I've read a few reviews of "How to Train Your Dragon" that have picked up on some of the "messages" in the film. None of them noticed an alarming messages that makes this "PG" film entirely unsuitable for children. The heroine hits the hero - but wait, she kisses him afterwards so that's Ok.
Then there was "Fantastic Mr. Fox" where Mrs Fox hits Mr Fox and draws blood. It's just "PG" as well.
So, the message (young) girls is that it's OK to hit your man.
Can you imagine the uproar if a film promoted men hitting women?
Actually, there are such films but they tend to be called "horror", rated 18 and it isn't the hero hitting the woman.