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没有预告、不设门票，路过就是观众 西子廊桥“盲盒音乐会”入选全国优秀案例_我的网站
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Chinese animated film Niu Lai, initially mocked online for its "worest" production, has become an unlikely box-office and internet sensation in China and abroad, spawning memes, merchandise and growing interest from global audiences.
Niu Lai crossed 40 million yuan ($5.95 million) in box-office receipts late Saturday, according to Lighthouse, a Chinese ticketing and box-office platform. Meanwhile, Christopher Nolan's The Odyssey currently ranks sixth among this summer's top-grossing films in China, with box-office receipts reaching 457 million yuan.
The film opened in Chinese theaters August 5 and grossed just 342 yuan on its opening day. Its box office totaled around 7,700 yuan over its first 10 days before screenings and ticket sales surged beginning August 14, fueled by widespread online ridicule and curiosity about the film's notoriously rough animation.
It was made over five years by a mother-and-son team, with its crude animation, stiff character movements and unusual plot becoming the main source of its popularity.
It has since become a broader online phenomenon in China. Merchants have begun selling plush toys modeled on its characters, while fans have created memes, posters and other unofficial merchandise. Moviegoers have even placed homemade posters in theaters, although the production company has not released an official poster.
On Douyin, China's version of TikTok, users have produced numerous clips and other fan-made content based on the film. Multiple official Chinese accounts on the platform have also joined the trend, while some users have used AI tools to create new variations of the meme.
Police in Hefei, capital of East China's Anhui Province, used an image from the film in a traffic-safety notice posted on its Douyin account.
Interest has also emerged in Hong Kong, where users on social media have been discussing the film's surprise box-office success and calling for its release in local theaters. Some users tagged Broadway Cinematheque, a Hong Kong independent cinema, asking when it would screen the film. The cinema's official account replied "in talks," prompting excitement among Hong Kong moviegoers.
The cinema later said it had received a number of requests from audiences but that no screening plans had been finalized, local media reported.
The phenomenon has also crossed China's borders.
The Financial Times and other international media outlets have reported on the film, with some comparing its unlikely rise to cult movies such as The Room, which became famous in part because audiences embraced its flaws.
The movie's growing popularity has also moved beyond social media.
In San Francisco, two independently organized screenings of Niu Lai sold out, according to the San Francisco Chronicle. The screenings were held at a time when the film had yet to secure a broad official overseas release.
The film is now attracting interest from overseas distributors, with Singapore film distributors considering bringing Niu Lai to local theaters, according to Singapore's Lianhe Zaobao.
The Niu Lai meme has also been picked up by organizations outside China, showing how the film's imagery has begun to take on a life beyond the movie itself.
In Malaysia, a blood donation center in Johor Bahru used the story of Niu Lai in a humorous and inspirational social media message encouraging people to donate blood, according to Lianhe Zaobao.
The official TikTok account of Dutch railway operator Nederlandse Spoorwegen also joined the trend, using the Niu Lai meme in one of its posts.
Such uses suggest that Niu Lai is evolving beyond a film-related meme into a broader piece of internet culture, with institutions and brands using its recognizable imagery to connect with audiences, Zhang Peng, a cultural researcher and associate professor at Nanjing Normal University, told the Global Times.
The overseas response reflects a reversal of the traditional path for Chinese films seeking international audiences. Rather than being promoted abroad as a polished production built around Chinese culture or expensive visual effects, Niu Lai has traveled overseas largely because audiences found its roughness and absurdity impossible to ignore, he noted.
Its unexpected popularity overseas offers an unusual form of cultural export, driven not only by traditional film marketing but also by memes, curiosity and audiences' desire to experience the phenomenon for themselves, added Zhang. "Thanks to the strong conncted global online culture, such 'mission impossible' animation could become a global sensation and a reality."
。 没有预告，不设门票，路过就是观众，抬头就是舞台，这是西湖边几乎每天都在发生的日常。
二 | 近日，中央宣传部办公厅、文化和旅游部办公厅等四部门联合公布第二批公共文化服务高质量发展案例名单，上城区西子廊桥·“文艺赋美”盲盒音乐会入选全国优秀案例。两年来，这座连接湖滨银泰in77A区与D区的普通商场通道，已累计举办演出190多场，观演人次突破600万。在《旅游强国建设“十五五”规划》中，杭州入选“旅游枢纽城市”和“培育入境旅游重点城市”，西子廊桥，正成为这座城市递给全球游客的一张“城市落地签”。2024年9月，西子廊桥·“文艺赋美”盲盒音乐会横空出世，36块智控升降LED屏、裸眼3D与环绕声效系统，一条普通连廊被改造成“可开合机械舞台”，屏升起来是沉浸式剧场，屏降下去就是直面西湖的景观观演台。
三 | 每场演出，省文化馆和上城文旅联合公安、属地街道、文商旅集团等部门落实全方位保障，从舞美搭建到人流疏导，从灯光音响到应急响应，已形成常态化机制。数据显示，盲盒音乐会平均为湖滨商圈延长游客停留时间约40分钟，周边商户客流量同比增长16.5%。
四 | 如今，越来越多的人路过西子廊桥时，会不自觉地抬头看一眼：今天，有没有惊喜？“湖滨一天不去就有大事发生”，这句网友的调侃，正在成为杭州人的日常。
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Published on:01:09:42
