The Problem With Edge That No One Wants To Talk About
Again, this is a good story. It's a Hollywood yarn about an affable protagonist who has overcome real-life adversity to get back to this stage and is immensely rewarding for anyone who has ever invested in his career. Adam Copeland seems like an earnest, hard-working, and dedicated guy. It's hard not to root for him.
On a creative level, it's fine. On a business level? It isn't moving the needle. This is the problem with Edge that no one wants to admit.
We like The Rated R Superstar because of everything he was before his sudden retirement, everything he still is, and everything he went through between these two periods. With that level of investment, it's hard to look at the cold, hard numbers and accept the objective failure staring back, but it's right there. This isn't doing what it's supposed to: spark interest on the road to WrestleMania 37.
Perhaps it'll heat up before the pay-per-view. There are still two months to go and Edge naming the title he'll challenge for after Elimination Chamber 2021 (21 February) will guarantee more interactions with Reigns, a proven ratings draw. By that point, the Rumble winner will be paired up with the male wrestler doing more to drive business than anyone else. If Roman's continued ratings drive accelerates, great: it was worth it after all.
Until then, this story is no more attractive to the average consumer than anything else happening in WWE today.