titled “Niulai,” is making waves among moviegoers, even though many describe its characters as “ugly” or “eerie.” The film tells the story of a calf with dreams of growing up, supported by his family. Surprisingly, it has gained popularity, largely due to scathing yet intriguing online reviews.
Despite earning only about 10,000 yuan (approximately $1,480) at the box office during its first ten days after its release on August 5, the film’s fortunes changed dramatically. On a recent Monday, it surged to 8.2 million yuan ($1.2 million) in one day, with nearly 300,000 admissions. Overall, it has reached a total of 17.1 million yuan (around $2.5 million), showing that curiosity can sometimes drive ticket sales.
The film was created over five years by just two people: director Xin Yumeng and his mother, Sun Lifan. Posters for the movie feature a hand-drawn calf alongside quirky slogans like “Come on over if you’re into the bizarre” and “No refunds,” inviting curious viewers to check it out.
On Douban, a popular Chinese movie review site, the comments have been overwhelmingly sarcastic. Many viewers have labeled the film as “unbelievably terrible” or a “must-watch for Chinese stock market investors,” a reference to its title, which translates to “the bull is coming” — a hopeful term in the stock market. Others made cheeky remarks like “over nine out of ten” to highlight the absurdity.
One young viewer, Du Mingxi, shared that he initially wanted to prank his friends by recommending the movie. “If a friend asks me what I think about the movie, I’d say good and recommend them to watch,” he explained. His friends found it amusing, even if one fell asleep during the film.
Despite the criticism, some viewers appreciate the film’s simplicity in an era where flashy graphics often overshadow storytelling. Zhong Jiaming, a vocational schoolteacher, remarked that the film feels genuine and reminiscent of a bedtime story. “This is a movie for the young at heart,” he said.
“Niulai” serves as an interesting case study in how online reactions can shape the success of a film, turning what might have been a forgotten release into a trending topic. As critics and fans continue to discuss the film, it shows that sometimes, even the most unconventional movies can find their audience.
