A low-budget Chinese animated film has become an unlikely box-office success after its poor graphics and strange story turned it into an internet meme. The film follows a young calf on a dreamlike journey to become a warrior. Niu Lai, or The Arrival of the Ox, was released in China on 5 August.
A poorly animated Chinese film called Niu Lai has become an unexpected box-office hit after clips of its crude visuals and bizarre story went viral online, highlighting the growing influence of memes and social media on cinema audiences.
But audience members began posting clips recorded inside cinemas on Chinese social media. The unusual images and confusing story quickly spread online, encouraging more people to see the film for themselves. The film was made over five years by director Xin Yumeng and his mother, screenwriter Sun Lifang. Limited money and equipment affected what the filmmakers were able to create.
The film made just over 7,000 yuan, about US$1,000, during its first 10 days. The South China Morning Post reported that Niu Lai had taken more than 21 million yuan, about US$2.9 million, by 18 August. Chinese ticketing platform Maoyan Professional was then forecasting a final box office of 135 million yuan.
The film initially appeared to be heading for failure, according to the South China Morning Post. Its animation was widely mocked, with snakes looking like springs, grass shown as yellow blocks labelled “grass”, and leaves appearing as simple balls. Xin has said the film was intended as a family story about overcoming difficulties and valuing family relationships. The South China Morning Post quoted communications specialist Ivy Yang as saying the film’s popularity may partly reflect a growing reaction against computer-generated “AI slop”. She said audiences can appreciate work that looks handmade, simple or even absurd.
