According to recent data, the popularity of Will Smith with the public plummeted after his slap in the face at the Oscars. According to Variety Intelligence PlatformWill Smith’s Q Score, the industry-standard method of measuring the attractiveness and popularity of Hollywood stars, plummeted after he took the stage and slapped the comedian Chris Rock at the Academy Awards on March 27.
Measured twice a year, in January and July, the Q Score asks 1,800 American consumers aged 6 and over about a celebrity’s popularity, and derives a positive number and a negative number. With a positive Q Score of 39 in January 2022, Smith ranked among the five to ten highest rated actors, alongside stars such as Tom Hanks and Denzel Washington. Smith’s positive ranking fell from 39 to 24 in July 2022, the first study after the slap. This represents, according to the Executive Vice President of Q Scores, Henry Schafer, “a very significant and precipitous decline”. Smith’s negative score also increased significantly from January to July, suggesting he was negatively affected by the slap. Smith’s negative Q-score more than doubled from less than 10 to 26. According to Schafer, the average negative Q-score is around 16 or 17.
Rise of Chris Rock’s notoriety
Jada Pinkett Smith, the target of Chris Rock’s prank that led her husband to storm the stage, also found that his positive Q score dropped and his negative Q score increased after the slap. His positive Q score dropped from 13 to 6, while his negative Q score increased significantly from 29 to 44. Rock, meanwhile, experienced no change in his positive or negative Q score, remaining at 20 and 14 respectively. However, Rock saw a significant jump in another Q score, which measures the actor’s awareness among the public, from 66 to 84.
The rise and fall of Will Smith’s new Q Scores varies by demographics. According to the study, women and non-black respondents rated the actor more negatively than men and black respondents. Among the men and black consumers surveyed, Will Smith’s negative Q Score only increased by nine points, from 7 to 16 – thus reaching the average level for a negative Q Score. However, Smith’s positive Q score dropped significantly for both groups: from 49 to 35 among black respondents and from 35 to 22 among non-black respondents.
A drop in popularity much less than that of Tiger Woods
The day after the Oscar slap, the freshly-winning actor released a written statement apologizing to Rock, the Academy, and “everyone in attendance and all viewers of the whole world “. In July, he posted a mea culpa video on YouTube titled “It’s been a minute…” in which he apologized to Rock, his family and his friends.Ahmir “Questlove” Thompson, whose Oscar-winning documentary was overshadowed by the slap. Chris Rock joked about slapping in stand up shows with Dave Chappellebut it looks like he “didn’t need to tell Will” about what happened.
Despite the magnitude of the slap, Schafer notes that Smith’s decline is “not as severe as what I’ve seen for other celebrities who have experienced anti-social events,” citing the infidelity scandal as an example. of Tiger Woods in 2009. However, Q scores are sometimes difficult to predict, as is the case for Johnny Deppwho was recently tried for domestic violence allegations from April to June, and whose Q scores were unaffected by the trial, posting an overwhelmingly positive score of 35 in the July update.
It’s unclear if Will Smith’s Q Score drop will affect the release of his next project, the slavery drama Emancipation for Apple+. Perhaps in a sign of Smith’s public rehabilitation, the platform recently decided to stick with the theatrical release date.Emancipation next December, betting that, despite all the drama, audiences will still turn up to see Will Smith.
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Will Smith’s Popularity Dropped Dramatically After Oscar Slap, Study Says