A Chinese animation with crude visuals has unexpectedly surged at the box office." The new sensation among some Chinese moviegoers is an animated film whose characters appear to have been created with rudimentary 3D animation and have been described as “ugly” and “eerie.” But it is the scathing online reviews that seem to have prompted interest in “Niulai,” an animated film about a calf who had a dream about himself growing up with the help of his family, driving a surprising surge at the box office. The film earned only about 10,000 yuan ($1,480) at the box office in the first 10 days after its Aug. 5 release. On some days, the film took in as little as 200 yuan ($30) at the box office, according to Maoyan, a movie-tracking platform.
The figure was exceptionally low, particularly during the competitive summer movie season. But its box office surged to 8.2 million yuan ($1.2 million) Monday, with nearly 300,000 admissions, according to Maoyan. Its total box office has reached 17.1 million yuan ($2.5 million).
Red Star News, a local news website in Chengdu, reported that the film was made over five years by just two people — director Xin Yumeng and his mother, Sun Lifan. The was unable to reach Xin and could not independently verify this. Posters seen at movie theaters featured a calf, hand-drawn in pen without color, alongside handwritten slogans: “Come on over if you’re into the bizarre” and “No refunds.” On Douban, a popular Chinese movie-review platform, viewers piled on with mocking and bewildered comments.
Among the most popular: “unbelievably terrible and eye-opening,” “a symbol of the new internet troll culture,” and “a must-watch for Chinese stock market investors.” The last is a play on the film’s name, “Niulai,” which literally means “the bull is coming” in Chinese — a wish for a bull market. Comments such as “over nine out of ten,” and “awesome and highly recommended” are also among the sarcastic reactions. Both found it fun, but one fell asleep during the viewing.
Du compared young people going to the movies to see this kind of film to the mysterious “six-seven” craze in the U.S., saying that some are just drawn to things they find weird or funny, with many jumping on a trend whether they get it or not. Despite the flood of criticism and memes, some viewers didn't mind the rudimentary production. Zhong Jiaming, a vocational schoolteacher in Guangzhou, called it a rare find in an era when movies are often “visually exquisite and polished, but their stories can fail to engage.” “This is a movie for the young at heart," said Zhong.
"It is simple and honest, like a bedtime story for children.” 24/7 coverage of breaking news and live events
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