MATT. EDGE. HELL. CELL. 24/7/365
The main event scheduled for WM XXIII in Detroit, is of course, Matt and Edge in only the third ever Cell match. It's the first main event we've scheduled a year in advance for the buildup. It'll be the first time the WWF Championship isn't on the line (maybe...) in the main event at Mania.
It's the blowoff match to what (by that point) will be a year and a half in the Lita program, and considering the Matt/Edge history woven throughout their entire careers - it's the blowoff match nearly a decade in the making.
To that end - we start the documentary series. Matt. Edge. Hell. Cell. 24/7/365.
The direct model for this of course is the great Mayweather/De La Hoya build that HBO did; if you missed this, you want to catch it even after the fight. They heeled Floyd up real good (the shot of him with the stacks of money in his kitches is one I want to directly steal for Edge) and judging by public expert reaction, I think it's built up not just interest in buying the fight, but a genuine belief in the underdog De La Hoya (totally without merit, in my view - if I'm wrong, well, people can shoot at me, but I think the only way Floyd loses the fight is if the judges steal it from him).
The indirect model is what, I think, is still my favorite build for any wrestling match, the training scenes of Bret and Shawn before XII.
We'll start with small, but larger than normal, say, five minute, pieces within the bodies of existing WWF shows. Inside Matt's life. As it begins, he won't open up at all - since he's the enigmatic Pillman-like character. I really don't want him talking on camera until we zero in on the show - people can talk about him, we can get shots of him, but I want him largely by himself, running the steps hours before TV, shadowboxing, sitting alone in the locker room.
People can talk about him, family, friends, other workers - "Matt's changed" is the real theme of the Matt side of this. And current Matt will be juxtaposed with Ring Boys Matt, Hardys Matt.
We'll climax the Hardys stuff in time for the return of...well...someone's returning this summer, as you are aware.
When we get close, we'll break Matt open a little bit so we can recognize the degree to which he needs to win the match.
Edge, early on, will be all cocky heel. Edge goes out partying, Edge at the club, Edge with Lita - Edge and Lita with other girls. Edge with strippers. Edge with porn stars. Edge's frenzy to get at Matt has to slow way down now and build again before the big show. Right now, I basically just want to show Edge as young, single athlete guy. He makes it rain at the strip clubs, he's just a wealthy, good looking asshole living it up.
When we get close, he'll want it just as badly as Matt. But right now, he's Pretty Boy Edge.
Eventually, they'll get longer blocks of time for the documentary pieces, and since they'll both be in other feuds over the course of the year - we can use this time to always keep as a touchstone that the company is driving to one match at XXIII.
Matt. Edge. Hell. Cell. 24/7/365
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