Summary of the Key Points
The low-budget, hand-drawn animation "Niulai" unexpectedly grossed 20 million yuan at the box office, thanks to a collective emotional outburst among the male audience, especially young, abstract-minded individuals and men from third- and fourth-tier cities. Its success did not come from sophisticated production or complex storytelling, but rather by accurately hitting on pain points in male growth (such as the strict roles of parents in East Asian families, and the loss of "different" friends), the anxiety caused by a lack of media representation (where women often dominate entertainment discourse), and the need for psychological comfort in a declining era. Audiences bought tickets not to watch the animation itself, but to use it as a platform for self-identification, stress relief, and even a sense of control over the film market.
Who Is Watching "Niulai"? The Male Community's Sense of Identity
The demographic of "Niulai" is clear: 63.5% are men, 27% are aged 18-24, and 55.5% come from third- and fourth-tier cities. They go to the cinema not to watch an 86-minute rough animation, but to find others who share their experiences. For example, comments like "Mom" reflect a sense of "I have the same struggles in growing up"; when abstract-minded young people steal clips of the movie and post them on social media, it's not to spoil the plot, but to prove they are part of the community.
For them, "Niulai" acts like a "male-only club"—whether you're a middle-aged man who's lost money in the stock market or a young person who loves memes, you can find resonance here, just like how boys used to gather around to talk about toy cars and finally have a topic without having to consider what girls think.
The Film as a Metaphor for Male Growth: Common Issues in East Asian Families
The story of the calf's growth in "Niulai" is essentially a male version of "our childhood":
- The Division of Parental Roles: The mother cow encourages gently (saying "It doesn't hurt if you don't mind it"), while the father cow teases ("It should be the tree that cries"—doesn't that remind you of your mom comforting you after you fell and your dad telling you to be a man?). The director, Xin Yumeng, and her mother's five years of working on the animation only amplify this maternal love theme.
- The Loss of "Different" Friends: The leopard (a carnivore) becomes friends with the calf (a herbivore), but is driven away by the herd—doesn't that remind you of breaking off friendships with those who aren't accepted by your parents and never seeing them again?
- A Wake-up from a Dreamlike State: Most of the film is the calf's dream, and upon waking, it's still just a calf—reflecting the anxiety of being "forced to grow up": we all feel like cattle being herded, suddenly realizing we can't watch cartoons anymore and can never return to our childhood.
The Role of Abstract Culture: Even "Poor" Content Can Be a Powerful Tool
The success of "Niulai" lies in how abstract-minded young people have turned it into a tool for rebellion:
- The Paradox of Piracy: They say other films' piracy is illegal, but "Niulai's piracy is promotion"—they use the film's roughness to challenge elite aesthetics. Do you really think only refined, polished movies (like those that fail) are art? We support this粗糙 one as a way to show you we don't agree with your standards.
- The Support of a Vulnerable Alliance: In sociology, a "vulnerable alliance" is when people in similar situations together promote something less noticeable to prove their existence. "Niulai's" low-quality production, which is dismissed by professionals, has become an outlet for these young people: we're all ordinary people; there's no need to pretend to be sophisticated.
Male Media Silence: Finally, a Topic of Our Own
In the entertainment industry, women usually dominate, setting trends (like discussing idol dramas or niche attractions), and content is often geared towards them. Men want to participate but feel excluded—until "Niulai" came along:
- A Return to the Dialogue Space: Men are now talking about making merchandise, friends' fathers encouraging them to make movies, and young people sharing memes. For the first time, men feel like they have a voice in the entertainment world.
- A Sense of Empowerment: Spending 20 yuan on a ticket and sharing it on social media gives them a sense of influence over the film market—similar to how women use consumption to feel special by checking out niche attractions.
- Ignored Needs: Issues like male bathroom privacy have long been ignored; "Niulai" allows men to voice their concerns: "We have things that matter too!"
The Emotions of the Times: A Collective Hypnosis in a Declining Era
The popularity of "Niulai" reflects the anxieties of our time:
- The Sense of Forced Growth: Everyone is being "forced to grow up"—leaving home, earning money, meeting societal expectations. The dreamlike quality of the film allows viewers to temporarily escape reality and return to a carefree state like that of a calf.
- An Outlet for Collective Anxiety: In a declining era, everyone feels anxious. "Niulai" acts as a "psychological clinic"—movie tickets are the admission fee, the director and her mother are the therapists, and the dream is the prescription. Whether you lack maternal love, friends, or freedom, you can find something in its rough visuals that resonates with you.
In conclusion, "Niulai" is neither a masterpiece nor a terrible film; it's just a mirror reflecting the neglected emotions of the male community and the collective confusion of society under pressure. We all need a dream like "Niulai" to temporarily forget the pain of growing up.