An animated film, “Niu Lai” (The Arrival of the Ox), has unexpectedly become a box office success in China despite initially flopping upon release. The film debuted with extremely low earnings of just $507, but experienced a dramatic surge in viewership approximately ten days later. Revenue quickly climbed from six figures to over 11 million yuan within a few days, landing it among the top ten domestic animated films. This unlikely success is puzzling as the film is reportedly receiving negative feedback from audiences. The reasons behind the phenomenon are currently unclear, however it points to unique trends within the Chinese film market and potential coordinated online efforts. The film’s success highlights the power of word-of-mouth and potentially “counter-programming” where audiences seek out alternatives.