Another terrible example of WCW getting cross-promotion with mainstream media entirely wrong is David Arquette's title run. Arquette was (and still is) a huge wrestling fan, and was appearing on WCW promoting his latest film Ready 2 Rumble. He ended up in a match tagging with DDP against Eric Bischoff and Jeff Jarrett, with the stipulating being whoever got the pin won the title. Arquette pinned Bischoff, and won the title from his own tag team partner. Luckily, he only kept the title for just under a month before turning heel on DDP and allowing Jarrett to win it from him, but it was the final straw in the eyes of many WCW fans. It's worth noting that Arquette knew the reaction he would get, and was opposed to becoming the champion. He also donated all of his WCW pay to the families of Owen Hart, Brian Pillman and Darren Drozdov. Unfortunately, this wasn't just a one-time blunder by late-era WCW management. In 2000, Vince Russo had booked himself into a steel cage match for the WCW Championship with Booker T. The match ended when Goldberg interfered and speared Russo through the cage, causing Russo to win the World Championship. Although he would surrender it the next day, this cavalier attitude to one of the most respected championships in professional wrestling didn't sit well with the fans at all. https://www.youtube.com/watch?v=a3g37-9nu_g
