Will Smith Says Hollywood "Smoke and Mirrors" Marketing "Is Over"

 story by the HollywoodReporter

“I had so much success that I started to taste global blood and my focus shifted from my artistry to winning,"

Smith said about films such as 'Wild Wild West' and called Muhammad Ali an inspiration.  Longtime friend and mentor Muhammad Ali inspired Will Smith to refocus on his philanthropic activities, he told an enraptured audience at a Cannes Lions session on Tuesday.  “He was unwilling to compromise for money, accolades, he was living his values rich or poor,” Smith said, adding that after years of Hollywood success he had lost focus and was more concerned about being a movie star than living true to his values.  “I had so much success that I started to taste global blood and my focus shifted from my artistry to winning. I wanted to win and be the biggest movie star, and what happened was there was a lag — around Wild Wild West time — I found myself promoting something because I wanted to win versus promoting something because I believed in it.”

He repeatedly brought up 1999's Wild Wild West as a personal low point. The Barry Sonnenfeld-directed film earned over $222 million worldwide.  “Smoke and mirrors in marketing and sales is over. People are going to know really quickly and globally whether a product keeps its promises,” he said, throwing his lot in amongst the roomful of advertising execs. "I consider myself a marketer. My career has been strictly being able to sell my products globally, and it's now in the hand of fans. I have to be in tune with their needs and not trick them into going to see Wild Wild West.”  “The power has gone away from the marketers,"
he added.  The actor also confirmed his involvement in the company Just Water, which produces a paper and sugar cane-bottled water in an effort to reduce plastic pollution. The company had previously refused to disclose its investors. His involvement in the company was spurred on by son Jaden's concern about plastic pollution in the oceans. Smith shared several stories about how his children helped him change his perspective, beginning with eldest son Trey, 23, who told him that because of the ubiquity of cell phones cheating in relationships is "totally over."

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