Ex-WWE Creative Writer Comments on Scripting for a John Cena Feud, Randy Orton’s Promos & More

Former WWE Creative Writer Andrew Goldstein recently spoke with John Carrigan of The Temple News. Here are some highlights:

Scripting the John Cena – Umaga feud: “I basically ripped off Rocky IV. Umaga destroys Ric Flair. Next week Flair comes out, but not yelling and screaming. He says, ‘I’ve had X amount of matches in my life, but I never felt in my career I couldn’t defend myself like I did last week. It’s time to ground the Learjet, park the limousine and walk away.’ Next week Umaga destroys Arn Anderson. The fact that Arn took this beating drew Flair back to honor his friend. Finally, John Cena defends Flair against the monster.”

Stephanie stepping in before Vince yelled at him: “I wrote and produced the entire Mike Knox and Kelly Kelly storyline. Kelly told him she never loved him and then slapped him in the face with a bouquet. In rehearsal, Stephanie McMahon told him to be somber and put his head down. But Vince is all about facial expressions so he flipped out and said ‘Who told Knox that?’ while looking at me. Steph actually stood up and took the blame. It was the only time Vince was about to yell at me and Steph stepped in.”

The problem with Randy Orton’s promos: “I hate Randy Orton’s ‘better than you’ promo because it’s a crutch. WWE does it all the time and it comes from Vince saying the easiest way to get a message across is with a straight line. I get that, but it’s such an uncreative way to do it. Look at early Ric Flair promos, which I do often. Even before all the Nature Boy stuff, he would say something like, ‘If you can beat me, I’ll kiss your boots.’ He still means that’s he better than you, but he draws me in with specifics.”

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  • Negatist

    Wow, pretty revealing stuff! See, I like insider posts like this! This brings to life the realm of WWE creative thinking and their process of putting the storylines together, and it’s important to understand this from an outsider’s perspective.

  • TheSpider

    Every time I see a former writer give an interview, I realize that the WWE must be the worst company to work for. They all mention how they were bullied, or screamed at, or harassed at work (usually by Vince)…If it’s true, the man has issues.

  • Jason Gaylor

    Ric Flair did not need John Cena to defend him. He’s the greatest of all-time and I’ve seen the man beat guys who were twice the size of Umaga. See, that’s the problem with Cena as opposed to Flair. Cena does whatever it takes to put his own self over. Whereas the old school guys like Flair wanted to make their opponents look just as good as them even if those opponents were vastly inferior. Cena needs to do more than just watch Flair’s promo’s. He needs to study every aspect that made him legendary. The matches, promos, storytelling, believable acting, workrate, gauging a crowd, etc..etc..

    Cena needs to seriously do something to shake up the WWE. His character is stale beyond belief and his audience which primarily consists of children are growing up. I’ll leave you with this…Back in 1995, even Hulk Hogan was smart enough to know that people had had enough of Superman “Hulkamania, brother. So, he turned heel and probably saved his career in doing so. Cena needs to stop being a corporate company man and do something drastic. Otherwise, he will end up like “Goldberg”. A guy who had immense popularity at one time but is now seen as an outright joke and stain of the history of the business by diehard fans, critics, and historians.