During the peak summer movie season, blockbusters like Welcome to the Dragon Restaurant and The Odyssey are drawing crowds. Yet, unexpectedly, the animated film Niu Lai has become the internet's most talked-about "2026's most explosive film," but for all the wrong reasons.

Its fame stems not from high box office earnings or quality, but from its extremely rough production, which viewers have derided as resembling a poor-quality PowerPoint presentation. Box office data shows that in its first nine days, Niu Lai earned just over 7,000 yuan, with a total of only about 280 admissions, setting a record low for this year's animated cinema releases. Paradoxically, netizens began creating memes, saying, "I wouldn't watch a bad movie, but one this bad? I have to see it for myself." Consequently, the film's daily box office surged from 7,000 yuan to over 200,000 yuan in a single day.

First question: How did Niu Lai obtain its public release permit, commonly known as a "dragon label" in the industry?

The reviewer notes that a review of the National Film Bureau's current filing and management regulations reveals that the explicit grounds for denial are focused on content red lines, such as value orientation, violence, historical accuracy, and protection of minors' rights. While Article 16 of the regulations mandates technical quality checks, these are primarily concerned with projection engineering standards, like master copy integrity and decoder compatibility, not the film's overall production value. A film company executive stated that these are hard red lines, but quality is also reviewed, with at least three experts required to provide written opinions on the film's ideological, artistic, and entertainment value. The question remains: how did the quality of Niu Lai pass this review, and what were the written opinions on the film? This warrants further investigation.

Second question: Who are the creators behind this film?

Public information on Niu Lai is scarce. No trailers, no creator interviews, only a single ink-wash style poster. The film's credits list only two individuals: Xin Yumeng and Sun Lifang. Xin Yumeng serves as director, actor, and producer, while Sun Lifang is credited as writer and voice actor. The sole production company is Dalian Jingyuan Culture Film and Television Media Co., Ltd. Business records show this company has a registered capital of 100,000 yuan, with Xin Yumeng as the legal representative and shareholder, and Sun Lifang as the financial officer. The employee count is estimated at just one person. The company was previously named Dalian Jingyuan Decoration Engineering Co., Ltd., established in 2016, focusing on interior and exterior decoration. In 2019, its business scope was expanded to include literary and artistic creation services. In July 2021, the company officially changed its name to Dalian Jingyuan Culture Film and Television Media Co., Ltd. Public records show that Niu Lai obtained its filming permit in 2021, suggesting the name change was linked to the film's project approval. The critical question is how this "one-person company" from the renovation industry managed to navigate the complex process of project approval, obtaining a public release permit, creating distribution copies, and securing a release date.

Third question: Given the film's apparent poor quality and lack of expected box office, what is the motivation for releasing Niu Lai?

The review suggests three possible motivations. The first is pure personal creative passion. The creators may have spent years on the project, simply to fulfill a personal dream of seeing their work on the big screen, with no expectation of financial return. The Pure Heart: Dream of the Performing Arts Circle is cited as a historical example of this. The second possibility is a potential profit motive. In 2025, Liaoning Province introduced measures to support the film industry, including rewards of up to 1 million yuan for eligible small and medium-budget films that obtain a release permit and are screened in theaters. A company that transformed from a decoration business into a film studio, spending years on a project, getting a dragon label in 2024, and releasing it two years later, could be aiming for such a local government subsidy. The third common motivation is copyright monetization. Some domestic films don't rely on box office revenue. By obtaining a public release permit and completing a theatrical run, a film gains the status of a theatrically-released feature, allowing it to be sold to video platforms and broadcasters in a copyright package. Currently, the creators of Niu Lai have remained silent, offering no public response. Their true motivation remains unknown. Following the sudden internet buzz, it's worth watching whether the film can successfully complete online copyright sales or apply for subsidies.

Regardless of the motivation, Niu Lai serves as an extreme case that warrants reflection. When a viewer buys a cinema ticket, there is an implicit expectation of quality, and a promise from the film. If Niu Lai were a purely private creation, it would be beyond criticism. However, presenting such a product on the big screen shows a profound disrespect for the film industry. Audiences invest their time and money, and it's difficult for cinemas to earn their trust. All industry professionals should maintain a sense of reverence for this responsibility.

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