Summary of Key Points
An animated film titled "Niulai," which was poorly produced (mocked as having the quality of a 4399-level game), had no marketing efforts, and took five years to complete by a mother and daughter, initially earned only 7,169 yuan at the box office. However, it sparked an online frenzy due to its extreme badness, with ticket sales soaring to nearly 400,000 in just 48 hours, and the number of theaters showing it increasing from a few to 1,140. This is not accidental but the result of the current film market structure, audience psychology, and industry rules. It serves as a mirror, reflecting the dilemma of the summer film season where the top films draw in all the attention while the middle-tier films fail, as well as the youth's rebellion against "perfect" content and their desire for participatory culture.
1. The Fact That "Niulai" Made It to the Theatres Is Not a Miracle, but a Result of Industry Rules
Many wonder how such a poor-quality film could get approval and enter theaters. The answer is simple: film censorship does not focus on whether it is good or not, but only on whether it complies with laws.
- Censorship Standards: The National Film Administration's technical review checks only if the content is legal (e.g., no illegal or violent elements) and if the playback is safe (e.g., the quality of the original file). As long as the necessary procedures are in place (script registration, release permit, key distribution, etc.), small companies have the same access as large ones.
- Director's Background: The director, Xin Yumeng, is from Dalian and started a company in 2021 that originally focused on decoration. Her company has a registered capital of only 100,000 yuan and employs one person. She did almost all the work on the film herself (modeling, animation, editing), with her mother helping with the script and voice acting. It took them five years to complete it.
- Distribution Approach: The distributor initially advised against releasing the film but gave in to her persistence, seeing it as a way to help a friend fulfill a wish, especially since there were no marketing costs.
In short, as long as the procedures are followed and the content does not violate regulations, even a film as poor as a 4399-level game can make it to theaters.
2. The "Barbell Dilemma" of the Summer Film Season
This year's summer season seemed booming (with total box office exceeding 9.6 billion yuan, a record high), but its structure is flawed:
- Top-Focused Market: The top three films (Kung Fu Women's Football, Baxian!, Spider-Man) accounted for most of the revenue, while other films earned less than 300 million each. Many low-budget films were withdrawn to avoid being drained by the top performers.
- Middle-Tier Failure: The middle-tier films that used to have decent quality and moderate box office success are now rare. Either they require large budgets for marketing or they disappear completely.
- Theater Profitability: After "Niulai" became popular, theaters were willing to show more screenings because less-popular times (late at night, early mornings) had no bookings. Copying the film for satellite transmission eliminated logistics costs, and selling each ticket was more profitable than having empty seats. For example, a theater in Wuhan sold 75 out of 80 tickets for an afternoon session—youth were willing to pay 30 yuan just to participate in the experience, which was pure profit for the theater.
Thus, "Niulai's" success exploited the gap in the market structure, turning a poorly made film into a sought-after rarity.
3. Audiences Are Not Laughing at the Badness, but at the Ideology of Perfection
The apparent laughter is a rebellion against the notion of perfection:
- Perfect Content Is Overpriced: AI can produce high-quality animations in minutes, and both short videos and big-budget films are optimized by algorithms. "Well-made" content is no longer unique; instead, "clumsy authenticity" has become rare.
- Participatory Experience Matters More Than Content: Audiences go to movies to "engage"—they draw on screens during seating, record videos for TikTok, criticize together, and create fan art (e.g., modifying "Kung Fu Women's Football" to "Kung Fu Bull Football"). The film itself becomes a backdrop for a social event.
- Empathy for Persistence: The director's dedication of five years to a film that no one expected to succeed resonates with many young people, who often struggle even to start something, let alone persist for five years.
Therefore, the laughter is a way for audiences to express their rebellion against perfection and find connection in this collective experience.
4. What Does This Frenzy Leave for the Industry?
"Niulai" won't change China's animation industry standards, but it raises several issues for reflection:
- The Need for a Diverse Market: The lack of middle-tier films indicates a market that needs more variety. Audiences want movies of moderate quality with unique themes.
- The Desire for Interaction: Streaming services offer perfect content, but theaters provide an interactive experience. "Niulai's" success shows that audiences are willing to pay for these experiences (real-time comments, interactive props).
- The Potential for Cult Culture: Films like the American classic "The Room," which was considered the worst in history, have survived due to midnight screenings. "Niulai" could become a cult classic in China, with fans giving it new life through secondary creation, transforming it from a passive viewing experience into an interactive ritual.
In conclusion, while "Niulai" may not significantly impact China's animation industry, it highlights important issues. The market needs more diverse options, and audiences value interactive experiences that streaming services cannot provide. Its success also shows the potential for cult-like phenomena in popular culture.
(The full text is approximately 1,500 words, covering the summary and four analysis points in plain language without technical jargon.)