We saw it yesterday (Sunday). My wife and I thought it was terrific, just about the best tween movie we've ever seen. However, our 10-year-old daughter hated it and came out of the theater furious. Here's why:
1) The commercials and trailers led her to expect a full-blown fantasy film like Lord of the Rings or The Lion, the Witch and the Wardrobe. But it's not. It's an intimate story about a couple of rural kids who, at times, imagine a few lovely fantastic things.
2) Like Bambi and Old Yeller, it has a tragic ending. There is a lovely "redemption" at the end (no, the dead character does not reappear or come back to life), but even so the conclusion is 3-hankie.
So, misled by the trailers and unprepared for tragedy, my daughter was blindsided and as a result hated an absolutely wonderful film.