John Early's Maddie's Secret, released by Magnolia Pictures, opened at IFC Center in New York this past weekend to $58,200. It is the biggest opening at the arthouse venue in over two years and the sixth-largest in the theater's history, according to Deadline.
Early, known primarily as a comedian and actor, wrote, directed, and stars in the film. He plays Maddie Ralph, a dishwasher who becomes a viral internet star at a food content company called Gourmaybe, playing the character earnestly and sincerely. The film traces her eating disorder relapse as the pressures of overnight fame compound. The cast also includes Eric Rahill and Kate Berland.
The opening was driven in part by a slate of sold-out Q&As featuring figures from Early's comedy world: John Wilson, Sarah Sherman, Julio Torres, Ivy Wolk, Theda Hammel, Brace Belden, and Amy Sedaris. IFC Center SVP Harris Dew described the sessions as "selling out almost as soon as it was announced, building into at-capacity screenings all weekend long." Early told attendees: "I am so touched by all the beautiful New Yorkers coming out to meet Maddie this weekend."
The film premiered at the 2025 Toronto International Film Festival before screening at New Directors/New Films in New York and the Los Angeles Festival of Movies. IndieWire awarded it an A- and called it "one of the boldest American movies I've seen in years."
Maddie's Secret is now playing at IFC Center.