IF is a Great Movie… Being Marketed to the Wrong Audience
This past weekend, I was really excited to take my two boys (13 and 4) and my partner to see the new movie IF, which just hit theatres.
It's not to be confused with the other horror movie about imaginary friends that just came out, Imaginary--definitely don't take the kiddos to that one. I've seen it, and while it's entertaining, it's definitely not rated G.
IF has the formula for something really special, and it accomplishes some pretty amazing things in its 1-hour 47-minute runtime, including making me cry more than once.
However, there is one big issue that no one has been talking about in all the reviews, and I think every parent should be aware of it before sitting down in the theatre:
IF really isn't a movie for kids. At least, not in the same sense as movies like Minions, Sonic the Hedgehog, or the upcoming Garfield movie.
A Diamond in the Ball Pit
Before you get out your pitchforks, I need to clarify that I enjoyed the film. It was touching and heartfelt, and did a decent job of giving some character growth to a reasonably large main cast.
However, it also didn't introduce us to any of the imaginary friends until 40 minutes into the movie. I'm not exaggerating. When the reveal finally came, I actually checked my watch out of curiosity.
Normally, I'm all for a good build in a story. The best plots require pacing to achieve a true connection with the audience. It's a natural part of building a narrative.
What long builds aren't great for is holding the attention of a 4-year-old, who was very excited to see big, funny-looking characters acting silly and making jokes. We were one of probably 10 families in the theatre for that showing, and every parent with younger children like mine had the same problem.
Kids moving around in the aisles, parents (myself included) hushedly trying to get little ones back in their seats. A lot of questions like "why is that girl crying?" or "why are you crying?", which are not easy or fun to answer in a place like a theatre.
Not only did the kids not seem to understand or enjoy the first third of the film, but when the IFs finally showed up, it was difficult to bring their attention back to a story they'd hardly been able to follow until that point.
Overall, Still a Solid Movie
With all that said, absolutely go see IF in theatres, and don't shy away from taking older kids. My 13-year-old told me that he really liked it a lot.
I enjoyed the parts of the story I could pay attention to, while trying to prevent my youngest from spoiling the experience for the other families there.
The acting was good. It was a strange role for Ryan Reynolds; it was not bad, just odd. He was a lot more surly than we usually see him, and I'd wager there was probably a lot of improv that got cut in edits.
In my opinion, John Krasinski was underused, and his whole story arc was a bit weird. We never really get the full story about what's going on with him, which is infuriating, given his role in guiding Cailey Fleming's plotline.
Speaking of Cailey Fleming, she absolutely stole the show. We're sure to see many incredible things from that young woman in the years to come. I already loved her in The Walking Dead, so if this is any indication of her talent and range, she's only getting started.
Fiona Shaw also brings a warmth to her character that only certain people can achieve in a story like this. She is engaging and believable without stealing the spotlight from Fleming's character. She plays the doting, slightly out-of-touch grandmother perfectly.
Steve Carrell as Blue is… well, Steve Carrell. Blue probably has the funniest parts in the movie, truth be told.
I wish they'd done a lot more with some of the IFs, like Slime (Keegan-Michael Key), Robot (Jon Stewart), or Banana (Bill Hader). There was some seriously underused comedic talent involved in this film.
A Marketing Misstep
Consider whether your kids are old enough to handle a story about loss, maturity, and what it truly means to 'grow up.'
If those themes are going to be difficult for them to grasp, then those first 40 minutes will be hard for them—quite possibly for you, too.
My little guy did okay, but I certainly didn't get to enjoy the movie myself as much as I normally would have. His final review was literally a shrug. So, take that for what it's worth, especially with how much it costs to visit the theatre these days when you factor in $60-$70 in concessions for a family of four.
Oh, and do yourself a favour. Bring tissues. Movie theatre napkins aren't very soft.
8/10 - 4 out of 5 stars