The Chinese animated film Niu Lai, which took five years to create and runs for 86 minutes, was initially mocked due to its low animation quality. After its theatrical release, the cinema halls were silent, and many critics labeled it the worst film of 2026.
However, it was the negative reviews and an active trolling campaign that turned this film into a global sensation, securing record box office earnings.
Niu Lai, which translates to 'Cow Arrived,' is an animated film with a very modest budget, created by a mother and son. Xin Yumeng and his mother Sun Lifan served as writers, directors, and voice actors, investing minimal funds in the project. The film was released in theaters without promotional trailers or marketing materials.
As the sole piece of promotional material, the creators released a minimalist poster designed in the style of 'ink wash painting'—an ancient Chinese-Japanese art technique using ink and water.
Despite the complete lack of marketing, the film premiered in China on August 5, 2026. Initially, it showed weak results. But as the wave of trolling intensified on social media, viewers began flocking to cinemas to see how bad the film could be.
People became so interested in the opportunity to laugh at the movie that they started buying tickets en masse. Memes, photos, and clips from the film spread actively online. Viewers ridiculed the third-tier computer graphics, the unusual character designs, the simple backgrounds, and the voiceover, calling the film worse than AI-generated content. Soon, clips and memes about the film went viral, leading to a sharp increase in revenue.
Trolling effectively became free marketing, turning the film into a genuine box office storm due to the publicity gained. According to data from the Chinese ticketing platform Maoyan, the film earned over 200 million rupees. Although the initial public sentiment was negative, in the first ten days in China, the film earned about 100 thousand, with only 300 tickets sold. However, Niu Lai is now seriously competing with Spider-Man: Brand New Day at the Chinese box office.
The plot centers around a newborn calf named Niu Lai. The film tells the story of his life and struggle. A swift plays a vital role in the calf's life, transporting him to a world of dreams. There, the calf has to face difficulties, learn to cherish loved ones, and understand responsibility. Audiences are invited to witness the journey of this innocent calf toward becoming a responsible and brave being.