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Wrestling: WWE hypes Cena's return

Wary of economy, officials hope for boost in ratings

By Alex Marvez, Scripps Howard News Service

Published November 20, 2008 at 5:11 p.m.

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Unfortunately, "You Can't See Me" has become more than a catchphrase for John Cena.

Cena is set to make his World Wrestling Entertainment return on Sunday night's Survivor Series pay-per-view show. Cena has missed the last three months because of neck surgery, the second major injury he has suffered since October 2007. Cena was sidelined at this time last year after tearing his pectoral muscle in a match against "Mr." Ken Kennedy.

WWE has done a masterful job hyping Cena's arrival through video segments on its Monday Night Raw telecasts (7 p.m., USA Network), but whether such hoopla translates to pay-per-view orders is another question altogether.

While still financially sound and a strong touring attraction on a worldwide basis, WWE isn't immune to the nation's economic downturn. WWE chief executive officer Linda McMahon recently announced $20 million in cost-savings cuts for 2009 because the company's "revenue growth has slowed," according to a news release on its business Web site.

WWE also is struggling to keep its domestic audience from shrinking, especially after the move of Friday night Smackdown telecasts from CW to the less-prominent MyNetwork TV. The 2.9 television rating for this week's Raw was down 10 percent among viewers age 18 to 49 from the previous week, which is alarming because that is the demographic most likely to buy Survivor Series.

Cena's absence hasn't helped matters. Although he seems to have as many detractors as followers based on crowd reactions, Cena is one of the few stand-alone drawing cards on live WWE shows. Cena has especially strong appeal among female fans and children, who have become a major focus of WWE's recent marketing efforts.

Cena returns to some ready-made feuds. The first tussle will be at Survivor Series with Chris Jericho for the WWE title Cena has held on three different occasions. Waiting in the wings is Dave Batista, who delivered the powerbomb that accidentally injured Cena in August. And there's old rival Randy Orton, who kicked Cena's father in the face last year in a more memorable WWE story line.

Such competition will give Cena plenty of momentum heading into late March when his new WWE-produced movie 12 Rounds makes its premiere nine days before Wrestlemania 25.

Provided he can stay healthy, that is.

* Like Cena, Brock Lesnar worked his way through WWE's developmental program before achieving pro wrestling stardom. Lesnar, though, has found his true calling in mixed martial arts fighting.

Lesnar captured the Ultimate Fighting Championship heavyweight title last Saturday by defeating Randy Couture via a second-round TKO. The bout was called when Lesnar clocked Couture with a right hook and followed with a rapid-fire series of unanswered punches.

Lesnar's next match is likely to be against the winner of the Frank Mir vs. Antonio Nogueira bout Dec. 27 on the UFC 92 pay-per- view show. Mir defeated Lesnar last February in the latter's UFC debut.

* WWE's cost-cutting measures have contributed to some roster trimming. Chuck Palumbo, Paul London, Elijah Burke, Armando Alejandro Estrada, Kenny Dykstra, Lena Yada and Super Crazy were recently released from their WWE contracts.

Lance Cade, who was receiving a push as Jericho's understudy, was axed because of out-of-the-ring issues. Cade reportedly overdosed on prescription medication, causing him to have a seizure aboard an airline flight.

Cade and former WWE tag-team partner Trevor Murdoch reformed their duo last weekend at a National Wrestling Alliance television taping in Hollywood, Calif. The NWA hopes to gain a quality television outlet for their product through niche DVD specialist Big Vision Entertainment, which produced the ill-fated Wrestling Society X show that aired briefly last year on MTV.

Alex Marvez writes a syndicated pro wrestling column for Scripps-Howard News Service.

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