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Less than half? I dunno. A quality kids' movie is one of the surer bets in Hollywood -- check the all time charts and you'll find kid-friendly stuff like E.T., Star Wars, Shrek, Finding Nemo, and Harry Potter in the top 15 or so. It's a darker vision like Pan's or Hellboy which is probably less intrinsically marketable, looked at purely from that perspective. I wouldn't be surprised at a PG Hobbit, though with Del Toro on board PG-13 is probably more likely.
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