Released on 5/8, the animated film "Niu Lai" initially earned just over 7,700 CNY (29.8 million Vietnam dong) in its first 10 days, according to Finance Ifeng. Early viewers posted clips and commented on the film's crude visuals and content.
Stills from the film's video clips quickly went viral on social media, with many users quipping, "AI can't even be this naive." This word-of-mouth phenomenon fueled public curiosity, prompting audiences to visit cinemas to see "how bad it actually was."
By 16/8, the keyword "Niu Lai revenue increases 1,000 times" garnered hundreds of millions of views on Weibo. What began as a box office flop with only a few hundred viewers has now seen its revenue surpass 9.7 million CNY (37.5 billion Vietnam dong). Market observation platform Maoyan predicts the film will ultimately gross 18 million CNY (70 billion Vietnam dong).
Despite its unexpected success, some cinemas in Dalian, where the production company is based, have stopped screening "Niu Lai". A cinema employee told Jiupai News, "Perhaps the film was made by Dalianese people, and they stopped showing it out of concern for the city's image." In contrast, hundreds of cinemas in other provinces and cities continue to feature the film in their schedules.
The film's entire production team consisted of only two people: director Xin Yu Meng and his mother, Sun Li Fang. They developed the film over 5 years without hiring additional crew members or securing investors. Sun Li Fang also performed the film's end song.
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Character design in "Niu Lai". Photo: Zaobao |
On his personal page, director Xin Yu Meng acknowledged and welcomed all audience feedback. "We know the film still has many areas for improvement, and we respect viewers' assessments. This recent experience was invaluable; we will reflect and strive for our next work," Xin Yu Meng wrote.
A producer, speaking to Securities Times, explained that films require content approval and adherence to regulatory registration procedures to obtain a release license. The China Film Administration website indicates "Niu Lai" was licensed for public screening from 2024.
According to this filmmaker, it is normal for a production to earn 0 dong or a few dozen yuan per day. While some products are low quality, their existence is necessary for the film industry. He remarked, "Many people take their first steps with low budgets. Audiences do not need to overanalyze this phenomenon; it's like the music industry, where countless songs are released each year, but only a few emerge and become widely known."
Nhu Anh
