I'd seen some Disney channel on this, mostly about two kids discovering a magical world.
Went to see the movie. It is one of the "dead pet" genre of movies -- kid comes of age because of a death. In this case, because his best and only friend dies. Felt like I'd been ganked. Other than that, lots of product placement, even when it hurt the movie (the family is dirt poor and in distress, but the kids have premium brand name orange juice for breakfast -- in large glasses they aren't told to finish? On that family's orange juice budget I could have bought the kid the new shoes he wanted in a week).