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      in Music

      Taylor Swift Fans Grapple With Joe Alwyn Breakup Reports

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      After “Entertainment Tonight” and People published stories reporting that the singer’s relationship with Joe Alwyn was over, many Swifties went online to vent their feelings.To quote Taylor Swift’s own lyrics, “The rumors are terrible and cruel, but honey most of them are true.”Fans of Ms. Swift spent much of the weekend grappling with the possibility that the “Midnights” singer and her longtime boyfriend, the British actor Joe Alwyn, had broken up, after reports from “Entertainment Tonight” and People magazine said the couple was through.“ET” was vague about how it had come by the information, saying in its story on Friday afternoon only that it had “learned” that Ms. Swift and Mr. Alwyn had split. A few hours later, People matched the report with a story of its own citing an unnamed person close to the pair as its source. Both outlets said the breakup had occurred weeks ago.With no comment from Ms. Swift, Mr. Alwyn or their representatives, fans of the singer were not sure whether to trust what they had read. Ms. Swift’s publicist, Tree Paine, did not immediately respond to requests for comment for this article.“I think it’s a poorly written, unconfirmed article,” Brittany Browning, a 30-year-old writer who lives in St. Petersburg, Fla., said of the “ET” story.She added that she didn’t believe the pair had really split up and predicted that Mr. Alwyn would make an appearance at Ms. Swift’s next concert stop, in Tampa, Fla., “out of spite.” (Mr. Alwyn has not been sighted at any of Ms. Swift’s tour stops thus far.)Another fan, Tiffany Hammer, a tarot card reader from Puyallup, Wash., was also skeptical. “I won’t believe it’s true until I hear something officially affiliated with Swift, whether that’s Tree or whether that’s her mom mentioning it casually in an interview a year from now,” Ms. Hammer, 37, said, referring to Ms. Swift’s longtime publicist, who has become a celebrity in her own right among fans. “As respectfully as possible, it’s none of our business until we know what she wants us to know.”Ms. Hammer noted that some Swifties have gone into an online frenzy as they try to digest the unconfirmed report.“On Reddit, people are combing through her lyrics about this supposed breakup and grieving something that’s not even confirmed yet,” she said. “It’s like, your poor parasympathetic nervous system. Give yourself a breather until you know everything.”Other fans accepted the reports as truth, albeit with caution.“I think that media literacy is really important, and I have the benefit of having a few more years on some of these newer Swifties or younger Swifties,” said Katherine Mohr, a 31-year-old project manager from Madison, Wis. “I’ve been through the wringer on celebrity gossip before and know who you can trust and who you can’t.”Ms. Mohr said she had not been quick to believe earlier gossip items concerning Ms. Swift, including those about marriage, pregnancy and some recent online speculation on why the singer had made a change in her set list, replacing “Invisible String,” a love song believed to be about her relationship with Mr. Alwyn, with a different number. But the articles from “Entertainment Tonight” and People were enough to persuade her that the breakup news was legit.“There is a seriousness factor to this that there wasn’t with any of those rumors, and we need to be able to tell the difference,” Ms. Mohr said. “Otherwise, we’re never going to be able to survive in celebrity culture knowing what’s true and what’s not.”Morgan Chadwick, 27, recalled meeting Ms. Swift at an event years ago and chatting with her about how the two women had been dating their boyfriends for the same amount of time. Ms. Chadwick, a graphic designer in Chicago, said she would often joke to her boyfriend, who is now her husband, that each new love song Ms. Swift wrote was about them.“He would always roll his eyes,” she said.“It’s sad, but also I’m an adult,” Ms. Chadwick added.She said she wasn’t sure what to make of the breakup reports. “They’ve been so private in their relationship that I don’t know that there’s going to be any sort of confirmation other than, like, she might make some comment at a show, or he’s going to show up at a show,” Ms. Chadwick said.Katie Devin Orenstein, 23, a recent college graduate living in New York, said she is counting down the days until she gets to see Ms. Swift at one of her concerts in New Jersey in May. She is, however, rethinking her outfit, which she had planned to wear as a nod to “Invisible String”: a teal shirt and yogurt shop employee uniform in homage to the line “teal was the color of your shirt when you were 16 at the yogurt shop.”She added that she’ll be looking to Ms. Swift for the final word on her relationship status.“Every single thing she does onstage, especially those surprise songs, everyone’s going to analyze it like it’s the damn Torah,” Ms. Orenstein said. More

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      in Theater

      The Enduring Appeal of ‘Wagatha,’ Now on Stage and Screen

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      A dramatization of the trial between the wives of two soccer stars is returning to the West End in London, joining TV shows, podcasts and documentaries about the high-profile spat.With its stage transformed into a green soccer pitch, “Vardy v. Rooney: The Wagatha Christie Trial” at Wyndham’s Theater in London last November promised its nearly sold-out audience a game, and the two women onstage were both trying to score a goal.But as two pundits ooh’ed and aah’ed from the sidelines, the actresses sparring were not playing soccer stars but the women married to them, caught at the center of an Instagram feud turned high-profile libel case that captured the British public’s attention last May and peeled back the curtain hiding the machinations of British celebrity and the glitzy world of English soccer.“I see it as a comedy of manners,” said Liv Hennessy, the writer of the play, which returns to the West End on Thursday at the Ambassadors Theater. “It’s a theatrical way for us to look at the way people behave in our current society.”The play is just one recent retelling of the real-life case that became known as the “Wagatha Christie” trial, in which Rebekah Vardy, the wife of the Leicester City striker Jamie Vardy, sued Coleen Rooney, the wife of the former Manchester United star Wayne Rooney, for defamation. The catalyst: Rooney’s accusation, on Twitter, that Vardy had leaked her personal information to the British press.The wives and girlfriends of soccer players — commonly known in Britain by the acronym WAGs — have long been followed by tabloids, but Rooney’s post caused an online furor. Its escalation into the legal realm led to breathless coverage, drawing in powerhouse lawyers and unearthing revelations about both women’s personal lives.The legal side of the long-running saga came to an end last July, with the High Court ruling against Vardy, saying that the reputational damage from the scandal was not libel and ordering Vardy to pay almost all of Rooney’s legal costs, which amounted to about £1.7 million, or $1.9 million.But the case’s power as a story has lived on, with production companies, documentary makers, podcasters and journalists finding the unfolding trial and its cast of characters just too irresistible not to dissect, all helped by the availability of the weeklong case’s court transcripts.“It’s the old adage of: You can’t write this,” said Thomas Popay, the creative director of Chalkboard TV, which produced a two-part dramatization, “Vardy v. Rooney: A Courtroom Drama,” that aired on Channel 4 in Britain last December. “We literally didn’t. We took the transcripts and recreated them.”Alongside the West End play and Channel 4 show, offerings for followers of the feud include a BBC podcast called “It’s … Wagatha Christie” and the Discovery+ documentary “Vardy vs Rooney: The Wagatha Trial.” Rooney has signed a Disney+ deal for a three-part documentary looking at the events leading up to the trial, and the saga is reportedly being considered for a retelling as part of the series “A Very British Scandal.”Rebekah Vardy, left, lost her defamation case against Coleen Rooney, right, in London’s High Court last year. Rooney described how she concocted a sting operation to reveal the betrayer.Daniel Leal/Agence France-Presse — Getty Images“All of us can relate to the idea of being betrayed — especially betrayed by someone who we trusted,” Popay said. “And on Vardy’s side — we can all relate to not being believed.”In her 2019 social media post, Rooney described how she concocted a sting operation to reveal the betrayer by posting false stories that were visible to a single account — Vardy’s — to test if they would turn up in The Sun, a London tabloid.The popularity of the post led to Rooney being nicknamed “Wagatha Christie” — a portmanteau of WAG and Agatha Christie, the mystery writer — for her detective work. Vardy quickly denied she was the leaker and sued Rooney for defaming her.“We are absolutely interested in people’s misfortunes and what goes on in celebrity lives,” said Adrian Bingham, a professor of modern British history at the University of Sheffield who has studied media and gender issues. The women’s involvement with the soccer world gave their dispute resonance with a wider audience, he added, while the legal case gave the non-tabloid media a legitimate reason to cover it. Producers of the adaptations say they have asked their own lawyers to look over scripts, lest they find themselves accused of defamation.The court transcript itself had moments and revelations that many say were ripe for re-enactment: a phone with key evidence in the form of WhatsApp messages, apparently lost to the bottom of the North Sea; lawyers in wigs formally reading out text messages from the women, some containing profanities; Vardy’s tears on the witness stand after cross-examination by David Sherborne, Rooney’s lawyer.“It was positively Shakespearean in terms of how it went down,” said Popay. “We decided the best thing to do and the most accurate thing to do was to completely recreate the trial by using the court transcripts verbatim.” His company’s show, which was commissioned in May during the trial and aired in December, drew 1.5 million viewers.In the Channel 4 show “Vardy v. Rooney: A Courtroom Drama,” Vardy is played by Natalia Tena, seen here arriving at court.Channel 4Hennessy, the writer of the West End play, also relied heavily on the court transcripts, but took liberties by leaning into the soccer world, structuring the play like a game itself. Reading the transcripts, she said she was struck by the humanity of the two women, who have both been criticized (Vardy has said that people made abusive threats toward her and her unborn baby following that fateful post, while the trial laid bare tensions in Rooney’s marriage and her experience growing up with fame).“It does ask how complicit we are in creating public figures, and tearing them down when they don’t meet our standards,” Hennessy said.Even at a rehearsal in late March, before the play’s official return, it was clear the trial continued to intrigue and perplex even the cast members. During a pivotal scene in which Rooney is grilled by Vardy’s lawyer on precisely why she made the fateful decision to share the feud with the world, the actors broke character to pose their own burning questions: Was that decision one of a calculating woman, or a woman at a breaking point? Why had she not privately confronted Vardy? And what did it feel like to live, as they imagined Rooney did, in a world where one’s image could become a public commodity?Though celebrity gossip can be easy to dismiss as frivolous, the two opponents in the trial were both women from working-class backgrounds who laid out one aspirational pathway for others like them, said Rebecca Twomey, an entertainment correspondent who has covered both women closely.“We like to put people on pedestals — and bring them down,” she said, adding that many people enjoyed a modern-day pantomime. “You might think they’re airhead WAGs, but these are two sharp, intelligent women.”Still, the enduring appeal of the high drama of “Wagatha Christie” is also simple, Professor Bingham said.“The reason people are telling it is not because it’s insightful,” he added. “It’s because it’s a great story — with great lines.” More

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      in Movies

      ‘Hot Ones’ Was a Slow Burn All Along

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      This YouTube talk show’s premise is simple: Disarm celebrities with deep-cut questions and scorchingly spicy wings. Nearly 300 episodes later, the recipe still works.Bob Odenkirk was dubious when he walked onto the set of the long-running YouTube interview show “Hot Ones” last month. He was, after all, about to take on the “wings of death,” as the lineup of treacherously spicy chicken is called.“I’ve heard such good things about the show,” Odenkirk told Sean Evans, its even-keeled host, once cameras were rolling, but “I think I’m perfectly capable of talking without having a part of my body injured.”Despite peppering the interview with a couple of F-bombs, Odenkirk, the Emmy-nominated actor from “Better Call Saul” and “Breaking Bad,” underwent a familiar shift: He’d warmed up — emotionally. Particularly after wing three, when Evans, quoting a 1989 Chicago Tribune article, asked him about his one-man show “Half My Face Is a Clown.”“That was far more entertaining and fun than I thought it would be,” Odenkirk said in the closing credits through spice-induced coughs.“Hot Ones” — a breakthrough pop-culture phenomenon in which stars eat 10 progressively fiery wings (or, increasingly, a vegan substitute) while being asked 10 deeply researched questions — has built itself into an online pillar, holding steady amid the shifting tides of digital media.Since 2015, First We Feast, the food culture site that produces “Hot Ones,” has aired nearly 300 episodes, almost all of which have amassed millions of views. Guests this season, its 20th, include Pedro Pascal, Bryan Cranston, Jenna Ortega and Florence Pugh. In the early days of the show, guests were mostly rappers, comedians and athletes. Now Oscar winners like Viola Davis and Cate Blanchett often occupy the hot seat, as do headliners like Dave Grohl and Lizzo. The two most watched episodes, with Gordon Ramsay and Billie Eilish, both in 2019, have a combined 165 million views. The astrophysicist Neil deGrasse Tyson popped in to discuss our place in the universe, and its place in us.Bob Odenkirk, the star of “Better Call Saul,” conquered the “wings of death” in March, during Season 20 of the show. Peter Fisher for The New York TimesEvans uses his affable, unassuming approach to his advantage, with his deep-cut questions disarming guests, as the wings set them ablaze. Often visibly suffering, the guests are swiftly won over by Evans’s knowledge of their careers and his uncanny ability to keep conversations on track, even when they come dangerously close to going sideways.When he asked Josh Brolin why the Geva Theater Center in Rochester, N.Y., was special to him, Brolin responded, “Literally the greatest questions I’ve ever been asked. Seriously. I’m blown away. I don’t know who’s working for you, but don’t fire them.” (Turns out, it’s the small theater where he earned his stripes as a character actor.)In recent years, “Hot Ones” has edged itself into the big leagues: with spoofs on “The Simpsons” and “Saturday Night Live,” and Daytime Emmy nominations for Evans and the show. Its influence seems to have rippled down into the bevy of late-night or online segments that test celebrities one way or another: “Seth Meyers Goes Day Drinking” or Vanity Fair’s lie-detector series.Since its start, Evans said, “We’ve lived through like four different new media generations over that time, and we’ve been able to ride those rocky waters just in like the smoothest way.”The show could have easily been pigeonholed as a novelty or gimmick, but Evans and Chris Schonberger, the co-creator and executive producer of “Hot Ones,” say its steady ascent is a product of their dedication to the craft of interviewing and, perhaps unexpectedly, to linear TV: New 20-30 minute episodes drop on Thursdays. “‘Hot Ones’ is a little bit of like a sitcom from the ’80s or ’90s,” Evans said, comparing its cozy watchability with “The Office” or “Friends.”Schonberger calls “Hot Ones” a “true Venn diagram,” where today’s emphasis on viral formats overlaps with time-tested journalism. “It’s rooted in doing the research, trying to be factually accurate, trying to be broader than the gossip of the day,” he said. Its North Star has always been to answer the classic question, “What would it be like to have a beer with that person?”Peter Fisher for The New York TimesDomonique Burroughs, now a senior producer for “Hot Ones,” has been with the show since the start.Peter Fisher for The New York TimesThis is all so much more than Evans, 36, and Schonberger, 39, could have fathomed when the idea was born almost a decade ago.First We Feast, started by Complex Networks in 2012 and led by Schonberger, was struggling to catch up to legacy food brands like Gourmet Magazine or Bon Appétit, with their thousands of recipes or restaurant listings. Then, in 2014, digital brands pivoted hard to video. “It was this amazing flattening of the landscape,” Schonberger said. “Suddenly we were not way behind the starting line, and we also had this brand that could credibly speak to pop culture and not just food.”And with platforms like YouTube evolving, Schonberger said, “People were looking for something to puncture the veneer of celebrity — how interviews were becoming more experiential and gamified.”“‘Hot Ones’ was just the dumbest idea of all time,” Schonberger said, only half-joking. “How is it, philosophically, that the dumbest idea is the best?”“It’s like, well, we can’t just have people get drunk or high,” he went on, “but I think we can get people to eat spicy food, which might just be hilarious.”“Hot Ones” started selling its own hot sauces in 2016, and in 2022, it sold more than two million bottles.Peter Fisher for The New York TimesPeter Fisher for The New York TimesThe N.B.A. star Shaquille O’Neal was a guest on the show in 2019.Peter Fisher for The New York TimesCasting someone formally was not in the budget, Schonberger said, so he went hunting for onscreen talent “down at the end of the hallway.” And there was Evans, who had been hosting segments for Complex News, playing golf with Stephen Curry, for example, or eating Dwayne (The Rock) Johnson’s diet.In the beginning, the show had a more contentious, unhinged quality (like a “Wild West U.F.C. barroom,” as Schonberger put it). Publicists, Evans said, would bring in their client, “half apologizing for it in front of us.” Conversations that Evans had during Season 1 (which didn’t feature any women) — like when he used numerous expletives during a question to Machine Gun Kelly about his relationship with Amber Rose — would not fly today.In 2018, Charlize Theron’s episode kicked open the door for top-tier female guests, like Scarlett Johansson and Halle Berry, previously difficult to book in part because of the show’s unconventional, unproven concept, which hadn’t quite broken out of its bro-centric box.Evans, left, with the creator of “Hot Ones,” Chris Schonberger. “How is it, philosophically, that the dumbest idea is the best?” Schonberger has asked himself over the years.Peter Fisher for The New York TimesIf you’ve pictured Evans going into hiding for a week before each interview to consume every part of his upcoming guest’s career, you wouldn’t be wrong. But he also gets a lot of help from his brother, Gavin Evans, the show’s researcher, who compiles a dossier on each celebrity that might be 50 pages long — no magazine profile, podcast interview, IMDb entry, Wikipedia page or archived local news story is left unplumbed.Sean Evans, a Chicago native who grew up admiring Howard Stern, David Letterman and Adam Carolla, turns out to have a knack for demystifying celebrity. Near the end of his interview, the Oscar nominee Austin Butler, who told a touching story about riding roller coasters with his late mother, hugged Evans, saying, “I’ve made a new friend that I hope stays in my life for a long time.” The night after Grohl’s episode, in which the two drank an entire bottle of Crown Royal whisky, Evans attended a friends-and-family Foo Fighters show.Despite consistently trending on YouTube, the show has managed to maintain some level of underdog appeal. Maybe it’s that a team of around 10 people has worked on it since its inception. This includes a hot sauce curator: Noah Chaimberg, the founder of the Brooklyn-based small-batch hot-sauce shop Heatonist. The lineup of sauces changes every season, but a mainstay is the brutal Da’ Bomb Beyond Insanity, a turning point in nearly every interview. The final wing tops two million on the Scoville scale.Or maybe it’s the unchanging bare-bones set: an all-black liminal space akin to the Looney Tunes void.The set was “a byproduct of us being broke,” Evans said, but it’s been a boon to the show. Though it often films in New York or Los Angeles, “we can pop that set up wherever,” Evans said, as when they traveled to Hawaii to interview Kevin Hart or London for Idris Elba. “The restrictions of the show became a superpower,” Schonberger said.The bare-bones “Hot Ones” set was originally “a byproduct of us being broke,” Evan said.Peter Fisher for The New York TimesSchonberger and Evans said that cable networks and other platforms have expressed interest in buying the “Hot Ones” brand, but they have prioritized their control over it, staying with YouTube and expanding their reach by creating and selling hot sauces (first conceived as a keepsake for superfans, then broadened exponentially to meet demand). They have had collaborations with Shake Shack, Reebok and Champion sportswear. And in 2021, Hot Ones started selling chicken bites in the freezer aisles of Walmart.And while “Hot Ones” wasn’t created with social media in mind, it is “made for it,” Schonberger said, with each wing being its own two- to three-minute segment designed to have a beginning, middle and end. Then come the reaction GIFs and compilations, which rack up millions of views on TikTok, along with videos of fans trying the sauces themselves.“We’ve just continued to focus on making the whole as good as possible and having faith that once it’s out in the world,” Schonberger said, “it belongs to the internet, and they’re going to find their ways to have fun with it and amplify it.” For the duo, who are admittedly bullheaded about their vision, the future will look a lot like the present.“I don’t really have these world takeover plans or aspirations. I think I’m just happier being a duke or being a baron on my little corner of the internet,” said Evans, who has eaten thousands of wings onscreen. “Hopefully I can just sustain this as long as my stomach will allow.”Peter Fisher for The New York Times More

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      in Television

      Bill Zehme, Author With a Knack for Humanizing the Famous, Dies at 64

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      A prolific biographer, he charmed his way into access to, and insights about, Frank Sinatra, Hugh Hefner, Johnny Carson and many others.Bill Zehme, whose biographies and magazine profiles humanized the celebrities he described as “intimate strangers” — the “shy, succinct” Johnny Carson; the “blank” Warren Beatty; Frank Sinatra, whose “battle cry” was “fun with everything, and I mean fun!” — died on Sunday in Chicago. He was 64.His partner, Jennifer Engstrom, said the cause was colorectal cancer.Mr. Zehme’s biography of Mr. Sinatra, “The Way You Wear Your Hat: Frank Sinatra and the Lost Art of Livin’” (1997), was a best seller. He also shared the author credit on best-selling memoirs by Regis Philbin (“I’m Only One Man!” in 1995 and “Who Wants to Be Me?” in 2000) and Jay Leno (“Leading With My Chin” in 1996).His other books included “Intimate Strangers: Comic Profiles and Indiscretions of the Very Famous” (2002), “Lost in the Funhouse: The Life and Mind of Andy Kaufman” (1999) and “Hef’s Little Black Book” (2004), a stream-of-consciousness collaboration with Hugh M. Hefner, the founder and publisher of Playboy magazine.Mr. Zehme’s biography of Frank Sinatra, published in 1997, was a best seller, and he and Mr. Sinatra remained close.Mr. Zehme (pronounced ZAY-mee) conducted what is widely believed to have been the last major interview with Johnny Carson, whom he called “the great American Sphinx” and whom the CBS anchor Walter Cronkite called “the most durable performer in the whole history of television” when Mr. Carson retired in 1992 after some 4,500 episodes of “The Tonight Show.”Mr. Zehme’s “Carson the Magnificent: An Intimate Portrait” was published in 2007, but he never completed the full-fledged biography he had planned.The Chicago-born Mr. Zehme was often said to have cultivated recalcitrant sources with his Midwestern charm. His portraits were not hagiography, but neither were they tell-alls, and he remained close to some of the subjects he interviewed, including Mr. Sinatra and Mr. Hefner.“Bill didn’t dig around for dirt or comb through the proverbial closet hunting for skeletons,” David Hirshey, a former deputy editor of Esquire magazine, said by email. “What interested him was more subtle than that. Zehme looked for the quirks in behavior and speech that revealed a person’s character, and he had an uncanny ability to put his subjects at ease with a mixture of gentle playfulness and genuine empathy.”That’s why,” Mr. Hirshey continued, “Sharon Stone covered by nothing but a sheet allowed Bill to interview her while lying side by side as they enjoyed a couples massage.”Mr. Carson, Mr. Zehme wrote in an essay for PBS in conjunction with an “American Masters” documentary on him, “rose to reign iconic as the smooth midnight sentinel king whose political japes and cultural enthusiasms mightily swayed popular taste at whim or wink.” That wink, Mr. Zehme noted, transmitted “surefire stardom to aspiring personalities, especially comedians, and privileged co-conspiracy to regular viewers who became his spontaneous partners in sly mockery.”Andy Kaufman, Mr. Zehme wrote, was “a pioneering practitioner of various cultural trends long before they ever became trends.”Delacorte PressOf Mr. Beatty, Mr. Zehme wrote: “He speaks slowly, fearfully, cautiously, editing every syllable, slicing off personal color and spontaneous wit, steering away from opinion, introspection, humanness. He is mostly evasive. His pauses are elephantine. Broadway musicals could be mounted during his pauses. He works at this. Ultimately, he renders himself blank.“In ‘Dick Tracy,’ he battles a mysterious foe called the Blank. In life, he is the Blank doing battle with himself. It is a fascinating showdown, exhilarating to behold. To interview Warren Beatty is to want to kill him.”Mr. Zehme provided tips from Mr. Sinatra about what men should never do in the presence of a woman (yawn) and about the finer points of his haberdashery: “He wore only snap-brim Cavanaughs — fine felts and porous palmettos — and these were his crowns, cocked askew, as defiant as he was.”“Mr. Sinatra’s gauge for when a hat looked just right,” Mr. Zehme wrote, was “when no one laughs.”He described the unorthodox and at times controversial comedian Andy Kaufman as “the pre-eminent put-on artist of his generation” and “a pioneering practitioner of various cultural trends long before they ever became trends.”William Christian Zehme was born on Oct. 28, 1958, the grandson of a Danish immigrant. His parents, Robert and Suzanne (Clemensen) Zehme, owned a flower shop in Flossmoor, a village south of Chicago and not far from South Holland, where Bill was raised.Mr. Zehme in 2017. “Bill didn’t dig around for dirt or comb through the proverbial closet hunting for skeletons,” a colleague said. “What interested him was more subtle than that.”Loyola University Chicago School of CommunicationHe graduated from Loyola University in Chicago in 1980 with a degree in journalism.One of his first books was “The Rolling Stone Book of Comedy” (1991). In 2004, he won a National Magazine Award for his profile of the newspaper columnist Bob Greene.In addition to Ms. Engstrom, Mr. Zehme is survived by Lucy Reeves, a daughter from his marriage to Tina Zimmel, which ended in divorce; and a sister, Betsy Archer.Mr. Zehme bridled at being identified as a celebrity biographer, although most of the people he profiled had been famous long before he wrote about them. They had not, however, seemed as familiar as next-door neighbors until Mr. Zehme wrote about them.“The celebrity profile is the bastard stepchild of journalism, and I’m embarrassed sometimes to be associated with it,” he told Chicago magazine in 1996.“The truth is, I have never written about a celebrity,” Mr. Zehme wrote in “Intimate Strangers.” “I have always written about humans, replete with human traits and foibles and issues, who also happen to be famous.” More

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      in Television

      The Problem With Celebrity Travel Shows? The Celebrities.

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      What used to be meaningfully informative programming, delivered by personable but only tangentially notable hosts, is gradually being swallowed up.In the resplendent green of Costa Rica, a peak reaches toward the clouds. Eugene Levy gazes up at it in awe. “That’s a volcano,” his host explains, adding that it last erupted about 10 years ago. Levy looks unsettled. “I was hoping it would be more dormant,” he says. The understated delivery is classic Levy, but it feels different, less endearing, in this context. The premise of Apple TV+’s “The Reluctant Traveler” is that the celebrity actor hasn’t liked to travel in the past, but is now pushing himself out of his comfort zone with televised trips to places like Finland, Italy and Japan. With that, he joins an increasingly established subgenre: the celebrity travel show. Netflix has “Down to Earth With Zac Efron.” TBS had Conan O’Brien’s “Conan Without Borders.” CNN had “Stanley Tucci: Searching for Italy,” which was both a celebrity travel show and a celebrity food show — another thriving subgenre, with entries from Selena Gomez, Amy Schumer, Jon Favreau and Paris Hilton.The idea behind these programs is the same as ever: You settle in and watch your host learn about new places. It’s just that, in these shows, it’s the host’s very celebrity that inevitably becomes the star around which everything revolves. Consider Levy and that Costa Rican peak: You’re offered one moment to admire a beautiful scene before the active volcano becomes the setup for celebrity quipping. The shows’ stars can rarely help drawing attention this way, whether it’s with solemn head-nodding or relentless cleverness. O’Brien, traveling in Armenia, is so shameless in his pursuit of laughs that he almost seems to embarrass his Armenian-American assistant. Stanley Tucci, eating cantucci in Florence, has to remark that “anything that ends in ‘tucci,’ I like.” The celebrity travelogue doubles as proof of just how hard it is for performers to subordinate themselves to their surroundings.The point of featuring celebrities seems obvious enough; in a crowded TV market, a familiar host can lure people to watch a new show. The trade-off, of course, is that the format and subject matter — whether travel or food or, say, home renovation — will find itself drifting toward the formal demands of a reality show, sacrificing its capacity to inform to its host’s own shtick or charisma. The things we see must serve the narratives and characters of the stars, providing opportunities to play to or against their images, drawing out their particular moods or charms. A result is a suffocating and often superficial take on how fascinating or delicious everything is. Eventually you come to suspect that each show would feel functionally identical no matter where you sent the celebrity — that Stanley Tucci could tour America’s bowling alleys, or Zac Efron could sample Midwestern diners, or vice versa, without much changing. This is happening across the TV world: What used to be meaningfully informative programming, delivered by personable but only tangentially notable hosts, is gradually being swallowed up by celebrity.I still remember the first time I traveled abroad, and the feeling I had emerging from the Paris-Nord train station to behold one of the world’s most beautiful cities. It made me feel alien and bracingly helpless. I was an outsider. That was the whole point of my being there. That decentered feeling never really went away, neither on that trip nor on later ones. I wouldn’t want it to.Celebrity travel shows tend to evoke something close to the opposite of that feeling. This is not to say that you can’t learn anything from them. It’s just that the celebrity at the center will generally steal the spotlight from the locale itself. Levy, interestingly enough, seems to exhibit some self-awareness about this phenomenon; per his show’s premise, he seems, at times, to progress from fear of travel to an embrace of travel’s helplessness. In southern Utah, he spends time with his guide in the quiet of night, discussing the stars and the spirituality of the desert. It’s a striking contrast to your typical celebrity fare, in that it seems to capture Levy giving himself over to the unfamiliar in a strikingly vulnerable way.But it’s fleeting. The show has Levy spending a lot of time at luxury hotels, where fame affords him deferential treatment. Earlier in the Utah episode, he spends breakfast chatting with a chef (who is making one very elevated pancake) about whether he’s ever cooked for Brad Pitt or George Clooney. Much of the series revolves around this kind of celebrity-centric riffing. The show’s entire premise, after all, revolves around Levy’s own experiences and hang-ups, not the curiosities of a viewer or a would-be traveler. Offered “crocodile schnitzel” at Kruger National Park in South Africa, Levy tells his guide, “I’m going to enjoy watching you eat that,” and quips that he’ll just take a vodka-tonic. In Lisbon, his guide tells him the Portuguese people like to explore the world, and asks if Levy does, too. The actor says that “adventure is my middle name,” and that world exploration is “in my nature,” but he’s then seen confessing his deceit to the camera: “That’s where acting comes in. You know, when you can hide ineptitude on a scale like that, give me an Oscar.” He is traveling as a character in his own travel series, all while ostensibly trying to break free from that character’s limitations and experience new places — which he can never quite do, because the show is ultimately about the character, not the places.Travel stories have often benefited from a guide, from Matsuo Bashō’s “The Narrow Road to the Deep North” in the 17th century to Peter Matthiessen’s “The Snow Leopard” or Pico Iyer’s “The Lady and the Monk” in the 20th to Anthony Bourdain’s “No Reservations” and “Parts Unknown” in the 21st. (Bourdain became a celebrity, but he had a curiosity and humility, an authenticity in his travels that could make him feel like he wasn’t.) These figures serve as proxies and narrators and cultural synthesizers, both standing in for us and offering us their impressions. When we come to trust them, it’s often precisely because they know how to step out of the way and help us engage with the places they’re exploring. The same goes for any other topic. We know names like “Julia Child” and “Bob Ross” because of how compellingly those people served their subjects, not because of their pre-existing star power. And, I suppose, because nobody at the time thought to develop “Learning to Paint With Mr. T.”I’m inclined to say the ideal travel show would merely be a video montage with someone reading a guidebook over it. The less narrative basis, the better. “Rick Steves’ Europe” and “Big City, Little Budget,” with Oneika Raymond, may be two series that come closest to that ideal, in that they’re basically video guidebooks. The hosts subordinate themselves to the places they visit. They aim to show people why to travel, and what it’s like — not to entertain them along the way.Not so today. In one episode of “The Reluctant Traveler,” Levy visits the Maldives, where he meets a local who seems eager to dispense some wisdom. “You really need to connect — remove your shoes, feel the sand,” he tells Levy, as the camera shows his bare feet and Levy’s footwear. You get the distinct feeling he’s saying this, in part, because it’s what Levy wants to hear. Still: Point taken. To center the place, you must decenter yourself. In travel, as in all things, fame is a distraction.Source photograph (Levy): Maarten De Boer/Contour by Getty Images.Nicholas Cannariato is a writer living in Chicago. He last wrote about common birds for the magazine. More

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      Laverne Cox on a Year as the Red Carpet Host of ‘Live From E!’

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      LOS ANGELES — Don’t get her wrong. Laverne Cox loves Joan Rivers.“Joan is for me the originator of everything,” Ms. Cox said. The comedian, who died in 2014, was the first host of “Live From the Red Carpet,” now called “Live From E!,” and perhaps the best-known red carpet commentator in history.Ms. Rivers could bite with the strength of a diamond-collared toy poodle, drawing blood that only sometimes splashed back on her. She’d scream and curse and fire off jokes about celebrities’ bodies and outfits. There was scorched earth all over the trails she blazed.“But I’m not Joan, there’s only one Joan, and the times are very different, too,” said Ms. Cox, 50, wrestling with whether she wanted to use the phrase “political correctness,” or if that was too dated. “It would be a tricky time for Joan.”Ms. Cox, the current star of E!’s red carpet show, doesn’t bite like that. She considers herself a nerd, particularly when it comes to the craft of acting — casually citing Chekhov in conversation, and once reciting a Macbeth monologue on air, egged on by Denzel Washington, while producers urged her to wrap it up.She skews more “fan girl” (her words) than “Fashion Police,” the former E! talk show with segments including “starlet or streetwalker.” Ms. Cox did make appearances as both a “Fashion Police” guest and subject. Giuliana Rancic, who preceded Ms. Cox as the network’s red carpet host, once praised her during a Screen Actors Guild Awards recap. “I love Laverne Cox,” she said, “and I don’t want to say anything bad.” Then she called her dress “hideous.”Generally, the red carpet no longer nurtures this kind of discourse. There has been a shift, over the last decade, from seeing famous people as wealthy elites deserving of mockery to just-like-us humans deserving of compassion. E! hiring Ms. Cox, whose first show as host was in December 2021, seems to be part of this shift.Laverne Cox at a “Live From E!” rehearsal on the champagne carpet, before Sunday’s Academy Awards. Sinna Nasseri for The New York Times“We were looking for a fresh voice and fresh perspective, particularly somebody who could be both a Hollywood insider and a fan,” said Cassandra Tryon, the senior vice president for live events for NBCUniversal television and streaming (NBCUniversal owns E!). “It’s like moving from a journalistic interview to a host of a party, and everybody wants to talk to the host.”The strategy, according to the network, has been working. While awards shows have struggled with viewership, the Grammy Awards’ live carpet telecast in February drew about 1.1 million viewers — the most for any E! program since 2020 (surpassing a season premiere episode of “Keeping Up With the Kardashians”).“It is a craft too, by the way, to be a host,” Ms. Tryon said, sitting in a room at the Hollywood Roosevelt, where the courtyard becomes an E! set during the Oscars. It was the eve of what she called the network’s Super Bowl.Oh, the humanity.“I feel nervous,” Ms. Cox said toward the end of rehearsals late Saturday afternoon. Outside of the Dolby Theatre, plastic still covered the champagne-colored carpet and mummified a jumbo Oscars statue facing the E! cameras.She had spent five hours on Friday reviewing and reworking questions for the nominees and presenters. There was a thick stack of cue cards for every name — some confirmed to stop and speak to Ms. Cox on the carpet, others more wishful. (“We always prep Cate” — Blanchett, that is — “and she never stops,” Ms. Cox bemoaned to her producers.) A card could have four questions, but once cameras start rolling, only one or two may make it to air.During rehearsal, she not only read her scripted lines, but she also practiced asking questions to stand-in actors playing Colin Farrell, Lady Gaga and more. Sinna Nasseri for The New York TimesThe Oscars carpet is a particularly overstuffed carpet; E! doesn’t get a platform here, unlike at some other ceremonies. Which means there is a steady torrent of people — attendees, staff, photographers, publicists, assistants — jostling behind Ms. Cox as she works.Her interviews must be quick, to maximize the number of high-profile guests featured during E!’s three-hour broadcast, which jumps between Ms. Cox’s carpet interviews and a group of commentators at the Hollywood Roosevelt, or stationed on a nearby rooftop.Ms. Cox has an earpiece and at least two people cuing her on-site: a stage manager and a supervising producer named Sam Bellikoff, the creator of the cue cards and master of pronunciations (“Ana de Armas,” “Banshees of Inisherin”), who sometimes sits at Ms. Cox’s feet, tapping her leg. (One piece of E! interviewing wisdom imparted by Ms. Tryon: Skip asking people how they’re feeling, since everyone asks that, and the answers are often generic.)In explaining what she’s trying to accomplish as a host, Ms. Cox pointed to a Grammys interview with Machine Gun Kelly, in which he admitted to lacking “self-love,” in the context of losing awards. Ms. Cox told him: “Ultimately, there’s nothing outside of us that can make us love ourselves more. It has to come from inside.”That moment epitomized her desire to “create space for people to come and be themselves,” she said. “It can be frivolous. It can be silly.” She has no problem screaming as if she’s about to faint, casually asking her co-hosts for “tea” or referring to her interview subjects as just “girl.”“But it can also be deep,” she said. “What does it mean to be human?”“Thank you for sharing that,” Ms. Cox told Machine Gun Kelly at the Grammys in February, after he spoke about his need for validation.E!She interviewed Questlove, who won best documentary feature in 2022, at the Academy Awards on Sunday. E!Speaking to Questlove on Sunday about his next documentary — about Sly and the Family Stone and mental health in the Black community — Ms. Cox cited the phrase “post-traumatic slave syndrome,” coined by Joy DeGruy. “Where was the mental health after emancipation?” Ms. Cox said. Later in the show, she asked the director Sarah Polley about Rooney Mara’s use of a fart machine on the set of “Women Talking.” She whips between nuance and nuttiness.“In doing this job, I feel like the public has gotten to see a different side of me,” said Ms. Cox, who is best known for her role on “Orange Is the New Black,” which was on Netflix from 2013 to 2019, and earned her four Emmy nominations and two SAG ensemble acting awards. “It’s been a different way for me, hopefully, to highlight people’s humanity. As an artist, we’re arbiters of empathy and humanity. And I think it’s possible as a red-carpet host to also do that.”Yet it’s harder to do that in 60-second increments, in the heat of a celebrity battle zone, dodging Molotov cocktails of opulence and Ozempic.Speaking by phone on Monday, Ms. Cox said she felt “off” during the previous night’s broadcast, during which she completed 31 interviews (according to E!). She had some trouble breathing comfortably after choosing a particularly tight corset to wear with her Vera Wang gown (“ethereal Blade Runner,” she called the sea-foam-and-black look), and she noticed the Oscars guests seemed more weary, compared with their excitement at the start of the awards season.Ms. Cox between interviews (she did 31 of them) on Sunday.Sinna Nasseri for The New York TimesMs. Cox is handed cue cards with questions printed on them from a large alphabetized stack.Sinna Nasseri for The New York Times“I think I was frustrated with wanting to have deeper interactions and having so little time,” she said. “I’m always looking for connection. I’m always looking for something that feels authentic and unexpected.“There’s never enough time.”‘What story are you telling us with this look tonight?’If there’s one thing alone that will define Ms. Cox’s tenure as a red carpet host, it’s the way she has retooled the question “Who are you wearing tonight?”Backlash to that question began to swell in 2015, when celebrities including Reese Witherspoon drew attention to a campaign called #AskHerMore. After the #MeToo movement took off in late 2017, there was a call for interviewers, including Ms. Rancic and Ryan Seacrest on E!, to ask more substantive questions too.Yet Ms. Cox, a fashion enthusiast — she wore a vintage Mugler suit to her rehearsal Saturday — had no intention of eliminating the discussion of fashion. After she took over the hosting job, she asked attendees: “What story are you trying to tell with your look tonight?”The quality of answers vary. Sometimes they’re funny or thoughtful, and sometimes, as Austin Butler said of his Saint Laurent suit on Sunday night: “I don’t know what story I’m telling you. I just thought it was a beautiful tuxedo.” That’s fine with Ms. Cox, too. “The question for me is just an invitation to think differently about what we put on our backs,” she said.It is a question that has been applauded by the Representation Project, the organization behind the #AskHerMore campaign: “The way that she is approaching questions about fashion is a layer I’ve never seen on the red carpet,” said Caroline Heldman, the executive director. Ms. Heldman added that there is still work to be done. The Representation Project tracked four hours of red carpet coverage on Sunday night — two on ABC and two on E! — and found that women were still twice as likely as men to be asked about what they were wearing.A hair and makeup touch-up on the red carpet. Ms. Cox had “never worn anything like this Vera Wang dress before,” she said. “It’s good to take risks.”Sinna Nasseri for The New York TimesBut the question is also rooted in Ms. Cox’s experience as a transgender woman. “My own relationship to fashion has always been an attempt to communicate to the world who I am,” she said. “Pre-transition, there was someone inside that was not reflected on the outside.”Generally, though, Ms. Cox said she appreciates that her identity and activism aren’t at the forefront of her hosting role: “What I do love about my job at E! is that, particularly as a host, I’m openly trans, but it’s not about me being trans.”Last month, at the Grammys, Ms. Cox was approached by Dylan Mulvaney, a TikTok creator who has been documenting her own transition, and who wanted to make a video with Ms. Cox. In the clip, Ms. Cox cautioned Ms. Mulvaney to “make sure you keep things to yourself — everything cannot be the public.”It was classic advice from Ms. Cox, who considers herself a private person. She referred to “having a cry” recently over not spending much time with her boyfriend, though when she was pressed for more details, she said she was “trying to keep him off the radar.”Ms. Tryon said E! considers Ms. Cox’s activism “as a plus” that gives her “a unique connection to celebrities.” That connection is the priority, Ms. Tryon said, along with “how to make it fun and light and safe for Laverne’s guests.”Ms. Cox said the only hesitation she had before taking the hosting job was whether it would make people in the industry, and in the public more widely, “forget that I’m also an actor,” she said. She is less worried about that now. Next week, she’ll travel to Georgia to begin work on a sitcom produced by Norman Lear. Her contract with E! runs through the end of 2023.But her appreciation for acting is not something that many in her E! audience — those watching the long hours of rapid interviews — are likely to forget. Often her questions and comments touch on the preparation and physicality and history of acting. She once got a note from her producers that said the audience didn’t like these craft questions, she said. It didn’t stop her.“I’m an actress,” she said. “I’m obsessed with craft.” More

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      Acting Awards Without Gender Categories? Here’s Where Celebrities Stand

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      Nominees at the Screen Actors Guild Awards in Los Angeles on Sunday were split on combining award show categories for best actor and best actress.LOS ANGELES — On the red carpet before the Screen Actors Guild Awards at the Fairmont Century Plaza in Los Angeles on Sunday, stars answered the usual questions. Were they excited to be here? Yes. How did it feel to be recognized? Amazing. What TV show would they want to guest star in? “The White Lotus.”But one question we posed made nearly every person stop, ponder for several seconds and then deliver a thinking-aloud answer, often with a caveat or a pivot in the middle:“Should major award shows eliminate separate acting categories for men and women?” we asked.The ongoing debate over gender-neutral acting prizes, which could also mean fewer nominations for everyone, is part of the conversation again this awards season. In 2021, the Gotham Awards, which honor independent films, nixed separate acting categories for men and women. Last year, the Brit Awards, Britain’s equivalent of the Grammys, merged its categories for best male and best female artist of the year into one gender-neutral top prize. And this year, the event faced backlash for not nominating any women for the award. The Grammy Awards eliminated many gendered categories beginning with the 2012 ceremony.Nonbinary actors such as Emma Corrin, who are often forced to choose a category in which to be considered, have called for gender-neutral award categories. The trans nonbinary performer Justin David Sullivan from the Broadway musical “& Juliet” withdrew their name from consideration when the Tony Awards eligibility rulings were announced earlier this month, putting public pressure on the awards. (Both the Academy of Motion Picture Arts and Sciences, which hands out Oscars, and the Television Academy, which handles the Emmy Awards, are looking into nongendered categories, according to The Los Angeles Times. Nominees are already able to request gender-neutral wording on their awards at both events.)The immediate response of many attendees at the SAG Awards was a desire for awards to be more inclusive.“I think it’s a positive thing,” said Will Sharpe, who plays Ethan Spiller, the workaholic tech nerd married to Harper on Season 2 of “The White Lotus,” which won the top TV award for a drama series on Sunday night, noting he believed it would “level out the playing field.”Will Sharpe from Season 2 of “The White Lotus” at the SAG Awards. Aude Guerrucci/Reuters“Why not?” said Michael Imperioli, who plays the womanizing Hollywood producer Dominic Di Grasso on “The White Lotus,” on combining the acting categories. “It’s all one big acting soup.”Other nominees addressed the potential benefit for nonbinary actors.“There are people who don’t want to be defined by gender, and I want to help make awards more inclusive for them,” said Rhea Seehorn, who plays the lawyer Kim Wexler in “Better Call Saul,” which was nominated for outstanding performance by an ensemble in a drama series for its final season.But then she paused.“At the same time,” she added, until women and nonbinary performers are afforded “as much screen time as the men, it’s not very fair to compare the performances.”Top awards often go to the actors who spend the most time onscreen, and a recent study found that, in 2021, in the top 100 grossing films, male characters outnumbered female ones by almost two to one.Jamie Lee Curtis, who won the supporting-actress statuette for her role in “Everything Everywhere All at Once” over the Golden Globe winner Angela Bassett (“Black Panther: Wakanda Forever”) and the BAFTA winner Kerry Condon (“The Banshees of Inisherin”), echoed Ms. Seehorn’s indecision.Jamie Lee Curtis won a SAG Award for outstanding performance by a female actor in a supporting role for her part in “Everything Everywhere All at Once.”Frazer Harrison/Getty Images“I’m all for inclusion, which is the most important thing,” she said, “but, at the same time, I want to make sure that the most opportunities are available to people. I know a lot of people believe in same-sex education. There are a lot of young women who get very quiet when the boys get really loud.”Female nominees in particular expressed concern that the idea of a single prize would put men at a distinct advantage because of the richer and more numerous roles available to them.“There’s still a lot of male parts,” said Patricia Arquette, who plays Harmony Cobel, Mark’s domineering boss, in “Severance,” which was nominated for outstanding ensemble performance in a drama series. “I don’t know if that would be fair.”Patricia Arquette plays Harmony Cobel in “Severance,” which was nominated for outstanding performance by an ensemble in a drama series.Jordan Strauss/Invision, via Associated Press“Until there’s a 50-50 opportunity, then we still need to have our own categories,” said Olivia Williams, who plays Camilla Parker Bowles in Season 5 of “The Crown,” which was also nominated for best ensemble performance in a drama series.Sarah Polley, the writer and director of the female-focused film “Women Talking,” which examines sexual assault in a religious community, said the potential for parity in consideration had to be weighed against the realities of the film and television industries.“What none of us want to see is a general acting category where it ends up being all-male nominees,” she said, “Which I think is the fear — and that’s a genuine fear.”But, she added, there were also important considerations to weigh that extend beyond fairness to the issue of fundamental identity.“We have a nonbinary actor in our cast,” she said, referring to August Winter, who plays Melvin, a character who lives as an openly trans man in a patriarchal society. “And there would have had to be a choice made between male and female, neither of which was accurate.”Members of the cast of “Women Talking” from left, Liv McNeil, August Winter, Kate Hallett, Michelle McLeod, Sheila McCarthy, Sarah Polley, Rooney Mara, Claire Foy and Jessie Buckley.Jordan Strauss/Invision, via Associated Press“I’m not sure what the solution is,” she added, “but it certainly can’t stay the way it is, because it is excluding people from being recognized.”Mx. Winter, who uses the pronouns they and them, said they supported gender-neutral categories because they “honor the person who is making the art.”“Right now, you need to choose,” they said, referring to awards that separate categories for men and women. “And I don’t think people should be put in that position.”Other nominees noted, however, that they were concerned that combined categories would lead to fewer performances being recognized.Ms. Bassett said that collapsing the categories could lead to fewer chances for recognition. “I don’t like it,” she said. “Not enough opportunity.”Angela Bassett was nominated for a SAG award for outstanding performance by an actress in a supporting role for “Black Panther: Wakanda Forever.”Jordan Strauss/Invision, via Associated PressJon Gries, who plays Greg Hunt, the scheming husband of Jennifer Coolidge’s character, Tanya, in “The White Lotus,” echoed that concern. “When you have best actor, best actress, you have more awards,” he said. (“We like more awards,” said Sabrina Impacciatore, who plays the series’s uptight hotel manager, as she strolled up and put a hand on his shoulder.)Sally Field, who received a lifetime achievement award for her nearly six-decade TV and film career on Sunday night, expressed a general frustration with the competitive nature of awards. “It’s hard to compare actors, whether they be male or female, because the roles are so different,” she said. So the idea of a rule change that would recognize even fewer performances was befuddling to her.“Why would you do that?” she said, looking as though someone had just suggested she go roll through the mud in her ball gown. “I mean, you already can’t even compare Cate Blanchett and Viola Davis. They’re both beyond belief.”Quick Question is a collection of dispatches from red carpets, gala dinners and other events that coax celebrities out of hiding. More

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      Maya Rudolph’s Super Bowl Challenge: Make M&M’s Sweet Again

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      Unpopular companies and brands in trouble go with a strategy of hiring a likable celebrity and hoping for the best. But they might be better off with a puppy.There are 179 actresses who are better known than Maya Rudolph, including Whoopi Goldberg (third most famous), Lindsay Lohan (15th) and Gwyneth Paltrow (32nd). But Ms. Rudolph is more likable than those three and many others who are household names, according to the market research firm YouGov.So it made sense that M&M’s, the candy that has found itself in the cultural cross hairs, would enlist Ms. Rudolph as its corporate pitchwoman and make her the star of a commercial scheduled to air during Super Bowl LVII on Sunday.Nearly 75 percent of the people who have heard of Ms. Rudolph said they liked her, and her popularity was on an upswing in the fourth quarter of 2022, YouGov reported in its most recent ranking. Ms. Goldberg and Ms. Paltrow each came in around 55 percent, and Ms. Lohan at 39 percent.Ms. Rudolph, a “Saturday Night Live” cast member from 2000 to 2007, is likable enough to make the multibillionaire she plays seem down to earth on the AppleTV+ series “Loot.” She managed something similar more than a decade ago in “Bridesmaids,” winning over audiences as a bride-to-be who develops bride-zilla tendencies. Now she will attempt to do the same for a candy brand in trouble.M&M’s got some blowback from cable pundits and social media warriors after it made cosmetic changes to its long-running cartoon characters. The Fox News host Tucker Carlson and others accused the brand of “woke” advertising, arguing that the “spokescandies” had lost their sex appeal. A point of contention was that one of the cartoon candies had replaced her high-heeled go-go boots with sneakers — and at times it was hard to tell if M&M’s was trolling right-wing commentators with its promotional stunts or if it was the other way around.“M&M’s will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous,” Mr. Carlson said on his show more than a year ago. He was at it again last month, saying, “The green M&M got her boots back but apparently is now a lesbian, maybe, and there is also a plus-sized obese purple M&M.”In the commercial to be shown during the second quarter of Sunday’s game, Ms. Rudolph will try to calm the brouhaha. (A spokeswoman for M&M’s “Chief of Fun” declined to comment for this article.)Marketers, especially those trying to create an appealing image for unlikable industries like pharmaceuticals and airlines, know that a bit of charm can do a lot to disarm doubters and critics. In addition to Ms. Rudolph, other “Saturday Night Live” alumni have brought some warmth to companies that could certainly use it. Amy Poehler, whose affability set the tone for the sweetly humorous sitcom “Parks and Recreation,” has taken on the challenge of making a cable, internet and phone company seem sympathetic in a series of commercials for Xfinity. Cecily Strong, who left “Saturday Night Live” in December after a 10-year run, has lent her services to Verizon.Rashida Jones, a onetime regular on “Parks and Recreation” and “The Office,” manages to make banking seem almost fun in commercials for Citi. Jennifer Coolidge, an endearingly kooky addition to the America’s Sweetheart club thanks to her performance on “The White Lotus,” was featured in two Super Bowl commercials last year: one for Uber Eats, which had faced criticism for its treatment of pandemic-shocked restaurants and gig workers, and another for FanDuel, part of a growing sports betting industry that has drawn worries about gambling addiction.Put on a happy face: Cecily Strong, Amy Poehler, Rashida Jones and Jennifer Coolidge have all appeared in commercials for brands that needed help with their public images.But companies can sometimes make a misstep in their attempts to capitalize on the amiability of certain celebrities. In 1984, Burger King introduced “Mr. Rodney,” a character based on Fred Rogers, the esteemed host of the PBS children’s show “Mr. Rogers’ Neighborhood.” Wearing a cardigan, Mr. Rodney addressed the camera in a gentle voice: “Hi, neighbors. Today’s new word is something McDonald’s does to every burger: Let’s call it ‘McFrying.’ Can you say that?”One call from the real Mr. Rogers got the commercial bounced from the airwaves. “Mr. Rogers is one guy you don’t want to mess with, as beloved as he is,” an apologetic Burger King spokesman said at the time.Beer companies may not need the assistance of likable celebrities as much as banks and phone companies, but Anheuser-Busch InBev is taking no chances on Sunday, with several Super Bowl commercials, including one starring Serena Williams.Likability “is paramount” in the choices of corporate spokespeople, said Shana Barry, the head of celebrity, entertainment and influencers at Anheuser-Busch. “You want to associate with a talent that is having a good time,” she said. “We want to make sure that you’re paying attention to the ads and that you can connect with them onscreen.”Social scientists who have delved into the mysteries of likability point to the mere exposure effect (sometimes known as the familiarity principle), which posits that people tend to like something the more they are exposed to it. They also cite emotional contagion, a phenomenon in which people often sync up with the emotional state of others in their orbit, meaning that viewers may get a lift when they see someone having a good time in a TV commercial. And a 2021 academic study found that experts who testify in civil and criminal trials have an easier time persuading jurors if they are perceived as likable.“The essential elements are true no matter who you are,” said Natalie Anne Kerr, a psychology professor at James Madison University. “Companies can manipulate the situation to promote liking and connection to their ambassadors, especially if they’re actors who can intentionally choose to play the role of a likable person.”Keanu Reeves appeared in a 2018 Super Bowl commercial for Squarespace.But being seen as trying too hard to be liked can backfire, Dr. Kerr said. Truly likable people show vulnerability (this is known as the pratfall effect) and are relatable (the similarity attraction effect). See Keanu Reeves, who appeared in a 2018 Super Bowl commercial for Squarespace, doing a motorcycle stunt while reciting the words of the 1983 cult hit “Adventures in Success” as the track played in the background. Quirkiness may also be an asset, Dr. Kerr added, noting that one of her favorite actors is Nick Offerman, who is known for playing gruff but kind loners, as well as for his good-natured appreciation of carpentry and his wife.Tone deafness can destroy likability, said Mitch Prinstein, a psychology and neuroscience professor at the University of North Carolina and the chief science officer at the American Psychological Association.“We always tell elementary school kids that they can’t walk up to a bunch of kids playing Legos and say, ‘That’s stupid; let’s play with trucks,’” said Dr. Prinstein, the author of “Popular.” “You can include your truck with the Legos, but you can’t just disregard the group norm.“The same thing applies to adults,” he continued, “whether you’re leading a boardroom or you’re a celebrity. You have to read the room.”Public figures may have a tougher time connecting with audiences when they become so famous and wealthy that they lose touch with everyday experiences, he added. An out-of-touch star is rarely likable, especially at a time when fans have grown accustomed to joining their favorite entertainers on social media as they document a date night or grocery run.Rather than relying on big stars to pitch products, some companies are tapping TikTok tastemakers and Instagram nanoinfluencers to chase niche groups. “Brands are really looking for authenticity, for somebody that can talk about the brand in a way that others might not be able to,” said Adma Ortega, who handles celebrity and influencer relations for the Wieden & Kennedy ad agency in New York. “They want to talk to a specific audience, because you can’t talk to everyone anymore.”Some companies break through the noise by ignoring likability altogether, as Samsung did in building ads around the reality TV star Christine Quinn, who once said of her role on “Selling Sunset”: “I love being the villain, and I wouldn’t have it any other way.”Deciding on a spokesperson is increasingly complicated, involving metrics like social media follower counts, audience demographics, algorithmic calculations including the Klear Score, the Aspire authenticity score and E-Score polls. After the Super Bowl, Anheuser-Busch and other companies will study rankings like Ad Meter and the Super Clios to see how viewers reacted to their commercials.Some firms still use the Q Score, a nearly 60-year-old measure of appeal that costs $1,750 per name. Clients get a detailed breakdown of sentiment among different demographics, and can also buy a full work-up of more than 1,200 personalities or a ranking of celebrities customized by their appeal to a particular audience. The score is used by ad agencies, movie studios, TV networks, lawyers and estates, said Steven Levitt, the president of the Q Scores Company.The “Q” stands for “quotient” — a reference to how the rating is calculated, by dividing the percentage of respondents who say a celebrity is one of their favorite personalities by the percentage of those who have heard of the person. Another part of the rating evaluates unpopularity. The highest score ever, a 71 in 1985, went to Bill Cosby; nowadays, celebrities rarely score above the low 40s, Mr. Levitt said. Ms. Rudolph’s score is 19, three points above the average for actresses, he said.Ad makers often ignore Q Scores in favor of gut instinct, Mr. Levitt added. “A lot of decisions are not based on data,” he said. “They’re based on creative appeal, or the strength of an executive to outshoot and overpower subordinates and say, ‘No, I think this is the way to go.’”But celebrity likability may not last. It takes only one slap at the Oscars, one rude complaint about an omelet, or one too many reports that a nice talk show host with a penchant for dancing was perhaps not so nice after all.Which may be why some of the most popular Super Bowl commercials of recent years have had no recognizable celebrities front and center, according to an analysis by the measurement firm iSpot.TV. Last year, the most likable ad featured a variety of wild animals grooving to the 1987 Salt-N-Pepa hit “Push It” after sampling some Flamin’ Hot Doritos.And the stars of the most likable spot on record, a Budweiser commercial from 2014? Clydesdale horses and a golden retriever puppy. More