皮克斯在世界范围内收获了好口碑与高票房,但在开拓中国市场时陷入叫好不叫座的尴尬境地。中国动画电影市场的特殊性在于在传统理念的影响下,中国观众普遍认为“动画”是给孩子看的,导致整个电影市场偏幼龄。而皮克斯动画电影叙事主题、叙事结构和动画理念偏成熟,导致二者的不契合,这是造成皮克斯开拓中国市场遇冷的原因。 Pixar in the world reaped good reputation and high box office, but in the development of the Chinese market fall into the embarrassing acclaim. The particularity of the Chinese animation film market lies in the fact that under the influence of traditional concepts, Chinese viewers generally think that “animation” is for children and leads the whole film market to be young. The Pixar movie narrative theme, narrative structure and animation concept of the more mature, leading to the two do not fit, it is caused by Pixar to open up the Chinese market, the reasons for the cold.