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CALDWELL'S TAKE
CORNER CUBE MONDAY 7/21 - Understanding WWE's method to the Cena-JBL madness Jul 21, 2008 - 1:11:22 PM
Updated daily from the corner cubicle, Torch columnist James Caldwell's weekday blog focuses on hot topic current events and other items of interest from around wrestling.
Updated Monday, July 21, 2008
The last two moments in the John Cena vs. JBL feud haven't exactly been highlights in WWE this year. It started on Monday night with a "live-action" fight sequence to conclude Raw, then carried over to an overlong parking lot brawl last night at the Bash PPV.
Variety's article on WWE Films...excuse me...WWE Studios might shed some light on why these segments might have been included on WWE TV the past seven days.
It's apparent WWE is even more committed to the Studios division, which will now include separate TV shows starring your favorite WWE wrestlers. What better way to subtly introduce live-action TV drama, comedy, and theater than creating 10-15 minute WWEpisodes right there on Raw or PPV?
I'm halfway facetious, as the segments thus far have sucked and killed the continuity of the last two shows where Cena vs. JBL episodes have aired, but there is potential to make these Episodes work in the context of a pro wrestling show.
After all, pro wrestling is merely a TV show. It's not pro wrestling on TV. It's a TV show about pro wrestling. That distinction is how WWE uses TV to promote merchandise sales, live event ticket sales, and PPV buys in an effort to reach a mass audience that may or may not be interesting in workrate or in-ring psychology, but wants to see the stars like HBK, Triple H, and John Cena.
WWE Studios president Michael Lake touched on that in the Variety article about using the stars to promote more ways to generate revenue for the company. Whether WWE collects ad revenue or merely a licensing fee for this not-yet-disclosed airings of WWEpisodes on cable TV remains to be seen, but the overall goal is to simply get more WWE faces on TV in different avenues.
Notice the Indiana Jones and Batman skits featuring Chris Jericho and Rey Mysterio, respectively, in the new Summerslam PPV campaign. It's all about getting the stars exposed to different audiences to grow WWE's reach in the media. You know, make those sweaty, underwear-wearing brutes more attractive to advertisers and casual fans by showing that they're not complete dolts.
WWE incorporating these mini-episodes of TV into the product is only the start of trying to reach audiences in new and different ways. The test-run has shown where WWE needs to tweak its approach to fit in the context of a pro wrestling world, but WWE's summer initiative is clear. Promote the stars in new and unique ways wherever they'll fit in.
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