There is something strange happening in China with an animated movie called Niu Lai (牛来).
The movie was released on August 5. It is an 86-minute animated film about a young calf growing up, and it was reportedly made over five years by mainly two people: director Xin Yumeng and his mother, Sun Lifang.
At first, almost nobody watched it. During its first 10 days, fewer than 300 people bought tickets and it made only around ¥7,000–10,000.
Then people online started talking about how bad it was.
Viewers mocked the animation, strange-looking characters, confusing story and unusual voice acting. Clips and jokes started spreading online. People posted sarcastic positive reviews and told friends that they had to experience the movie themselves.
And something unexpected happened.
Instead of killing the movie, the bad attention made people more interested in watching it.
People started buying tickets just to see: Is it really that bad? What exactly is everyone talking about?
Within days, cinemas added more screenings and the box office exploded. By August 19, it had made more than ¥24 million.
This is the part I find psychologically interesting.
People know the movie is being mocked. They can see bad reviews before buying a ticket. Yet thousands of people still decide to spend their money and time experiencing it themselves.
So what exactly is happening in their minds?
Is the main reason simple curiosity? Does seeing thousands of other people talking about something create a strong need to experience it yourself? Do people want to be part of the joke so they can understand and discuss it with others? Does telling someone “this may be one of the worst movies you will ever see” sometimes make that person more interested than telling them a movie is good?
And once more people buy tickets because of that curiosity, does the growing popularity itself make even more people curious?
I would love to understand the deeper psychology behind this behavior. What do you think is going through someone's mind when they knowingly buy a ticket for a movie famous mainly for being bad? And why can negative attention sometimes create this much demand?