A crudely produced animated film has emerged as an unexpected cultural flashpoint in China, sparking debate about how to reshape public perceptions of what’s worth watching.
New Layor The bull arrivespremiered in China on August 5, following a young calf’s dream-like journey to become a warrior.
Its primitive imagery quickly aroused ridicule: snakes resemble springy ribbons, grass is depicted as yellow clumps called “turf,” and leaves appear as simple spheres.
Initially, the film seemed destined for obscurity, grossing just over 7,000 yuan (US$1,000) in its first 10 days, with ticket prices averaging 26 yuan (US$3.6).
Then came the film recordings that the public posted online. Clips showcasing the film’s baffling plot and raw visuals quickly spread across mainland social media, turning its obvious flaws into meme-worthy content and even serving as an incentive for curious viewers to buy tickets.
By August 18, New Lay It has collected more than 21 million yuan (US$2.9 million), according to Chinese ticketing platform Maoyan Professional, which expects a box office total of 135 million yuan.
