Moviegoers will often flock to the cinemas for one of two reasons: in response to viral clips on social media, like in the case of Obsession, or because of the draw of a star-studded cast and director, like for Christopher Nolan’s The Odyssey. But as summer comes to a close, Chinese animated film Niu Lai has become an unexpected hit for bringing people to theaters for another reason: its terrible quality.
Whether driven by a little bit of “so bad it’s good” irony or appreciation from AI skeptics that the movie’s visuals are so bad they couldn’t possibly have been made by AI, Niu Lai’s popularity is undeniable.
Slow-burn box office
The premise of Niu Lai is simple: A timid calf navigates its own dream of growing up alongside a skylark and a leopard. The 86-minute film is reportedly a project from a mother-and-son duo that took roughly five years to complete with a budget of just $200.
In the first 10 days of its release in China, the film brought in only 7,700 yuan ($1,145), with fewer than 300 people buying tickets. But propelled by posts on social media, the movie has become a surprise hit since its U.S. debut on August 5, raking in upwards of $2.2 million.
That may be a drop in the bucket compared to The Odyssey’s $1.3 billion worldwide box-office haul, but it’s huge for the low-budget film. The relative success of Niu Lai even seems to be breaking records, with some reports stating it has become the most profitable film in relation to its low budget.
Initial attention for the movie was in the form of criticism for its low-tech 3D animations. The animal characters fit somewhere uncomfortably in the uncanny valley, and its backgrounds—such as they are—make Minecraft look highly detailed.
Users poked fun at the movie’s low quality, and there are reports that many young individuals recommended the film to their friends as a sort of prank. The internet lore then inspired morbid curiosity, which quickly translated into ticket sales.
“Everybody [knows] it’s bad, it’s so bad that we have to see it,” a user said on X.
This summer has been a particularly successful one for low-budget films, like the thriller Obsession, which held the spot for most profitable movie before Niu Lai’s rise to fame. While Obession became a box-office hit thanks to social media buzz, the thriller stood out for its critically acclaimed acting and directing.
In the case of Niu Lai, the unexpected buzz has forced cinema staff to get creative, with many theaters making their own movie posters by hand since the film does not have an official poster.
It’s bad, but at least a person made it
But the simple animation has since sparked a new conversation about the type of content users on social media want to promote. In many cases, users have pointed out that despite the movie being of terrible quality, it is at least a breath of fresh air in the age of AI content.
“For your information; I prefer my slop quality animation, bad CGI, low budget films: MADE BY MAN,” a user said on X.
On Letterboxd, users have left a flurry of reviews, with the movie currently holding a rating of 3.5 out of 5 stars.
“My eyes and ears have been blessed. tears are falling from my eyes this is genuinely the movie of the year,” one user commented. Another added, “future cult classic movie and leading pioneer of the anti AI movement.”
Beyond its sudden hit status, Niu Lai is leaving behind a lesson on what consumers truly look for in the era of AI slop.
“it was made by a mother and son who animated and voice acted the movie all alone,” a user said on X. “yeah it’s poorly produced but that’s the whole point, that at the end of the day human art wins over ai.”