In the 1980’s, Hulk Hogan held
the WWE World Heavyweight Title for 4 consecutive years plus one full
year. In 1991, he held it for more
than 8 months. In 1993, he
held it for more than 3 months.
The total number of days he held the title before Vince McMahon decided
to push the younger talent and before Hulk Hogan jumped to WCW was 2157
days. When holding the title for
those many days meant that anybody he was up against him was doomed to
lose. Why has he held such long
title runs? Because it was good
business. For those who can
recollect the 1980s Hulk Hogan era, they will remember that there were hundreds and
hundreds of marketing schemes to maximize on his popularity. As long as Hulk Hogan was on a lunch
box, pencil case, t-shirt, etc., the WWF (now WWE) was making money outside of
the wrestling events. Hulk Hogan
did talk shows, interviews, and guest appearances in promoting the WWF. Amongst the kids, he was the biggest living hero around. Among the
adults, they tolerated him because of his positive messages of “eat your vegetables, take vitamins
and say your prayers”. So, in
keeping Hulk Hogan as the WWE champion made a lot of business sense.
In the early 1990s, when Hogan
and his contemporaries where getting older and deemed less relevant to the next
generation of wrestling fans, fresher and younger talents became the center of
the WWE. Unlike the 1980s where
the company was primarily centered on Hulk Hogan, the WWE developed many
superstars whose popularity was big enough to hold the title and carry on
the WWE marketing scheme.
Superstars like Bret Hart, Shawn Michaels, Steve Austin, and the Rock,
were thrusted into the spotlight and because each could hold their own in the
ring and on the mic, it was easy for the WWE Heavyweight Title to change hands
frequently. During this time, no
one held the title close to a year (with the exception of Diesel who held it
for 358 days) before having to lose it to someone else. One big factor why no one title reign
was longer than a year is because the WWE shifted the shows format from a
pursuit for the championship to non-title storylines with on-going drama.
In the early 2000s, this tactic
of creating a new generation of Superstars that can hold the WWE Heavyweight Title
continued on with the cycle being around 5-7 years cycle. As Bret left in the mid-90s for WCW, as Shawn
and Austin’s injuries kept them out of the ring for longer periods of time
throughout the late-90s to early 2000s, and as the Rock decided to pursue an
acting career in the early 2000s, the title bounced around from Triple H, Kurt
Angle, Chris Jericho, the Big Show, and Brock Lesnar. The difference now is that they really focused on story
lines than fighting for the title. The title played more and more as a second fiddle to the non-title
storylines. The problem with
focusing on a story line is that there is only a few people who can be
featured. Another effect is that
more time is spent on promos and other non-in-ring action. When there is less in-ring action, then
there is at least 2 to 4 people (single and tag-team matches) who is not regularly getting on TV. With less people on
TV, then less people are getting over in front of the crowd. Because of this, those who are in main
event storylines have to work double time in order to fill out a show.
By the mid-2000s, many of the
main event workers were either injured or burnt out from all the travel and
extra work that was expected of them.
People like Jeff Hard resorted to drugs. Chris Benoit basically went insane. Edge was constantly working in pain,
which led to his mandatory in-ring retirement. Brock left to pursue MMA. Batista left for other ventures. Jericho left so as to have a break, in which he did return,
but left the company again. These
are a few examples of main event Superstars who are no longer with the company,
but could have picked up the slack and keep the WWE in it’s success until now. Now with less of them there, that
responsibility has fallen on the few.
So now in 2011, who does the WWE rely
to hold the title and carry the company on his back? John Cena. John
Cena is in the position he is in with always winning the title and being in the
center of Main Event storylines because for the past 3 years, they stopped
creating future Main Eventers.
Because of the major focus of John Cena, they stopped allotting time in
creating good undercard matches.
Not creating good undercard matches means less camera and promo time,
which means less Superstars have the chance to get over with the crowd. So, if anything were to ever happen to
John Cena that will be huge blow to their revenues. In short, the WWE has seemed to paint themselves into a corner.
Though I will admit that they have given opportunities to a few who have dropped the ball like Jack Swagger
and Ted Dibiase, they still have other people with whom they can try to get
over with the audience. At this
point, CM Punk, the Miz, and R-Truth are being positioned for the main spotlight. Sheamus and Cody Rhodes are also on their
way up. I could add Mark Henry
(who is for the moment the World Heavyweight Champion) and Christian, but they
are more on the down slope of their careers because of their longevity. Though these Superstars are currently
working the Main Event storylines, they still haven’t reached the “John Cena”
level, and this is due to lack of a push to make them main event stars.
It is a fact that there is only
one Hulk Hogan, one Randy Savage, one Bret Hart, one Shawn Michaels,
one Stone Cold Steve Austin, one Rock, one Edge, etc. They had the character, in-ring psychology and mic skills
that brought them to the level they were at, but it was only through an
investment of time, which brought them higher and higher. This investment is need now for the
current talents. They to test their
limitations by investing time for them to pursue the lower titles like the
Intercontinental and US Championship or pair some up to battle for the Tag
Team titles. Except for Hulk
Hogan, the rest of those mentioned above followed that path. They held those title as if that was
the most important title in the company.
The result of that investment of time is that when it was time for them to step-up, they did step up and rose higher than even they themselves ever expected.
In order for power to change,
there is a transition. So far, the
WWE transition to promote future main eventers has been slow. The main title always falls on
Cena. The minor titles have rarely
been showcased. Even when someone
like Alberto Del Rio is introduced to the main storyline, they find a way for
Cena to retain the title or to regain it if it’s lost. With no Big Show, Kane, Edge, and Rey Mysterio (who are the
biggest draws after John Cena, Randy Orton, and CM Punk), they need to speed up
this transition period. They need
to start building the future main eventers, because there is only so much that they can do
with Cena and Orton before the crowd starts turning away (with some already
have turned away by not tuning in or just staying dedicated to Impact Wrestling or ROH).
I have no doubt the WWE will revive our attention to their product.
Like everything in life, there is their ups-and-downs, but there has to
be that time when you shift into second gear when you’re climbing that mountain. Recently, there has been some mix-up
for the better with Raw and Smackdown, which has caught my attention, but we
will have to wait and see as to where they go from there.