Will Smith Taps Nostalgia as He Attempts a Post-Slap Comeback

During the Latin pop star J Balvin’s set at Coachella in April, a surprise guest star suddenly appeared onstage: Will Smith, wearing a familiar black suit and sunglasses, launched into the title song of “Men in Black,” his 1997 Hollywood blockbuster.

It was the beginning of a frenetic spring for Smith as he carefully re-enters the public eye to promote “Bad Boys: Ride or Die,” his first wide-release movie since he slapped Chris Rock at the Oscars in 2022, a move that threatened to derail his career.

Smith has been back walking red carpets, bantering on “The Tonight Show With Jimmy Fallon” and eating spicy chicken until his eyes watered on “Hot Ones,” the popular YouTube show. He told Fallon his publicity tour had taken him to eight cities in 12 days, with stops in Dubai and in Riyadh for what he described as the first Hollywood premiere in Saudi Arabia.

“Bad Boys: Ride or Die,” the latest entry in a nearly three-decade old franchise, is opening nationwide on Friday. The film industry will be closely watching how it does to see whether the moviegoing public is ready to welcome Smith back after an event so shocking and ignominious that it achieved proper-noun status: the Slap.

Whether by accident or agreement, the Slap has not come up much in Smith’s prerelease publicity blitz. But the film itself seems to refer to it, archly, as several critics have noted: In it, Smith gets slapped by his co-star, Martin Lawrence, and called a “bad boy.”

Lawrence appeared on “The Tonight Show” with Smith and praised him effusively. “He is one of the most professional actors out there, most talented actors out there, he has a brilliant mind, he’s a genius and he’s upstanding,” he said.