Summary of the Core Content
The animated film "Niulai" was poorly produced, with poor modeling, stiff animations, and a loose narrative. It earned only 7,711 yuan in box office sales within its first 10 days of release, yet it unexpectedly became an internet sensation due to being "terrible to the extreme," eventually breaking through the ten-million yuan mark. Behind this phenomenon was a chain of communication that started with audiences seeking out the film out of curiosity, then engaging in criticism, and finally leading to creative re-interpretations of the content. This reflects a broader public disdain for overly refined packaging, as well as a shift from passive movie viewing to active participation in content creation—a combination of factors that makes such sudden popularity difficult to replicate.
The Four Steps to "Niulai's" Success from 7,711 Yuan to Ten Million Yuan
The success of "Niulai" did not rely on its quality but on a contrast that challenged common perceptions and engaged the audience collectively:
1. Step One: Curiosity Stoked
The film was so bad that it was almost unbelievable—its poster had an ink-wash style, yet the actual animation looked as if it were made by someone just learning to use animation software. The mother and son spent five years on the project without a professional team, and it only sold for just over 7,000 yuan in its first ten days of nationwide release. These contradictions piqued people's curiosity: "Can it really be that bad? I have to see for myself." The initial audience bought tickets as if they were uncovering an archaeological discovery, simply to verify the online rumors.
2. Step Two: Buying the Right to Participate
For a few dozen yuan (the price of two cups of coffee), viewers not only got to watch the 86-minute film but also gained the right to share their criticisms. Those who had watched could discuss memorable moments or use secret codes (such as references to the "Niulai poster") in the comments, while others could only repeat what others had said. This felt like buying a social ticket that allowed ordinary people to easily join in the heated discussions.
3. Step Three: Unanimous Disapproval
While normal films often receive mixed reviews, everyone agreed on "Niulai" being terrible. There was no pressure to argue about its quality; it was enough to laugh together without worrying about being judged for one's taste. For once, people could simply enjoy the act of criticizing without any moral judgments.
4. Step Four: Snowballing Reputation
Audiences began to modify the poster (creating versions like "Chihyo and Chianiu" or "The Tyrant Says Goodbye to Niulai"), use seat selection diagrams to create memes, and shoot short videos of the laughter in the theater. The order of communication reversed: instead of watching the film first and then forming opinions, people would first read others' criticisms before going to the theater to see for themselves. The theater became a place to verify these memes, and the more people laughed, the more others wanted to join in, leading to increased ticket sales.
Why "Bad Films" Are Popular
The popularity of such films is not a sign of a decline in aesthetic standards but rather an explosion of sentiment against excessive refinement:
- Appreciating ugliness requires a basic level of aesthetic knowledge: You need to know what good animation should look like to recognize the flaws in "Niulai," indicating that viewers have some aesthetic judgment, not that they simply enjoy bad films.
- Overly refined packaging has lost its credibility: In the past, things like beautiful posters and star-studded casts were seen as signs of quality. However, after experiencing too many cases where beauty masked poor quality (like trendy restaurants that turn out to serve pre-made food), people have become skeptical of such pretense.
- Low expectations lead to surprises: "Niulai" had almost no promotion, and viewers went in with low expectations. Despite its flaws, it was "authentic"—similar to real-life situations where plans fail despite being well-intentioned. This sense of "plain tiredness" resonated with many young people.
Audiences Are No Longer Passive Viewers but Co-creators
Traditional films aim to immerse viewers in the story, but "Niulai" transformed them into active participants:
- Theater as a Social Venue: Watching the film at home might result in quick disinterest, but in a theater with 80 people, the awkwardness and laughter create a communal experience akin to a stand-up comedy show. People go there to share memes and find like-minded others.
- Audiences Take Control of the Film's Meaning: Some see "Niulai" as a critique of bad films, others as a reminder of a mother and son's dream, and still others as an example of flawed theater systems. These different interpretations coexist because there is no one definitive answer. This sense of freedom allows viewers to feel like they are defining the film themselves.
- Similar to Overseas "Cult Films": Films like "The Rocky Horror Show" encourage audience interaction—fans shout lines and throw props during screenings, with the movie itself being just a framework. "Niulai" shows similar tendencies, with theaters creating exclusive posters and audiences using secret codes, forming temporary communities of like-minded fans.
Can This Success Be Replicated?
It's unlikely, as the essence of "Niulai's" popularity lies in its genuine, unintentional clumsiness:
- The Element of Chance: Its success was accidental—the mother and son worked hard for five years, but no one paid much attention to it until it was released. The initial audience discovered it by chance. This kind of authenticity cannot be orchestrated; if tried artificially (e.g., by deliberately making a bad film with planned flaws), audiences would see through it.
- The Reversal of Refined Taste: If the market starts to mimic "Niulai's" roughness, such a trend could become another standard. For example, companies might produce "ugly but cute" toys or "abstract videos" for marketing purposes, turning genuine rebellion into a form of packaged product, losing its original impact.
- The Uniqueness of the Experience: The value of "Niulai" lies in its unexpected ability to facilitate audience-generated content and the sense of freedom that cannot be quantified or replicated by AI or marketing.
In Conclusion
The sudden popularity of "Niulai" reflects a broader trend where audiences are tired of being told what is good and prefer to create things themselves. It may not be a great film, but it represents a social event that ordinary people can enjoy easily. Its true appeal lies in this unexpected authenticity, which is truly rare.