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Super-adorable musical genius? Or pint-sized portent of the apocalypse?

Either way, it’s hard to ignore Justin Bieber - a state of affairs that will only be intensified by this marketing extravaganza par excellence.

Efficiently made (SpiceWorld this is not), this tour documentary succeeds in casting Biebermania as the most significant cultural shift since the combustion engine, but real insights into celebrity are predictably absent.

Grown-ups will still struggle not to picture a post-puberty sequel featuring DUIs and rehab trips.

Meanwhile the oblivious target audience can enjoy the spectacle of a 20ft, 3D Bieber slo-mo tossing his floppy fringe. Swoon.