Introduction

The Attitude Era in professional wrestling marked a significant turning point in the industry, beginning in 1997 with the Montreal Screwjob during the Survivor Series event. This era is known for its edgy content and complex storytelling, which appealed to a more mature audience.

What Began the Attitude Era?

The Attitude Era officially began on November 9, 1997, during the stark rivalry between the World Wrestling Federation (WWF) and World Championship Wrestling (WCW). This period was crucial for the WWF in its competition with WCW, as well as in adapting to changing audience demographics and rising key personalities in the wrestling world.

Competition with WCW

The WWF faced intense competition from WCW, which had achieved significant popularity through its own edgy programming, particularly the nWo storyline. In response, the WWF had to innovate to stay ahead. The Montreal Screwjob at the Survivor Series in November 1997 marked a pivotal moment, showcasing the WWF's willingness to embrace more controversial and mature content.

Changing Audience Demographics

The audience for professional wrestling was also evolving, with a growing number of adult viewers. The WWF recognized this shift and sought to cater to this demographic by incorporating more complex and mature storylines and characters. This adaptation helped the WWF appeal to a broader range of fans, including those who were previously turned off by traditional wrestling content.

The Rise of Key Personalities

The emergence of key personalities such as Stone Cold Steve Austin, The Rock, and Triple H played a crucial role in shaping the Attitude Era. These charismatic and rebellious performers resonated with fans and helped to define the tone of the era. Their influence extended beyond the ring, shaping the overall image and direction of the WWF.

Shift in Creative Direction

Under the creative direction of Vince McMahon, the WWF shifted away from its family-friendly approach and embraced a more provocative and controversial style of storytelling. This change in approach significantly boosted the WWF's popularity and market position, contributing to its success in the late 1990s and early 2000s.

The Rock and the Evolution of SmackDown

The Attitude Era didn't just begin on a single day. It grew over time, with key events and stories acting as catalysts. One significant milestone was the rise of The Rock in December 1998, which marked the end of the initial Raw-WCW cable wars. The rivalry between Stone Cold Steve Austin and The Rock during this period greatly contributed to the popularity of SmackDown, transforming it from a minor player to a key competitor of Raw.

The Stone Cold/The Rock rivalry not only dominated the wrestling landscape but also played a crucial role in the evolution of SmackDown. The success of this rivalry highlighted the marketing potential of SmackDown, leading to its growth and development as a complementary product to Raw.