Dwayne Johnson's Smartest Career Move in Years

By Andrew Sanford | Celebrity | March 1, 2024 |

By Andrew Sanford | Celebrity | March 1, 2024 |

There was a time when The Rock was called “Franchise Viagra.” It was a term he coined. It described his ability to jump into a franchise that was spinning its wheels and give it an extra push, i.e. the Fast And Furious franchise. He wasn’t wrong. He was an exciting megastar making waves in Hollywood after dropping elbows in the ring. Now, over a decade later, things have changed.

2022 and 2023 were not kind to Dwayne Johnson. He attempted to launch his own film franchise with Black Adam while attempting to take the reins at the head of DC Films (allegedly). His play did not work. Not only did Black Adam fail with fans and critics alike, but his attempt to shift the hierarchy in the DCEU failed. Then something even more humbling happened.

The Rock notoriously left the Fast And Furious franchise due to a feud with the star of the films, Vin Diesel. Vin tried publicly to lure the star back, but those attempts failed. Then, Black Adam failed as well, and suddenly, The Rock was back in the world of fast cars and big stars. It was a welcome return to a safe space, something Dwayne seemed to think he could replicate elsewhere.

After years of teasing, The Rock has returned to pro wrestling. He joined the board of directors of TKO (who now owns the WWE), standing on stage in celebration with Vince McMahon (who would be sued for sex trafficking days later). The Rock would then insert himself into an upcoming feud with his cousin Roman Reigns, signaling a full-on return to the squared circle. Fans rejected it.

Without getting into too much detail, The Rock seemed to think fans wanted to see him back no matter what. That wasn’t the case. A storyline had been building up around a superstar named Cody Rhodes for almost two years, and The Rock was trying to scrap it so he could get some sweet adulation. Instead, he was booed. But, in what may be the smartest move he’s made in years, The Rock leaned into it.

In pro wrestling, being a successful bad guy or “heel” is just as valuable as being a good guy or “face.” Some may argue that it’s more important. Instead of doubling down on his attempt to take Cody Rhodes’ place (though that did seem possible for a moment), The Rock pivoted and dusted off a heel persona he hadn’t used in some time. He began mocking fans and taking his sense of self-importance to a cartoonish level. It’s been great. Now, Dwayne Johnson is taking things to the next level.

Under his agreement to join TKO’s board of directors, Dwayne has received intellectual property rights to the following names and catchphrases: “The Rock,” “Candy Ass,” “Jabroni,” and up to 22 others. This is not only a shift for The Rock; it’s a shift for WWE. Under its new ownership, the company has already shown itself to be more “employee friendly.” Vince McMahon was not a giving person regarding copyrights and intellectual property. Yes, The Rock is a member of TKO’s board, but allowing this still shows a shift in the company’s culture.

Will this be a complete career turnaround for the former world heavyweight champ? Time will tell. Wrestling was always going to be the path of least resistance for him, and he still faced some bumps in the road. He’s doing an A24 movie with Benny Safdie, so he might stretch himself as an actor. Still, it’s clear his days as “Franchise Viagra” are behind him… for now.