Chinese film niulai’s box-office success after online scorn
A low-budget Chinese animated film, 'Niu Lai', achieved unexpected box-office success after going viral due to widespread online ridicule. The film, created by a mother-son duo, saw its revenue jump from negligible amounts to millions after social media users flocked to theaters to judge the poor quality for themselves.
Why it matters
This case highlights the 'streisand effect' and the growing influence of social media discourse in driving consumer behavior and commercial outcomes in the entertainment industry.
The flood of scorn helped turn the movie into an unlikely box-office phenomenon.
Listen BEIJING – A Chinese animated film that generated only about US$1,000 (S$1,280) in ticket sales in its first 10 days at theatres became a social media sensation after online ridicule helped propel its box-office revenue into six figures, according to local media reports.
Niu Lai was one of the platforms ’ most-discussed topics on Aug 15 , with posts of clips showing what viewers described as poor animation quality and awkward storytelling.
Some social media users said they bought tickets to judge the film for themselves, while cinemas increased screenings as discussion spread across Weibo and other platforms .
The movie’s box-office revenue subsequently increased to a six-figure amount, the media said.
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