Paramount/Maximum Effort’s family dramedy IF, directed by John Krasinski & starring Ryan Reynolds, has just hit the tracking and looks very promising. This could be the hit Paramount needs right now as bidding heats up to take over the legacy studio.
IF’s best first choice score is with under-25 men, who are six points over norm. Next best demo: over-25 women with five points over norm. Women under 25 are okay with four points over norm. Men over 25 are the lowest first choice with two points over norm, but they’re the least important demo here.
Definite interest scores are also encouraging with under-25 men tops with a hefty 15 points over norm. Over-25 men are scoring just equal to norm as are under-25 women . Over-25 women are two points over norm.
Now playing below — our ZAMM Cam Preview of IF where a young girl sees the imaginary friends — or IFs — who are left behind after their real life friends have grown up. Opening in theatres 5/17.
ZAMM.COM 
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