To the untrained eye — one without twenty years of 20/20 hindsight — it probably seemed as if Kevin Smith was just building a body of work. From 1994 to 1999, he wrote and directed Clerks, Mallrats, Chasing Amy, and Dogma. If critics and audiences took that as the beginning of a film career, hey, that’s their bad. What Kevin Smith was really doing in the 1990s was building a platform for the business of Kevin Smith.
“He’s still the casual, improvisational creator who slapped together Clerks,” Abraham Riesman writes in his profile of Smith for Vulture, “only now, his professional project isn’t a movie. It’s his existence.”
To call him a filmmaker as of now would be either misleading or misguided. Sure, he still makes movies on occasion — weird ones, deliciously weird, completely unlike the slacker comedies that made him the peer of Tarantino, Linklater, and other indie luminaries — but they’re intermittent affairs. Nowadays, his primary stream of income comes from live performances to sold-out theaters, ones where he typically just gets on stage and talks about whatever for a few hours.
His other outlet for work is similarly based on rambling: podcasts, six of which he personally hosts — discussing topics ranging from Batman to addiction recovery — and many more of which he distributes as part of his imperial “SModcast” brand. He produces and appears on an AMC reality show that just got renewed for a seventh season. He preaches to a congregation of 3.24 million on Twitter and 2.8 million on Facebook. He tours the world. He’s in the business of giving his followers more and more Kevin Smith, and business is quite good.
That’s the key: everything comes back to Smith’s talent for and fixation on talking. Directing a TV show, going on a trip, having sex with his wife — it all provides content for him to speak to his devotees in live shows and on podcasts. “Especially at the theater shows, I think he puts it all out there and he doesn’t really shy away from talking about every aspect of his life,” says friend and Comic Book Men co-host Walt Flanagan. “And bringing it honesty, along with humor. I just think it makes an audience just sit there and become fully engulfed in what he’s saying.”
In other words, Smith has transformed himself into the perfect figure for our current media landscape. Audiences have a decreasing tolerance for entertainment that feels practiced and rehearsed — they want people who shoot from the hip, say what they mean, and mean what they say. Smith delivers all of that. In an informational ecosystem where there are far too many chattering voices, people want someone who speaks loudly and directly to their interests and worldview, and Smith and the SModcast empire do that. We’re all forced to self-promote and self-start these days, and Smith is a patron saint in that realm. Even if his time in the spotlight is in the past, few artists have more expertly navigated the present.