As with the comment ahead of mine: it's all about the penguins. They should have their own movie.
We were chanting: more penguins, more penguins. At the screening we just saw, people who loved the first Madagascar movie waited excitedly for the magic to begin... I LOVED the first one. Interesting note: I liked the first one better, but my BF thinks this one has a better and deeper plot and pointed out in particular that while in the first one Gloria (the hippo) was the butt of many fat jokes, in this one she is celebrated just for being beautiful.
The whole movie is breathtakingly beautiful. We didn't see this on IMAX but I bet the IMAX version will be a treat.
Sascha Baron Cohen's King is again the hands-down favorite, I heard a ripple of joy murmur through the theater at everything he said and did, although my personal favorites (after the Penguins) are Maurice and Mort, the King's cohorts.
BF was also teasing me mercilessly because (and I'm nearly ashamed to admit it) there's one scene that had me totally teared up! Yes, I cried. Can't spoil it - go see the movie and tell me after if you know what choked me up! The film did not hold the attention of some of the very small children at the screening we saw, because some portions of the film only involve adult storyline concerning the adult star characters (Alec Baldwin, Jada Pinkett Smith, Chris Rock, and so forth) but when the little characters are on screen (the baby lion in particular is DARLING) the children present were absolutely captivated.
It's fun. It's not the greatest movie of all time, but it's very fun and children will want to watch it again and again.