From "Won The Public Praise Loses At The Box Office" To "Word-Of-Mouth Box-Office Win-Win"- "Kuiba" And "Spirited Away" Narrative And Aesthetic Comparison

In the long development process, the Chinese animation development up to now, already from the original traditional comic become has a relatively complete production chain of the animation culture market. It can be said that China’s animation industry is not late, but the development is not rapid. In our country the animation market is the main character is the external animation, this phenomenon also affects the development of domestic animation in a certain extent.In this animation film development situation is not very optimistic, the birth of the " Kuiba " series of animated film for domestic animation film market has injected fresh blood, her birth that makes us realize: This is China’s Kuiba, she is not any foreign animation.Released in 2011 domestic animated film " The most urgent Kuiba ", for China’s current animation film industry is a rare miracle. However, with a total investment of more than fifty million " Kuiba " series of the first movie " The most urgent Kuiba " the work of drawing after entering the market, it was in the box office. In this, the author will be the film "won the lost sales by word of mouth" phenomenon is called: "Kuiba phenomenon". Compared to Japan the highest-grossing film—— 2001 film "Spirited Away", hayao miyazaki’s animation as still is the first film, Asian animation film "Spirited Away" acclaimed since release. It is also the animation film, why there is such a big gap, which had to say this is a topic worthy of study.The author in this paper the main points in the five chapters. The first two chapters respectively analyzes this topic research purpose, research significance and the basic concept of animation film narrative, the third chapter analyzes the "Kuiba " and "Spirited Away" the two movies of word of mouth and the situation of the box office, and in the fourth chapter and the fifth chapter specific analysis of the two films in narrative and aesthetic differences, mainly through the narrative theme, narrative time and space, narrative elements, contradiction, the narrative structure and narrative style to.Like any movie, a good story structure, needs a stable world outlook and values to form. "Kuiba " the pure Chinese style of animation film showed us that at present our country’s animation technology power completely is not a problem, but we should also realize that at the same time, the root of the animated film actually is not a technology problem, like a live-action movie, is a story, is a character, is a complete narrative discourse. In this regard, "Kuiba" and all other domestic animation film, there are still a long way to go.