John Early, a name synonymous with internet adoration, has once again captured the hearts of online audiences. The actor and comedian, known for his roles in Search Party and his HBO comedy special Now More Than Ever has a knack for creating viral moments. However, his latest project, the indie film Maddie’s Secret has achieved a level of internet fame that even he couldn’t have predicted.
The film, which premiered in theaters on June 19 and had a six-week theatrical run in 149 theaters, broke records for its distributor, Magnolia and grossed over $1 million. But it was the film’s VOD release on July 31 that truly catapulted it to internet stardom. A GIF from the film featuring Early’s character, Maddie Ralph, participating in a “radically inclusive queer dance class,” took over a specific corner of the internet.
The Viral GIF Phenomenon
“It was genuinely very shocking to see almost every tweet was using the GIF,” Early shared about the phenomenon. The GIF inspired people to vlog their days to the song lyrics or showcase their Maddie-esque meals, like adding Fly by Jing Sichuan Chili Crisp oil to classic chickpea matcha miso caramel “Marry Me” protein bars. Fresh off a night out at the East Side Los Angeles gay bar Akbar Early was ready to discuss the second wind the viral GIF has given his film.
Early was initially prepared to be sad about the on-demand release, but he realized that many of his favorite movies became favorites through solo viewings, renting them from Blockbuster or watching them alone on VHS. “The movies that I have the most devotional relationship to, I watched alone on VHS,” he said.
The Dance Class GIF: A Closer Look
The GIF prominently features Early’s best friend and frequent collaborator, Kate Berlant who stars in the film as Maddie’s best friend, Deena Michaels. “By the way, there’s Daily Kate Berlant, and then there’s Kate Berlant Updates,” Early quipped. “But there’s no version of that for me.” After Maddie’s Secret that’s subject to change.
Early, always prepared for the public’s reaction to sour, was initially cautious about the GIF’s reception. “I only enjoyed it for a few minutes because I was like, Oh, well, here comes the backlash,” he said. “I was like, This can only end in hellfire.” But so far, the skies are clear for Maddie. “People really seem to be responding to it with the same level of enthusiasm that they were in theaters,” Early shared.
The Choreography Behind the GIF
The dance class GIF, choreographed by Danielle Polanco features four separate, distinct shots. Early was thrilled to see the GIF go viral, even if it was just happening in his algorithm. “This will show you how much I believe in the theatrical window: I thought that was it [for Maddie’s Secret]. I was winding down. I was ready to go to the ocean and throw my phone in it, and weep, and let go of the whole thing. And then suddenly, I started seeing that GIF everywhere. Everywhere,” he said.
Early was charmed by the lack of precision in the recreations of the dance move from the GIF. “I can’t believe there’s any discourse at all. I can, because I live now [laughs]. I was obviously just so touched by the fact that people were recreating the GIF. I don’t know how they even do that. To me, that seems technologically impossible when they filmed it. I’m just like, I don’t get it. It seems hard,” he said.
The Correct Way to Execute the Dance
Early explained the correct way to execute the dance move featured in the GIF. “The feet are so important. You’re just going one foot, next foot. And then your opposite hand, your left hand, comes out and is placed flat in the air. So bam. And then your right hand scoops around and gathers. When you’re gathering, the head goes with the hand,” he said.
The Inspiration Behind the Dance Sequence
Early has a history of making viral dance videos, including a shot-for-shot Showgirls video with Kate Berlant and Cole Escola. “It’s very consciously the DNA of this movie. Showgirls is a very cinematic movie. It made me want to direct movies, honestly. But I also was simultaneously compelled to play Nomi when I saw it. So it created these two desires, which are at odds with each other, because it’s sometimes very difficult to act and direct at the same time,” he said.
Early didn’t think much about the narrative similarities between Nomi and Maddie, but he did consider the expressiveness of the performance and the filmmaking. “She’s a girl; she’s been through a lot. Both Maddie and Nomi have been through a lot. And they are running away from their past, and they do not want to talk about it,” he said.
Now that people can watch Maddie’s Secret from home, Early is seeing more engagement beyond just his algorithm. “Yes, I’m really feeling it. It’s so rare that anything now feels like a real moment. Everything that I’ve made in the past six or seven years has dissolved in my hands as I’m presenting it to the world. It’s a very bad feeling. But I went on tour with this movie, and I got to experience it with audiences. That was very helpful emotionally for me,” he said.
Early is thrilled that people are coming up to him and calling him Maddie. “I love deeply,” he said. He believes that the reaction to the movie in a theater is important for the tone. “There’s a tonal tug-of-war in this movie between naughtiness and aching sincerity. That quality of it is very heightened by a live audience because you have very mercurial reactions in the audience as the movie goes on,” he said.
