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In page The Lovely Bones (film):

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The Los Angeles Times reported that Paramount had originally expected the film to appeal to a "sophisticated, adult audience," but after poor revenue and average reviews, the studio decided to redirect the film to an audience in another age group.[4] Surveys showed that the film was favored more by females aged 13–20 than by any other demographic. Paramount began to screen the movie "aggressively for high school- and college-age girls" during its three-screen limited release.[4]