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GUEST EDITORIAL
By Matt Johnson
PWTorch.com Reader

WWE's version of history declares that Hulkamania took professional wrestling out of the "smoke filled arenas" and turned it into a family affair. Regardless of any inaccuracies in that argument, WWE can surely be credited for creating a truly awesome look for their wrestling product. The bright lights, flashing graphics, unique music, blasting pyrotechnics, and overall impressive look have raised the bar for production values in WWE. Show a non-fan an Undertaker entrance and it is a sure bet that the non-fan will be impressed.

While WWE has always been very competent, its current look can be attributed to the late 90's and the Monday Night War. Pro Wrestling Torch editor Wade Keller once noted on his Daily Keller Hotline that "Raw is more like Nitro than Raw before Nitro." WCW Monday Nitro caught the attention of wrestling fans by being completely different from their other programs. The show was live every week, had top of the line production values, was filmed in large arenas, and had top stars competing each week. WCW jumped ahead of WWE.

Raw is War was WWE's response, and the Raw is War look continues to this day. Recently, WWE turned to high definition, and all of the television shows have the same backdrop that changes for each wrestler. Seeing it live reminded me of downtown Las Vegas.

Something is missing, however. The production values are top of the line, the storylines tend to make sense, and the athleticism in the ring is very good. Yet, somehow the product feels stale. Ratings have dropped to a point where a rating in the mid-3.0's is seen as a major success. WWE appears to have no idea how to get out of this rut.

Grittiness is the solution. Even though WWE prides itself on the smoothness and discipline of their production, their strength has become a detriment. People still attend WWE shows to witness the spectacle, but there seems to be a decline in people feeling passionate about particular storylines. Watch some Four Horsemen footage from the 80's or Steve Austin from the late 90's to witness true heat. With this heat comes ratings, pay-per-view buys, and money.

It is difficult for fans to get caught in the moment when the setting of the show is so over-produced. WWE should not have cameras set up backstage and in the parking lot. Instead, a cameraman should capture the action on a shaky camera as he follows a wrestler to the back. WWE is incapable of having a new wrestler debut by jumping out of the crowd because it would seem so out of place. A show that manages every detail would never allow someone to jump the rail.

On a recent Smackdown, Chavo Guerrero was attacked by the Undertaker and the footage was caught on a camera that appeared to have been attached to the Undertaker's hat. It was completely unrealistic and impossible to believe. This past summer, JBL attempted to run over John Cena on an episode of Raw. A camera caught JBL coming straight towards it. The whole scene looked like it came from a cheap action film.

WWE does a great job promoting its brand. However, there is an excessive number of logos shown. WWE logos appear on each turnbuckle pad, on the bottom left of the screen, on the referees' shirts, the railing covers, microphones, and also flash at the beginning and end of each show. Brand specific logos appear on the ring apron, on the announce table, on clipboards, and on contracts. While most of these are acceptable on their own, together it is overkill.

Each wrestler’s entrance includes a unique video, music, a lighting design on the backdrop, and pyro. WCW was often criticized for their generic entrance music. It did make Goldberg's entrance noteworthy, however. Outside of The Undertaker, it's difficult to find a WWE entrance that makes the wrestler seem special since everyone's entrance is top of the line. It is like a cable news channel with 4 tickers; there is just too much going on.

Both Nitro and (late 90's) Raw had a feeling of unpredictability. 2008 Raw has feeling of an organized, competent show. There is not a "can't miss feeling to it." Even WWE’s chief competitor, TNA, feels staged and produced. It is a poor man's WWE. Eric Bischoff and Hulk Hogan's new reality show had a more unique feel to it than current wrestling. Does WWE really need Eric Bischoff to force change upon them once again?

My advice is to turn down the lights, limit the pyro to one act on each show, eliminate the entrance videos, loosen up on the terms "Superstars" and "WWE Universe," and get rid of the excessive logos. The show will feel grittier and more realistic. Fans will be able to suspend disbelief and the major angles will be able to pickup heat. Sometimes subtraction can really be addition.

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