Niulai has been discussed as an accidental viral-marketing case because public attention appears to have grown after release rather than through a conventional high-visibility launch.
The source draft describes early traffic as largely driven by user sharing. First viewers posted reactions, others circulated the story, and curiosity helped turn discussion into a broader public event.
The main lesson is not that negative or unusual attention can be engineered safely. Organic interest is difficult to plan, difficult to reproduce and inseparable from the specific work, moment and audience response.
Any statement about the absence of advertising, trailers or promotion needs a dated primary source. This page should be read as a case-study discussion, not a verified marketing audit.
SOURCE NOTE
Editorial note: claims about production scale, timeline, marketing activity, ticket income, interviews or social response should be checked against dated reporting or a primary source before being treated as final fact.