One early spark in the Niulai discussion was the perceived gap between promotional artwork and the finished animated film. Before many people had seen the movie, the art created high expectations among potential viewers.
The release poster uses an elegant Chinese ink-wash language. Soft brushwork, traditional visual references and a quiet composition suggest a polished art-house animation. Some viewers expected a visually refined oriental animated work from the poster alone.
When audiences saw the 3D animation in theaters, many described a strong contrast with that expectation. The three-dimensional graphics appeared much less polished than the poster art, and the difference spread quickly through social posts from early viewers.
The reaction was mixed. Some visitors felt their expectations were not met, while others found the contrast interesting enough to share. The case is a useful reminder that promotional material sets a powerful expectation before a film is watched.
SOURCE NOTE
Editorial note: this English explainer summarizes public discussion and is not an official statement from the film's rights holders.