The Forbidden Door: AEW’s Rise and Its Ties to Wrestling’s Storied Past
The Forbidden Door: AEW’s Rise and Its Ties to Wrestling’s Storied Past
Deets On AEW
The Forbidden Door:
AEW’s Rise and Its Ties to Wrestling’s Storied Past
All Elite Wrestling (AEW) burst onto the professional wrestling scene in 2019, quickly becoming a transformative force in the industry. AEW's rise is emblematic of both the evolution of the wrestling landscape and the demand for an alternative to WWE's decades-long dominance. Yet, the history of AEW isn't just the story of one company's rapid ascent. It’s deeply intertwined with wrestling’s rich history, drawing spiritual inspiration from promotions like WCW, ECW, New Japan Pro Wrestling (NJPW), Ring of Honor (ROH), and others that have left an indelible mark on the wrestling world. This chapter will explore AEW’s journey, from its inception to its ongoing evolution, and trace the roots that have influenced its formation and trajectory.
The Genesis of AEW
The story of AEW began in early 2018 when Tony Khan, the son of billionaire Shahid Khan, and a long-time wrestling fan, saw an opportunity to bring a new flavor of professional wrestling to the masses. At that time, WWE was the undisputed leader in the global wrestling industry, with no serious competition since WCW's closure in 2001. Despite WWE’s success, many fans were dissatisfied with its creative direction, which often emphasized scripted promos and formulaic matches.
Several prominent independent wrestlers were also feeling the frustration of the modern wrestling scene. Cody Rhodes, Kenny Omega, and The Young Bucks (Matt and Nick Jackson) had found success outside WWE, particularly in New Japan Pro Wrestling and Ring of Honor, by creating more spontaneous, athletically-driven matches that appealed to die-hard wrestling fans. These wrestlers, especially after their success at the 2018 "All In" event, began to realize that there was a market for a new promotion that could cater to those looking for something different.
Tony Khan saw an opportunity in this void and began to assemble the pieces that would eventually form AEW. Cody, Omega, and The Young Bucks became Executive Vice Presidents, helping shape the promotion from the ground up. AEW was officially announced on January 1, 2019, with the company promising to deliver a product focused on wrestling quality, creative freedom for performers, and a renewed emphasis on tag team wrestling—areas that had been neglected in WWE’s programming.
Influences from Past Promotions
To understand AEW's unique place in the wrestling world, it is essential to explore its spiritual roots in other promotions. AEW, though a new entity, borrows heavily from the successes and failures of companies that came before it.
1. World Championship Wrestling (WCW)
One of the most significant influences on AEW is WCW, particularly in its heyday during the late 1990s. WCW was, for a time, a viable competitor to WWE, creating the now-famous "Monday Night Wars" when WCW Nitro and WWE Raw aired in direct competition. WCW’s focus on cruiserweights, international stars, and factions such as the nWo provided a broader showcase of wrestling styles, allowing wrestlers from various backgrounds to shine. AEW has adopted a similar philosophy, bringing in talent from around the world and fostering factions such as The Elite and The Inner Circle to drive narratives.
However, AEW has been cautious about avoiding the pitfalls that led to WCW’s downfall, particularly when it comes to bloated creative control and poor long-term booking. AEW’s success with storytelling arcs that span months or even years, such as Kenny Omega’s rise to champion, stands in contrast to WCW’s infamous reliance on shock value and last-minute changes.
2. Extreme Championship Wrestling (ECW)
Another important spiritual ancestor to AEW is ECW, which was revolutionary in the 1990s for its gritty, hardcore style and emphasis on counterculture. ECW positioned itself as an alternative to WWE’s family-friendly product, delivering brutal matches, edgy promos, and fostering a sense of community among its fans. AEW shares this ethos of being a counterculture to WWE. While AEW does not engage in the same level of blood-soaked brutality as ECW, it has brought back hardcore-style matches to mainstream wrestling, with stars like Jon Moxley (formerly Dean Ambrose in WWE) regularly participating in more violent, no-holds-barred contests.
ECW’s sense of fan ownership, where viewers felt like they were part of a revolution, is also mirrored in AEW’s presentation. AEW’s fanbase has been vocal and passionate from day one, and the company has embraced this energy, often responding directly to fans' desires and creating a product that feels collaborative between performers and viewers.
3. New Japan Pro Wrestling (NJPW)
Perhaps no promotion has had a more direct influence on AEW’s in-ring style than NJPW. Many of AEW’s founding members, including Kenny Omega and The Young Bucks, built their reputations in NJPW. The Japanese promotion is known for its "strong style" of wrestling, characterized by stiff strikes, hard-hitting action, and a more serious approach to match storytelling. AEW has embraced this style, often presenting matches that are more physically intense and grounded in athleticism than the WWE norm.
Kenny Omega’s work in NJPW, particularly his legendary rivalry with Kazuchika Okada, has set the standard for match quality in AEW. NJPW’s long-term booking philosophy has also been influential, with AEW often taking its time to build feuds and letting storylines simmer before culminating in major pay-per-view matches.
4. Ring of Honor (ROH)
Ring of Honor is another critical influence on AEW, especially when it comes to showcasing independent wrestling talent. Before AEW's formation, ROH was the home of many wrestlers who would become major stars in AEW, including The Young Bucks, Cody Rhodes, and Adam Page. ROH emphasized high-quality, athletic matches with fewer storylines than WWE, allowing wrestlers to shine through their in-ring abilities. AEW has adopted this approach, often focusing on the athleticism and storytelling within matches themselves rather than relying on soap opera-style drama.
ROH also had strong partnerships with NJPW and other promotions, fostering a sense of international unity that AEW has continued by working with NJPW, Impact Wrestling/TNA, and Mexico’s AAA promotion.
Early Success and Milestones
AEW’s first major event, Double or Nothing, took place in May 2019 at the MGM Grand Garden Arena in Las Vegas. The event was a resounding success, both critically and commercially, showcasing a mix of high-quality wrestling, memorable debuts, and surprises. Jon Moxley’s shocking debut at the end of the show, where he attacked Kenny Omega and Chris Jericho, immediately set the tone that AEW was a serious contender.
In October 2019, AEW launched its weekly television show, Dynamite, on TNT, the same network that once aired WCW Nitro. This symbolic link to WCW’s past was not lost on fans, who were eager for a viable alternative to WWE's programming. Dynamite debuted to strong ratings, offering a mix of high-energy matches, fresh faces, and a willingness to showcase tag teams and factions—something WWE had moved away from. The format of the show often emphasized in-ring action over backstage segments, a departure from WWE’s heavily scripted format.
AEW’s roster quickly grew with the signings of major talents like Chris Jericho, Jon Moxley, and later stars like Bryan Danielson (Daniel Bryan) and CM Punk. These signings brought instant credibility to the promotion, as well as fans who had become disillusioned with WWE’s handling of their favorite wrestlers. Jericho, in particular, became AEW’s first World Champion, adding a level of prestige to the company with his worldwide recognition.
Diversity and Innovation in AEW
One of AEW’s standout features is its commitment to diversity, both in terms of its roster and storytelling. The promotion has made a conscious effort to spotlight wrestlers of different backgrounds, ethnicities, and genders. Stars like Hikaru Shida, Jade Cargill, Nyla Rose (the first transgender woman to hold a major wrestling title in the U.S.), and Thunder Rosa have made AEW’s women’s division one of the most diverse and dynamic in the industry.
Additionally, AEW has embraced diversity in its tag team division, something long neglected by WWE. Teams like The Young Bucks, FTR, Lucha Brothers, and others have headlined major events, with tag team wrestling often being treated as a main event attraction rather than an afterthought.
AEW’s innovations have also extended to match types and storytelling. The promotion has reintroduced fans to matches like the "Blood and Guts" (AEW’s version of WarGames), the Casino Battle Royale, and Stadium Stampede—a mix of traditional wrestling and cinematic action. These match types, combined with AEW’s blend of serious and comedic storytelling, have given the company a unique identity.
AEW’s Impact on the Wrestling Industry
In a short period, AEW has had a seismic impact on the professional wrestling industry. One of its most significant achievements has been pushing WWE to adjust its own creative direction. AEW’s success in the ratings, particularly among younger viewers, has forced WWE to become more experimental, resulting in the launch of NXT 2.0 and a more sports-centric approach to their flagship shows.
Beyond WWE, AEW’s presence has created a ripple effect throughout the industry. Independent wrestlers now have a major national promotion to aim for outside of WWE, while AEW’s partnerships with other companies like NJPW, Impact Wrestling, and AAA have fostered a spirit of cooperation rarely seen in modern wrestling. Wrestlers who might have been overlooked by WWE now have a platform to showcase their talents, often leading to higher visibility and greater career longevity.
AEW’s Business Model and Strategy
AEW has employed a business model and strategy that sets it apart from WWE, focusing on multiple revenue streams while giving creative freedom to its performers. From the outset, AEW’s commitment to producing high-quality, Pay-Per-View events and merchandise has provided a strong financial foundation. Its flagship PPV events, such as Double or Nothing, All Out, Full Gear, and Revolution, have consistently drawn significant viewership, while also attracting fans from different wrestling traditions, including those with an interest in international promotions like NJPW and AAA.
Media Deals and Streaming
The company’s media deals have been central to its financial success. AEW secured a major television deal with WarnerMedia, which saw Dynamite airing on TNT, a channel with a rich wrestling history dating back to WCW. The move to TNT was symbolic, rekindling memories of Nitro's heyday, and attracting fans who missed the competitive spirit of the Monday Night Wars. In 2021, Dynamite shifted to TBS, a network with broader reach, while AEW's secondary show Rampage was launched on TNT.
In addition to television, AEW has explored various streaming options. AEW’s matches and events are available on streaming platforms like FITE TV for international audiences, and the company has leveraged platforms like YouTube to showcase additional content, including their online shows AEW Dark and AEW Dark: Elevation. These shows provided a platform for unsigned talent to showcase their skills and develop their characters, while giving viewers free access to more AEW content, further strengthening fan engagement.
Merchandising
Merchandise sales have become a cornerstone of AEW’s business model. The company's partnership with Pro Wrestling Tees allows AEW wrestlers to sell custom shirts and merchandise, a revenue stream that many independent wrestlers were accustomed to before AEW was formed. AEW wrestlers often have creative input in their merchandise designs, making their products unique and tailored to their fanbase. This approach has not only brought in significant revenue but has also cultivated an emotional connection between the fans and the wrestlers, fostering a sense of loyalty.
Live Events and Touring
AEW’s live events and touring strategy have also played a pivotal role in its success. Following the COVID-19 pandemic, which disrupted live events across the world, AEW was quick to adapt by utilizing its "Daily’s Place" venue in Jacksonville, Florida, where it maintained a steady stream of shows with a limited crowd. As restrictions eased, AEW resumed touring across the United States, selling out major venues and establishing itself as a major player in the wrestling landscape.
Live attendance at AEW shows remains a key factor in the company's financial health, with dedicated fans attending events and contributing to merchandise sales. AEW has also ventured into international markets, with shows scheduled in the UK and plans to expand its presence across Europe and Asia, broadening its fanbase globally.
AEW’s Creative Direction
AEW’s creative direction is rooted in a commitment to wrestling purity and freedom, something that WWE has often been criticized for lacking. Wrestlers in AEW are given the liberty to develop their own characters and storylines, which allows for more organic and authentic portrayals of personalities. This creative autonomy has been instrumental in shaping the identity of AEW’s top stars, such as Kenny Omega, Chris Jericho, Jon Moxley, and MJF.
Unlike WWE, where storylines are largely driven by a centralized writing team, AEW’s approach allows for collaboration between wrestlers and management. This has led to a more fluid and dynamic creative process, where long-term storytelling can thrive. For example, the rise of Kenny Omega as AEW World Champion was a year-long journey that saw nuanced character development, culminating in his eventual victory. Similarly, MJF's slow-burn feud with Cody Rhodes and Chris Jericho demonstrated AEW’s willingness to invest in deep storytelling.
Crossover and Forbidden Door Strategy
One of AEW’s most innovative strategies is its embrace of cross-promotion with other wrestling companies, particularly its “Forbidden Door” policy. This refers to AEW’s openness to working with other promotions, allowing wrestlers from different organizations to appear on AEW programming and vice versa. This has led to partnerships with NJPW, Impact Wrestling, AAA, and others, creating unique matchups that fans would never have thought possible.
The “Forbidden Door” concept has brought in new audiences and generated excitement for dream matches. NJPW stars like Hiroshi Tanahashi, Minoru Suzuki, and KENTA have appeared in AEW rings, while AEW’s Jon Moxley has made appearances in NJPW, defending the IWGP U.S. Championship. The collaborative spirit between AEW and other promotions contrasts with WWE’s more insular approach, where wrestlers are restricted to WWE programming only. The Forbidden Door not only attracts hardcore wrestling fans but also elevates AEW’s brand by offering fresh, unpredictable matchups.
AEW’s Relationship with WWE
While AEW has positioned itself as an alternative to WWE, the two companies are inevitably linked, given WWE’s near-monopoly on the wrestling industry for two decades. AEW’s early marketing strategy emphasized its differences from WWE, with wrestlers openly criticizing WWE’s creative shortcomings and restrictive environment. This led to fans drawing clear battle lines between the two companies, reigniting a sense of competition reminiscent of the Monday Night Wars between WWE and WCW.
However, over time, AEW’s relationship with WWE has evolved. While there are still occasional shots taken at WWE, AEW has largely focused on establishing its own identity, with less emphasis on comparison. WWE, for its part, has adjusted its approach in response to AEW’s growing popularity. The debut of NXT on Wednesday nights in 2019 was seen by many as a direct response to Dynamite, sparking the so-called “Wednesday Night Wars.” While WWE eventually moved NXT to Tuesday nights after consistently losing in ratings to Dynamite, the competition between the two promotions remains a driving force in the industry.
Challenges and Criticisms
Despite its many successes, AEW has faced its share of challenges and criticisms. One of the more persistent critiques is its booking of the women’s division. While AEW has made strides in promoting its female wrestlers, including crowning stars like Hikaru Shida, Dr. Britt Baker, and Thunder Rosa, the division has sometimes been sidelined in favor of the men’s storylines. Fans have called for more consistent attention to women’s wrestling, and while AEW has responded by featuring high-profile women’s matches, there remains room for improvement.
Another challenge AEW has faced is managing its growing roster. With a constant influx of talent, including major signings like Bryan Danielson, CM Punk, and Adam Cole, there is often criticism that not all wrestlers are being utilized effectively. Some fans have expressed concern that homegrown talent may be overshadowed by established stars from WWE, although AEW has made efforts to balance its booking by pushing both groups.
In addition, AEW’s reliance on factions has drawn mixed reactions. While factions like The Elite, The Inner Circle, and the Dark Order have been central to AEW’s storytelling, some fans feel that there are too many stables, making it difficult to give individual wrestlers sufficient focus. This has led to a crowded mid-card, where talented wrestlers sometimes struggle to break through the faction-heavy narratives.
Looking Ahead: AEW’s Future
As AEW continues to grow, it faces the dual challenge of maintaining its position as a fresh alternative to WWE while ensuring long-term stability. The wrestling industry is notoriously difficult to navigate, with promotions often facing internal and external pressures. However, AEW’s strong foundation, driven by passionate fans and a diverse roster, positions it well for the future.
In the coming years, AEW will likely continue to expand its presence internationally, tapping into growing markets in Europe, Asia, and Latin America. Its partnerships with NJPW and other international promotions suggest that AEW is keen on broadening its reach beyond the U.S. Additionally, as the wrestling landscape evolves, AEW will need to adapt its creative and business strategies to stay competitive, particularly as WWE continues to innovate and expand its own global footprint.
There is also the possibility that AEW will further explore streaming opportunities, potentially launching its own streaming service or expanding its offerings through existing platforms like HBO Max, given its partnership with WarnerMedia. Such moves would allow AEW to reach an even broader audience and create new revenue streams.
Conclusion
In just a few short years, All Elite Wrestling has made an indelible mark on the professional wrestling industry. Drawing on the spiritual roots of promotions like WCW, ECW, NJPW, and ROH, AEW has positioned itself as a legitimate alternative to WWE, bringing back the competitive spirit that wrestling fans had long missed. By blending in-ring athleticism, long-term storytelling, and a commitment to diversity, AEW has carved out a unique place in the wrestling world.
While challenges remain, AEW’s future looks bright. Its innovative approach to talent partnerships, its diverse roster, and its commitment to giving fans what they want have endeared it to a global audience. As the wrestling landscape continues to shift, AEW stands poised to further redefine what professional wrestling can be in the 21st century.