Wrestling is a totally different business today. Vince McMahon still tells the Bobo Brazil story. And he doesn’t buy fake excuses. When a show does bad, that means the creative missed. He doesn’t want to hear about county fairs, movie opens, welfare checks and the day of the month, warm weather or cold weather. History has shown that NFL football, NBA playoffs and maybe the World Series or a hot Yankees-Red Sox game can hurt ratings.
But one of Boesch’s stories was about listening to the fans. In those days, a large percentage of the audience that attended the show, would buy the souvenir program. So in the 1960s, what better way is there to do direct marketing to your customer base but to put in the program a question, asking fans what match do you want to see. His job was selling tickets to those same customers. Instead of guessing what they want, just ask them directly. So he did it, and booked the match.
He never told me the names, but did say the fans wanted a match between the two most popular wrestlers in Texas at the time. It was a match they’d never see because the promoters always did babyface vs. heel. So maybe they were wrong. He booked the match. The gate sucked. And the lesson was learned. If you deliver exactly what the fans ask for, you probably won’t do very well. It’s better to create a scenario, and convince them to buy what you think most of them will pay to see.
Over the years, Vince McMahon has handpicked a number of champions with the idea they’d be the face of the company. Hulk Hogan was a big success. Ultimate Warrior seemed like he had all the momentum in the world, but as soon as he got the title, it didn’t work. With hindsight we can point to the excuses, Hogan’s manipulation after the match, no viable contenders set up, or simply bad timing with the idea that any face who followed Hogan would probably fail by comparison. He went back to Hogan, although it was clear McMahon had already made the choice that with Hogan approaching 40, he had to make a new Hogan
I don’t think McMahon at that point saw Bret Hart as more than a bridge, a temporary thing until the next big thing came along. The next pick was Lex Luger. That was blown based on timing. They creating a scenario where he had to win at a certain time, they waited too long, and the momentum was lost. And given his history elsewhere, he probably wouldn’t have been a success if they pulled the trigger at the right time. He was too much like Hogan, and Hogan was still in people’s minds.
The next pick was Kevin Nash. He was the biggest of all, talked well and was good looking. But business was terrible during that period and Nash was clearly not the answer as the focal point. Nash wasn’t at the level of Hart or Shawn Michaels, the other two top stars, inside the ring. That was a clear factor at the time, even though there were plenty of people better than most of McMahon’s other champions when they held the title. Warrior was outright terrible unless he had a great heel to carry him. Hogan had a patterned relatively short match that worked, more because Hogan had incredible charisma, which Nash didn’t have even though he was bigger than Hogan and had better hair.
Then Shawn Michaels, also not a success. Then Bret Hart, but McMahon got buyers remorse on his contract. Then came Steve Austin, who carried the company during its most successful period in history. Dwayne Johnson came up during the Austin era and carried things when Austin was injured. The Golden Period ended due to two factors. They made the huge mistake of turning Austin heel, and Johnson showed so much charisma in wrestling that Hollywood called, and he had far more acting range than Hogan and he was wrestling less-and-less.
That led to the modern era. The company fell greatly with HHH as its top star, but he became a family member. But the company remained profitable because this was the first period in history when they were truly the monopoly promotion. The first hand-picked successor was to be Brock Lesnar. Lesnar was the best athlete and toughest guy ever put into that position. But he wasn’t strong on promos. He was put together with Paul Heyman in a pairing that worked, but the two were broken up and Lesnar was turned face far too early, then turned back. The company also suffered from Johnson appearing less and less frequently and Austin retiring. Eventually the decision was made that Lesnar wasn’t the guy, and he quit the promotion shortly thereafter. Randy Orton came next. He had a long string as a main eventer, a very good wrestler with the right look. Orton had a five year run where he statistically did well above usual business when he was on top, but he did not have the charisma to be a real mover as the top guy. He still was always kept strong because he had the right look and skill set. Actually Dave Bautista surpassed Orton in the fans’ eyes, and as a business mover. Bautista was a huge success with his face turn in 2005. He was a big guy with a great physique and good look, and reasonably good in the ring, far from the best, but certainly when in with the best could be in a quality main event. While his feud with HHH was probably the most successful of the current era, he was quickly surpassed in popularity and momentum by John Cena.
Here’s the thing. In every single case, even with Luger and Nash, they had momentum and the fan base treated them like they were a major star on the rise before the big moment came, or in the case with Luger, never came. There was never the totally lukewarm reaction to a full-year title build that lost momentum months before. Many failed when put in the spotlight, but none came in with no momentum.
In almost every case historically, even the most stubborn promoter in this scenario would chalk it up to not always being right.
Why is this different? One year ago, McMahon made a move that nobody expected. He had Lesnar beat The Undertaker. Nothing in the company, not the title, somebody’s trademark hair or someone’s position had the value of the decades long streak. It was the institution. It would lead to the most shocking moment in modern wrestling history and it could only be done once. There may never be another moment at that level.
But one of Boesch’s stories was about listening to the fans. In those days, a large percentage of the audience that attended the show, would buy the souvenir program. So in the 1960s, what better way is there to do direct marketing to your customer base but to put in the program a question, asking fans what match do you want to see. His job was selling tickets to those same customers. Instead of guessing what they want, just ask them directly. So he did it, and booked the match.
He never told me the names, but did say the fans wanted a match between the two most popular wrestlers in Texas at the time. It was a match they’d never see because the promoters always did babyface vs. heel. So maybe they were wrong. He booked the match. The gate sucked. And the lesson was learned. If you deliver exactly what the fans ask for, you probably won’t do very well. It’s better to create a scenario, and convince them to buy what you think most of them will pay to see.
Over the years, Vince McMahon has handpicked a number of champions with the idea they’d be the face of the company. Hulk Hogan was a big success. Ultimate Warrior seemed like he had all the momentum in the world, but as soon as he got the title, it didn’t work. With hindsight we can point to the excuses, Hogan’s manipulation after the match, no viable contenders set up, or simply bad timing with the idea that any face who followed Hogan would probably fail by comparison. He went back to Hogan, although it was clear McMahon had already made the choice that with Hogan approaching 40, he had to make a new Hogan
I don’t think McMahon at that point saw Bret Hart as more than a bridge, a temporary thing until the next big thing came along. The next pick was Lex Luger. That was blown based on timing. They creating a scenario where he had to win at a certain time, they waited too long, and the momentum was lost. And given his history elsewhere, he probably wouldn’t have been a success if they pulled the trigger at the right time. He was too much like Hogan, and Hogan was still in people’s minds.
The next pick was Kevin Nash. He was the biggest of all, talked well and was good looking. But business was terrible during that period and Nash was clearly not the answer as the focal point. Nash wasn’t at the level of Hart or Shawn Michaels, the other two top stars, inside the ring. That was a clear factor at the time, even though there were plenty of people better than most of McMahon’s other champions when they held the title. Warrior was outright terrible unless he had a great heel to carry him. Hogan had a patterned relatively short match that worked, more because Hogan had incredible charisma, which Nash didn’t have even though he was bigger than Hogan and had better hair.
Then Shawn Michaels, also not a success. Then Bret Hart, but McMahon got buyers remorse on his contract. Then came Steve Austin, who carried the company during its most successful period in history. Dwayne Johnson came up during the Austin era and carried things when Austin was injured. The Golden Period ended due to two factors. They made the huge mistake of turning Austin heel, and Johnson showed so much charisma in wrestling that Hollywood called, and he had far more acting range than Hogan and he was wrestling less-and-less.
That led to the modern era. The company fell greatly with HHH as its top star, but he became a family member. But the company remained profitable because this was the first period in history when they were truly the monopoly promotion. The first hand-picked successor was to be Brock Lesnar. Lesnar was the best athlete and toughest guy ever put into that position. But he wasn’t strong on promos. He was put together with Paul Heyman in a pairing that worked, but the two were broken up and Lesnar was turned face far too early, then turned back. The company also suffered from Johnson appearing less and less frequently and Austin retiring. Eventually the decision was made that Lesnar wasn’t the guy, and he quit the promotion shortly thereafter. Randy Orton came next. He had a long string as a main eventer, a very good wrestler with the right look. Orton had a five year run where he statistically did well above usual business when he was on top, but he did not have the charisma to be a real mover as the top guy. He still was always kept strong because he had the right look and skill set. Actually Dave Bautista surpassed Orton in the fans’ eyes, and as a business mover. Bautista was a huge success with his face turn in 2005. He was a big guy with a great physique and good look, and reasonably good in the ring, far from the best, but certainly when in with the best could be in a quality main event. While his feud with HHH was probably the most successful of the current era, he was quickly surpassed in popularity and momentum by John Cena.
Here’s the thing. In every single case, even with Luger and Nash, they had momentum and the fan base treated them like they were a major star on the rise before the big moment came, or in the case with Luger, never came. There was never the totally lukewarm reaction to a full-year title build that lost momentum months before. Many failed when put in the spotlight, but none came in with no momentum.
In almost every case historically, even the most stubborn promoter in this scenario would chalk it up to not always being right.
Why is this different? One year ago, McMahon made a move that nobody expected. He had Lesnar beat The Undertaker. Nothing in the company, not the title, somebody’s trademark hair or someone’s position had the value of the decades long streak. It was the institution. It would lead to the most shocking moment in modern wrestling history and it could only be done once. There may never be another moment at that level.
