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Lately this has become one of the most reoccurring topics in all of pro-wrestling and it's going to stay that way until it finally happens. It's not a subject of discussion that will just "go away" simply because it's not something WWE wants to do right now. And it's not as if the idea of it is impossible either. It probably will happen eventually, but when? What will it take for WWE to finally give the fans what they want to see?
Here I will discuss specific issues surrounding this subject and explain why WWE probably missed out on the best possible opportunity they will ever have to turn Cena heel and why it is perfectly feasible to let it happen in the modern era.
I have broken this article down into common concerns fans and possibly WWE officials have with the idea of turning Cena heel and addressed each concern directly in order to demonstrate that it's definitely not the crazy idea some make it seem like.
So sit back, relax, and enjoy this in-depth analysis of the topic, hopefully take a few things from it, and definitely post your opinions below whether you agree or disagree with me.
Drawing the young viewers
This is usually one of the first excuses detractors pitch forward when shooting down the notion of Cena turning heel. For some odd reason, there is a myth, some type of fairy tale, that suggests children depend on John Cena to be a good guy in order to find entertainment value in the WWE, as if they would all just magically stop watching in the event he suddenly became a bad guy.
Let me be the first to say this is not the case. In fact, it couldn't be further from the truth. There's a very good reason that the weekly television ratings in the WWE rarely fluctuate more than 1/2 of a point from week-to-week regardless of who the WWE Champion is. Cena himself hasn't been champion in a very, very long time. He still headlines the pay per views usually (for whatever reason), but aside from his feuds with outside draws such as Brock Lensar and The Rock, he has not been the focal point of WWE programming in quite some time. Even the closing segment of the "go-home edition" of Raw on the eve of Wrestlemania XXIX was a CM Punk/Undertaker segment, not one of Cena's.
The reason I mentioned is that the current WWE viewers, aside from the mainstream viewers that Lesnar and Rock bring in, are all unconditional wrestling fans contained within the "WWE bubble". They aren't going anywhere no matter what happens on the program. Occasionally we notice spikes in the ratings when something big happens, particularly Lesnar and Rock showing up, but the core fans within that "WWE bubble" are mostly unaffected and will watch the program regardless. I mean sure... they might spring up on the internet and bitch about what they don't like about it from time to time like most of us because really, what's a better way to use the internet aside from bitching about crap you can't change? I'm pretty sure if you conducted a study among every single wrestling fan who has joined any wrestling message board on planet EARTH that you would find 99.9% of those fans post something negative within their first 5-10 posts. Call their bluff. They aren't going anywhere. Especially those kids who have already spent countless amounts of their parents' cash on WWE toys, video games, etc and fashioned their entire after-school ritual around being a wrestling fan. John Cena being a heel would not change that for them.
The TRUTH is, we all remember a time when one of our favorite wrestlers eventually became a bad guy. And sure enough, we're still here. And we're still here because we share something in common with those kids I'm speaking of. We're in "WWE's bubble". We are unconditional wrestling fans and we will likely stay that way regardless of how disappointed we may get from time to time. Wrestling has not been mainstream for quite some time. We are all that's left.
Cena can only draw as a babyface
This is another myth that I'm seriously fed up of hearing about, especially when I hear it from people who claim to be "hardcore wrestling fans" who've been watching since they were an infant and want to believe they understand the business end of it more than just the common fan. Uhhhh.... yeah, okay.
I can think of 3 different wrestling companies immediately right off the top of my head that did very well with a heel as their front man. The first and most notable was the NWA when Ric Flair and the Four Horsemen carried the Mid Atlantic region over the entire NWA for several years. This wasn't just a one-trick pony that only worked for a short period of time, it was a heel faction that drew large numbers consistently for several years and added tons of credibility to the babyfaces who opposed them such as Dusty Rhodes, Barry Windham, Sting, Lex Luger, Magnum TA, Ricky Steamboat, and others. There was no #1 babyface in the Mid-Atlantic region during that time either.
The second company was WCW when Hulk Hogan turned heel in 1996. Who was the "John Cena" of WCW then? There wasn't one. And not only was WCW's business booming during that period and was their single greatest run of the company's history, but rehashed feuds between Hogan and old adversaries such as Roddy Piper, Ric Flair, Randy Savage, and Ultimate Warrior suddenly seemed fresh again. Hogan's heel turn also eventually led to Sting and Goldberg becoming those top babyfaces and both did it by opposing him. What was the main event of Starrcade '97? Sting vs. Hogan. Who did Goldberg win his first WCW Championship from? Hollywood Hogan. These aren't coincidences, WCW knew what they were doing with Hogan. And they pulled the trigger on it at the perfect time right when the fans started thumbing their noses at Hogan and the run had become stale, much like Cena's current situation.
The third company was WWE believe it or not. In late 1998 when Steve Austin was taken off television for a brief period due to injury, The Rock proved the super heel could still draw and even made a mega babyface out of Mick Foley who had been a heel for most of his WWE career up to that point (aside from the brief incarnations as "Dude Love" and "Cactus Jack" of course). And even when Brock Lesnar showed up in 2002, it can be argued he was carrying the entire company as a heel until he departed in 2004.
So with this, I hope we can all agree that heels can, in fact, draw. And Cena is currently on career-equivalent par with everyone who did.
Heels don't sell merchandise
Yes, they do.
Selling merchandise was never a matter of who's babyface and who's heel. It's always been a matter of who's over. Tell me the Four Horsemen weren't selling merchandise in the 80's. Tell me Steve Austin wasn't selling merchandise in 1996. Tell me the nWo wasn't selling merchandise throughout their entire run. Tell me DX wasn't selling it in 97-98. Tell me the Rock wasn't either the same years. Look me in the face and tell me Brock Lesnar wasn't in 2003. Go ahead. Lie to me.
Fact of the matter is, heels have always sold merchandise and it's really not uncommon for them to lead the company's sales either. This is actually probably one of the most ignorant assertions floating around and I honestly don't understand how some people still believe this crap when they hear it.
And even assuming for a second that it was true, is there anyone who really thinks WWE couldn't recover those losses from other talent? Because frankly, CM Punk, Daniel Bryan, the Undertaker, and Triple H all sell the hell out of merch too. The only reason Rey Mysterio even has a job right now is because he does too. Take a look around the crowd at any given show and tell me you can't see their T-shirts everywhere. Sure, Cena's stand out more simply because they're brightly-colored, but if you look a little bit harder you can see just as many fans of other wrestlers. Not to mention the fact that you're going to make bigger stars out of all of those guys in the event Cena turns heel and feuds with them and they will sell even more. Frankly, I don't even remember the last time WWE released a John Cena DVD and those DVD's are probably one of the biggest sources of merchandise revenue judging by how often new ones are released and the royalties they can afford to pay people like Alundra Blayze off selling them. The last check she received from those DVD sales was in the 6 figures and she posted it on her Twitter. That is a fact.
There needs to be someone who can replace Cena's current role before he turns heel
Not necessarily. In fact Cena has already made fan-favorites out of several heel wrestlers simply because a large portion of the fans are already booing Cena anyways. Randy Orton and Sheamus immediately come to mind in that regard. Imagine how over those two guys could be if Cena was actually a heel since the only people who weren't booing Cena were young kids who only cheer him because he's the good guy and they don't know any better. That's why the "Let's go Cena" chants are always omitted at a higher pitch frequency than the "Let's go Orton/Let's go Sheamus/Let's go CM Punk" chants. Their voices haven't broken yet. And that's not a theory either, that is fucking physics. That is consistent as gravity. And it doesn't take Isaac Newton to prove it either.
Fact of the matter is, there will never be another guy in Cena's position until WWE moves Cena out of that position. No matter who they test those waters with right now and no matter how well they do, it will always be apparent Cena is the #1 guy simply because... he is. It's arrogant for anyone to say that no one in WWE currently can handle that role because those wrestlers will never even have the opportunity to prove it unless they can actually carry that torch, which no one else has since 2005.
And traditionally the WWE has always listened to the fans and gave them what they wanted. In the early 90's when Hogan wasn't getting cheered quite like he used to, WWE started to rub him out and move on to Bret Hart. This of course was almost derailed at Wrestlemania IX when Hogan won the title out of the blue, something that wasn't received well from the fans at all. Then in 1997 when Steve Austin was actually getting cheered despite the fact WWE wanted him to be a heel, they finally turned him face at Wrestlemania 13. Then later that same year they turned Rocky Miavia heel after the fans booed him furiously since his debut in 1996. Brock Lesnar eventually followed suit as well. But for some reason, WWE doesn't think it will work this time, despite the fact both Austin and Rock became immortals after WWE listened to their fans on what to do with them. I fully realize those were different times, but it can never hurt business by actually giving your customers what they want. Call me crazy, but that just makes too much sense to ignore for me.
Sick kids don't want heels to grant their wishes
This is honestly the only thing it's hard for me to respond to simply because I haven't been put in this situation, so I am in no position to tell you who terminally ill children want to talk to. I think it's noble and admirable what Cena does for the Make a Wish Foundation and it's a heart-warming to see the compassion the guy has for those kids.
All I can say to this is that turning Cena heel isn't something that has to make a complete terrorist out of him. I would imagine at the very least, WWE would just have to refrain from airing these types of endeavors during their programming so that it doesn't contradict the heelish character he would be portraying on television. But I'm sure Cena would still have young fans who are smart enough to know that wrestling is scripted and that Cena is actually still a nice guy. It would probably be an awkward transition, but I definitely don't think it burns any bridges with that type of charity work and Cena certainly isn't the only wrestler who does it.
Conclusion
If you've made it this far, congratulations because I know it was a long read. But hopefully you can understand my perspective on this situation and understand my frustration with Wrestlemania XXIX not pulling the trigger on a Cena heel turn. The fact is, it was just the perfect opportunity... I mean, so perfect that I doubt they will ever get a chance that PERFECT again. They had the opponent who was completely, utterly, and unconditionally loved as The Rock. They had the perfect story line and frame work to lay the grounds for it. They had real-life situations such as Cena's divorce last year to make it seem extra real. They had a crowd of 80,000 people in the NYC area (WWE's home turf) booing the ever-loving hell out of him. They even had the unpredictability factor of Rock winning the year before, which made nearly every fan in the world assume Cena would win this year just because. There was even a fan sign in the crowd that made fun of that predictability which read "CENA WINS LOL". And to top it all off, there is even a new heel faction in WWE that picked up a win earlier that night, a stable that is already very much over without Cena even being a part of it. P-E-R-F-E-C-T.
But after watching the ending of Wrestlemania XXIX last night, I was very disappointed in that match. I thought Rock winning would be the gutsiest thing WWE could possibly script. And when that didn't happen, I waited anxiously for Cena to hit Rock with the belt and turn heel anyways. And when that didn't happen, I watched Rock have his little moment in the ring alone in front of the crowd and I knew the opportunity was gone forever. Even when Rock walked back up the ramp afterwards and Cena was waiting at the top, I knew Cena wouldn't attack him there either because the opportunity was gone.
It's a little depressing as a wrestling fan because it just proves WWE is taking the safe road for pretty much the remainder of John Cena's career in the WWE and they're not interested in doing something truly unpredictable right now. And it's frustrating because WWE has absolutely nothing to lose these days due to the lack of competition and you would think the doors would be wide open to try something like that. It's clearly something the fans want to see, but for whatever reason, WWE doesn't want to give it to us. And sadly, we will all likely never know why until Cena is long gone from the company and he explains "what could have been" on some internet radio station that very few people will even listen to.
Not only do I think Cena turning heel could be a refreshing and entertaining swerve for WWE fans, but I honestly believe it would be profitable as well. People don't want to buy the same thing over and over and over again. They want to buy new things. Cena turning heel would change the entire landscape of the WWE. It would make nearly everything fresh again. He would instantly become the guy you watch WWE for whether you like him or not, simply because it would be the freshest and hottest angle in wrestling.
It just made too much sense to pass up.