'Dance Moms': Inside the Surprise Hit That's Fueling the 'Bad-Mom TV' Craze
The controversial reality show is netting Lifetime big ratings and younger viewers -- but is it sending the wrong message?
This story first appeared in the Oct. 19 issue of The Hollywood Reporter magazine.
It's 4 p.m. on July 13, and after a day of intense rehearsals, the young dancers of Lifetime's reality series Dance Moms are dirty, bruised and drained, a stark contrast to their usual makeup-caked faces and often provocative glitzy costumes. Sequestered in one corner of the low-budget dance space in Burbank, Calif., the show's five stage moms are on their best behavior, save for occasional gasps during a complicated tumble sequence. But that can't erase from recent memory the usual antics of this pack of maternal she-wolves, among whom catfights, insults and shriek fests are as common as their daughters' BeDazzled clothing. There was one incident earlier this year where one mom, Christi Lukasiak, allegedly attempted to choke the instructor of a competing dance team.
"They're rude," complains choreographer and series star Abby Lee Miller of the mothers. "It's an honor to be asked to sit in here." Miller has brought the group from Pittsburgh to compete in the Energy Dance competition, one of many competitive dancing events that result in prestigious national titles and an array of trophies. "It's like, 'Shut up!' They're so ungrateful. They're so 'me, me, me' and 'what I want' and 'what I need.' They're very selfish." Plus, "when a mother says the F word and the kids don't even blink, that scares me. Because what are they hearing at home?"
The larger-than-life Miller is the heart, soul and center of Dance Moms, now just wrapping its second season. A surprise hit for Lifetime with a season average of 2.2 million total viewers, the series also has a median viewership age of 32, far younger than the network's average of 48.
"It's a very young-skewing show for us," says Lifetime's executive vice president of programming Rob Sharenow, "and we're bringing in a lot of new viewers" -- as proven by the fact that season two outdelivered the first by 71 percent among adults 18 to 49. In fact, Lifetime has gone from being No. 17 among cable networks in early 2011 to ranking in the top 10, largely due to Dance Moms, which was brought on as part of an overall brand shift. Since assuming Lifetime oversight in May 2010, then network president and general manager Nancy Dubuc -- now president of entertainment and media at A&E Television Networks -- has populated the network with a brand of in-your-face (and, at times, controversial) reality fare, including Bristol Palin: Life's a Tripp and the upcoming The Houstons: On Our Own, that dominates rival networks Bravo and TLC. The move is paying off: The former "women in peril" movie network is generating a steady 8 percent increase in 2012 advertising revenues, totaling $322.6 million, and earning more in its first three quarters than in all of 2011, according to SNL Kagan.
"Dance Moms started as a very low-profile, quiet show that wasn't marketed in any loud way," explains Sharenow. "Every week it grew and grew, and now it's achieved this unprecedented level of success that brought it to an iconic level."
Part of the show's first-season growth came from intense word-of-mouth about Miller and her controversial teaching practices, which include subjecting students to a weekly pyramid of best to worst dancers and routinely referring to the girls as "stupid" and telling them to "suck it up." With bad-mom TV a burgeoning genre (see: Toddlers & Tiaras, Teen Mom and, of course, more recently, Here Comes Honey Boo Boo), the show delivers numerous examples of poor parenting, from dance mom Kelly Hyland drinking in front of her two daughters to the mothers endorsing the risque getups of "topless" showgirl outfits and the occasional gun as prop. And in the fortysomething Miller (who declines to give her exact age), the show delivers a teacher who embodies the audience's own shock and disgust -- all while creating her own entertainment.
The series follows seven girls in the world of competitive dance, with the mince-no-words Miller -- who started her own dance company at 14, when she decided to forgo dancing and focus on choreography -- creating such eyebrow-raising performances as a plastic surgery-themed routine that had the girls rolling around in flesh-colored costumes complete with sewn-on surgical scars, and a social-commentary piece on texting and driving that had dancers tumbling from a prop car and attempting to revive a seemingly lifeless 8-year-old. All of this occurs while Miller demands perfection from her tiny dancers and obedience from their overbearing mothers.
"It makes people feel better about their own lives," says Amy Aldridge Sanford, Ph.D., chair of the communications department -- and teacher of a course on reality television -- at Northeastern State University in Talaqua, Okla. "Some people just like the train-wreck element of it. They just can't look away. And some people just want to learn more about fellow humans, especially if we don't live that life."
The series even earned a degree of pop-culture cachet when last year Christina Ricci told Jimmy Fallon on Late Night that she weathered Hurricane Irene by holing up in her New York apartment with a Dance Moms marathon. Ricci insisted, "It's the greatest reality show of all time."
With nearly 1.5 million collective Twitter followers, these five Midwestern moms and their seven daughters -- Hyland and her daughters Brooke, 14, and Paige, 11; Melissa Gisoni and daughters Mackenzie Ziegler, 8, and Madison Ziegler, 10; Jill Vertes and daughter Kendall, 9; Holly Frazier and daughter Nia, 11; and Lukasiak and daughter Chloe, 11 -- have cultivated an overwhelming social media presence, complete with shameless plugs for in-store meet-and-greets and ticketed performances by the young stars. Lukasiak alone has racked up more than 217,000 followers (in contrast, two-time Emmy winner Julie Bowen of Modern Family has just 165,000), a testament to her high meltdown quotient. During a now infamous season-one freak-out, Lukasiak shrieked at Gisoni, "How many times has my daughter beat your daughter?" All of the children were still in the room.
The girls themselves seem to brush off the chaos and instead bask in the bit of hometown fame the series has provided. "It's really cool seeing ourselves on TV, but after a few minutes it gets boring because we know what happens," says Kendall, who dreams of being in a Broadway production of Hairspray. Seconds Brooke: "I like the episodes where they just show the dancing. I skip through all the moms' parts."