Why Chinese film-goers are flocking to a movie they hate

In recent weeks, an animated Chinese film called "Niu Lai," or "The Arrival of the Ox," has gone viral despite being widely panned by critics for its poor quality. The film debuted on August 5 and earned only 3,420 yuan (US$507) at the box office. However, its popularity skyrocketed over the following 10 days, with revenue reaching six figures. On Monday, its box office reached over 11 million yuan, placing it among the top 10 domestic animated films in China for the year.

The film's poor reception is attributed to its "rough" and "broken" style, confusing plot, and unconvincing animation. Oxen characters appear as colorful boxes with an almost humanlike, unsettling smile. The animation's stiff and glitchy appearance, coupled with jarring voice acting, has left many viewers baffled. Online memes ridiculed the film's flaws, sparking curiosity and piquing people's interest in seeing the film for themselves.

Some viewers even admitted to participating in a form of "hate-watching," where they deliberately sought out the worst films to experience their shortcomings firsthand.

The film's creators, director Xin Yumeng and his mother Sun Lifang, are self-taught filmmakers who took five years to create the 86-minute film frame by frame without any professional crew or outsourcing. Despite the film's lack of professional backing, it has attracted massive public attention and screenings across China have surged from 21 to 359 within a single day.

The sudden popularity of "Niu Lai" has been a controversial development for some in the film industry, who consider themselves serious filmmakers. Director Liu Bing expressed envy, noting that his team aimed for 100,000 yuan in box office for their latest film, which Niu Lai surpassed in one day. Liu questioned the film's legitimacy as a true movie and its impact on serious filmmaking.

However, others argue that the public reaction reveals widespread dissatisfaction with mediocre films in China. Media reports suggest that many people attended Niu Lai screenings simply to witness its extreme badness. One viewer commented that "bad films are everywhere, but I had to see one that was as bad as this one." The film's popularity also highlights the Chinese audience's willingness to appreciate honest work, as evidenced by the success of other low-budget, independent films like "Dear You" and "Enemy."

The Niu Lai phenomenon may not cause lasting damage to the Chinese film industry, but it serves as a cautionary tale for opportunistic filmmakers who prioritize quick profits over creating quality content.