Audiences

Primary Target Audience: Young people
Rating is 12A, suggests they are trying to attract a younger audience
People in the cinema were between 15 and 30
Attracts theater-goers too, as the film is based on the book/play

The marketing is mainly above the line, with trailers, adverts and full use of modern media today, such as the use of social networking sites. There is some below the line, such as the Expo's and Comic Cons where trailers and teasers have been released.