Once upon a time in WWE, there were real artists who worked in the creative department. They were paid to create hype with memorable showdowns leading to pay-per-view events.
Nowadays, it seems the art of hyping a major show is lost.
To present too many pay-per-views could explain the lack of time to prepare a decent build up for the big matches. But the issue goes deeper than just that. A storyline should not stop with a pay-per-view and move to a new one the following week. An interesting rivalry should last for months and not few weeks.
Apparently, the creative staff never heard about continuity. Why can't they create feuds that last for more than one month? It would hurt no one if two grapplers would fight against each other for more than one pay-per-view.
For example, why didn't them make Rey Mysterio invoke his rematch clause instead of making him qualify for what was his due?
They had the perfect scenario for an interesting showdown since Mysterio could be mad about the cheap loss against Kane, and work around that. I could imagine a pesky Mysterio interfering in Kane's matches and then running away.
Too bad, they preferred to go with him been thrown in water by Kane. Instead of getting something memorable, we got Kane accusing the little guy for The Undertaker's vegetative state.
They've also put him in a lame segment and a pointless match with Drew McIntyre. I wonder what's wrong with the writers. They're even scrapping the Kane-Undertaker's angle. Why this sudden obsession for caskets?
I don't know for all of you, but I feel no excitement for that match at Summerslam. It makes no sense to have a Championship match without any decent story behind it.
There is now only one Smackdown! episode left, so they have to do something quick if they want the fans to buy the pay-per-view. The last thrown in match doesn't help either. A handicap match between an injured Big Show against the Straightedge Society is not exactly what the fans are looking for.
The Sheamus vs. Orton encounter over the WWE Championship was not better. It received the same poor treatment from the writers. Does anyone really currently care about that match? There is no heat for Sheamus who done nothing worth a mention so far. Not even a single sneaky attack against Orton.
In fact, Sheamus got more interactions with The Miz, who tried twice to cash his Money In The Bank contract, than with his Summerslam opponent.
It's even worse for the women's division. The WWE always throws a Divas match on the card at the last minute as they will do with Melina, who returned this week, and Alicia Fox. Then they wonder why no one cares about Divas matches, which is a shame because there is some wasted and unused talent in the women's division.
Gail Kim, Nathalya, Tamina, Serena, and Beth Phoenix all have the potential to give a good show but the WWE keeps them away from good angles.
Now, let's talk about something positive, The Nexus vs. The Odd Alliance storyline. Since the Nexus invasion on Raw in June, the angle, that became quickly boring with the random beatings, entered a new interesting phase in the build up for Summerslam.
With Cena's team tearing apart, the creative team came with something actually entertaining. In addition, the Nexus members have been put in wrestling matches. The fans could finally see what they could do outside seven on one assaults.
However, it's not enough for a major pay-per-view like Summerslam.
Even this year's Wrestlemania didn't create the hype it used to. The showdown was lame compared to the previous year when Shawn Michaels came with unforgettable segments. Vince McMahon himself said the creative team didn't deliver for the last Wrestlemania (1).
Actually, 2010 is probably the worst year regarding showdowns leading to pay-per-view events. The buildups for Money In The Bank and Fatal 4-Way were horrible.
There was no hype either for Extreme Rules and Elimination Chamber.
If the WWE wonders why the buy rates are so low lately, they should take a closer look to the creative and marketing departments that failed to ignite fans' passions for the upcoming shows.
Once upon a time in WWE, there were effectiveve promos leading to big matches. There were also talk show segments to add oil on the fires of ongoing feuds.
The creative teams were actually creative and knew how to put passion in championship bouts and they knew how to work the fans to get them eager to watch main events.