So bad it became good? How Chinese animated film Niu Lai turned into a viral hit

Chinese animated film Niu Lai, created entirely by a director and his mother over five years, looked destined to be a box-office flop after critics panned its rough animation and viewers struggled with its surreal plot. It made just over 7,700 yuan (US$1,000) when it first hit cinemas.

Then the internet got involved.

Clips of its unusual-looking characters went viral, turning the film into a meme and sending curious moviegoers to cinemas. On one Sunday alone, it raked in around 5.6 million yuan (US$830,450). So what exactly made this unlikely flop worth watching? #niulai #china #chinanews

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