Summary of the Core Content
The poorly made animated film “Niulai” became an unexpected hit thanks to a pun on the Chinese character for “bull” and investors’ wishful thinking. It not only caused stocks associated with the “bull” theme to rise in value in the short term but also generated over ten million in box office revenue. However, it represents an extreme form of the “emotional economy”—where emotions are completely detached from the content, turning the film into a mere public meme rather than a genuine work of art. The article argues that this phenomenon reflects a distortion of consumer emotional needs (a pseudo-happiness under pressure) and warns that the emotional economy should not degenerate into meaningless humor.
Detailed Analysis
1. The “Mystical Connection” between “Niulai” and the Stock Market: Does Watching the Film Really Bring Good Luck?
On August 17th, the day “Niulai” was released, stocks such as Jinniu Chemical and Luoniu Mountain saw significant gains (with Jinniu rising by over 8%). Many investors went to the theaters to watch the film in hopes of good luck. This seemingly absurd connection precisely tapped into investors’ desire for a bull market; despite the film’s poor quality, its name containing the word “bull” made it a source of emotional support. By that day, the film had grossed 11.7 million yuan, which, although not high, was entirely driven by emotional factors rather than its artistic merit.
2. The Emotional Economy Has Gone Awry: From “Useful Emotions” to “Just for Fun”
In the past, the emotional economy, as seen with brands like Pop Mart, might have been considered “useless” by some, but at least they offered design and emotional appeal. However, “Niulai” has reversed this trend—people are willing to pay for a bad movie simply because it provides laughter. This indicates a complete separation of emotions from content; the film is now seen more as a tool for watching a clown perform, with emotions existing independently of the product’s value.
3. Social Media as a Currency: Watching “Niulai” Is About Joining in the Conversation
The success of “Niulai” lies in its role as a form of social currency. People watch the film not to appreciate the animation but to participate in a public discussion about how bad it is. This is similar to internet memes during major events like the World Cup—if you don’t share them, you feel left out. For example, the comment “This is the first movie my child has ever watched” has become a popular topic of conversation. The film has turned into a collective laughing matter, with its creators’ five years of effort becoming fodder for casual talk rather than a meaningful work of art.
4. Behind the Pseudo-Happiness: Are Consumers Being Forced to Seek This?
Despite the increasing box office revenue, the actual viewing experience was poor; many viewers checked their phones or chatted after just ten minutes and left early. Theaters even introduced a “10-minute refund” policy. This suggests that people’s sense of enjoyment is superficial—either because the film isn’t really funny or because they are seeking entertainment to relieve stress or meet their emotional needs. The article questions whether a lack of genuine emotional offerings has created an opportunity for such meaningless content to thrive.
5. An Industry Warning: Don’t Let the Emotional Economy Become a Ridiculous Farce
The success of “Niulai” was due to a combination of factors (institutional and individual luck) and cannot be replicated (trying to make similar films like “Yanglai” or “Goulai” would likely fail). Moreover, it has no real industrial value; it has only lowered the standards for cinema content, turning the emotional economy into a meaningless gimmick. The article calls for a balance—emotional economies should either provide therapeutic companionship or foster social connections in a sustainable way, rather than becoming mere sources of traffic and creating a “factory of jokes.”
Final Conclusion
“Niulai” is a freak of the emotional economy, revealing a gap in consumer needs. However, it does not represent a desirable direction for this phenomenon to go. A genuine emotional economy should be meaningful and valuable, not relying on superficial humor or mystical associations.