More stories

  • in

    Will Smith’s Slap Could Hurt His Family’s Brand

    Will Smith has spent decades radiating boundless likability. His family has become known for sharing therapy sessions online. His smack at the Oscars has complicated all of that.From his start as a goofy, G-rated rapper and sitcom star through his carefully managed rise as a blockbuster action hero, Will Smith has spent decades radiating boundless likability. But his amiable image was something of a facade, he wrote in his memoir, noting that a therapist had nicknamed his nice guy persona “Uncle Fluffy.”Mr. Smith said he had concocted this people-pleasing demeanor as a means of deflection during his turbulent childhood. “As an adult, he became my armor and my shield,” he wrote. “Uncle Fluffy paid the bills.”Mr. Smith wrote that he had another, less public, side: “the General,” a punisher who emerged when joviality didn’t get the job done. “When the General shows up, people are shocked and confused,” he wrote in “Will,” his 2021 memoir. “It was sweetness, sweetness, sweetness and then sour, sour, sourness.”Both sides of Mr. Smith, 53, were on display on one of the world’s biggest stages last week when he suddenly slapped the comedian Chris Rock during the telecast of the Academy Awards ceremony, complaining that Mr. Rock had insulted his wife of 25 years, Jada Pinkett Smith, with a joke. Soon afterward, Mr. Smith won the Oscar for best actor, and wept through his polarizing acceptance speech. Then he was off to the Vanity Fair party, dancing to “Gettin’ Jiggy Wit It,” his chart-topping hit from the last century, as though nothing had happened.Now Mr. Smith has resigned from the Academy of Motion Picture Arts and Sciences that just honored him with an Oscar, and which has condemned his actions and opened disciplinary proceedings against him. And he is confronting the very real possibility that a night which should have been the crowning moment of his professional career could wind up damaging a family brand rooted in his seemingly-authentic congeniality.For several years, a growing branch of Smith family enterprises has adeptly delivered reality-style revelation and emotional intimacy across an expanding number of platforms. Beyond Mr. Smith’s acting career and his introspective, best-selling memoir, there is the popular “Red Table Talk” show on Facebook Watch, in which Ms. Pinkett Smith, their daughter, Willow, and Jada’s mother, Adrienne Banfield Norris, hold forth on everything from racial identity to workout routines to the Smiths’ unconventional marriage.Mr. Smith’s upcoming projects include “Emancipation,” a $100 million, high-prestige drama for Apple; an action thriller at Netflix; a remake of “Planes, Trains and Automobiles” where he would star opposite Kevin Hart for Paramount; and the second installment of a travel series for National Geographic on Disney+. They are all under the banner of Westbrook Studios, the film and television arm of the media company that the Smith family started in 2019. It was valued at $600 million earlier this year when an investment firm bought a 10 percent stake.Could The Slap derail all that?It was not clear whether the incident would affect any of his current projects, like “Welcome to Earth” for National Geographic on Disney+.Disney+, via Associated PressNow that Mr. Smith may not be welcome at the Oscars and his public reputation has been tarnished, studios may be wary of hiring him at the moment for lead roles in their biggest films. The companies behind Mr. Smith’s upcoming projects declined to comment on whether they were altering their plans in light of recent events. But three talent agents, who were granted anonymity to describe private negotiations, said there had been indications that at least some of his upcoming projects could be hanging in the balance.Several public relations specialists who focus on crisis management warned that the incident could erode the good will that the Smiths have built up, while others suggested the fallout could be contained. “His brand is currently damaged goods worldwide,” said Mike Paul, a public relations expert. The Altercation Between Will Smith and Chris RockThe Incident: The Oscars were derailed when Will Smith slapped Chris Rock, who made a joke about Mr. Smith’s wife, Jada Pinkett Smith.His Speech: Moments after the onstage altercation, Mr. Smith won the Oscar for best actor. Here’s what he said in his acceptance speech.The Aftermath: Mr. Smith, who the academy said refused to leave following the incident, apologized to Mr. Rock the next day after the academy denounced his actions.A Triumph Tempered: Mr. Smith owned Serena and Venus Williams’s story in “King Richard.” Then he stole their moment at the Oscars.What Is Alopecia?: Ms. Smith’s hair loss condition played a major role in the incident.The veteran television producer Jonathan Murray, who has dealt with on- and offscreen drama and family brands in programming like “Keeping Up with the Kardashians,” said that the outcome for the Smiths depends on what steps they, and particularly Mr. Smith, take now.“I think most people would give him the benefit of the doubt,” said Mr. Murray, a co-founder of the production company Bunim Murray, which pioneered reality TV. “But it really will rest on whether we believe that he is authentically dealing with this.”Several friends and colleagues of Mr. Smith described the Oscars altercation as a puzzling aberration for a man who has spent his career almost fanatically hewing to professional standards.“What happened was inconsistent with any behavior I’ve seen working with Will Smith,” said Elizabeth Cantillon, a producer of “Concussion,” the 2015 film in which he played a doctor battling the N.F.L. “He was always exquisite. I think he’s part of the collective breakdown we are all having.”The incident came as Mr. Smith has appeared to be in a period of transition: seeking out loftier and more personal roles; expanding his media empire beyond film and television; openly discussing the abuse he witnessed his father inflict on his mother; and working on what he has described as self-understanding, through therapy, meditation and even hallucinogens.“Strategizing about being the biggest movie star in the world — that is all completely over,” Mr. Smith said in an interview with The New York Times Magazine in December. He added: “I want to take roles where I get to look at myself, where I get to look at my family, I get to look at ideas that are important to me. Everything in my life is more centered on spiritual growth and elevation.”Mr. Smith starred on the NBC sitcom “The Fresh Prince of Bel-Air” in the 1990s.Alice S. Hall/NBC, via Getty ImagesMr. Smith, a Philadelphia native, started performing as a teenager in the ’80s, in the rap duo D.J. Jazzy Jeff and the Fresh Prince, and quickly earned a Grammy — the first ever for best rap performance — for “Parents Just Don’t Understand.” A chance encounter with the producer Quincy Jones led to him starring in the hit NBC sitcom “The Fresh Prince of Bel-Air,” which ran from 1990 to 1996, featuring a hip-hop theme many children of that era can still recite. It was perhaps the last bit of his career that happened by accident. (Mr. Smith’s company recently developed “Bel-Air,” a dramatic reboot which just finished its first of two seasons on Peacock as the nascent streamer’s most-watched original series.)Mr. Smith then set out to make himself the biggest movie star in the world, and by many measures succeeded. With a business partner, James Lassiter, Mr. Smith plotted out, with actuarial zeal, the commonalities among hit movies: special effects, aliens, a love story. He became the face of summer blockbusters, with films including “Men in Black” and “Independence Day.” In his memoir, written with Mark Manson, he provides a handy, if boastful, chart of his prowess: from 2002 to 2008, he had eight consecutive films gross more than $100 million domestically.For the fans, he was always accommodating. But the mantle was heavy.“I am a Black man in Hollywood — in order to sustain my position, I can’t get caught slipping, not even once,” Mr. Smith wrote in his book. “I had to be perfect at all times.”Mr. Smith became the face of summer blockbusters with a string of hit films, including “Men in Black” with Tommy Lee Jones.Columbia Pictures/Getty ImagesPart of the image that Mr. Smith sought to project had to do with his seemingly-enviable family life: his creatively inclined children — Willow, 21, his son Jaden, 23, and Trey, 29, a son from his first marriage — and his union with Ms. Pinkett Smith, 50, an actress and musician. That portrait of stability cracked in recent years, especially when Ms. Pinkett Smith acknowledged, in a 2020 episode of “Red Table Talk,” that the couple had gone through a separation, during which she had been involved in what she called an “entanglement” with an R&B singer, August Alsina.Leveraging “Red Table Talk” as a sort of public therapy session, the Smiths have laid bare the details of some of their fiercest disputes, sometimes in the presence of Willow and Ms. Banfield Norris, Mr. Smith’s mother-in-law, who is known to viewers as Gammy. In one episode in 2018 the Smiths sought to dispel rumors, noting that they are neither swingers nor Scientologists, after reports over the years that they had donated money to causes affiliated with Scientology.“We have devoted ourselves to each other in a spiritual sense — spiritual, emotional — it’s like whatever she needs, she can count on me for the rest of her life,” Mr. Smith said in the episode. “We don’t have any deal breakers.”On “Red Table Talk,” their Facebook Watch show, topics include everything from racial identity to the Smiths’ unconventional marriage. Facebook WatchThe revelations about their marriage were met with public derision, including on the awards circuit. In mid-March, at the BAFTAs, Britain’s equivalent of the Oscars, the host, the comedian Rebel Wilson, joked about it when she mentioned Mr. Smith’s win for “King Richard.”“Personally,” she said, “I thought his best performance in the past year has been being OK with all of his wife’s boyfriends.” Mr. Smith was not present at that ceremony.At this year’s Academy Awards, even before Mr. Rock took the stage, Regina Hall alluded to the Smiths’ relationship in a comic bit in which she suggestively asked to personally inspect some of Hollywood’s most eligible bachelors, joking that their Covid test results had been lost. “Will Smith,” she said. “You’re married, but you know what, you’re on the list and looks like Jada approved you. So you get on up here.” He laughed and stayed seated.What did bring Mr. Smith to his feet, striding purposefully across the room to strike Mr. Rock, was an ad-libbed line about Ms. Pinkett Smith’s shaved head. It stung, Mr. Smith explained later, because Ms. Pinkett Smith has alopecia, which leads to hair loss. “A joke about Jada’s medical condition was too much for me to bear, and I reacted emotionally,” Mr. Smith explained in the apology to Mr. Rock and others he posted on Instagram Monday evening. For his part, Mr. Rock said at his comedy show on Wednesday that he was still processing the event. (A representative for Mr. Smith declined to comment. Representatives for Ms. Pinkett Smith and Mr. Rock did not respond to requests for comment.)For many viewers and fans, especially Black fans, the incident involving three of the highest-profile Black artists in Hollywood was fraught and did not lend itself to easy judgment. “It’s a really complicated moment, because of all the ways that it resonates with gender and race and power and brand,” said Miriam Petty, a film historian and professor at Northwestern University who studies Black stardom.Some commentators criticized Mr. Rock for what they deemed a low-blow joke. Others, like the actress Tiffany Haddish, who co-starred with Ms. Pinkett Smith in the comedy “Girls Trip,” applauded Mr. Smith for seeming to defend his wife’s honor, which Dr. Petty characterized as understandable in a world in which Black women and other women of color are not afforded the same social protections as their white counterparts. But was that stance anti-feminist? Did it glorify violence? “Again — messy, messy, messy,” Dr. Petty said.Since turning 50, Mr. Smith has relaxed, to some degree, his public image. A recent YouTube series, “Best Shape of My Life,” that ostensibly targeted his non-superhero dad bod was really about unbuckling his own strictures of behavior. He has traveled without security for the first time in years; at last learned to swim; and tried to come to terms, after the death of his father in 2016, with the toll that relationship took.In the statement announcing his resignation from the academy, Mr. Smith said, “Change takes time and I am committed to doing the work to ensure that I never again allow violence to overtake reason.”Now, as Mr. Smith seeks to rebound from this episode, he seems all but certain to do it with his family around him. In the aftermath of the Oscars, Ms. Pinkett Smith posted a message on Instagram: “This is a season for healing,” it read, using a watchword well-known to the 11 million Facebook followers of “Red Table Talk.” “And I’m here for it.”Julia Jacobs contributed reporting. Susan Beachy contributed research. More

  • in

    Hollywood’s First Family of Putting It Out There

    On the first page of Will Smith’s recent memoir “Will,” the global superstar recounts a gruesome story of watching his father strike his mother in the side of the head so hard that she spit up blood. The early chapters of the book continue in much the same way — a young Will, naturally charismatic and eccentric, takes on the role of family entertainer to save his mother, himself and everyone else.“I would be the golden child,” he writes. “My mother’s savior. My father’s usurper. It was going to be the performance of a lifetime. And over the next 40 years, I would never break character. Not once.”That he became a perpetual conqueror in his films starting in the mid-1990s — an alien-defeater in “Men in Black,” a robot-defeater in “I, Robot,” a mutant-defeater in “I Am Legend,” a druglord-defeater in “Bad Boys,” a George Foreman-defeater in “Ali” — might have been a trauma response, but it also turned him into one of the world’s most bankable actors. Off camera, he behaved much as he did on camera, revealing little: an unknowable person beloved by millions.Over the last couple of years, Smith’s muscles have slackened somewhat. He’s become a loose and only semi-rehearsed presence on Instagram and TikTok. In addition to his uncommonly vulnerable autobiography, he also recently appeared in a six-part YouTube Originals series, “Best Shape of My Life,” ostensibly about losing weight but more about the deepening fissures in the outer shell of his public-facing character. For decades, he became one with his hardened facade; now he’s melting it down.This pivot to transparency makes him the patriarch of a family that has lately made intimacy its stock in trade. The Smiths — Will, 53; his wife, Jada, 50; their children, Jaden, 23, and Willow, 21 — have become the first family of putting it all out there. Between Will’s newfound chill, Jada and Willow’s cut-to-the-quick chat show “Red Table Talk” and Willow and Jaden’s music, the Smiths have remade an elite old Hollywood unit for the new era of reality-driven celebrity.From left: Adrienne Banfield-Norris, Jada Pinkett Smith, Willow Smith and Will Smith in an episode of “Red Table Talk.”Facebook WatchTheir path has been the opposite of, say, the Kardashians’, the platonic ideal of the reality-TV clan that willed itself into more traditional stardom (forever blurring the lines between old and new fame along the way). The Smiths, by contrast, have downshifted from a conventional style of celebrity into the more fraught and garish one, and, crucially, have done so with a kind of grace — shocking, especially given the intensity of some of the revelations at play.Inside Will Smith’s WorldFor decades, the global superstar has won over audiences with his charm and charisma. Now, he is showing his more vulnerable side.A Commanding Presence: In a Times interview, the movie star reflects on his career, being a parent and learning to let go of perfectionism. ‘King Richard’: Here is what Smith said after he was nominated for an Oscar for his role as the father of Venus and Serena Williams. His Memoir: “Will” is a fairy tale of dazzling good fortune told by an admittedly unreliable narrator, our book critic writes. Hollywood’s First Family: Among his various roles, Smith is also the patriarch of a family that has made intimacy its stock in trade.Theirs is a perfectly timed reframing for the age of online confessional and trauma-based personal brands, especially for a family in which the parents are receding from the camera eye, and the children were famous before they ever had a choice to opt out. It is also a profound validation of the power of emotional directness and its destigmatization for the famous, turning the sorts of revelations that would have been relegated to salacious tabloids and unauthorized biographies in earlier eras into the stuff of self-empowerment.Will might be the Smith family member with the highest public profile, but it is Jada who helped draft the template of the family reinvention with “Red Table Talk.” The show, which appears on Facebook Watch, began in mid-2018, and quickly became known for unexpectedly vulnerable conversations, both with celebrity guests, and also between the hosts: Jada, Willow and Jada’s mother, Adrienne. Each woman holds her ground — take, for example, the episode about polyamory, in which Willow seems to baffle her co-hosts — but the inter-family good will prevents the show from ever erupting into true tension.Reality programming has only become an alternate safe space for the most famous in the last couple of decades. Previously, behind-the-scenes confessionals were more the purview of tabloids, an unsavory side effect of fame to be avoided at all costs. But beginning in the early 2000s, the era of “The Osbournes” on MTV, reality programming began to provide an escape hatch in which the famous could leverage their renown before being nudged toward the offramp of career irrelevance.It was novel then, and it ended up fomenting an entire cottage industry of second-chance grasps for attention, typically for C- and D-listers, both family docu-soaps and also shows like “Celebrity Rehab With Dr. Drew” and “Marriage Boot Camp: Reality Stars.” Social media extended the available possibilities, granting new oxygen for the well known who were on their way to becoming less well known.For the Smith family, “Red Table Talk” provided proof of concept — it was acceptable, and even desirable, for the most prominent celebrities to make confessionals part of their brand.More than one episode delves into the challenges of Will and Jada’s marriage, offering small brushstrokes of revelation about an oft-gossiped-about couple. They insist they will never split, because after surmounting unspecified challenges, “We don’t have any dealbreakers.” (At the end of the chat, Will aims to dispel some frequent rumors: “We’ve never been Scientologists, we’ve never been swingers,” though Jada does point out that the second is a term for a “specific lifestyle.”)Watch enough “Red Table Talk” after reading Will’s book and absorbing his YouTube series and you might encounter the same tale told a few different ways — he’s been workshopping this unburdening for some time. Unlike Jada, who approaches the show and sharing her truths more casually, Will has fully embraced this shift and is treating it like he would a blockbuster film: rehearsal, polish, flawless delivery.Smith promoting “Will” with Queen Latifah last year. The actor’s memoir is surprisingly candid.Matt Rourke/Associated Press“Best Shape of My Life” begins as a weight-loss show — Will has a mild dad-bod paunch. To address it, he flies to Dubai to work with his personal trainer, as one does. He wants the process filmed, he says, because “the cameras act like my sponsor — they keep me accountable.” He partakes in intense physical challenges — walking to the top of the Burj Khalifa, the tallest building on the planet, or navigating the Dubai Police Academy obstacle course — and is also working on his memoir.Soon, he begins to chafe at that accountability. Agonizing over the weight loss goal begins to feel like false tension. So does stress about the deadline for his book (underscored by what feel like staged voice mail messages from his assistant). Instead what unfolds is a tug of war between his compulsion to perform and his need to retreat. The fourth episode is titled “I Quit,” and then he continues for two more episodes — this is, after all, a Will Smith production. But seams are fraying: In the fifth episode, he crows, “[expletive] the budget, [expletive] the deadline — they’ll get what we give them.”Several segments of the show are given over to Will’s reading segments of his memoir to family members and friends. These moments limn vulnerability without ever detaching it from performance — Will cries about the challenges in his childhood home, and his onlookers, including his therapist, nod along. At least a few years past his box-office-domination peak, he has built a more scalable reward system.(And lest you forget that the family rebrand is in no small way a business venture, there are untold cross-promotional opportunities. On “Best Shape,” Will often wears clothes from his Bel-Air Athletics line. When the family gathers in Miami to hear Will read chapters about them, the table is stocked with the signature blue square bottles of Just Water, Jaden’s company.)Jaden Smith holding a bottle of his Just Water at a film premiere in New York.Noam Galai/Getty ImagesOnce the sort of superstar known for smooth maximalism, Will has experimented with this sort of behind-the-scenes content before: “Will Smith’s Bucket List,” a series on Facebook Watch, and “Will Smith: Off the Deep End,” a nature immersion doc. But the last year has constituted a multiplatform career rebrand in which Smith uses all the tools of celebrity in service of peeling back its layers.In his autobiography, he writes movingly of the tug of war he feels in regards to his father, who instilled in Will the discipline with which he would build his astronomically successful career but was also abusive. In one section, he suggests that he considered pushing his elderly father down a flight of stairs as retribution.But the real revelation about Will’s relationship to parental authority comes in “King Richard,” last year’s biopic about Richard Williams, father of Serena and Venus. Richard Williams was often maligned for the single-minded way he raised his daughters, but Will plays him empathetically as a stubborn hero, leaning into his doggedness but never making him an object of derision. (He was nominated for an Oscar for the performance.) No means are beyond bounds when the ends are so enviable.It’s likely the role has double meaning for Will — on the one hand, it’s a celebration of the transformative discipline he learned from his own father (in a non-abusive context), and on the other, it’s an argument for his own style of parenting. In both the memoir and at the Red Table, he speaks openly of how his heavy-handed fathering of Jaden and Willow exploded in his face on multiple occasions. When Willow’s first single, “Whip My Hair,” became a hit, she rebelled against the pressures of touring by shaving her head. The action film he made with Jaden, “After Earth,” was a colossal flop. (Will has another son, Trey, from his first marriage, who is a sometime D.J. and occasionally appears on “Red Table Talk.”)And yet the levelheadedness of the younger Smiths is somewhat remarkable. They are untethered thinkers in the way that children of privilege can often be, but they are also curious and empathetic and, all things considered, decidedly warm. (Listen to Jaden talk about learning how to navigate paying for dinner and you’ll melt.) Given their parents’s full-circle journey to untouchable celebrity and back, and given that they were born into a far more transparent generation, it’s easy to adapt to their family’s newfound visibility.Jaden has largely retreated from the spotlight, though he did release an album last year, “CTV3: Day Tripper’s Edition,” full of spacey dream-pop. When he shows up on “Red Table Talk” or in the “Best Shape of My Life” series, he appears almost impossibly wise.Willow has, relatively quietly, released five albums, recently homing in on a wiry pop-punk style that’s both tart and fashionable. Last year’s “Lately I Feel Everything” is her best album, and it includes the scarred anthem about duplicity “Transparentsoul” and raw songs like “Xtra,” in which she seeks space for a deep exhale: “I don’t mean to break so easily under the pressure/Need some time alone to breathe, I need some tree and fresh air.” And the album she released in 2020 as part of the duo called the Anxiety (which also includes Tyler Cole) features “Meet Me at Our Spot,” which became a huge hit on TikTok last year as a soundtrack for young creators to shamanistically lose themselves in dance.At the Red Table, Willow is a beacon of earnestness and humanity. Feeling deeply is the center of her public presentation; her conversation with Paris Jackson was less interview than sympathetic embrace. (At one point, Willow suggested that she’d cut herself in her younger years.) In her music and in her Red Table conversations, she grasps the futility of hiding her feelings, so she doesn’t bother.For Will and Jada, though, the high wire act of confession is, naturally, a reassertion of power. To be this vulnerable, effectively without fear of reprisal or public collapse, is perhaps the ultimate test of celebrity. The only question that remains is what secrets still lurk behind all this transparency. More