Doesn't seem clear to me how it benefits Smith, brands associated with him won't like it and I don't see it getting him any roles he wouldn't have before. The opposite if anything.
He'll get something out of it. His odd family have been in the media for years and it's never hurt him. They'll end up on some talk show together (Rock in a tell all. That film he's just done about the Williams family is the only thing of note he has done in about 10 year.

