Summary of the Core Content
"Niulai" is a rudimentary animated film produced by a mother and daughter over a period of five years at a low cost (without the use of AI, with components sourced from online marketplaces, and even a damaged motherboard). Initially, its box office was a mere 7,169 yuan, attracting almost no attention. However, on August 14th, after several screenshots of the film went viral on short-video platforms, audiences, driven by curiosity about whether there were any barriers to entering cinemas, flocked to the theaters. As a result, the daily box office soared to 876,000 yuan, and the total revenue exceeded 30 million yuan. Audiences not only competed for seats but also actively promoted the film, turning this "bad movie" into a surprise hit. The author compares it to historical classics such as "The Room" and "Troll 2," identifying three key elements that contribute to the cult status of bad films: a serious creative approach, unique flaws, and an opportunity for audience interaction. The author also notes that whether "Niulai" will become a cult classic will only be determined by time.
Detailed Analysis
1. "Niulai's" Comeback: From 7,169 Yuan to a 30-Million Hit
The success of "Niulai" was completely unexpected:
- Initial Failure: Upon release on August 5th, without any roadshows or promotion, the film had only a stylish poster, but the quality of the animation was poor—cows moved like mice being dragged across the screen, birds flew like pages turning in a PPT, and there were errors in subtitles and modeling flaws. The first nine days' box office revenue was only 7,169 yuan, barely enough for the crew to have a meal (with too many people, the director might have gone hungry).
- Turning Point: On August 14th, screenshots from the cinema began to circulate on short-video platforms. At first, netizens thought they were student assignments, then wondered if students could be so bold, and eventually, they were curious about the barriers to entering cinemas. The following day, the daily box office jumped to 876,000 yuan, and the number of screenings increased from a few to 2,322.
- Audience Engagement: The cinema lacked promotional materials, so employees created their own posters; audiences competed for seats in a manner reminiscent of calligraphy; stock investors bought tickets as a way to "offer sacrifices" to the A-share market (keeping the ticket stubs to review market fluctuations); brands even changed their names to "Xuelai" and "Erlai." People went to the movies not just to watch a film but to participate in the excitement—laughing and clapping during the show, and showing off their ticket stubs as proof of their attendance. A 40-yuan movie ticket became a temporary "internet citizenship" symbol.
2. The Three Keys to Cult Status for Bad Films
The author identifies three crucial factors for bad films to gain cult status:
- First Key: Seriousness to the Extreme: Creators must be truly committed, not just making a bad film for the sake of it. The mother and daughter behind "Niulai" worked on it for five years, even sacrificing a damaged motherboard and losing files. The director of "The Room" spent 6 million dollars on a romantic tragedy, treating every shot with seriousness; the director of "Birdemic" genuinely cared about environmental issues, using GIFs of exploding birds to raise awareness. This dedication, even if misguided, makes the audience both laugh and admire.
- Second Key: Distinctive Flaws: Ordinary bad films are just boring, but cult-status films have memorable flaws. "The Room" features a plastic spoon that repeatedly appears on the walls; "Plan 9 from Outer Space" has a stuntman wearing a cloak and a flying saucer that looks like a plate; "Niulai" has cows that walk upright, misplaced subtitles, and a stark contrast between the poster's appearance and the film's quality. These unique flaws make the film memorable and even become memes.
- Third Key: Engaging the Audience: The film should encourage interaction. In "The Room," audiences threw plastic spoons and recited lines together; in "Niulai," they competed for seats and created promotional content. When 300 people laughed and played together, the film transformed from a bad movie into a cultural event, with audiences going from passive viewers to active participants, spreading the word on their own.
3. Historical "Cult Films": Are They Related to "Niulai?"
"Niulai" is not the first film to gain cult status through its flaws. Other classic examples follow these three criteria:
- "The Room" (2003): A 6-million-dollar investment in a romantic tragedy with a confusing plot and awkward lines. Initially, the box office was low, but the director insisted on screening it in cinemas. Audiences, finding the film both serious and flawed, began to throw plastic spoons and spread word about it, turning the midnight screenings into a global phenomenon. It was later documented in a documentary called "The Disaster Artist."
- "Troll 2" (1990): Despite the title, there are no monsters; the villain is a vegetarian monster that turns people into plants. The dialogue is like what comes out of a poorly translated software. Audiences organized special screenings to recite the lines, and the young actors later made a documentary about the film.
- "Plan 9 from Outer Space" (1959): The lead actor died during production, and the director used stuntmen of different heights wearing cloaks. The flying saucer looked like a plate, and the tombstones wobbled when touched. Despite being labeled the worst movie in history, it became a classic, with the British Film Association producing a 35-mm copy (something many other films did not receive).
These films show that being bad is not a disadvantage; as long as the flaws are distinctive and engage the audience, a film can rise from obscurity to cultural significance.
4. Can "Niulai" Become the Next Cult Classic?
While "Niulai" is popular now, whether it will become a classic like "The Room" remains to be seen:
- Advantages: It already has a sense of ritual—audiences competing for seats, offering sacrifices to the A-share market, and showing off ticket stubs. If these activities continue (e.g., old fans teaching new ones how to interact with the film), it could gain lasting appeal.
- Uncertainty: Internet popularity is fleeting. Trends come and go quickly; "Morbius" became a meme but only drew 310,000 yuan at its re-release. Whether "Niulai" will retain its popularity depends on whether people continue to watch it and share memes a year from now. Only if it continues to attract attention will it be considered a cult classic.
In summary, the success of "Niulai" is a combination of surprise, dedication, and audience engagement. However, whether it becomes a cult classic will depend on its ability to establish a lasting impact on viewers.
5. Entertainment Trends: Audiences Want More Than Just Good Films
The success of "Niulai" reflects changes in the entertainment market:
- Perfection is No Longer the Standard: Audiences no longer solely seek high-quality films; they prefer content that is engaging and interactive. The roughness of "Niulai" has become an attraction, as people are drawn to "interesting" experiences rather than just good movies.
- The Internet Accelerates the Spread of Niche Content: Short-video platforms allow a small clip to go viral, turning niche interests into widespread phenomena. "Niulai" gained popularity through word-of-mouth, without any official promotion, a typical feature of the internet era.
- Audience Participation: Audiences are no longer passive consumers; they create memes, promote content, and design interactive experiences. This user-generated content extends the lifespan of films, turning them into cultural phenomena.
In short, today's audience prefers content that is warm and interactive, even if it's not perfect, as long as it provides an opportunity for shared enjoyment.
Conclusion
The sudden popularity of "Niulai" is the result of a serious creative approach, unique flaws, and audience engagement. Whether it becomes a cult classic will depend on its ability to leave a lasting impression on viewers. This incident highlights that in the internet era, even a "bad" film can become a cult phenomenon, as long as it is sincere, distinctive, and engaging. After all, sometimes people watch movies for the fun and the experience, right?