The art of surprise is a tactic often employed in professional wrestling to thrill fans. Major events like WWE's Royal Rumble or Pro Wrestling Guerilla's Mystery Vortex revel in unpredictability. But would the same concept work for a stadium show, captivating thousands of attendees and viewers around the globe? Wrestling legend and WWE Hall of Famer Bully Ray believes it could be a successful strategy.
During an episode of "Busted Open," Bully Ray and his co-hosts delved into the mystery surrounding AEW's All In event in London, scheduled for August 27 at Wembley Stadium. A month away from what's billed as AEW's grandest spectacle, there is little information available regarding matches or participating talent.
Even on AEW programming, the most substantial mention of the event came from CM Punk as he revealed his "real" world championship on "Collision." Bully Ray argues that this secrecy should not only continue but be embraced.
Embracing the Unknown
"You've already put 77,000 people in the house," Bully Ray observed, highlighting the potential for each match and entrance to be a jaw-dropping surprise. "To me, you're sitting on the edge of your seat.
It's almost like a Royal Rumble over an entire show ... I think this is the show where people at home don't need to know anything. They're going to buy it no matter what, otherwise they'll suffer from FOMO. I think the excitement of not knowing anything draws me in more." The concept of a "Royal Rumble over an entire show" presents an intriguing prospect.
In an industry often plagued by leaks and spoilers, the secrecy could infuse the event with freshness and excitement. Bully Ray further recommended that AEW tease possible competitors or match-ups via social media, a technique he believes plays to their strengths.
Drawing from the success of selling out the United Center in Chicago, Illinois, with only a strong hint that Punk would appear, Bully Ray expressed confidence that the shrouded nature of the event would not hinder pay-per-view sales.
According to him, the diehard fans' curiosity will prevail, ensuring AEW an excellent payday, regardless of the details. In a world where anticipation and mystery are rare commodities, Bully Ray's idea for AEW's All In event at Wembley poses an exciting experiment.
Could the withholding of match details prove to be a revolutionary step in event marketing, or is it a gamble that could disappoint? Only time will reveal the true impact of this strategy, but it's clear that Bully Ray sees enormous potential in embracing the unknown.