How ‘IF’ Quietly Became a Streaming Sensation on Paramount+
A family film once dismissed by critics is now captivating audiences on Paramount+, sparking a surprising revival and challenging established favourites on the platform.
Some productions arrive with a certain expectation, buoyed by a star-studded cast and a director with a proven track record. Yet, every so often, one slips through the cracks, overlooked for reasons that seem trivial in hindsight. Such was the fate of ‘IF’, a family adventure featuring Ryan Reynolds and Cailey Fleming, which initially failed to capture the imagination of critics. Two years on, however, the tide has turned, and the film is now enjoying a remarkable resurgence, climbing the ranks on Paramount+ and giving long-standing chart-toppers a proper run for their money.
From Box Office Disappointment to Streaming Darling
Upon its original release, ‘IF’ struggled to make a significant impact, weighed down by a lukewarm critical reception and a box office return that fell short of expectations. The film, penned and directed by John Krasinski, boasted an impressive ensemble, with voice performances from the likes of Steve Carell, Awkwafina, Bradley Cooper, Matt Damon, Sam Rockwell, Emily Blunt, George Clooney, Phoebe Waller-Bridge, and Bill Hader, among others. Despite this, it was largely dismissed, perhaps a casualty of its whimsical premise in a market saturated with darker, more cynical fare.
The story centres on a young girl who discovers she can see the imaginary friends of others, embarking on a fantastical journey to reunite these forgotten companions with their original children. In some regions, the film was retitled ‘Imaginary Friends’—a nod to the challenges of searching for a film called ‘IF’ online. The premise, while charming, seemed to miss the mark with critics, who awarded it a modest 51% on Rotten Tomatoes. Audiences, however, have since found much to love, with the film now holding an 85% approval rating on the RT Popcornmeter.
Rediscovering Childhood Wonder
There’s a certain irony in the film’s delayed success. As C.S. Lewis once wrote in the dedication to his Narnia series, “Someday you will be old enough to start reading fairy tales again.” ‘IF’ appears to have struck a chord with viewers willing to embrace a bit of nostalgia and sentimentality, offering a gentle reminder of the value in holding onto a sense of wonder. The film’s message, it seems, needed time to find its audience—adults who, perhaps, have grown weary of the relentless seriousness of modern life.
Recent reviews have been effusive. Mark A remarks,
“So what if it doesn’t explain what is going on? This film is about imagination and emotion which it delivers in spades. See this film.”
Johanna L describes it as
“a beautiful film with meaningful life messages,”
while Shelene notes it is
“heartfelt and brought a tear to my eye.”
Tyson C sums up the sentiment with,
“If you have a heart, or were ever once a kid with one, this film evokes powerful emotions of what it’s like coming to terms with missing the innocence and wonder of childhood and the lifelong struggle of trying to make it back to that special place.”
Escaping the Ordinary
In a landscape dominated by dystopian thrillers and grim dramas, ‘IF’ offers a welcome respite. It invites viewers to set aside the anxieties of the everyday and indulge in a bit of magic, if only for a couple of hours. The film’s belated popularity on streaming platforms suggests that, sometimes, audiences are simply looking for something that allows them to reconnect with a lighter, more hopeful side of themselves. Perhaps, as the film gently suggests, it’s never too late to rediscover the joys of childhood—if you’re willing to look.