I have heard about it, yes, but I cannot afford the Plane fare at the moment. :) It is an excellent initiative though and something that we will definitely take advantage of when we come back to the UK.
There is that but I am know that I will enjoy it too. There are many films aimed at kids that adults enjoy too - pretty much anything from Pixar for a start. There is nothing wrong with that.
I would guess that many of us were kids when the first films all came out so of course we are excited! Besides, this may be the only time that I can get my autistic son to go to the cinema, so if he manages to go it will be well worth it.