This is a terrific adaptation of the book. Viewers should read the book first to get a better idea of what to expect from the movie.
Max is not a spoiled brat, but a kid dealing with heavy emotions. When he puts on his wolf suit, he can channel this emotions by becoming very naughty. He crosses boundaries and therefore gets send to bed without dinner.
The fact that many viewers can't stand Max seems to me a job well done by the director. Children are supposed to be a little shocked when they see how naughty Max behaves. That won't happen when he takes a cookie from the jar.
I love animals and won't harm them. But people that are shocked to see a child chasing a dog in a world where children shoot up schools, seems a little strange in my European eyes.
His fantasy travel to The Things is how he deals with his regret. It's not supposed to be 'logical' or 'linear', as children fantasies seldom are. As a viewer you're invited to come along for the ride, but it can't resonate with everybody.
The Things are scary at first, that's the point. My 3 year old finds only some of them scary in the book. Nothing wrong with being a little scared, this happens every day.
I love this adaptation and the fact that the late great James Gandolfini have his voice to a character. It's visually spectacular and an emotional rollercoaster.