How can Vince McMahon and WWE ensure that SummerSlam goes down in history as one of the very best pay-per-views?
Well, at the show, the company should load the card with swerves and surprises in order to make it memorable.
As WWE's second-biggest pay-per-view of the year, it's important that SummerSlam delivers newsworthy, shocking events. It cannot be just another run-of-the-mill event which, while delivering good matches, plays out largely as expected.
The chances of the show delivering a surprise are increased by the recent results of the Money in the Bank event.
Both Damien Sandow and Randy Orton emerged from the show with title shots. Sandow has a shot at the World Heavyweight title, and Orton has a contract for the WWE Championship.
Ideally, WWE will make the call for one these guys to cash in their title shots and win. Sandow could sweep in at the end of the Alberto Del Rio/Christian match and then take the belt.
Hey, someone needs to end Del Rio's horrendous reign.
Christian walking out with the World Heavyweight Championship isn't really the desired result either. The Canadian wrestler is supremely talented, no doubt, but he's hardly likely to turn things around. Sandow emerging from the shadows to win the belt would be a great surprise—and help springboard the star into the main event scene.
Orton storming out at the end of the closing moments of the John Cena/Daniel Bryan bout and announcing he's cashing in would also be an interesting development. Per reports from F4Wonline via WrestlingInc, it has at least been talked about by management, with one idea being that Bryan would win only for Orton to run in. (Orton also teased strongly Monday night that he was intending to do something major at the pay-per-view.)
Presumably this would lead to Orton's much-talked about heel turn and feuds with Bryan and Cena later in the year.
It would surely make for a gripping and dramatic moment to end the pay-per-view too.
There could also be other surprises in store.
Because it takes place in Los Angeles, SummerSlam has always been peppered with celebrity cameos and appearances. WWE's resident reality star-turned-wrestler The Miz will be hosting the show.
Ideally, WWE will imbue the card with a few Hollywood stars too, just for some shocks. If nothing else, it will get the company some mainstream press.
The last thing SummerSlam should be is predictable. Ideally, management will decide to think outside the box when it comes to booking the show and do various things that will get everyone talking.