Summary of the Core Content
"Niulai" is an animated film created by a director with a background in home renovation and his mother, who spent five years and over a hundred thousand yuan on its production. The film had virtually no promotional effort at the time of its release, resulting in dismal box office sales (only 7,700 yuan in the first ten days). However, it unexpectedly became popular when a trending search phrase about its meager box office performance ("The box office was 7,352 yuan—no where near 10,000") went viral, causing daily ticket sales to soar to 876,000 yuan. The total box office eventually reached around 6 million yuan. Nevertheless, the director only received 2.13 million yuan (an average annual income of 200,000 yuan over five years), while cinemas, meme coins in the cryptocurrency market, social media platforms, and fake accounts all profited significantly from the film's success. This incident highlights how the current attention economy has replaced content quality as the key factor in determining a product's value, as well as the stark contrast between genuine dream chasers and those who seek to capitalize on public interest.
Detailed Analysis
1. The Turning Point from Ignorance to Nationwide Attention
The sudden popularity of "Niulai" was entirely unintentional. For the first ten days, the film was almost forgotten by the market—no promotions, no trailers, and only a few screenings nationwide, resulting in a meager box office of 7,700 yuan (equivalent to 278 viewers). The turning point came on August 14th when a trending search phrase about its low box office performance captured people's attention. This precise figure, which combined humor with tragedy, was more effective than any promotional campaign. The next day, young adults aged 18-24 became the main buyers (accounting for 60% of ticket sales); some were curious about what such a "bad movie" looked like, while others bought tickets just to share their experience on social media. The film itself remained unchanged, but viewers were purchasing the opportunity to participate in the nationwide discussion. The number of people interested in watching the film increased from 300 to over 100,000, and the number of screenings soared from a few to 2,322, with box office revenue doubling within two days. Essentially, it was "attention" that brought the film back from the brink of failure.
2. Who's Making the Big Money? A Game of Dividing the Profits in the Attention Economy
Let's do some simple math: Assuming a total box office of 6 million yuan, the profits were distributed as follows:
- Cinemas and theater chains: 57% (about 3.13 million yuan), a sure profit;
- Cryptocurrency enthusiasts: They issued unauthorized "Niulai coins," which reached a market value of 110 million yuan (a nominal fortune, with a liquidation value of 1 million US dollars);
- Social media platforms and fake accounts: They earned money through creating derivative videos and pretending to be the director to gain followers and receive donations;
- The director and his mother: After five years of investment, they only received 2.13 million yuan (a net profit of about 1 million yuan, or an average annual income of 200,000 yuan), less than what a home renovation project manager would earn.
The most ironic aspect is that everyone profited from "Niulai," except the people who actually created the film. The director took on the highest risks and received the lowest compensation for their efforts.
3. An Era of Content Surplus: Attention Has Become the Scarcest Resource
In the past, movies were considered scarce resources, and good quality ensured success. Today, AI has reduced the cost of content production to nearly zero; in the first quarter of 2026, 128,000 short dramas were released nationwide, 95% of which were generated by AI, leading to a severe surplus of content. What has become scarce? Attention. The power to set prices has shifted from "content quality" to "the ability to attract attention." "Niulai" is a prime example: the poster was well-designed, but the film itself was of poor quality. Viewers were drawn in by the promise of discussion, essentially paying for the right to participate in this online conversation.
4. Genuine Dream Chasing vs. Calculated Marketing
Some worry that similar films like "Zhulai" or "Houlai" might emerge as attempts to manipulate public attention. However, such copies are unlikely to be successful:
- Genuine Efforts vs. Feigned Performance: Director Xinyu Meng did not intend to make a bad film; his limitations (a lack of a professional team and background in home renovation) meant he could only do so well as he could.
- The Unpredictability of Success: The success of "Niulai" was a combination of viral trends, curiosity, and social emotions—such coincidences cannot be artificially created.
- The Director's Approach: Despite facing ridicule online, the director did not engage in marketing or sell products through live broadcasts or advertisements. He simply expressed gratitude and announced his next project, "Yanggao." This honesty is rare in an era dominated by traffic generation, and viewers appreciated it.
5. A Mirror of Social Emotions: From China's Stock Market Boom to South Korea's Semiconductor Industry
The popularity of "Niulai" spread overseas because it served as a outlet for people to express their emotions:
- Chinese Investors: They associated the film with the hope of a stock market boom;
- South Korean Investors: They linked the scene where the little bull tripped over to the potential turning point in the semiconductor industry and even called for its adoption in South Korea;
- Ordinary Viewers: Their attitude shifted from mocking the film to sympathizing with the director's dream. After watching, some said, "We were just having fun, but he pursued his dream with all his heart—now we feel cruel."
Even Bloomberg noticed the impact of social media on consumer behavior, even when reactions were negative. This emotional resonance turned "Niulai" from a mere film into a collective cultural phenomenon.
Conclusion
"Niulai" is not an elaborate stunt but a extremes example of the attention economy era. In an era of content surplus, genuine and unrefined efforts become scarce assets. When traffic can be easily harvested, honesty becomes even more valuable. The director's modest success of 1 million yuan may seem insignificant, but he achieved his goal of bringing his film to the screen. Those who capitalized on the film's popularity made quick money, yet their gains will likely fade quickly. However, the applause at the end of the film symbolizes something more significant than box office revenue: the audience's appreciation for a simple and sincere pursuit of a dream.