“Wasn’t good sh*t,” “Hurt the business” – WWE’s Attitude Era doesn’t hold up, says veteran

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Many fans consider the time period from late 1997 to 2001 as one of the best, if not the best eras in the company’s history. However, long-term WWE executive Bruce Prichard has a different opinion.

Speaking on Something to Wrestle With, the veteran said fans look back at the era with rose-tinted glasses, but it wasn’t that good.

“People look at the Attitude Era with rose-colored glasses. Go back and watch the Attitude Era today; does not hold up. Wasn’t good sh*t. It was great in the moment. It was absolutely awesome, man. We did some great shit. Doesn’t hold up,” he said.

Prichard said he remembers the era fondly and it was fun to be a part of it. He said it helped expand the business, but it hurt it in some ways as well.

“Don’t know that what we’re doing today is going to hold up in 30 years. As an era, I look back on it fondly. I look back on it as a great time. It was fun to do. It was great in the moment. And in some ways, it exploded the business beyond belief, and in some ways, it hurt the business. But without that explosion, I don’t know that we would have gone public,” he added.

Bruce Prichard explained how transition from Attitude Era helped WWE

While Prichard admitted that the Attitude Era was needed, he said a lot of advertisers didn’t want to associate with the product, unlike today.

He said the outlandish programming of the era meant they were alienating a huge percentage of their audience, which wasn’t good for business in the long run. Prichard mentioned that this is the reason WWE had to curtail things and become a more family-friendly product.

The veteran added that with this move, advertisers began getting involved with the promotion, and it made a huge difference.

If you use quotes from this article, please credit Something to Wrestle with Bruce Prichard and give an H/T to Sportskeeda Wrestling for the transcription.