PWInsider - WWE News, Wrestling News, WWE



By Dave Scherer on 2009-11-06 10:48:49

We got the following memo from a reader who told us that he works in the cable industry.  According to the memo, WWE will do one less PPV show next year but raise the base price for each regular (non-WrestleMania) show to $44.95, one would think to make up for the missing revenue of the deleted show.  At a time when buyrates are dropping, a price increase doesn't sound like the brightest idea to me.  Anyway, here's the memo as we received it.


As part of our ongoing efforts to maximize the WWE pay-per-view business, we have made several changes to our branding strategy in 2009.  A key priority was to rename and retheme several of our events to better describe those pay-per-views and to build interest for our fans through new “hooks” and stronger themes.   

In contemplating the future of the pay-per-view business, we would like to make you aware of two important changes we are making to our pay-per-view strategy in 2010. 

1.     WWE will increase the suggested retail price of its pay-per-view events (excluding WrestleMania), by $5.00, to $44.95. This change in the SRP shall become effective commencing with Royal Rumble, which will be held on January 31, 2010. This will be the first price increase for non-WrestleMania events since 2006.  Please note that the SRP for WrestleMania will remain $54.95.

2.     WWE is eliminating one of our June pay-per-view events therefore reducing the number of pay-per-view events in 2010 to 13 events. Please find the preliminary 2010 WWE pay-per-view event schedule below and attached.





Royal Rumble

Sunday, January, 31, 2010

Atlanta, GA

Philips Arena

Elimination Chamber

Sunday, February 21, 2010

St. Louis, MO

Scottrade Center

WrestleMania  XXVI

Sunday, March 28, 2010

Phoenix, AZ

University of Phoenix


Sunday, April 25, 2010

Baltimore, MD

1st Mariner Arena

Extreme Rules

Sunday, May 23, 2010

Oakland, CA


WWE The Bash

Sunday, June 20, 2010




Sunday, July 18, 2010

Kansas City, MO

Sprint Center


Sunday, August 15, 2010

Los Angeles, CA

Staples Center

Night of Champions

Sunday, September 19, 2010

Chicago, IL

Allstate Arena

Hell in the Cell

Sunday, October 3, 2010

Dallas, TX

American Airlines Center

WWE Bragging Rights

Sunday, October 24, 2010

Minneapolis, MN

Target Center

Survivor Series

Sunday, November 21, 2010

Miami, FL

American Airlines Arena

WWE TLC: Tables, Ladders & Chairs

Sunday, December 19, 2010

Houston, TX

Toyota Center

The strategy of reducing our pay-per-view calendar to one event per month (except for October) achieves both creative and business objectives for WWE.  It allows us to better develop compelling storylines and arcs in order to motivate our fans to purchase more pay-per-views.  This change also allows for increased marketing windows for each event, during which we can more effectively communicate our sales message. 


If you enjoy you can check out the AD-FREE PWInsider Elite section, which features exclusive audio updates, news, our critically acclaimed podcasts, interviews and more, right now for THREE DAYS free by clicking here!