• by Wayne Friedman , Staff Writer, March 19, 2012

The upcoming documentary “Bully” is getting some critical acclaim and awareness -- but not completely with a younger audience yet.

The Weinstein Company movie’s tracking is going for older U.S. movie goers. But Bladimar Norman, senior vp marketing for The Weinstein Company, speaking at OMMA Global, wants to add a younger crowd – like 16-25 years old.

“The movie is playing to parents. But I want it to play to kids.”  So Weinstein is doing a bunch of social media efforts targeted to younger movie goers – as well as using some young celebrities to front the “Bully” efforts – “Glee”’s Corey Monteith and Disney Channel’s Demi Lovato.