A low-budget stop-motion movie is currently rivaling big blockbusters like Spider-Man: Brand New Day and The Odyssey at the Chinese box office. Niu Lai (roughly translated as The Cow is Coming) has become an unexpected box office success in China, which industry professionals in the region attribute to the film becoming a viral meme, with many viewing it as a “so bad it’s good” type of movie. Niu Lai was created over five years almost entirely by a mother-and-son team (Xin Yumeng and Sun Lifang), who handled the writing, directing, producing, and voice acting.

The film had a disastrous opening in China, making only ~7,700 yuan (approximately $104) and fewer than 300 ticket sales in its first 10 days, likely because it was released without a promotional tour, publicity campaign, or even a trailer. However, after online mockery gave the film an iconic “so bad it’s good” appeal, the film soon began to bounce back. It has since rebounded, making over 14.9 million yuan (approximately $2.2 million) in China, alongside many major Chinese and Hollywood productions.

Much of the film’s ironic appeal comes from its animation style. Many audience members see the film’s low-budget but handcrafted style as distinctive, especially in today’s AI-driven era. One reviewer on a Chinese review site said the following about the film.

“In an era where AI is so popular, did the creative team choose a handcrafted, somewhat crude visual style to convey a sense of ‘returning to one’s true self ‘?”

Other industry professionals view the film as unique through its sheer low quality, with one anonymous Chinese industry professional saying:

“[The film] is bad in every aspect imaginable, including the story, special effects, and almost every element that a movie is expected to have. Ironically, this is exactly what attracted audience curiosity.”