The Hobbit desolation of smaug was given a 12A rating"12A is advisory, which means that as with U and PG, parents can make up their minds about whether they think a film is suitable for you. 12As are stronger than PGs and Us though. When BBFC Examiners recommend a film should be a 12A this means they think it is suitable for children aged 12 and over. However, your parents may decide that you are likely to enjoy a specific film."
-CBBFC main site
This age rating was instrumental for the films success as it allowed parents to see the film with their children. Every parent taking their child to the cinema would have to buy a ticket for them and most likely popcorn and drinks for a well rounded cinema experience. It also allowed for the film to be shown more times throughout the day as anyone over the age of 12 could see the film unaccompanied.
Considering this fact I would assume that the age range intended for the audience was 12- 45 a huge margin meaning that even with it's very niche fantasy audience it was still expected to make a lot of money. Along with this many products could be sold to this wide and varied audience. Action figures for young children and collectors, games, replica weapons and LARP, as well as the original book.
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