Early & berlant unearth influencer absurdity in 'maddie’s secret'

John Early and Kate Berlant’s directorial debut, ‘Maddie’s Secret,’ isn’t just a comedy; it’s a surgically precise dissection of the influencer economy, wrapped in a delightfully retro melodrama. The Toronto Film Festival screening revealed a film brimming with unexpected pathos and a wickedly sharp critique of the obsession with online validation.

A dishwasher’s dream, a bulimic nightmare

Early plays Maddie, a bright-eyed waitress with a crippling eating disorder, desperately trying to monetize her culinary creations on Social Media. The film brilliantly flips the script, borrowing liberally from the classic 1980s TV movies that offered a strangely comforting, if simplistic, view of domesticity – think ‘Kate’s Secret’ and ‘The Secret Life of Mary-Margaret.’ These films, Early notes, are “quite perverted,” presenting anxieties about weight and body image in a lurid, almost educational way, a far cry from the body positivity messaging of today.

Berlant, as Maddie’s sardonic best friend Deena, provides a perfect counterpoint, injecting a dose of authentic lesbian humor and offering a grounding perspective on Maddie’s increasingly erratic behavior. Their dynamic is instantly engaging, built on years of collaborative comedy – from their early web skits to Berlant’s breakout role in Tarantino’s ‘Once Upon a Time… in Hollywood’ and Early’s appearances in ‘Search Party’.

The film’s tonal shifts are deliberate, moving from laugh-out-loud moments to genuinely heartbreaking scenes as Maddie’s eating disorder escalates. Early resists the urge to neatly blend genres, opting for a ‘dramedy’ that, as Valerie Cherish famously quipped, “is a comedy without the laughs.” Instead, he leans into the inherent absurdity of the situation, amplified by the film’s sharp satire of retro movie tropes – the dramatic music, the slow-motion shots, the yearning glances. The result is a film that’s both deeply unsettling and surprisingly poignant.

“I wanted to make a character that people feel very endeared to and protective of,” Early explained, reflecting on the film’s emotional core. “There’s something moving to me about people thinking of Maddie as not me and as this other being.” The audience at the festival responded with a visceral affection, echoing the passionate reactions to Barefoot Contessa book signings – “Aw, MADDIEEEEEE!” Berlant quipped.

Despite the comedic elements, the film doesn’t shy away from the darker realities of diet culture and the lingering effects of past insecurities. Maddie’s struggle is portrayed with a heartbreaking honesty, forcing viewers to confront the complex relationship between ambition, self-acceptance, and the relentless pressure to conform to idealized images. Early’s performance is a masterclass in understated humor, relying on subtle gestures and perfectly timed reactions to convey Maddie’s inner turmoil. It’s a testament to his ability to disappear into a role, bringing a unique glow to the screen – a quality honed through intense work in plays like ‘What We Did Before Our Moth Days.’

‘Maddie’s Secret’ isn't just a film; it's a surprisingly relevant and unsettling commentary on the current obsession with Social Media and the pursuit of perfection. Ultimately, it's a reminder that even in the digital age, the most profound struggles remain deeply human.”n