The Attitude Era is considered by many fans to be the WWF’s greatest era, featuring the height of Stone Cold Steve Austin’s popularity, along with the Rock, Mankind, and DX.
This episode opens with the more cartoon-ish gimmicks of the pre-Attitude WWF, such as the Sultan, Steve Austin’s Ring Master gimmick, and Ron Simmons in that goofy looking helmet.
Eric Bischoff was riding high with Monday Nitro and the NWO story line. At the time he believed WWF would never recover. Someone warned him that WWF was about to try Howard Stern/Shock Jock type programming, but he dismissed that thinking it would never work.
The Austin/Pillman gun incident is covered, where they filmed a segment at Brian Pillman’s home during which he fired a gun at Austin. Hugely controversial at the time, Vince apologized on air the next week. However, announcer Jim Ross said they got a 75% positive response from their audience to that segment.
Sports journalist Bill Apter is interviewed for this documentary. He supplies a few quotes as it is explained that from here the WWF roster became more edgy. Acts like the black militant group the Nation of Domination formed, as well as De-generation X.
Vince McMahon’s opening speech on the 12/15/97 edition of Raw is shown, where he explains how his programming will now be more contemporary, and away from the older formula of good guys vs bad guys.
By January of 1998 Raw was still losing the ratings battle to Nitro but was on the rise with its new edgier gimmicks like Val Venis (basically a porn star), sexual chocolate Mark Henry, Mr. Ass (Billy Gunn), and the pimp character the Godfather.
Meanwhile, Eric Bischoff still wasn’t impressed. Jericho says that Bischoff was telling people in six months McMahon will lose his TV sponsors and go out of business. Meanwhile Sable (who is not interviewed here) is shown on TV guide, and Nash says that she beat any segment Nitro had at that point.
Just as WWF was embracing the Attitude Era, the corporate structure of Turner Broadcasting was becoming more restrictive on WCW. Standards and Practice representatives were in the WCW creative rooms while porn star Jenna Jameson did a segment with Val Venis on Raw, and WWF introduced their hardcore title.
WCW embarrassingly tried to compete with the Attitude Era while wearing the Standards and Practices handcuffs. They tried their own hardcore title, and we see that clip where Terry Funk almost legitimately almost got kicked in the head by a horse. We also see the infamous junkyard invitational, the viagra on a pole match, and Judy Bagwell on a forklift match. WCW Stunt Coordinator Ellis Edwards is interviewed here and says “I would tell them the things I would do in the stunt business and they would write it into the storyline.” This is the one part of the episode I would have liked to have seen more elaborated. I would have like to have seen who thought of trying to have a WCW Hardcore title and how they balanced that with standards and practices, etc.
This episode layed out the interesting parallels of the shifting creative direction of WWF that mirrored the more restrictive environment of WCW, but I would have like to have seen more of the struggles that came with the latter.