WWE pins 1 million WrestleMania PPV buys
Enlisted stars scheme pays off
By Marc Graser
WrestleMania is WWE's single biggest moneymaker each year.
Helped by some heavy hype from Dwayne ''The Rock'' Johnson and ''Jersey Shore's'' Snooki, WWE has reached its goal of 1 million pay-per-view buys again for WrestleMania.
Although final numbers are still being tallied, this year's live four-hour event, hosted April 3, in Atlanta, is already up 30% in North America and up to 15% overseas, according to the company.
Last year's WrestleMania generated 885,000 orders, down from 960,000 in 2009.
WrestleMania is the company's single biggest moneymaker each year. Last year's PPV earned $19 million; ticket sales to the Phoenix show chalked up another $5.8 million. But that was down from previous years. In 2008, Orlando's 'Mania earned nearly $24 million from PPV buys and another $6 million in ticket sales.
The recession recently caused consumers to reconsider ponying up $50 for WWE's version of the Super Bowl, or save money by holding viewing parties, causing PPV buys to drop. Fans also complained storylines were weak leading up to the event.
Knowing WWE needed to drum up some excitement around this year's show, McMahon turned to some old friends.
In February, it brought back Johnson, who left the ring seven years ago as ''The Rock'' to pursue a film career. Johnson spent the weeks leading up to WrestleMania 27 appearing on WWE's ''Monday Night Raw,'' on USA Network, as part of an ongoing storyline, and toplining a series of ads across NBCUniversal's channels to hype his appearance at 'Mania as the show's first guest host.
Timing comes as Johnson was revving up to promote Universal's ''Fast Five,'' out today.
Company had also put ''Stone Cold'' Steve Austin, another former WWE star-turned thesp (he recently co-starred in ''The Expendables''), back in the ring for the big show. Austin is currently hosting USA's first WWE-produced reality show, ''Tough Enough.''
WWE even turned to enlist another reality star, Snooki, to involve her in another plotline over the several weeks on ''Raw'' that culminated in a match at 'Mania with former WWE diva Trish Stratus, also back for the first time in years.
WWE had hoped the return of some of its former stars (and still top draws when it comes to recent ratings) would speak not only to the company's core fanbase but attract a broader audience, and potential new fans.
But in addition to the guest stars, WWE also stepped up its promo machine, pairing up with major marketers like Kmart, having its athletes show up on magazine covers and series like USA's ''Burn Notice'' and ''Psych'' and TLC's ''Cake Boss,'' and talkshows like TBS' ''Conan,'' ABC's ''Jimmy Kimmel Live,'' as well as ''Access Hollywood Live'' and Nickelodeon's ''Kids' Choice Awards,'' among others.
WWE is already putting some marketing muscle behind the next event.
Johnson has already said ''The Rock'' will be back for WrestleMania 28, set for Miami's Sun Life Stadium, next year, where he will face off against one of WWE's other big stars, John Cena.
Marc Graser
