The Attitude Era was a term used by the
World Wrestling Federation (WWF, now known as World Wrestling Entertainment or WWE) to describe the company's programming from November 9, 1997 to May 6, 2002. It started during the
Monday Night Wars, a period in which WWF's ''
Monday Night Raw'' (later ''Raw Is War'') went head-to-head with
World Championship Wrestling's (WCW) ''
Monday Nitro'' in a battle for
Nielsen ratings
Nielsen Media Research (NMR) is an American firm that measures media audiences, including television, radio, theatre, films (via the AMC Theatres MAP program), and newspapers. Headquartered in New York City, it is best known for the Nielsen rat ...
each week from September 4, 1995 to March 26, 2001. The era was initiated on November 9, 1997 at
Survivor Series 1997, when a video package aired ending with the first use of the "WWF ATTITUDE" scratch logo,
immediately before the main event featuring
Bret Hart vs.
Shawn Michaels
Michael Shawn Hickenbottom (born July 22, 1965), better known by his ring name Shawn Michaels, is an American retired professional wrestler. He is signed to WWE as Senior Vice President of Talent Development Creative. Widely regarded as one of ...
, which retrospectively would be known as the
Montreal Screwjob due to the controversial finish of the match. WWF's programming in this era featured adult-oriented content, which included an increase in the level of depicted violence, profanity and sexual content. This era was part of a wider surge in the popularity of professional wrestling in the
United States and
Canada as television ratings and
pay-per-view
Pay-per-view (PPV) is a type of pay television or webcast service that enables a viewer to pay to watch individual events via private telecast.
Events can be purchased through a multichannel television platform using their electronic program guid ...
buy-rates for WWF and its rival promotions saw record highs.
The Attitude Era marked the rise of many WWF male singles wrestlers, including
"Stone Cold" Steve Austin
Steve Austin (born Steven James Anderson; December 18, 1964), better known by his ring name "Stone Cold" Steve Austin, is an American media personality, actor, and retired professional wrestler. Widely regarded as one of the greatest and most ...
,
The Rock,
Triple H,
Kane,
Mick Foley (in various personas),
Kurt Angle, and
The Undertaker (who was already a veteran but continued to gain popularity). The Steve Austin-
Vince McMahon feud was one of the longest-running rivalries of the era. The
WWF Women's Championship, which lay dormant since December 13, 1995, was reactivated on September 15, 1998. While most of the company's female talent such as
Sable
The sable (''Martes zibellina'') is a species of marten, a small omnivorous mammal primarily inhabiting the forest environments of Russia, from the Ural Mountains throughout Siberia, and northern Mongolia. Its habitat also borders eastern Kaza ...
,
Sunny and
Stacy Keibler during this time period were marketed as sex symbols and often booked in sexually provocative gimmick matches (for example "bra and panty" matches, bikini matches, etc.) in an effort to draw more male viewership, prominent female stars such as
Chyna,
Lita, and
Trish Stratus among others were presented as legitimate wrestlers in legitimate wrestling matches. WWF also signed a number of wrestlers who left WCW during this period, including
Chris Jericho,
Big Show and
The Radicalz.
The era also saw the resurgence of
tag team wrestling, namely
Hardy Boyz,
Dudley Boyz, and
Edge & Christian who were featured in several destructive, physical and stunt-filled
Tables, Ladders and Chairs matches during this era. Distinguished stables established in this era, such as
D-Generation X,
Nation of Domination,
The Corporation,
Ministry of Darkness,
Corporate Ministry and
The Brood among others developed major rivalries among each other. The
Hardcore Championship was established on November 2, 1998, and this chaotic division involved no-disqualification, falls count anywhere matches that would start and then would be taken outside the ring, with blunt weapons involved. The era drew to a close on May 6, 2002, as WWF changed its name to WWE and ceased using "WWF Attitude" branding.
Initiation
Monday Night Wars and shift to edgier content
During the
Monday Night Wars, a ratings battle between WWF's ''
Raw'' and WCW's ''
Monday Nitro'', the WWF began to transition in late 1997 from the "traditional way" wrestling was, into a product which "pushed the envelope" according to head writer
Vince Russo.
The creative side of the product during the early stages of the era in 1997 was spearheaded by Vince Russo, who drastically changed the way WWF television was written.
Ed Ferrara would join Russo later in June 1998, when he was hired by the WWF. Russo's and Ferrara's
booking
Booking may refer to:
* Making an appointment for a meeting or gathering, as part of event planning/scheduling
* The intake or admission process into a prison or psychiatric facility.
* ''Booking'' (manhwa), a Korean comics anthology magazine pub ...
style has been described as "Crash TV",
where they contributed edgy, controversial storylines involving sexual content, and
profanity,
as well as
swerves,
unexpected
heel
The heel is the prominence at the posterior end of the foot. It is based on the projection of one bone, the calcaneus or heel bone, behind the articulation of the bones of the lower Human leg, leg.
Structure
To distribute the compressive for ...
turns, and
worked shoots in the storylines. As well as short matches, backstage vignettes, shocking angles and levels of depicted violence.
Several moments have been credited with helping WWF transition into the Attitude Era. In his book, Vince Russo mentions the debut of the character
Goldust in 1995 as a turning point, while
Brian Pillman's "Loose Cannon" persona and the infamous "
Pillman's got a gun" segment from 1996 has also been viewed as a key moment of change within the company. In 1996 WWF had also begun playing up female sexuality, led by
Sunny and
Sable
The sable (''Martes zibellina'') is a species of marten, a small omnivorous mammal primarily inhabiting the forest environments of Russia, from the Ural Mountains throughout Siberia, and northern Mongolia. Its habitat also borders eastern Kaza ...
. On March 10, 1997, the WWF debuted its ''Raw is War'' moniker to signify it was waging "war" with WCW's ''Monday Nitro''. After losing a
steel cage match against
Sycho Sid in an attempt to win back the
WWF World Heavyweight Championship a week later,
Bret Hart angrily shoved McMahon to the mat and went into a profanity-laced tirade. The actual start of the Attitude Era itself is unclear, with moments from Steve Austin's "Austin 3:16" speech at the
1996 King of the Ring to
Vince McMahon's speech on the December 15, 1997 episode of Raw often being referenced. Meanwhile, the
WWE Network lists
WrestleMania 13 as the earliest event under their Attitude Era section.
Birth of Austin 3:16
The 1996 King of the Ring tournament saw Austin's first usage of "Austin 3:16", the major marketing tool for WWF during the era. After winning the tournament by defeating
Jake "The Snake" Roberts, Austin mocked Roberts' recital of the biblical passage
John 3:16 by saying, "You sit there and you thump your Bible, and you say your prayers, and it did not get you anywhere! Talk about your
Psalms, talk about John 3:16... Austin 3:16 says I just whipped your ass!"
Austin's popularity gradually started to rise as an
anti-hero despite being portrayed as a
heel
The heel is the prominence at the posterior end of the foot. It is based on the projection of one bone, the calcaneus or heel bone, behind the articulation of the bones of the lower Human leg, leg.
Structure
To distribute the compressive for ...
character,
eventually leading to a long
feud
A feud , referred to in more extreme cases as a blood feud, vendetta, faida, clan war, gang war, or private war, is a long-running argument or fight, often between social groups of people, especially families or clans. Feuds begin because one part ...
with Hart from late-1996 to mid-1997 climaxing in a Submission Match at
WrestleMania 13. In 1997, a storyline involving
Owen Hart and Austin (in which Owen botched a piledriver that caused neck injuries that ultimately ended Austin's career in 2003) culminated in Austin performing a
Stone Cold Stunner
A stunner is a common term in professional wrestling referring to the Professional wrestling holds#Three-quarter facelock, ¾ facelock Professional wrestling throws#Jawbreaker, jawbreaker maneuver. The innovator of the move has been disputed, as ...
on Vince McMahon to a positive crowd response and leading to Austin's arrest.
Debut of "WWF Attitude" promo and the Montreal Screwjob
Another storyline from 1996 to 1997 was the feud between Bret Hart and
Shawn Michaels
Michael Shawn Hickenbottom (born July 22, 1965), better known by his ring name Shawn Michaels, is an American retired professional wrestler. He is signed to WWE as Senior Vice President of Talent Development Creative. Widely regarded as one of ...
, who had legitimate issues with one another outside of wrestling. The conflict behind the scenes spilled out into their on-screen storyline, where both men made pointed personal remarks in interviews and promo segments that were often rooted in these issues.
On November 1, 1997, then-WWF Champion Hart signed a contract to work for WCW beginning that December. McMahon sought to prevent Hart from leaving the WWF as its champion, and proposed having Hart lose to Michaels at their scheduled match at
Survivor Series on November 9. Hart refused due to his personal issues with Michaels, and because the Survivor Series event was to take place in Montreal, in Hart's home country of Canada, where he enjoyed immense popularity. The sides came to an agreement where the match would have a disqualification finish – which would not result in a title change – and Hart would lose or forfeit the title at a later date. McMahon, Michaels, and other WWF employees covertly went on to change the outcome of the match without Hart's knowledge.
Immediately before the Hart vs. Michaels match, a video package debuted the “Attitude” promo that included the first WWF "scratch" logo.
During the match, after Michaels placed Hart in the Sharpshooter, Hart's signature finishing maneuver, McMahon – who was at ringside, a rarity at the time unless he was working as a commentator – quickly ordered
referee
A referee is an official, in a variety of sports and competition, responsible for enforcing the rules of the sport, including sportsmanship decisions such as ejection. The official tasked with this job may be known by a variety of other titl ...
Earl Hebner to call for the bell and award Michaels the WWF Championship by submission, despite Hart not submitting. Hart, realizing that he had been the victim of a so-called "
screwjob", spit on McMahon, destroyed equipment, and traced the letters "WCW" in the air with his finger, while fans in the arena threw garbage into the ring area and expressed their support for Hart. The incident would go on to be dubbed the
Montreal Screwjob. Both the promo and the screwjob are considered the official beginning of the Attitude Era.
A week later on ''Raw'', McMahon gave an interview with
Jim Ross
James William Ross (born January 3, 1952) is an American professional wrestling commentator currently signed with All Elite Wrestling (AEW) as a commentator, analyst, and senior advisor. Ross is best known for a long and distinguished career as ...
in which McMahon explained his actions and famously claimed that "Bret Hart screwed Bret Hart." The WWF successfully went on to parlay fan resentment towards McMahon – whose position as owner of the WWF was rarely acknowledged onscreen prior to the Montreal Screwjob – into creating the "Mr. McMahon" character, a villainous, overbearing boss. McMahon's new
heel
The heel is the prominence at the posterior end of the foot. It is based on the projection of one bone, the calcaneus or heel bone, behind the articulation of the bones of the lower Human leg, leg.
Structure
To distribute the compressive for ...
character would become a major part of the WWF's transition to reality-based storylines, particularly his rivalry with Stone Cold Steve Austin.
USA Network ownership change
In October 1997, USA Network owners at
Seagram agreed to sell the network to media mogul
Barry Diller. Diller's purchase of the USA Network was finalized in February 1998, and longtime USA Network managing head
Kay Koplovitz would be ousted from the network she founded two months later. Shaun Assael and Mike Mooneyham's book ''Sex, Lies, and Headlocks: The Real Story of Vince McMahon and World Wrestling Entertainment'' stated that "the terrain shifted completely under everyone's feet" following Diller's purchase of the USA Network, which began in October 1997, and that Koplovitz was in fact planning to remove WWF programming from the USA Network prior to the purchase.
Following the purchase, the WWF began to dominate cable television ratings with ''Raw'' episodes which were not only breaking with traditional censorship, but that were also showing ringside fans screaming obscenities and wearing t-shirts with controversial phrases.
The USA Network was even reported as showing less remorse than WWF owner Vince McMahon did over a controversial incident on the September 14, 1998 episode of ''Raw'' where the wrestler
Jacqueline had one of her breasts exposed during an evening gown match, which network spokesman David Schwartz described as "not worse than anything you see on broadcast television at that time of night, such as ''
NYPD Blue
''NYPD Blue'' is an American police procedural television series set in New York City, exploring the struggles of the fictional 15th Precinct detective squad in Manhattan. Each episode typically intertwines several plots involving an ensemble c ...
''."
USA Network executive
Bonnie Hammer, a protege of Diller who was also one of the few USA Network executives to speak out against the plan to cancel Raw,
worked extensively with Head Writer Vince Russo in reinventing the World Wrestling Federation.
Notable stars
Stone Cold Steve Austin
After
Stone Cold Steve Austin won the 1998 Royal Rumble, former heavyweight boxing champion
Mike Tyson
Michael Gerard Tyson (born June 30, 1966) is an American former professional boxer who competed from 1985 to 2005. Nicknamed "Iron Mike" and "Kid Dynamite" in his early career, and later known as "The Baddest Man on the Planet", Tyson is cons ...
made a guest appearance on ''Raw'' the following night.
Tyson, who at the time was still suspended from boxing, was to be introduced as the "Special Guest Enforcer" referee for the championship match at
WrestleMania XIV,
but McMahon's presentation of Tyson was interrupted by Austin, who
flipped off
''Flipped Off'' is an American reality television series on A&E that debuted April 28, 2012. The series features four-time '' Survivor'' contestant Russell Hantz, his brother Shawn Hantz, and real-estate agent Kristen Bredehoeft as they " flip" ...
Tyson, leading to a brief scuffle.
In an interview with Austin, head writer Vince Russo described this moment as the start of the Attitude Era.
Over the following weeks, Tyson aligned himself with Michaels, Austin's opponent at WrestleMania, and D-Generation X.
In the closing moments of the match, Tyson counted Austin's pinfall on Michaels.
Tyson was paid $4 million for his role.
Following his crowning as champion, a long-term storyline pitting Austin and McMahon as rivals began,
and it proved pivotal in increasing the WWF's revenues from merchandise sales, arena events and PPV sales, as well as television ratings.
Austin, would regularly have to overcome the odds stacked against him by Mr. McMahon.
Austin and McMahon were featured in numerous segments leading to a match between the duo on April 13, 1998, episode of Raw, Austin and McMahon were going to battle out their differences in an actual match, but the match was declared a no contest when Mick Foley (as Dude Love) interrupted the entire contest. On that night Raw defeated Nitro in the ratings for the first time since June 10, 1996. Austin again wrestled McMahon in 1999 at
St. Valentine's Day Massacre in a steel cage, which he won when the debuting
Big Show accidentally threw him through the cage wall, thus earning a world title shot at
WrestleMania XV where Austin defeated
The Rock, where he also defeated him in rematch at
Backlash.
Throughout the McMahon rivalry, McMahon founded two heel
factions:
The Corporation and
The Corporate Ministry. The feud between the two also involved some of the most iconic moments of the Era, including Austin driving a
Zamboni
Zamboni or The Zamboni may refer to:
* an ice resurfacer, commonly known as a "Zamboni" as a genericized trademark
* Zamboni Company, a maker of ice resurfacers, founded by ice resurfacer inventor Frank Zamboni
* ''The Zamboni'' (magazine), a st ...
to the ring to attack McMahon, Austin visiting McMahon in a hospital, Austin filling McMahon's
Chevrolet Corvette with cement, and driving to the ring in a beer truck and spraying McMahon with beer.
At
Fully Loaded in 1999 Vince McMahon added a stipulation in a first blood match between Undertaker and Austin for the WWF Championship, that if Austin won McMahon would kayfabe step away from the WWF, while if Austin lost he would never receive a title shot for the WWF Championship again. Austin won the match, thus leading to Vince temporarily being banned from the WWF. At Survivor Series, Austin was run down by a car in the parking lot. Austin then underwent neck surgery by Dr.
Lloyd Youngblood
Lloyd Youngblood (born in Beaumont, Texas in 1946) is an American neurosurgeon. He was the chief of the Department of Neurosurgery at Methodist Hospital in San Antonio, Texas until December 2002. He is currently the VP of the South Texas Organ Ban ...
, due to Austin's injury from a piledriver at
SummerSlam two years prior. He was away for a nine-month rehabilitation, with the car angle being used to
write him off television.
Upon Austin's return in mid-2000 he confronted
Rikishi who claimed responsibility for the attack on Austin as per the request of Austin's rival The Rock. Austin faced off against Rikishi at
No Mercy, the match ending in no contest. Austin would win the
2001 Royal Rumble match and face The Rock for the WWF Championship at the main event of
WrestleMania X-Seven. At WrestleMania Austin turned heel after allying with his former rival Vince McMahon and defeated The Rock to regain the WWF Championship. Following the
Invasion storyline, Austin entered a rivalry with
Kurt Angle, losing the WWF Championship to him at
Unforgiven.
The Rock
Dwayne Johnson, a third-generation wrestler, made his debut at the
1996 Survivor Series as "Rocky Maivia", naming himself after his grandfather
Peter Maivia and his father
Rocky Johnson. Despite being a babyface with an impressive winning streak and an
Intercontinental Championship reign, he was frequently met with negative reception from live audiences: loud boos, "Rocky sucks!" chants, and even crowd signs that read "Die Rocky Die". Maivia turned heel when he joined the
Nation of Domination in 1997 and renamed himself "The Rock". As a member of the Nation of Domination, The Rock won the Intercontinental title for a second time. The Rock eventually overthrew
Faarooq to become the leader of the Nation. After the Nation disbanded, The Rock referred to himself as the "People's Champion" and began to receive the support of the audience, which led Vince McMahon and the Corporation to target him.
Survivor Series 1998
The 1998 Survivor Series (subtitled Deadly Game) was the 12th annual Survivor Series professional wrestling pay-per-view event produced by the World Wrestling Federation (WWF; WWE as of 2002). It took place on November 15, 1998, at the Kiel Cente ...
marked the first PPV headlined by The Rock. During the final match of a tournament against Mankind to crown a new WWF Champion, a double turn occurred with the help of McMahon, similar to the previous year's Survivor Series, revealing that Rock was working with The Corporation all along, leading to The Rock's victory. The Rock officially joined McMahon as the crown jewel of The Corporation, abandoning his previous moniker as "The People's Champion" and declaring himself "The Corporate Champion".
The Rock had a lengthy feud with Mankind, who won the title on an episode of ''Raw'' in January 1999. The reign was short lived, as the Rock got his rematch at the 1999 Royal Rumble, in an I Quit Match. The Rock won the I Quit Match and became the WWF Champion yet again. A rematch, known as "Half-Time Heat", took place during halftime of the Super Bowl, and Mankind won the match and the title. The Rock got a rematch at St. Valentine's Day Massacre, in a last man standing match for the chance to headline
WrestleMania XV as the WWF Champion. The bout ended in a draw after both men were unable to stand at the ten count. Despite Mankind being the WWF Champion, he gave the Rock one more shot at the title in a ladder match on ''Raw''. This was their final match, as the Big Show interfered in the match and chokeslammed Mankind off the ladder, leaving the Rock all by himself to win the match and headline WrestleMania XV as WWF Champion. At WrestleMania XV The Rock, the WWF Champion faced off against the challenger, Stone Cold Steve Austin. Vince McMahon interfered in the match attacking Stone Cold to try and stop him but was unsuccessful.
After being fired from the Corporation, The Rock once again declared himself the People's Champion and went on a number of small feuds during the latter part of 1999. It was during this time The Rock's popularity began to flourish once again, and he joined his former rival Mankind to create the tag team,
The Rock 'n' Sock Connection
The Rock 'n' Sock Connection was a professional wrestling tag team of The Rock and Mankind/Mick Foley who wrestled in the World Wrestling Federation (WWF) between 1999 and 2000 and briefly in 2004. As a team, they held the WWF Tag Team Championsh ...
. In 1999, The Rock surpassed Stone Cold Steve Austin as the WWF's top babyface star. The team won the WWF Tag Team titles. After the Rock 'n' Sock connection broke up, The Rock went back into the main event picture of the WWF, battling the likes of
Triple H and his stable, the McMahon-Helmsley Faction. Late in the Attitude Era, The Rock faced Stone Cold Steve Austin again at
WrestleMania X-Seven in the main event match for the WWF Championship. Austin once again defeated The Rock to regain the title and also joined forces with his nemesis Mr. McMahon. Later in 2001 The Rock would bounce back defeating
Booker T Booker T or Booker T. may refer to
* Booker T. Washington (1856–1915), African American political leader at the turn of the 20th century
** List of things named after Booker T. Washington, some nicknamed "Booker T."
* Booker T. Jones (born 1944) ...
at
SummerSlam to win the
WCW Championship
The WCW World Heavyweight Championship was a professional wrestling world heavyweight championship originally used in World Championship Wrestling (WCW) and later, the World Wrestling Federation (WWF, now WWE). It was the original world title of ...
, which was now part of the WWF following WWF's purchase of WCW earlier in the year. Later that year at
Survivor Series, The Rock led Team WWF to victory over Team Alliance as art of the Invasion storyline, by being the sole survivor after last eliminating his rival Austin and celebrated the win with Vince McMahon.
Mick Foley
Mick Foley played three different personas during this era: Mankind, Dude Love and Cactus Jack. While Mankind was his main persona, and Cactus Jack was previously used in his days in WCW, Japan and independent circuits, Dude Love was inspired by a character Foley created when he and his high school friends did
backyard wrestling in his home area of
Long Island, New York
Long Island is a densely populated island in the southeastern region of the U.S. state of New York, part of the New York metropolitan area. With over 8 million people, Long Island is the most populous island in the United States and the 18th ...
. Foley debuted both Dude Love and Cactus Jack in the WWF in mid-1997, while Mankind was debuted at Foley's first-ever WWF event on April 1, 1996, during the ''Raw'' after
WrestleMania XII. Foley's creative versatility allowed him to create distinct characteristics for each character. The 1998
Hell in a Cell match between Mankind and The Undertaker remains one of the most iconic and memorable Hell in a Cell matches to ever take place, with its level of extreme violence and dangerous spots, which led to Mankind getting legitimately knocked unconscious and suffering multiple injuries.
On January 4, 1999, on ''Raw'', Foley won his first WWF Championship, defeating The Rock with the help of Austin.
This match is regarded as a major turning point in ratings of the
Monday Night Wars, shifting it in WWF's favor.
In 2000, Foley as Cactus Jack was involved in a major rivalry with Triple H, at
No Way Out, Foley lost to Triple H in a Hell in a Cell match, as per stipulation Foley was forced to temporarily retire from active competition. Foley would then serve as storyline WWF Commissioner under his real name. He lost the position in December 2000 after being "fired" onscreen by McMahon during which he received a brutal beat down.
Triple H
At the start of the Attitude Era, following
Shawn Michaels
Michael Shawn Hickenbottom (born July 22, 1965), better known by his ring name Shawn Michaels, is an American retired professional wrestler. He is signed to WWE as Senior Vice President of Talent Development Creative. Widely regarded as one of ...
' injury and subsequent retirement in 1998,
Triple H assumed leadership of
D-Generation X. At
SummerSlam, Triple H defeated
The Rock in a ladder match with the help of fellow team member Chyna to win the
Intercontinental Championship. At
WrestleMania XV, Triple H lost to Kane after Chyna interfered on his behalf and she was thought to have rejoined D-X. Later on in the night, he betrayed his long-time friend and fellow D-X member X-Pac by helping
Shane McMahon retain the European Championship and joined The Corporation, turning
heel
The heel is the prominence at the posterior end of the foot. It is based on the projection of one bone, the calcaneus or heel bone, behind the articulation of the bones of the lower Human leg, leg.
Structure
To distribute the compressive for ...
in the process. In April, he started to move away from his D-X look, taping his fists for matches, sporting new and shorter wrestling trunks and adopting a shorter hairstyle. His gimmick changed as he fought to earn a WWF Championship opportunity.
After failed attempts at winning the championship, Triple H and Mankind challenged then WWF Champion
Stone Cold Steve Austin to a
triple threat match at
SummerSlam, which featured
Jesse "The Body" Ventura as the special guest referee. Mankind won the match by pinning Austin. The following night on ''Raw Is War'', Triple H defeated Mankind to win his first WWF Championship.
He dropped the WWF Championship to Mr. McMahon on the September 16, 1999 episode of ''
SmackDown!
''WWE SmackDown'', also known as ''Friday Night SmackDown'' or simply ''SmackDown'', is an American professional wrestling television program produced by WWE that as of currently airs live every Friday at 8 p.m. ET on Fox. Fox Deportes simulc ...
'' before regaining it at
Unforgiven in a
Six-Pack Challenge
Many types of wrestling matches, sometimes called "concept" or "gimmick matches" in the jargon of the business, are performed in professional wrestling. Some gimmick matches are more common than others and are often used to advance or conclude a ...
that included Davey Boy Smith,
Big Show, Kane, The Rock and Mankind. He defeated Stone Cold Steve Austin at
No Mercy before dropping the title to Big Show at
Survivor Series. Triple H then continued his feud with Mr. McMahon by marrying his daughter
Stephanie McMahon and defeating McMahon at
Armageddon. As a result of the feud, an angle with Triple H and Stephanie began which carried the WWF throughout the next seventeen months; together they were known as The McMahon-Helmsley Faction.
[Baer, Randy and R. D. Reynolds. ''Wrestlecrap: The Very Worst of Pro Wrestling'' (p.257)]
Triple H participated in the Fatal Four-Way Elimination match main event of
WrestleMania 2000 with Stephanie at his corner for the WWF Championship, becoming the first villainous character to win the main event of WWF's main show. He would continue to feud with The Rock in the coming months, which included a 60-minute Iron Man match between the duo at
Judgment Day
The Last Judgment, Final Judgment, Day of Reckoning, Day of Judgment, Judgment Day, Doomsday, Day of Resurrection or The Day of the Lord (; ar, یوم القيامة, translit=Yawm al-Qiyāmah or ar, یوم الدین, translit=Yawm ad-Dīn, ...
, a match Triple H won. Triple H would then be involved in a love triangle with
Kurt Angle and Stephanie. At the 2001
Royal Rumble event, Triple H lost to Angle in a WWF Championship match.
Chyna
Chyna made her WWF debut on February 16, 1997 at
In Your House 13: Final Four; her character emerged as a
plant from a ringside seat, choking
Marlena while
Goldust was in the ring with Triple H.
[Laurer, Joanie. ''If They Only Knew'', 259, 269.] Her original role in the promotion was as the laconic
enforcer/bodyguard for D-Generation X which was founded by Shawn Michaels and Triple H. She often helped them (then, a rising
villain) cheat to win by physically interfering in matches by executing her trademark
low blow to the groin.
She was given the ring name "Chyna", an intentionally ironic moniker;
fine china is delicate and fragile, a sharp contrast to her character. Offstage, however, the male wrestlers were hesitant at first to let a woman be seen overpowering them. She would become a prominent member of D-Generation X, and besides competing in the women's division she would regularly compete against male wrestlers in intergender matches.
Chyna would be featured in a more prominent role; in addition to regularly wrestling against male wrestlers and becoming a
two-time Intercontinental champion, she would also be featured twice on the cover of Playboy,
and her autobiography reached number one on
The New York Times Best Seller list, the fourth by a wrestler to achieve the feat.
Not long after losing the Intercontinental title, Chyna became the onscreen girlfriend of
Eddie Guerrero. Originally villains, they became fan favorites during the summer of 2000, with Guerrero dubbing her his "Mamacita".
[Laurer, Joanie. ''If They Only Knew'', 7–8.] They faced
Val Venis and then-rookie
Trish Stratus in an
intergender tag team match
Much like the singles match, tag team professional wrestling matches can and have taken many forms. Just about any singles or melee match type can be adapted to tag teams; for example, hardcore tag team matches are commonplace. Tag team ladder ma ...
at
SummerSlam with the Intercontinental Championship on the line.
Chyna won the match, but lost the belt two weeks later to Guerrero in a Triple Threat match with
Kurt Angle. They officially split in November 2000 after Chyna, in storyline, found Eddie cavorting in the shower with two other women. She left the WWF on November 30, 2001, several months after she had been taken off of television.
The Undertaker and Kane
At
SummerSlam in 1996, The Undertaker became embroiled in a feud with his former manager
Paul Bearer. During the course of their conflict, Bearer threatened The Undertaker with the threat of revealing his 'secret', calling him a "murderer" and accusing him of killing his parents and brother. In the following weeks on ''Raw'', Bearer revealed that Kane was actually still alive, and that Bearer had an affair with The Undertaker's mother, which produced Kane. Kane debuted at
Badd Blood: In Your House, wearing a mask and interfering in the first
Hell in a Cell match between Undertaker and
Shawn Michaels
Michael Shawn Hickenbottom (born July 22, 1965), better known by his ring name Shawn Michaels, is an American retired professional wrestler. He is signed to WWE as Senior Vice President of Talent Development Creative. Widely regarded as one of ...
. Following a series of taunts from Bearer and Kane, who cost him the WWF Championship at the
Royal Rumble, he agreed to face Kane at
WrestleMania XIV. The Undertaker won the match at WrestleMania and the first ever
Inferno Match at
Unforgiven.
Kane then teamed with The Undertaker's rival
Mankind, and they won the Tag Team Championship twice. Kane then won the WWF Championship from Stone Cold Steve Austin after winning a First Blood main event match at
King of the Ring 1998
The 1998 King of the Ring was the sixth annual King of the Ring professional wrestling pay-per-view (PPV) List of WWE pay-per-view events, event produced by the WWE, World Wrestling Federation (WWF, now WWE) that featured the 12th King of the Ring ...
, which was the match that came after a
Hell in a Cell match between Mankind and The Undertaker, but Kane lost the title to Austin the following night on ''Raw''. A few weeks later, thanks to the machinations of The Undertaker, Kane turned on Mankind. Following the conclusion of this storyline, The Undertaker and Kane united to form a tag team that became known as The Brothers of Destruction.
In late 1998, The Undertaker turned on Kane and realigned himself with Paul Bearer. Now proclaiming himself as the "Ministry of Darkness", he turned heel and began taking a more macabre and darker persona, claiming that a "plague of evil" would hit WWF. During the weeks that followed, he reignited his feud with Stone Cold Steve Austin, whom he blamed for costing him the WWF title. At
Rock Bottom: In Your House, Austin defeated the Undertaker in a Buried Alive match with the help of Kane, writing him off of WWF television for a month. As a result, The Corporation had Kane committed to an insane asylum. In December, Kane joined The Corporation to stay out of the insane asylum. He was later betrayed by The Corporation and thrown out of the alliance.
The Undertaker and Kane reformed The Brothers of Destruction in the summer of 2000; at this time, Undertaker had taken on the "American Badass" biker persona instead of the satanic character he had portrayed previously. They challenged Tag Team Champions Edge and Christian for the tag titles on an episode of Raw is War, but they were disqualified, so they didn't win the titles. On the August 14 episode of Raw is War, Undertaker faced Chris Benoit in a match, where Kane turned on Undertaker by chokeslamming him through the ring, and the two feuded with each other again. This culminated in a match at
SummerSlam, which resulted in a no contest when Undertaker unmasked Kane, causing him to flee the ring.
Kurt Angle
Kurt Angle, the 1996 Olympic Gold Medalist debuted at the
1999 Survivor Series as a heel who opposed the society and culture of the Attitude Era. Citing his 3 I's; Intelligence, Integrity and Intensity, Angle would hypocritically chastise crowds each week to the crowd's disapproval. Angle would carry an undefeated streak until losing in his hometown of Pittsburgh, Pennsylvania to The Rock on January 31, 2000 edition episode of Raw is War. Angle would go on to win the European and Intercontinental championships, holding both simultaneously and dubbing himself the "Eurocontinental" champion. Angle lost both the Intercontinental and European championships in a two fall triple threat match to Chris Benoit and Chris Jericho respectively. Angle would go on to win the
2000 King of the Ring tournament to be crowned the 2000 King of the Ring.
Kurt Angle would be involved in a love triangle with
Triple H and
Stephanie McMahon during the summer of 2000, stemming from interactions between Angle and McMahon beginning in December 1999. this would lead to Angle's first PPV main event against The Rock and Triple H for the WWF Championship at
SummerSlam. Following the love triangle, Kurt Angle defeated The Rock to win his first WWF Championship at
No Mercy. Kurt Angle successfully defended the WWF Championship in the first and only 6-man Hell in a Cell match at
Armagedddon that included The Rock, Stone Cold, Triple H, The Undertaker and Rikishi. Angle would subsequently lose the WWF Championship back to The Rock at
No Way Out.
Kurt Angle is cited as having the greatest rookie year of not only the Attitude Era, but in WWE history, quickly becoming a main star. At
Unforgiven in 2001 Kurt Angle defeated Stone Cold Steve Austin to win the WWF Championship.
Stables
D-Generation X
D-Generation X formed on August 11, 1997 edition of Raw after
Hunter Hearst Helmsley (Triple H), Chyna and
Rick Rude helped Shawn Michaels win his main event match against Mankind. The night after
WrestleMania XIV,
Shawn Michaels
Michael Shawn Hickenbottom (born July 22, 1965), better known by his ring name Shawn Michaels, is an American retired professional wrestler. He is signed to WWE as Senior Vice President of Talent Development Creative. Widely regarded as one of ...
began a four-year hiatus from in-ring wrestling to recuperate from a back injury. On-screen, Triple H claimed that he was taking over D-Generation X (DX) and had ejected the absent Michaels for "dropping the ball" over the Tyson incident and had recruited the
New Age Outlaws (
"Road Dogg" Jesse James
Brian Girard James (born May 20, 1969) is an American Professional wrestling, professional wrestler currently signed with the WWE where he serves as the Senior Vice President of Live Events.
James was best known for his initial tenure with World ...
and
"Bad Ass" Billy Gunn) and
X-Pac. On April 28, 1998, WCW's ''Nitro'' event was held at the
Norfolk Scope in
Norfolk, Virginia
Norfolk ( ) is an independent city in the Commonwealth of Virginia in the United States. Incorporated in 1705, it had a population of 238,005 at the 2020 census, making it the third-most populous city in Virginia after neighboring Virginia Be ...
, while ''Raw'' was held nearby at the
Hampton Coliseum in
Hampton, Virginia
Hampton () is an independent city (United States), independent city in the Commonwealth (U.S. state), Commonwealth of Virginia in the United States. As of the 2020 United States Census, 2020 census, the population was 137,148. It is the List ...
. With the ongoing war between WWF and WCW, DX were sent to initiate an immediate "invasion" of ''Nitro'', driving in an army
Jeep
Jeep is an American automobile marque, now owned by multi-national corporation Stellantis. Jeep has been part of Chrysler since 1987, when Chrysler acquired the Jeep brand, along with remaining assets, from its previous owner American Moto ...
and challenging WCW head
Eric Bischoff. Soon after, DX appeared at
CNN Center (as well as WCW's stand-alone Atlanta offices) to call out WCW owner
Ted Turner. The stable's popularity continued to grow, and they were eventually
pushed as
antihero fan favorites, much like Stone Cold Steve Austin and The Rock.
On the November 6, 2000 episode of ''Raw Is War'', Chyna, Dogg, Gunn, and Triple H as part of D-Generation X took on
The Radicalz (
Chris Benoit,
Eddie Guerrero,
Dean Malenko, and
Perry Saturn) in an eight-person tag team match, which D-X won. This was one of their final matches while united, after which Triple H and Chyna begun receiving their own singles push while the other fell into the mid and lower cards.
The Corporation
In 1998, storylines involving McMahon struggling to maintain order within the WWF led to the creation of a new faction, the Corporation. The Corporation was officially formed on November 16, 1998
when
Shane and Vince McMahon along with Big Boss Man, Slaughter, and Pat Patterson and Gerald Brisco reconciled, joining forces with
The Rock. The faction would feud heavily with Stone Cold, D-Generation X, and later the Ministry of Darkness, with whom they would eventually merge. The merger would lead to the creation of the
Corporate Ministry, a mega-faction led by Shane McMahon and the Undertaker, as well as suffering defections with the creation of the short-lived
Union.
Ministry of Darkness
Upon his return, The Undertaker introduced his
Ministry of Darkness, a satanic-themed stable which eventually consisted of
The Acolytes (
Faarooq and
Bradshaw),
Mideon,
Viscera and
The Brood (
Edge,
Christian
Christians () are people who follow or adhere to Christianity, a monotheistic Abrahamic religion based on the life and teachings of Jesus Christ. The words ''Christ'' and ''Christian'' derive from the Koine Greek title ''Christós'' (Χρι ...
, and
Gangrel
David William Heath (born February 16, 1969) is an American semi-retired professional wrestler. He is best known for his appearances in the World Wrestling Federation (WWF) from 1998 to 2001 and intermittently throughout the mid-2000s under the ...
). The storyline continued over the weeks that followed, as the Undertaker announced his intentions of taking over WWF and claimed he was working for a "higher power". He began a feud with
Vince McMahon and his daughter
Stephanie, with the Ministry burning Undertaker's symbol in the McMahon family yard. At
Backlash: In Your House, The Undertaker kidnapped Vince's daughter Stephanie, and attempted to marry her the next night on ''Raw'' by holding a "Black Wedding". The ceremony was successfully ruined by Steve Austin, after two attempts by former Corporation members
Big Show and Ken Shamrock failed. The Ministry would later merge with the Corporation, forming the
Corporate Ministry, who would be involved with most major storylines until July, when they would disband.
The women's division
The original Divas
In August 1995, WWF debuted
Tammy Lynn Sytch as "Sunny". According to the
Toronto Sun
The ''Toronto Sun'' is an English-language tabloid newspaper published daily in Toronto, Ontario, Canada. The newspaper is one of several ''Sun'' tabloids published by Postmedia Network. The newspaper's offices is located at Postmedia Place i ...
, she was able to use "sex appeal, looks and serious wrestling moves" to become famous beyond wrestling, and was named by
AOL
AOL (stylized as Aol., formerly a company known as AOL Inc. and originally known as America Online) is an American web portal and online service provider based in New York City. It is a brand marketed by the current incarnation of Yahoo (2017 ...
as the "most downloaded woman of the year".
Rena Mero
Rena Marlette Lesnar (' Greek, formerly Mero; born August 8, 1967), better known as Sable, is an American former model, actress, and retired professional wrestler. She is primarily known for her time in WWE. She began working for WWE in 1996. A ...
made her WWF debut at
WrestleMania XII in March 1996; using the name "Sable", she escorted
Hunter Hearst Helmsley to the ring when he faced
The Ultimate Warrior, and her first major angle involved her then real-life husband "Wildman"
Marc Mero. Sable quickly eclipsed both her husband and real-life rival Sunny in popularity, first leading to her becoming an in-ring performer, and later to the reinstatement of the
WWF Women's Championship.
Sable became the first WWF female to refer to herself as a "Diva";
the term would be coined and shortly thereafter became the official title for WWF's female performers. The use of Sable as an on-screen character was increasingly sexual, including competing in the first "bikini contest" against
Jacqueline.
Her on-screen popularity resulted in her breaking through into mainstream pop culture, becoming the first wrestler to appear on the cover of
Playboy.
Sable was considered the "blonde bombshell", the usage of Sable's appealing appearance to draw more male viewers reignited the interest in the women's division and wrestling journalist
Dave Meltzer has described her as a "huge ratings draw". Sable later said that it was written in her contract that she was not allowed to take bumps.
The Sable character would eventually be changed into a heel, and soon after the relationship between the WWF and Mero would break down, with Mero filing a $110 million lawsuit, saying that the WWF had become increasingly "obscene, titillating, vulgar and unsafe", and alleged that she was asked to perform in lesbian storylines, as well as being requested to strip on live television. Sable's rise in popularity was repeated by Chyna, who would be featured in a more prominent role; in addition to regularly wrestling against male wrestlers and becoming a
two-time Intercontinental Champion, she would also be featured twice on the cover of Playboy,
and her autobiography reached number one on
The New York Times Best Seller list, the fourth by a wrestler to achieve the feat.
Lita and Trish
Lita made her WWF debut as a valet for
Essa Rios on the February 13, 2000, episode of ''
Sunday Night Heat
''WWE Heat'' (formerly known as ''Sunday Night Heat'' and also known as ''Heat'') is an American professional wrestling television program that was produced by World Wrestling Entertainment (WWE) and aired from August 2, 1998 to May 30, 2008. Ori ...
'', where Rios was
booked to win the
WWF Light Heavyweight Championship from
Gillberg.
During the match, Lita captured the attention of viewers by mimicking Rios' moves, notably the
moonsault
A moonsault, moonsault press, or back flip splash is a professional wrestling aerial technique. It was innovated by Mando Guerrero. Much of its popularity in both Japanese and American wrestling is attributed to The Great Muta, despite it being u ...
and
hurricanrana.
Lita eventually left Rios' side and allied with the
Matt and
Jeff Hardy, and the trio formed a
stable
A stable is a building in which livestock, especially horses, are kept. It most commonly means a building that is divided into separate stalls for individual animals and livestock. There are many different types of stables in use today; the ...
known as
Team Xtreme. As a member of Team Xtreme, Lita developed a more "alternative" image,
and her popularity greatly increased.
In June 2000, the trio began a storyline with "
T & A" (
Test and
Albert), with Lita engaging in a rivalry with their manager,
Trish Stratus.
Lita also began a concurrent feud with WWF Women's Champion
Stephanie McMahon, who was promoted at the time as being one of the biggest stars in the company.
On an episode of ''Raw'' on the August 21, 2000, Lita defeated McMahon in the main event for the Women's Championship, the first time two females had featured in the main event of WWF's flagship show. McMahon would later describe it was an "incredible privilege". In 2001, Stratus and McMahon took part in their own storyline also involving Stephanie's father Vince; Stratus later noted that the female performers had moved from being on the side of storylines to being a "viable part of the program".
Defections from WCW
Chris Jericho
Frustrated over WCW's refusal to give him a chance to wrestle
Goldberg,
Chris Jericho signed with the WWF on June 30, 1999. On the August 9 episode of ''Raw'', he made his debut, referring to himself as "Y2J" (a play on the
Y2K bug
The year 2000 problem, also known as the Y2K problem, Y2K scare, millennium bug, Y2K bug, Y2K glitch, Y2K error, or simply Y2K refers to potential computer errors related to the formatting and storage of calendar data for dates in and after ...
) and began feuds with The Rock, Chyna,
Kurt Angle and
Chris Benoit while capturing the Intercontinental and
European
European, or Europeans, or Europeneans, may refer to:
In general
* ''European'', an adjective referring to something of, from, or related to Europe
** Ethnic groups in Europe
** Demographics of Europe
** European cuisine, the cuisines of Europe ...
championships on several occasions in the era. On the April 17, 2000, episode of ''Raw'', Jericho defeated Triple H for the WWF Championship, but the decision was reversed by referee
Earl Hebner under pressure from Triple H. Jericho continued to feud with Triple H throughout 2000 leading to a Last Man Standing match at
Fully Loaded which Triple H won. Jericho later defeated Stone Cold Steve Austin and The Rock on the same night at
Vengeance 2001
The 2001 Vengeance was the inaugural Vengeance professional wrestling pay-per-view (PPV) event produced by the World Wrestling Federation (WWF, now WWE). It took place on December 9, 2001, at the San Diego Sports Arena in San Diego, California. ...
, becoming the Undisputed WWF Champion in the process. In the main event of
WrestleMania X8, Jericho lost the Undisputed WWF Championship to long term rival Triple H.
Other notable defectors
Many other WCW wrestlers, who were unhappy with the disorganization, backstage environment and
workplace politics of the promotion, jumped ship to the WWF. The first high-profile acquisition was that of
Paul Wight, who wrestled as "The Giant" starting in 1995. Wight allowed his WCW contract to expire on February 8, 1999, when
Eric Bischoff denied his request for a pay increase.
[''The Monday Night War'' DVD] He signed with WWF a day later and debuted at
St. Valentine's Day Massacre: In Your House as "The Big Show" Paul Wight, Mr. McMahon's enforcer in The Corporation. At
Survivor Series in November 1999 The Big Show defeated The Rock and Triple H in a triple threat match to win the WWF Championship.
In January 2000,
Chris Benoit,
Eddie Guerrero,
Dean Malenko and
Perry Saturn left WCW for the WWF. Benoit had just defeated
Sid Vicious for the
WCW World Heavyweight Championship at
Souled Out 2000
Souled Out (2000) was the fourth and final Souled Out professional wrestling pay-per-view (PPV) event produced by World Championship Wrestling (WCW). It took place on January 16, 2000, from the Firstar Center in Cincinnati, Ohio. The event would ...
on January 17, but the decision was reversed after disputes with WCW management. The quartet made their television debut on the January 31 episode of ''Raw'' as audience members and backstage guests of Mick Foley before attacking the New Age Outlaws. They were offered a chance to "win" contracts by defeating members of D-Generation X in a series of three matches. Despite losing all three matches, they were "given" WWF contracts by Triple H in exchange for betraying Foley. The quartet became known as
The Radicalz.
Increase in violent content
Hardcore division
Brawling in places outside the ring was a feature of the Attitude Era, and on November 2, 1998, the Hardcore Championship was introduced when
Mr. McMahon
Vincent Kennedy McMahon (; born August 24, 1945) is an American media proprietor and retired professional wrestling promoter, executive, and performer. From 1982 to 2022, he served as the chairman and chief executive officer (CEO) of WWE, the w ...
gifted
Mankind the championship belt.
Hardcore matches were no-disqualification, no-countout, falls count anywhere matches, involving a variety of weapons. Wrestlers would often take their matches outside the ring into other parts of the arena, and occasionally outside the arena.
Frequent participants in the Hardcore division included
Al Snow,
Crash Holly,
Steve Blackman
Steve Blackman (born September 28, 1963) is an American martial arts instructor, bail bondsman, and former professional wrestler. He is best known for his appearances with the World Wrestling Federation (WWF) from 1997 to 2002, where he was a fr ...
, and
Raven
A raven is any of several larger-bodied bird species of the genus ''Corvus''. These species do not form a single taxonomic group within the genus. There is no consistent distinction between "crows" and "ravens", common names which are assigned t ...
. Raven was the most successful wrestler in this division, winning the championship 27 different times. Another stipulation was introduced when Crash won the belt, known as the "24/7 rule", meaning the belt was to be defended at any time of the day, as long as a referee was present.
This rule has allowed the shortest title reigns and quickest title changes in WWE history, and four women held the Hardcore Championship:
Molly Holly (as Mighty Molly),
Trish Stratus,
Terri Runnels, and one of The Godfather's
hos.
For the first time the Hardcore Championship was contested in a ladder match in 2001 at
SummerSlam where Rob Van Dam defeated Jeff Hardy. When the Attitude Era ended, the championship was retired and unified with the Intercontinental Championship on August 26, 2002, after Intercontinental Champion Rob Van Dam beat Hardcore Champion Tommy Dreamer unifying the titles.
Tables, ladders, and chairs matches
While members of "
The New Brood", The Hardy Boyz faced off against
Edge and
Christian
Christians () are people who follow or adhere to Christianity, a monotheistic Abrahamic religion based on the life and teachings of Jesus Christ. The words ''Christ'' and ''Christian'' derive from the Koine Greek title ''Christós'' (Χρι ...
(the original Brood) in the first-ever tag team ladder match, the final match of the "Terri Invitational Tournament" at
No Mercy in October 1999. The Hardys won the match and the services of
Terri Runnels as their manager. The
Dudley Boyz (
Bubba Ray and
D-Von) debuted in the summer of 1999 following their departure from ECW. They were initially villains and were responsible for popularising the use of wooden tables as weapons in professional wrestling. Bubba Ray in particular became notorious for putting women through tables, including the 77-year old
Mae Young. In January 2000, the Dudleys faced off against The Hardy Boyz in the first-ever tag team Table match at the
Royal Rumble, which the Hardys won.
Eventually, the three teams were brought together in a physically demanding and chaotic triangle ladder match at
WrestleMania 2000 for the WWF Tag Team Championship. Edge and Christian won the match and the titles, and this would be the first of several matches involving the three tag teams. Edge and Christian soon developed the "
con-chair-to
In professional wrestling double-team maneuvers are executed by multiple wrestlers instead of one and typically are used by tag teams in tag team matches. Many of these maneuvers are combination of two throws, or submission holds. Most moves are k ...
" (a play on the word "concerto") finishing move, which involved the two hitting an opponent's head simultaneously, on opposite sides, with chairs (which simulated the clashing of
cymbal
A cymbal is a common percussion instrument. Often used in pairs, cymbals consist of thin, normally round plates of various alloys. The majority of cymbals are of indefinite pitch, although small disc-shaped cymbals based on ancient designs soun ...
s). This led to then-WWF Commissioner Mick Foley to make the first-ever
Tables, Ladders, and Chairs match (TLC) at
SummerSlam in August 2000, also won by Edge and Christian. The following year, a second TLC match, dubbed "TLC II", occurred at
WrestleMania X-Seven, and is regarded as one of the greatest wrestling matches of all time. This match, which Edge and Christian again won, also featured interference from
Rhyno, the lackey of Edge and Christian,
Spike Dudley, half-brother of Bubba Ray and D-Von, and
Lita (working with Matt and Jeff Hardy).
Backlash against content
In late 1999,
Parents Television Council (PTC) founder
L. Brent Bozell III began a campaign to pressure companies to pull advertising from WWF programming, due to the content becoming characterized by "cheap sex, vulgarity and violence of the most sadistic sort". Many
Fortune 500
The ''Fortune'' 500 is an annual list compiled and published by ''Fortune'' magazine that ranks 500 of the largest United States corporations by total revenue for their respective fiscal years. The list includes publicly held companies, along ...
companies had been keen to associate themselves with WWF due to the transformation into "theater-in-the-round redone as 'roid rage, jam-packed with charismatic, monumental players, prime-time-worthy production values, and labyrinthine plot machinations". Having lost several advertisers, the campaign forced the WWF to change the content portrayed on their programming, in particular
SmackDown, with McMahon saying that there would be "less aggression, less-colorful language, less sexuality", and controversial characters would be appearing less frequently.
The following year, WWF filed a lawsuit against the PTC, claiming they had used threats and lies to drive advertisers away. The PTC accused the WWF of being responsible for several young children's deaths, including that of six year old Tiffany Eunick by
Lionel Tate
Lionel Alexander Tate (born January 30, 1987) is the youngest American citizen ever sentenced to life imprisonment without the possibility of parole, though this sentence was eventually overturned. In January 2001, when Tate was 13, he was convic ...
, for which
Dwayne Johnson received a
subpoena to testify in 1998. Shortly before filing the lawsuit, WWF and McMahon had begun a storyline where wrestler
Stevie Richards
Michael Stephen Manna (born October 9, 1971), better known by his ring name Stevie Richards, is an American professional wrestler. Over the course of his career, Richards has performed for major professional wrestling promotions including Easte ...
(portrayed by Michael Manna), changed his name to Steven Richards and began attempting to "clean up" the company, forming the "
Right to Censor" stable, eventually adding characters previously portraying a
pimp
Procuring or pandering is the facilitation or provision of a prostitute or other sex worker in the arrangement of a sex act with a customer. A procurer, colloquially called a pimp (if male) or a madam (if female, though the term pimp has still ...
(
The Godfather) and a
porn actor (
Val Venis).
In 2001, federal judge
Denny Chin threw out a motion put forth by the PTC in an attempt to have the charges dismissed, and the following year the WWF were awarded damages of $3.5 million, and Bozell apologized for the accusations made. In 2001, international broadcaster
Channel 4, who aired WWF programming in the
United Kingdom, declined to renew their contract, citing concern of the "increasingly extreme nature" of the programmes. This followed Channel 4 being told by the
Independent Television Commission earlier in the year that they were wrong to air a violent scene involving a sledgehammer. In
Ireland, the
Irish Film Classification Office
The Irish Film Classification Office (IFCO) ( ga, Oifig Aicmithe Scannán na hÉireann, OASÉ) is the organisation responsible for films, television programmes, and some video game classification and censorship within Republic of Ireland, Irel ...
banned 13 home video releases from a possible 70 over a three-year period, with age restrictions on 55 of the 70.
End of the era
Departures of Vince Russo, Ed Ferrara, and Chris Kreski
On October 3, 1999,
Vince Russo and
Ed Ferrara signed with WCW;
Russo contends that his reason for leaving the WWF was the result of a dispute with Vince McMahon over the increased workload caused by the introduction of the new ''
SmackDown!
''WWE SmackDown'', also known as ''Friday Night SmackDown'' or simply ''SmackDown'', is an American professional wrestling television program produced by WWE that as of currently airs live every Friday at 8 p.m. ET on Fox. Fox Deportes simulc ...
'' broadcast and McMahon's disregard of Russo's family. Vince Russo is credited with inventing the "Crash TV" format of shorter story based TV matches with no matches going into commercial, no matches going over 8 minutes except a main event, skit-heavy, personal reality-based television that took stories and rivalries beyond the scope of an arena which led to peak cable
ratings and
profitability for the WWF. However, the WCW fanbase, which consisted mainly of rural, older traditional wrestling fans from the
Southern States Southern States may refer to:
*The independent states of the Southern hemisphere
United States
* Southern United States, or the American South
* Southern States Cooperative, an American farmer-owned agricultural supply cooperative
* Southern Stat ...
, did not welcome Russo's "Crash TV" formula in their programming and stopped watching it altogether.
Following the departures of Vince Russo and Ed Ferrara,
Chris Kreski
Christopher Raymond Kreski (July 31, 1962 – May 9, 2005) was an American writer, biographer and screenwriter.
Early life and education
Kreski graduated in 1980, from Butler High School and was inducted into the school's hall of fame in 2018 ...
became the head writer of the
World Wrestling Federation (WWF).
Kreski was replaced as head writer by Stephanie McMahon following October's
No Mercy PPV 2000 event, but remained on the creative team until 2002, when he left to pursue other opportunities.
Closure of WCW and ECW
In January 2001,
AOL Time Warner announced they were to sell WCW to a group of investors called ''Fusient Media Ventures'', with the provision that they would continue television broadcasts on
TNT. In March, AOL Time Warner announced that they would be stopping the broadcasting of professional wrestling on their
Turner networks, causing the end of the sale. Later that week it was announced that the WWF had purchased the selected assets and contracts of WCW from AOL Time Warner for a number reported to be around $7 million,
putting an end to the Monday Night Wars. Linda McMahon stated that the purchase had great cross-brand potential, and described it as the "perfect creative and business catalyst for our company".
Paul Levesque attributed WCW's downfall to a lack of respect, and that WWF would continue to be successful despite the end of the rivalry. The end of WCW was followed in April by ECW filing for bankruptcy; ushering in the invasion storyline. Two years later in 2003, ECW was purchased by the WWE.
WrestleMania X-Seven; Stone Cold's heel turn and departure of The Rock
On April 1, 2001, WrestleMania X-Seven took place and is generally considered as the other main catalyst to the eventual decline of the Attitude Era, the final contest of the night was the WWF Championship match between
The Rock and
Stone Cold Steve Austin, which had a surprise
no disqualification stipulation added just before the superstars were introduced. During the match, the two brawled inside and outside of the ring, with both men bleeding after hitting each other with the ring bell. The Rock attempted to place Austin in a
Sharpshooter hold, but Austin reversed it into a Sharpshooter of his own. After Rock reached the ropes to force a break, Austin applied the
Million Dollar Dream
Professional wrestling holds include a number of set moves and pins used by performers to immobilize their opponents or lead to a submission. This article covers the various pins, stretches and transition holds used in the ring. Some wrestlers use ...
, a submission hold best known from his former gimmick, The Ringmaster. Shortly after, Rock used Austin's own finishing maneuver on Austin by executing a
Stunner. Vince McMahon then came to ringside to observe the match. When Rock tried to pin Austin after the
People's Elbow
Strikes are offensive moves in professional wrestling, that can sometimes be used to set up an opponent for a hold or for a throw. There are a wide variety of strikes in pro wrestling, and many are known by several different names. Professional wre ...
, McMahon seized Rock's leg and pulled him off Austin, breaking the pin attempt. After chasing McMahon around the ring, Austin responded by using Rock's signature move, the
Rock Bottom
Rock Bottom may refer to:
Music
* Rock Bottom Entertainment, an American record label
* ''Rock Bottom'' (album), by Robert Wyatt, 1974
Songs
* "Rock Bottom" (Hailee Steinfeld song), 2016
* "Rock Bottom" (Lynsey de Paul and Mike Moran song), ...
. Later, Rock executed a Rock Bottom for a near fall. After Rock attacked McMahon, he was given a Stunner by Austin for a near fall. After Rock kicked out of the Stunner, McMahon handed Austin a steel chair to hit Rock with at Austin's request, revealing that Austin had sided with McMahon, a man he once considered his
nemesis
In ancient Greek religion, Nemesis, also called Rhamnousia or Rhamnusia ( grc, Ῥαμνουσία, Rhamnousía, the goddess of Rhamnous), was the goddess who personifies retribution, a central concept in the Greek world view.
Etymology
The n ...
. With this, Austin turned
heel
The heel is the prominence at the posterior end of the foot. It is based on the projection of one bone, the calcaneus or heel bone, behind the articulation of the bones of the lower Human leg, leg.
Structure
To distribute the compressive for ...
. Austin attacked him with the steel chair, hitting him sixteen times, before pinning him and becoming the new WWF Champion. The show ended with Austin and McMahon shaking hands and sharing beers.
Following the April 2, 2001 edition of ''Raw is War'', The Rock departed on hiatus from the WWF due to the filming of ''
The Mummy Returns'' as The Scorpion King. The combination of Austin's heel turn, which had a very mixed reception with fans, along with the departure of The Rock and the closing of WCW, ended the boom period.
The Invasion and aftermath
In the Invasion storyline,
Shane McMahon (
kayfabe) acquired
World Championship Wrestling (WCW) in April 2001 and WCW personnel invaded WWF. For the first time since the Monday Night Wars, WWF's purchase of WCW had made a major American inter-promotional feud possible, but the Invasion turned out to be a disappointment to many fans. One main reason would be that many of WCW's big-name stars were still under contract to WCW's old parent company,
AOL Time Warner, rather than WCW itself, and their contracts were not included in the purchase of the company. These wrestlers chose to sit out the duration of their contracts and be
financially supported by AOL Time Warner rather than work for WWF for a cheaper salary.
On July 9, 2001, the stars of WCW and
Extreme Championship Wrestling (acquired by
Stephanie McMahon in a related storyline) joined forces, forming "
The Alliance" with WCW owner Shane McMahon and the new owner of ECW Stephanie McMahon leading the charge, with the support and influence of original ECW owner
Paul Heyman. At
Invasion, Stone Cold Steve Austin turned on WWF and helped the Alliance win the Inaugural Brawl. At
Survivor Series, WWF finally defeated WCW and ECW in a "Winner Takes All Match" and the angle was concluded. In the aftermath of the Invasion angle, WWF made several major changes to their product.
Ric Flair
Richard Morgan Fliehr (born February 25, 1949), known professionally as Ric Flair, is an American professional wrestler. Regarded by multiple peers and journalists as the greatest professional wrestler of all time, Flair has had a career spanni ...
returned to the WWF as "co-owner" of the company, feuding with Vince McMahon.
Jerry Lawler returned to the company after a nine-month hiatus, after his replacement on commentary,
Paul Heyman, was fired on-screen by Vince McMahon. Several former Alliance stars were absorbed into the regular WWF roster, such as
Booker T Booker T or Booker T. may refer to
* Booker T. Washington (1856–1915), African American political leader at the turn of the 20th century
** List of things named after Booker T. Washington, some nicknamed "Booker T."
* Booker T. Jones (born 1944) ...
,
The Hurricane,
Lance Storm
Lance Timothy Evers (; born April 3, 1969), known professionally by his ring name Lance Storm, is a Canadian retired professional wrestler. He is best known for his work in World Wrestling Entertainment (WWE), Extreme Championship Wrestling (EC ...
, and
Rob Van Dam. At
Vengeance 2001
The 2001 Vengeance was the inaugural Vengeance professional wrestling pay-per-view (PPV) event produced by the World Wrestling Federation (WWF, now WWE). It took place on December 9, 2001, at the San Diego Sports Arena in San Diego, California. ...
,
Chris Jericho went on to unify the
WCW Championship
The WCW World Heavyweight Championship was a professional wrestling world heavyweight championship originally used in World Championship Wrestling (WCW) and later, the World Wrestling Federation (WWF, now WWE). It was the original world title of ...
and
WWF Championship, beating both The Rock and Steve Austin on the same night.
Eventually, Vince McMahon brought back Hollywood Hulk Hogan, Kevin Nash, and Scott Hall to reunite the
nWo at the
No Way Out pay-per-view in February 2002. However, Hogan proved to be too popular with nostalgic fans of the Golden Era's "Hulkamania" and soon turned face at
WrestleMania X8 after his classic match with The Rock, which The Rock won.
Changing the ''Raw is War'' title back to its former name
In the aftermath of the
September 11 attacks and the upcoming
United States invasion of Afghanistan in response weeks later, the WWF changed ''Raw is War'' back to simply ''Raw'' on October 1, 2001 to remove the reference to war and to signify that the Monday Night Wars were "over", after WWF's purchase of WCW back in March. As a result, the second hour of ''War Zone'' was renamed ''Raw Zone'' to coincide with the dropping of the "War" line.
Brand extension and WWF draft lottery
With an excess of talent employed as a result of having purchased WCW (and later ECW), WWF needed a way to provide exposure for all of its talent. This problem was solved by introducing a "
brand extension
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.
Organizations use this ...
", with the roster split in half and the talent assigned to either ''Raw'' or ''SmackDown!'' in a mock
draft lottery held on the March 25, 2002 edition of ''Raw''. Wrestlers, commentators, and referees became show-exclusive, and the shows were given separate on-screen General Managers. The brand extension came into effect on April 1, 2002. Later in 2002, after
WWE Champion Brock Lesnar
Brock Edward Lesnar ( ; born July 12, 1977) is an American-Canadian professional wrestler, former mixed martial artist (MMA), amateur wrestler, and professional American football player who holds both American and Canadian citizenship. He is ...
announced himself exclusive property of the ''SmackDown!'' brand and with the creation of the
World Heavyweight Championship, all the championships became show-exclusive too. Additionally, both ''Raw'' and ''SmackDown!'' began to stage individual pay-per-view events featuring only performers from that brand – only the major four pay-per-views
Royal Rumble,
WrestleMania,
SummerSlam and
Survivor Series remained dual-branded. The practice of single-brand pay-per-view events was abandoned following
WrestleMania 23.
In effect, ''Raw'' and ''SmackDown!'' were operated as two distinct promotions, with a
draft lottery taking place each year to determine which talent was assigned to each brand. The first draft was held to determine the inaugural split rosters, while subsequent drafts were designed to refresh the rosters of each show. This lasted until August 2011, when the rosters were merged and the Brand Extension was quietly phased out.
Rebranding to WWE and the Ruthless Aggression Era
The company ceased its "Attitude" promotion on May 6, 2002, when the usage of the initials "WWF" became prohibited as the result of a legal battle between the company and the
World Wildlife Fund. World Wrestling Federation Entertainment, Inc. officially became World Wrestling Entertainment, Inc. (WWE) and replaced its old logo with a new "scratch" logo with only the double "W" and a red scar underneath.
A little over a month later on June 10, 2002, Stone Cold Steve Austin failed to appear on that night's episode of ''Raw'' and was effectively dropped from the company; similar events had allegedly taken place in the prior weeks stemming from Austin's frustration with his character's direction.
Because of the trademark ruling, the company transitioned into its Ruthless Aggression Era on May 6, 2002, and on the June 24 showing of ''Raw'', Vince McMahon officially named the new era as such to motivate the younger roster. The Ruthless Aggression Era featured many elements of the Attitude Era, including similar levels of violence, sexual content, and profanity. However, a greater emphasis on wrestling was showcased.
Media
Home video
On November 20, 2012, a three-disc documentary set simply entitled ''The Attitude Era'' was released on
DVD and
Blu-ray. The video cover is a collage of WWF Superstars and celebrities of that era, designed as a parody of
The Beatles' ''
Sgt. Pepper's Lonely Hearts Club Band
''Sgt. Pepper's Lonely Hearts Club Band'' is the eighth studio album by the English rock band the Beatles. Released on 26May 1967, ''Sgt. Pepper'' is regarded by musicologists as an early concept album that advanced the roles of sound composi ...
'' album cover. Volume 2 was released in November 2014. Volume 3 was released on August 9, 2016. Volume 4, 1997: Dawn of the Attitude, was released on October 3, 2017. Volume 5, Best of 1996: Prelude to Attitude was released on November 29, 2021.
Video games
Many video games were released by WWF based on the Attitude Era, with some of the most notable titles being ''
WWF War Zone
''WWF War Zone'' is a professional wrestling video game developed by Iguana West and released by Acclaim Entertainment in 1998 for the PlayStation, Nintendo 64, and Game Boy. The game features wrestlers from the World Wrestling Federation (WWF, ...
'', ''
WWF Attitude
''WWF Attitude'' is a professional wrestling video game based on the World Wrestling Federation (WWF, now WWE) released by Acclaim Entertainment in 1999 for the PlayStation and Nintendo 64. A slightly enhanced port of the game was later released ...
'', ''
WWF WrestleMania 2000'', ''
WWF No Mercy'', ''
WWF Royal Rumble
The Royal Rumble is a professional wrestling pay-per-view (PPV) and livestreaming event, produced annually since 1988 by WWE, the world's largest professional wrestling promotion. It is named after the Royal Rumble match, a modified battle royal ...
'', ''
WWF SmackDown!
''WWE SmackDown'', also known as ''Friday Night SmackDown'' or simply ''SmackDown'', is an American professional wrestling television program produced by WWE that as of currently airs live every Friday at 8 p.m. Eastern Time Zone, ET on Fox Br ...
'', ''
WWF SmackDown! 2: Know Your Role'', ''
WWF SmackDown! Just Bring It'', ''
WWF Raw'' and ''
WWE WrestleMania X8''.
A video game entitled ''
WWE '13'', which was released in October 2012, paid tribute to the era with its "Attitude Era" mode, which allows the player to re-enact WWF matches and storytelling from
SummerSlam in August 1997 to
WrestleMania XV in March 1999. Also in WWE '13, there is a "Off Script" including the debut of Smackdown! in April 1999 to the match between Trish Stratus and Lita on Monday Night Raw in November 2001. The video game first entitled ''
WWE 2K14'' featured some of the four WrestleMania matches based on the Attitude Era as well, with
WrestleMania XIV and XV having previously appeared in ''
WWE Legends of WrestleMania
''WWE Legends of WrestleMania'' is a video game featuring legends of the professional wrestling promotion, World Wrestling Entertainment (WWE), who have appeared at WrestleManias I to XV in the 1980s and 1990s; during that time, WWE was known a ...
'' prior to their appearances in ''WWE '13'' and ''WWE 2K14''. The video game entitled ''
WWE 2K16'' featured some events of the Attitude Era specifically related to
Stone Cold Steve Austin, who was also on the game's cover.
Music
In 1998, the WWF released ''
WWF The Music, Volume 3'', which achieved
platinum status in the United States, signifying one million sales, while ''
WWF The Music, Volume 4'' reached number five in the
Canadian Albums Chart
The Canadian Albums Chart is the official album sales chart in Canada
Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocea ...
in 1999.
Following this, WWF and their composer
Jim Johnston would collaborate with mainstream
hip hop and
rock musicians for albums,
and Johnston would often hand-pick artists to work with on new theme songs with WWF Aggression album in 2000. In 2001, ''
WWF The Music, Vol. 5'' reached number two on the
Billboard 200 and number five in the Canadian and
UK Albums Chart.
See also
*
History of professional wrestling in the United States
References
{{World Wrestling Entertainment
History of WWE
Professional wrestling controversies