"Boxoffice" wrote that "Maleficent" had a successful marketing campaign, featured Jolie in the title role, and its "female-driven" themes and plot aimed at women. However, the site also noted that the film would have to compete with other summer releases, and the character of Maleficent may not attract young children. Todd Cunningham of "The Wrap" shared the same opinion, writing that "[the film's] connecting with parents and that Jolie's considerable star power is having a big impact." Wells Fargo's Marci Ryvicker predicted that "Maleficent" might be "too dark and scary to be profitable" and was likely to force Disney "into a write-down", as reported by "The New York Times"; while RBC Capital Markets' David Bank commented that "It's definitely in the 'not a sure thing' bucket." "Wall St. Cheat Sheet" explained that the film approached to a more "grown-up" and "sinister" aspect of the classic, and targeted for an older audience like young adults. "It's just too scary for younger children," the site wrote. "ScreenRant" added that the PG rating of the film would "fill a void in the marketplace, which is currently without a traditional "family friendly" option." Box Office Mojo primarily compared the film with 2012's "Snow White and the Huntsman" (another film that also focused on a fairy tale villain), predicting that "Maleficent" "has a good chance" of matching "Snow White"s gross in North America box office. The film, however, ended up grossing double the amount projected. "Variety" wrote that the film's opening weekend outperforming initial box-office projections was later attributed by analysts in part to Disney's successful marketing to the "potent demographic" (female audiences) much like the studio accomplished with "Frozen", in which both films feature a strong female lead. Disney argued that a lack of family-friendly options in the marketplace would "bode well for "Maleficent"s [box office] performance" in its two first weeks of release. The cost of the film was offset by a rebate from the UK in the amount of £23,535,108 ($37 million in 2012, the period in which it was shot). On the review aggregator website Rotten Tomatoes, the film holds an approval rating of 54% based on 266 reviews, with an average rating of 5.73/10.