A little-known Chinese animated film has taken an unexpected route to the box office after audiences began watching it mainly to see whether it was really as bad as social media claimed.
'Niu Lai', translated as 'The Cow is Coming', is an 86-minute animated film centred on a newborn calf and a skylark. Their relationship unfolds through an abstract dream sequence.
The film was released in China on August 5 with almost no publicity. There was no trailer or promotional tour, and its opening performance suggested it would quickly disappear from theatres.
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During its first 10 days, 'Niu Lai' earned only 7,700 yuan, or around Rs 1.04 lakh, with fewer than 300 people across the country reportedly buying tickets.
Social media ridicule changes its fortunes
The film's fortunes shifted after clips from it began circulating online. Viewers mocked its crude computer graphics, stiff character movements, awkward voice acting and confusing storyline.
Some users compared it to a student project, while others called it "worse than AI" and possibly the "worst movie of 2026".
The online ridicule, however, created curiosity rather than killing interest. People started buying tickets to judge the film for themselves.
According to Chinese ticketing platform Maoyan, the movie has now crossed 14.9 million yuan, roughly Rs 20 crore, putting it alongside much bigger releases in China's box office rankings.
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Two people made the film over five years
The film's unusual journey is also linked to its tiny production team. 'Niu Lai' was reportedly made by Xin Yumeng and Sun Lifang, believed to be a mother-and-son team, over a period of five years.
The pair are credited as writers, directors, producers and voice actors.
Its only known advertisement was a traditional ink-wash-style poster that looked far more polished than the animation itself.
The distributor reportedly faced advice not to release the film because of its quality, but proceeded because he was a friend of the director.
While some viewers have found its handmade visual style refreshing, particularly amid the rise of AI-generated content, an industry professional described the film as bad across areas including its story and special effects.
Yet that criticism appears to have become the film's biggest attraction.