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Why has the hit movie 'Nguu Lai' been pulled from some theaters?
Báo Tuổi Trẻ
18/08/2026
16:46
On track to enter the top 10 highest-grossing Chinese animated films of 2026, 'Niu Lai' is now facing turbulence.
Ảnh: Weibo
According to QQ, Niu Lai is an independent animated film completed over five years by two people using a single computer. In the first 9 days before its official release, the film's box office revenue reached only over 7,000 yuan.
With its raw visual style and a distinct, somewhat rebellious storytelling approach, the film quickly garnered attention online. Subsequently, its revenue surged unexpectedly, currently exceeding 6 million yuan. Maoyan Professional forecasts that Niu Lai will conclude its theatrical run with 18.37 million yuan.
Initially, many believed that Eight Immortals! would be the "dark horse" of the 2026 summer film season, but ultimately, the animated film Niu Lai unexpectedly stole the spotlight. It had no promotion and even lacked control over unauthorized filming within theaters.
Looking across the current Chinese film industry, it is nearly impossible to find another film with such a bizarre visual style, and the content of Niu Lai is even more "unconventional."
Phim kể về chú bò tên Ngưu Lai vô tình lạc vào giấc mơ, tại đây trải qua nhiều biến cố giúp nhân vật trưởng thành và có trách nhiệm - Ảnh: Weibo
The film has a total runtime of 86 minutes, with the opening sequence alone dedicating 5 minutes just to a bird flying. The film also features a leopard with a pig's nose. After watching, many felt that the aesthetic of Chinese animation had regressed by 10 years. The distorted and crooked character models make one think it is an abstract internet meme if they were unaware of its nature.
However, just as the buzz reached its peak, some theaters in Dalian removed the film from their screening schedules, citing "concerns that Niu Lai might affect the city's image."
According to Jiupai News, staff at several theaters stated that Niu Lai indeed has many limitations and expressed concern that continuing to screen it might lead outsiders to misunderstand that the quality of Dalian's cinema is only at that level. This has sparked controversy, as Niu Lai has already been granted a permit for wide theatrical release in China.
Những lời chê bai trên mạng cùng sức nóng từ các buổi livestream đã biến Ngưu Lai thành chủ đề được bàn luận - Ảnh: Zaobao
Director Xin Yumeng of Niu Lai spoke out on social media, acknowledging the shortcomings in storytelling and visuals, while thanking every audience member who came to the theater and expressing readiness to accept criticism.
He emphasized that bringing Niu Lai to the big screen this time was merely an initial experiment, behind which lies an effort to express and explore the environment for Chinese animation.
Meanwhile, theater chains in Shandong, Jiangsu, Anhui, and several other localities have not collectively removed the film. Theaters in Nanjing, Wuhan, Jinan, and others continue to schedule screenings.
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