It wasn’t a film that was supposed to work, or even find a wide release. But the Chinese animated film Niu Lai has defied all expectations. Social media ridicule turned into free marketing for this tiny film over the last week, catapulting it to box-office success and making it one of the most profitable films in history.
Then, it became a social media sensation. Niu Lai is an 86-minute production made by a self-taught filmmaker and his mother for just around $1000. The film was released without any promotions in select theatres in China, earning just 7,000 yuan ($1,038) during its first 10 days. As viewer interest was scarce, the screens diminished, and it was reported to be playing in fewer than 10 screens by August 15.
At the Chinese box office, Niu Lai is now out-earning The Odyssey on a day-to-day basis, a stunning feat for a film made in under $1000. Local media reports say that Xin Yumeng, 34, a landscape architect, began work on the project together with his mother, who’s an employee at a state-owned company. The journey ultimately turns out to be a dream. In the happy ending, Niu Lai’s mother introduces the calf to his father. It is also delivering high on the profit margin, reportedly having earned 3000X times its budget, the highest in cinema history, beating blockbusters like Paranormal Activity and Obsession. Niu Lai’s improbable path to box-office riches began five years ago. The two lacked relevant qualifications or experience and learned the skills they needed on their own, from animation techniques and playwriting to voice acting. The mother, Sun Lifang, wrote the screenplay and the theme song, which is now proving popular with audiences.
The film, whose title translates as “Come Here, Cow,” follows a newborn calf named Niu Lai as he learns about friendship, trust, responsibility, and sacrifice, usually with his mother at his side.
