A mysterious low-budget animated film called Niu Lai , or “The Cow Arrives,” became an unexpected hit in Chinese theaters this past week, crossing $1 million in box office sales as word of mouth spread of how truly awful the film is.
The film has grossed about $2.5 million cumulatively in theaters as of Monday despite not being released with effectively no advertising and being marketed so poorly that theater workers and fans are drawing their own posters to indicate to viewers that their theater is playing the film. Discussion of the film has taken over China’s major, regime-controlled social media outlets such as Weibo and Douyin and, given…
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