Low-Budget Chinese Animated Film 'Niu Lai' Becomes Box Office Hit Despite Poor Animation
The Chinese animated film 'Niu Lai' (meaning 'Here comes the cow/ox') has surged in popularity, amassing over 19 million yuan (around €2.5 million) following a lackluster opening of just 7,705 yuan during its initial ten days. Directed by debutant Xin Yumeng and penned by his mother Sun Lifang, the 86-minute movie portrays a cow navigating a surreal landscape. Despite its subpar animation and convoluted storyline, it gained traction without conventional marketing strategies. Created in 2021, the film took more than five years to complete and features a distinctive cow poster. The public's excitement prompted additional screenings and new promotional materials, with online feedback highlighting its originality in contrast to AI-generated works.
Key facts
- The film 'Niu Lai' grossed only 7,705 yuan in its first 10 days.
- It has since earned over 19 million yuan (about 2.5 million euros).
- It is competing with Hollywood films 'Odissea' and 'Spider-Man: Brand New Day' in China.
- The film was written by Sun Lifang and directed by her son Xin Yumeng.
- Sun Lifang and Xin Yumeng were the only crew members and voice actors.
- The film took over five years to produce on a limited budget.
- No promotional campaign, interviews, or trailer were made.
- Cinemas added extra screenings due to its popularity.
- Online viewers described the film as an 'antidote to AI mediocrity'.
- The title 'Niu Lai' means 'Here comes the cow/ox'.
- Xin Yumeng conceived the film in 2021, inspired by his father's birth year and 2021, both years of the ox.
- The film is 86 minutes long.
Entities
Artists
- Sun Lifang
- Xin Yumeng
- Giulia Giaume
Institutions
- Dalian Jingyuan Culture Film and Television Media
- Mao Yan
- Beijing News
Locations
- China
- Dalian
- Hollywood
Sources
- Artribune —
- BBC Culture —