“Niu Lai” Went From “Biggest Flop” To Surprise Box Office Hit
“Niu Lai” Went From “Biggest Flop” To Surprise Box Office Hit
Becca MonaghanTue, August 18, 2026 at 11:41 AM UTC
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Every now and then, the internet decides something is so bad it simply has to be seen, and Niu Lai appears to be the latest beneficiary.
Niu Lai (The Cow Is Coming) dropped in China on 5 August with no marketing, publicity, or promotional assets whatsoever. The 86-minute animation reportedly brought in a measly 7,700 yuan (£842) in its first 10 days of screening.
Dalian Jingyuan Culture Film and Television Media
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The story centres on a newborn calf and a skylark, as their unlikely bond unfolds in a strange, surreal dream.
“The newborn calf carried the lark, which had just flown in from the desert, into its dream. In the dream, the lark witnessed the calf gradually growing into a brave warrior who dared to take responsibility and face life and death under the influence of multiple forces,” China's Maoyanshared as the translated synopsis.
Dalian Jingyuan Culture Film and Television MediaOnce reactions started flooding social media, the classic case of "it’s so bad that it’s good" had everyone getting FOMO and heading to their local cinemas.
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Now, Niu Lai has crept into the top five box office performances, sitting alongside some of the much bigger names taking over timelines.
Reports also suggest the amount has jumped to a staggering 8.2 million yuan (£900,000) as of Monday (17 August), with almost 300,000 admissions. Its total box office has reached 17.1 million yuan (£1.9 million).
Maoyan
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That said, there's also been some pushback against the film’s success, with state-owned Beijing News criticising cinemas for giving Niu Lai additional screenings. They claimed that they could risk "losing the trust" of audiences if they "continue to lower their standard".
With people now calling for Niu Lai to get a worldwide release, the question is: would you be tempted to see what all the fuss is about?
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