Summary of Key Points
The animated film "Niulai" managed to surge from initial box office earnings of just over 7,000 yuan to 20 million yuan, not due to an improvement in film quality, but rather because of a shift in the purpose for audiences to purchase tickets—changing from "watching a movie" to "participating in a public cultural event." The article analyzes this phenomenon from a consumer psychology perspective: negative reviews create curiosity, social needs drive participation, and the creators' stories evoke emotional resonance, ultimately turning what could have been a "bad film" into a hit. It also reminds us that box office success does not equate to quality, and that during celebrations, we should respect the creators; the industry should pay attention to the audience's desire for a sense of participation.
Detailed Explanation
1. Audiences are buying not just movies, but "tickets to join popular conversations"
Originally, people watch movies to enjoy the story or the visuals. However, with the success of "Niulai," the meaning of movie tickets changed: they became "tickets to verify rumors" (to see for themselves how bad it really is), "access passes to join social discussions" (since friends are all talking about it, one feels left out if they haven't watched it), and even a memento of "having participated in this cultural event." It's like going to a popular tourist spot—not because of the beautiful scenery, but to post on social media and prove, "I was there." So, even if the movie itself is not good, audiences feel it's worth it because what they are buying is the entire experience: the process of criticizing, joining in the jokes, and sharing with friends—these aspects are more important than the 80 minutes on screen.
2. Can negative reviews be the best form of advertising? Because extreme bad reviews arouse curiosity?
Generally, negative reviews deter people, but in the case of "Niulai," they actually helped it gain popularity. There are three reasons for this:
- First, it addresses the issue of being unknown: For an obscure film, negative comments help make its name known (research shows that negative reports on unknown products can increase their visibility).
- Extreme reviews create a sense of mystery: Comments like "An animation from 2026 looks as if it were from ten years ago" pique people's interest to see if it's really that bad.
- Low cost of failure: Movie tickets are not expensive, so the loss is minimal even if the movie is unimpressive.
Of course, not all negative reviews are effective; they must meet certain criteria: the film must be unknown, the review must be dramatic enough, and it must facilitate social interaction.
3. "Regret for a lifetime if you don't watch?" The fear of missing out on the conversation
The popular online saying, "You'll regret watching for 80 minutes, but you'll regret not watching for a lifetime," captures the true feelings of audiences:
- The calculation of gains and losses has changed: Watching the movie might waste some time and money, but if you don't go, you'll be excluded from the conversation about "Niulai."
- Bad movies provide more material for discussion: Good movies are quickly forgotten, but the "badness" of "Niulai" provides endless fodder for criticism (e.g., "That voiceover sounds like reading from a textbook"), making it more suitable for social sharing.
- The ritual of group viewing: Watching with others, laughing and criticizing together feels like participating in a collective activity, which is more enjoyable than watching alone.
4. Can roughness still attract fans? Because audiences see the "people" behind the project
When people learned that "Niulai" was made by a mother and daughter who spent five years on directing, writing, and voicing, the previously perceived rough aspects of the film became more appealing:
- The effect of the underdog: Creators with limited resources but great effort evoke sympathy.
- The appeal of handmade quality: Handmade products feel more genuine and less industrialized.
- The desire for something different: Many movies follow predictable formulas, and "Niulai's uniqueness attracted viewers tired of such clichés.
However, it's important to note that sincerity does not equate to quality; we shouldn't ignore the film's flaws just because we sympathize with the creators. Professional standards are still necessary.
5. Reflection after the frenzy: Don't make fun of the creators
The success of "Niulai" serves as a reminder for both the industry and audiences:
- Box office is not the only measure of quality: Audiences are willing to pay for a sense of participation, but the film industry should not deliberately produce bad movies. Instead, it should consider why people go to theaters—besides a good story, they also seek novelty and shared experiences.
- Respect for creators: Criticizing a movie is one thing, but attacking the hard work of the mother and daughter (who spent five years on it) is another. There must be a balance in celebrations.
- The essence of consumption: Sometimes we buy something not for the product itself, but for the experience of sharing it with others—this is what makes "Niulai" so noteworthy.
This article uses "Niulai" as an example to show that today's consumers place more emphasis on "experience" and "social value," with the functional aspects of a product being secondary. For businesses, understanding users' hidden needs (such as a sense of participation and conversation material) is more important than simply improving product quality. At the same time, we must remain rational and ensure that celebrations do not harm the creators.
In summary, the rise of "Niulai" highlights how consumers value experiences and social interactions over the functionality of products. For businesses, understanding these hidden desires is crucial, but we must also avoid excessive enthusiasm that could harm the creators.