A Chinese animated film criticised for its visuals and confusing storyline has unexpectedly become a box-office sensation after online curiosity and memes drew audiences to theatres.

Niu Lai, also known as The Arrival of the Ox, was criticised for its rough animation, unusual visual style and confusing plot, but growing online attention has now brought more viewers to theatres.

The film earned just around 7,700 yuan (roughly ₹1.09 lakh) in its first 10 days, making it one of the lowest-grossing animated releases of the year, reported South China Morning Post. Its fortunes changed dramatically over the weekend, when audiences began flocking to cinemas, apparently driven largely by internet discussions and curiosity surrounding the film.

From just thousands to millions

According to Chinese ticketing platform Maoyan, Niu Lai earned around 5.6 million yuan (around ₹7.94 lakh) in a single day on Sunday, a sharp turnaround from its weak opening. Maoyan also projected that the film could earn around 18.4 million yuan (roughly over ₹26 lakh) within 30 days.

The film’s sudden popularity has been fuelled by social media, with its unusual animation becoming a talking point among viewers. Some audiences have reportedly chosen the low-budget animation over bigger Hollywood releases, including Spider-Man: Brand New Day.

Why is the film getting attention?

The film has been described as “rough”, “crude” and “unpolished”, with Chinese media describing it as stiff animation and jarring voice acting. Its storyline has also left some viewers confused.

The story follows a calf and a skylark through a dream-like journey that explores themes such as love, courage, perseverance and sacrifice. But what initially appeared to be weaknesses have become part of the film’s appeal.

Made by just two people

One of the most unusual aspects of Niu Lai is its tiny production team. Director Xin Yumeng and scriptwriter Sun Lifang reportedly handled the animation and voices themselves.

The production company behind the film had also previously operated as an interior decoration business before entering the film industry, according to corporate-data provider Qichacha cited by South China Morning Post.

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