WHY "THE SLAP" WILL CONTINUE TO REVERBERATE

So now comes the apology:

"Violence in all of its forms is poisonous and destructive. My behavior at last night’s Academy Awards was unacceptable and inexcusable. Jokes at my expense are a part of the job, but a joke about Jada’s medical condition was too much for me to bear and I reacted emotionally.

"I would like to publicly apologize to you, Chris. I was out of line and I was wrong. I am embarrassed and my actions were not indicative of the man I want to be. There is no place for violence in a world of love and kindness."

It was well constructed: Will Smith owned it, explained what set him off, personally apologized to Chris Rock (as well as to the Academy and Oscar show producers), and indicated he will strive to do better, signing off with “I am a work in progress.”

Did Chris Rock cross the line? Absolutely. Making Jada Pinkett Smith the punchline of a joke because of her hair loss to a medical condition was just as offside as if he had done the same with someone undergoing chemotherapy. Had Rock’s slot been later in the lineup, would Liza’s wheelchair have been fair game, too? Regardless, it still doesn’t give Smith a pass.

Smith’s communications advisors earned their pay. Clearly, he got help on the statement, because when he had the opportunity to speak to the incident less than an hour later (in accepting his Best Actor Oscar), he didn’t say any of that. What he did say was largely incoherent.

So, apology made, box ticked ... what does the future now hold for Will Smith? It’s a given that the slap will be referenced in every story about the actor going forward. Sure, it was a momentary mistake, but the fallout will have a long half-life, and then some.

But the bigger reputational challenge will be the one that goes to the very core of Will Smith’s character. Because as shocking as the slap itself was, far more so was the full-throated, unhinged rage Smith subsequently displayed while screaming at Rock after returning to his seat. That was the moment which had countless viewers gasping, “What the hell is wrong with this guy?”

Gone is the playful Fresh Prince. Gone is the smiley, fun, easy to goof around with guy who was always looked forward to in the late night guest chair. Instead, we’re left with a bellowing, physically violent ball of anger one minute, followed by a teary, rambling, not-making-sense public figure who was clearly at a loss as to how to rectify the damage. Who later partied like it was 1999 at the Vanity Fair after-bash, seemingly oblivious to what he had done just before.

Will producers be quick to sign him for a new big-budget gamble? Will audiences be able to willingly suspend their disbelief when his face next fills a screen? Or will their questions about the real Will Smith overtake the character he’s trying to embody?

I expect the next play will be a prime-time exclusive sit down with Oprah, to seek absolution. And that would, in fact, be my recommendation – but only with the absolute assurance that he has the character to get through it; and that remains in serious doubt at this point.