Dwayne ‘The Rock’ Johnson, a titan who transitioned from football to wrestling superstardom and now reigns as Hollywood’s highest-paid actor, has built an empire far beyond the silver screen, even holding a significant role in WWE and TKO Group Holdings and launching successful ventures like Teremana Tequila.
However, even a global powerhouse like Johnson isn’t immune to business’s unpredictable twists and turns; the journey to building a diverse empire is paved with detours and setbacks, offering crucial lessons about high-stakes investments and the fleeting nature of fame.
While Johnson’s name is synonymous with success and blockbuster appeal, a closer look at his entrepreneurial portfolio reveals a handful of ambitious projects that, for various reasons, did not quite achieve their intended glory. These instances serve as powerful reminders that even a titan like ‘The Rock’ is not immune to the harsh realities of market dynamics, unforeseen circumstances, or simply ventures that don’t resonate as anticipated. Let’s delve into some of these notable business ventures that, despite their promising starts, ultimately failed to meet expectations.
1. The Financial Struggle of the XFL Relaunch
In 2020, Johnson, along with his business partner Dany Garcia and Red Bird Capital, invested a substantial $15 million into the XFL relaunch, aiming to revive the football league with a new vision for sports entertainment, but the venture soon faced considerable financial challenges.
The 2023 season, in particular, proved to be a challenging one for the relaunched league. Despite high hopes and considerable investment, the XFL faced major financial struggles, ultimately losing an estimated $60 million. This significant deficit underscored the immense capital required to operate a professional sports league and the difficulties in turning a profit in a competitive entertainment landscape dominated by established giants.
Despite the considerable financial loss, Johnson publicly stated his commitment to the league, claiming he was “in it for the long haul.” This declaration highlighted his long-term vision and resilience, indicating a willingness to weather initial storms for potential future success. The XFL did manage to generate $80 million in revenue, including $20 million from ESPN, which suggests a certain level of operational activity and broadcast interest, but this was insufficient to offset the overall expenditures.
Interestingly, the XFL did achieve some successes in non-financial metrics, offering a nuanced perspective on its performance. It was noted for a successful average margin of victory, a fast pace of play, and generating considerable digital impressions. Furthermore, the league played a crucial role in providing opportunities for players, with a notable number of them getting tryouts from NFL teams. These elements suggest that while the league struggled financially, it was not a complete failure in terms of its sporting product and player development, even if it ultimately did not turn out to be a profitable venture.
2. NBC Cancelled “Young Rock” After Three Seasons
Dwayne Johnson’s personal life story was brought to the small screen in “Young Rock,” a sitcom that aired on NBC. The show, which premiered on February 16, 2021, and concluded on February 24, 2023, offered viewers a charming and often humorous look into Johnson’s formative years. It chronicled his electrifying life across four distinct stages: his childhood, high school years, his college days as a frustrated benchwarmer, and a fictionalized future version of him running for office in the 2032 United States presidential election. The narrative was cleverly framed in a flashback format, with the future Johnson recounting his past.
Initially, “Young Rock” started out reasonably well, garnering a positive reception from some viewers who were eager to delve into the backstory of one of Hollywood’s biggest stars. The show provided a unique blend of biography and comedy, allowing audiences to see a different side of Johnson’s journey. The appeal lay in its ability to humanize the larger-than-life figure, offering glimpses into the challenges and humorous moments that shaped him.
However, as the series progressed, it struggled to maintain its initial viewership momentum. Despite its promising premise and the inherent star power of Dwayne Johnson, “Young Rock” failed to consistently garner strong ratings as it went on. This decline in audience engagement ultimately led to NBC’s decision to pull the plug on the show, concluding its run after three seasons. The television landscape is notoriously competitive, and even celebrity-led projects can succumb to the pressures of ratings performance.
A common sentiment that emerged regarding the show was that it perhaps veered too far from what many considered Johnson’s most noteworthy and impactful time: his wrestling career. Fans and critics alike felt that the show could have capitalized more on his rise to fame in WWE, which was a pivotal period in his life and career. This perceived disconnect might have contributed to the diminishing interest from viewers who expected a stronger emphasis on his wrestling persona and experiences.
Adding to the criticism, WWE veteran Jim Cornette openly criticized “Young Rock” for what he perceived as historical inaccuracies and, more pointedly, for the unflattering portrayal of other wrestling legends. Such critiques from within the wrestling community could have further impacted public perception, especially among dedicated fans of Johnson’s wrestling legacy, who expected a more authentic and respectful representation of that era.
3. His Army Recruitment Campaign in 2024 Failed To Garner New Recruits
In early 2024, Dwayne “The Rock” Johnson entered into an $11 million partnership with the U.S. Army, an initiative aimed at boosting recruitment through social media promotions. This high-profile collaboration leveraged Johnson’s immense online presence and widespread appeal, intending to connect with a new generation of potential recruits through platforms where they spend much of their time. The campaign was also carried out in collaboration with Johnson’s United Football League, suggesting a multi-faceted approach to outreach.
The strategy involved leveraging Johnson’s massive Instagram following to promote the U.S. Army, encouraging young people to consider a military career through engaging content, with the initial agreement specifying five promotional posts for a significant investment, banking on his immense influence.
However, the campaign encountered significant issues, failing to live up to its ambitious goals. Notably, Johnson only delivered two of the five agreed-upon promotional posts on his Instagram account. This shortfall in fulfilling the contractual obligations immediately raised questions about the campaign’s execution and commitment. The absence of the full suite of planned content undoubtedly diminished the potential reach and impact that the Army had envisioned when striking the deal.
Combined with this operational lapse, the campaign ultimately failed to generate the expected recruitment results. The objective of significantly increasing the number of new recruits was not met, indicating that the multi-million dollar investment did not yield the desired return. This outcome led to widespread criticism, with the campaign facing scrutiny for alleged mismanagement and wasted resources, particularly given the critical importance of military recruitment efforts.
In light of the campaign’s failure to deliver on both its contractual terms and its primary objective, the U.S. Army has since sought to recover a portion of the funds invested. This move underscores the serious financial and strategic implications of the campaign’s underperformance, highlighting the accountability associated with such large-scale public partnerships, even with celebrities of Johnson’s stature. The incident serves as a stark reminder that even the most influential personalities cannot guarantee the success of every venture.
4. Dwayne Johnson Hermie Sadler Racing Venture
An intriguing, though ultimately unfulfilled, business venture involved Dwayne ‘The Rock’ Johnson and veteran motorsports and NASCAR driver Hermie Sadler. This partnership, recalled by Jeff Jarrett on his ‘My World’ podcast, was an unlikely pairing that hinted at Johnson’s diverse business interests early in his career. Jarrett, who knew Johnson from his aspiring wrestling days in Memphis, shed light on the details of this planned collaboration, which aimed to blend the worlds of entertainment and racing.
According to Jarrett’s recollection, Sadler and Johnson were slated to go into business together, with Sadler making a significant investment in a proposed ‘Dwayne Johnson Hermie Sadler Racing’ enterprise. This indicates a serious intention to establish a presence in the motorsports world, potentially through a racing team or a related venture. Sadler, an experienced NASCAR driver since 1992, was no stranger to professional partnerships, having previously feuded with Ron Killings in TNA and later joining the board of directors at Jarrett’s Global Force Wrestling.
However, this ambitious plan ultimately went south overnight. A critical issue that derailed the venture was the fact that Dwayne Johnson, at that particular time, did not own the intellectual property rights to ‘The Rock’ moniker. This detail proved to be a significant obstacle, as his immense popularity and brand identity were inextricably linked to that name. Without the ability to fully leverage ‘The Rock’ brand, the commercial viability and marketing potential of ‘Dwayne Johnson Hermie Sadler Racing’ were severely compromised.
The abrupt collapse of the venture left Hermie Sadler in a difficult position, as he had reportedly spent “almost a million bucks” on the project. This substantial investment, made with the expectation of a fruitful partnership, became a significant financial loss for Sadler when the deal fell through. Jarrett recounted that there were “really hard feelings” as a result of the sudden termination and the financial repercussions for Sadler.
Interestingly, Jarrett noted that the idea for Johnson and Sadler to do business together coincidentally resurfaced at a later time, suggesting that there was a renewed interest in exploring a collaboration. However, even with this second attempt, the venture never officially materialized. In the end, Dwayne ‘The Rock’ Johnson never formally entered the world of motorsports through this partnership, leaving it as one of his unrealized business ambitions, despite the considerable initial investment and effort from Sadler.
5. Athleticon: The Unfulfilled Promise of the Biggest Bodybuilding Expo
Dwayne Johnson, alongside his ex-wife and business partner Dany Garcia, ventured into the fitness and entertainment industry with an ambitious project called Athleticon. Launched in 2019, the partners outlined their intentions to create what they touted as “the biggest bodybuilding expo of all time.” The vision for Athleticon was grand, aiming to host a variety of fitness and sporting events, encompassing both amateur and professional competitions, thus establishing a new benchmark in the world of physical culture and entertainment.
The initial dates for Athleticon’s inaugural event were announced for October 9-11, 2020. Hopes were high for this venture, given Johnson’s immense personal brand in fitness and his global appeal. However, the execution stage proved to be far more challenging than anticipated, preventing the business partners from fully capitalizing on what seemed like a golden opportunity. The journey to bring Athleticon to life was fraught with obstacles, leading to its ultimate failure to launch.
One significant hurdle arose from the very structure of the event. The decision to include both amateur and professional competitions brought in a lot of controversies and negative reactions from the public. The fitness landscape already boasted two big, established amateur and professional events, creating a saturated market and a perception that Athleticon was attempting to directly compete or even overshadow these revered institutions. This generated considerable backlash and skepticism within the bodybuilding community.
While Athleticon might have attempted to push forward despite the initial negative reception, another, far more impactful factor threw a monumental spanner in the works: the global COVID-19 pandemic. The year 2020 saw the world’s landscape dramatically dismantled, with large-scale events and gatherings becoming impossible or severely restricted. The pandemic effectively brought Johnson’s plans for Athleticon to a grinding halt, forcing the cancellation of the much-anticipated inaugural event.
The challenges continued into subsequent years. The rescheduled 2021 date for Athleticon unfortunately fell on the same weekend as Olympia, which is widely recognized as the biggest bodybuilding event of all time. This direct clash with an industry titan proved to be untenable. This forced Athleticon to scrap their plans once more and attempt to set a date for 2022. Regrettably, the event never took place in 2022, and its status has since remained in limbo, with no further announcements regarding its future. What was envisioned as a groundbreaking expo ultimately remains an unfulfilled promise and one of ‘The Rock’s’ rare business failures.
6. Planet 51 (2009)
Dwayne Johnson, renowned for his imposing physical presence and action-packed roles, also ventured into the animated film arena, lending his distinctive voice to the 2009 sci-fi comedy “Planet 51.” In this internationally co-produced feature, involving Spain, the U.K., and Canada, Johnson voiced Captain Charles T. Baker, a NASA astronaut who crash-lands on an alien planet. This world is inhabited by small, green humanoids whose culture mirrors 1950s America, living in perpetual fear of extraterrestrial invasion. The role allowed Johnson to showcase his range as a voice actor, moving beyond his live-action persona into a family-friendly narrative.
Despite the film’s animated charm and Johnson’s rising star power, ‘Planet 51’ faltered at the box office, earning $105.6 million worldwide against a $70 million budget, a performance far from the blockbuster status expected, partly due to its predictable storyline.
The theatrical release of “Planet 51” faced additional hurdles due to intense competition from other high-profile movies premiering simultaneously. It contended directly with major releases such as the critically acclaimed drama “The Blind Side” and the immensely popular “Twilight: New Moon,” both of which commanded significant audience attention. This crowded release schedule undeniably fragmented the potential viewership, making it arduous for the animated feature to carve out substantial market share and achieve the widespread audience engagement necessary for a truly profitable run.
Ultimately, the underperformance of “Planet 51” at the box office regrettably led to the closure of any prospective plans for sequels, effectively ending its potential as a franchise. While “Planet 51” did manage to spawn several video games from developers like Sega, Pyro Studios, Firebrand Games, and Zed Worldwide, demonstrating some ancillary market interest and perhaps a minor cult following in gaming, the core film failed to establish a robust enough foundation for a successful cinematic series. This outcome underscores that even a recognizable voice, a substantial budget, and widespread distribution cannot always guarantee a film’s enduring appeal or its ability to launch an expansive cinematic universe.
7. Be Cool (2005)
Dwayne Johnson, in his early years transitioning from wrestling to Hollywood, embraced an unexpected and pivotal role within an ensemble cast for “Be Cool,” the 2005 sequel to the critically acclaimed 1995 crime comedy, “Get Shorty.” Johnson’s portrayal of Elliot, a gay Samoan bodyguard, marked a notable departure from the physically imposing characters he would later become famous for. This role was a testament to his burgeoning acting versatility, as he explored a character with depth and a distinct personality, contributing to a diverse cast led by established stars like John Travolta and Uma Thurman. The film aimed to build on the original’s legacy, satirizing the cutthroat world of the music business with its blend of humor and crime.
Despite the anticipation surrounding its release, partly fueled by the success of “Get Shorty” and the presence of an expensive, star-studded cast, “Be Cool” ultimately fell short of expectations, both critically and commercially. The film grossed a total of $95.2 million worldwide against a significant production budget that ranged between $53 million and $75 million. This performance indicated a struggle to generate a substantial return on investment, marking it as a considerable financial disappointment in its own right, failing to recapture the magic that made its predecessor a hit.
The critical reception for “Be Cool” was largely negative, contrasting sharply with the positive acclaim received by the original. Many critics and audiences found it to be a poorly executed follow-up, suggesting that the film lacked the wit, charm, and originality that defined “Get Shorty.” The attempts at humor and the intricacies of the plot, which aimed to parody the music industry, failed to resonate effectively with contemporary viewers, contributing to a general sense of artistic and narrative letdown.
The film’s lukewarm reception effectively extinguished any ambitions of extending the narrative into further cinematic installments. While the theme of lampooning the music business provided fertile ground for potential additional storylines and character arcs, “Be Cool” inadvertently squandered that opportunity. It serves as a clear illustration of how a film, even with a promising premise, a high budget, and a cast featuring both established and rising stars like Johnson, can fail to connect with audiences and critics, thereby preventing the establishment of a successful, enduring franchise.
8. The Rundown (2003)
In 2003, Dwayne Johnson, still primarily credited as “The Rock” to leverage his burgeoning wrestling fame, took a prominent role alongside Seann William Scott in the buddy action-comedy “The Rundown.” This film was a crucial stepping stone in his transition to a leading man in Hollywood, casting him as a skilled bounty hunter. His character, Beck, is dispatched to the Amazon jungle to retrieve his employer’s adventurous son, Travis (played by Scott), leading to a series of high-octane adventures that highlighted Johnson’s athletic capabilities and developing comedic timing. The film was an energetic showcase designed to cement his status in the action genre.
Financially, ‘The Rundown’ was a major letdown, failing to recoup its $85 million production budget with only $80.9 million in worldwide earnings, proving that even ambitious action films can struggle commercially despite their entertainment value.
What truly distinguishes “The Rundown” on this list of failures is its paradoxical critical reception. In stark contrast to its poor financial performance, the film garnered predominantly good reviews from critics. Many praised the movie for its exhilarating action sequences, Johnson’s charismatic and engaging performance, and the palpable on-screen chemistry between him and co-star Seann William Scott. This significant divergence between critical appreciation and box office figures underscores the complex and often unpredictable nature of the film industry, where artistic merit does not always translate into commercial viability.
The positive word-of-mouth and critical enthusiasm for “The Rundown” initially spurred discussions among the crew about the possibility of producing a sequel. However, the substantial financial loss incurred by the initial film ultimately prevented these plans from ever materializing. The commercial failure effectively extinguished the prospects of transforming “The Rundown” into a multi-film series, serving as a compelling example that even well-received films can be deemed economically unviable for franchise expansion if they do not perform financially as expected in their initial theatrical run.
9. Doom (2005)
In a notable departure from his typically heroic roles, Dwayne Johnson ventured into the dark and violent world of video game adaptations with the 2005 film “Doom.” Based on id Software’s iconic first-person shooter series, the movie cast Johnson as Sgt. Asher “Sarge” Mahonin, a character who evolves into an antagonist. This role challenged Johnson to portray a more nuanced and menacing figure, demonstrating his willingness to explore different facets of acting beyond his established persona. The film’s primary objective was to translate the intense, visceral, and often terrifying atmosphere of the popular video game into a cinematic experience, aiming to attract both dedicated gamers and action-horror enthusiasts.
The movie ‘Doom’ was a colossal box office failure, grossing a disappointing $58.7 million worldwide against a $60-70 million budget, signaling a lack of broad appeal and a significant struggle to recover production and marketing costs.
Adding to its commercial failure, ‘Doom’ was panned by critics and audiences alike for its weak script, uninspired action, and inability to capture the spirit of the original video game, widely seen as a missed opportunity.
Despite the rich lore and diverse storylines readily available within id Software’s extensive video game universe, which offered abundant material for the development of future movies, the film’s abysmal failure effectively shelved any immediate sequel plans. While executive producer John Wells had initially hinted at the possibility of a second film, the disastrous financial and critical reception ensured that those ambitious plans were never brought to fruition. Nevertheless, the franchise did eventually receive a direct-to-video reboot titled “Doom: Annihilation,” but the original 2005 film remains a prime example of a failed attempt to launch a major cinematic franchise from popular source material in Johnson’s career.
10. Southland Tales (2006)
Released in 2006, the ambitious sci-fi comedy-drama ‘Southland Tales’ became Dwayne Johnson’s most infamous financial disaster, grossing a mere $374,743 worldwide against a $17 million budget, making it one of his most significant commercial failures.
Upon its initial release, “Southland Tales” generated intensely polarized reactions from film critics. A significant portion of reviewers vehemently criticized the movie for what they often described as an excessive runtime and a narrative that was frequently deemed incoherent or overly convoluted. Many struggled to make sense of its intricate plot, sprawling cast, and fragmented storytelling, leading to accusations of a lack of clarity and accessibility for mainstream audiences. Its complex themes and unconventional structure ultimately alienated a substantial segment of both the critical establishment and the general public.
Conversely, a dedicated contingent of critics and cinephiles lauded “Southland Tales” for its “intriguing vision,” recognizing its audacious and daring attempt to tackle profound societal, political, and philosophical commentary through a highly stylized, surreal, and apocalyptic lens. This stark division in critical opinion truly highlights the film’s challenging and polarizing nature, clearly indicating that it was not crafted for universal appeal but rather for a niche audience willing to engage with its experimental and often enigmatic storytelling.
Despite its initial, spectacular box office failure, which naturally led to reluctance among the original filmmakers regarding any potential sequels, “Southland Tales” has since gained a significant and passionate cult following. Over time, its unique artistic merits, prophetic themes, and thought-provoking elements have been re-evaluated and deeply appreciated by a dedicated fan base, who see it as a misunderstood masterpiece. More recently, director Richard Kelly has expressed renewed interest in developing the film into a franchise, suggesting that its innovative and controversial vision might yet find a second life, even if its initial theatrical run was a commercial flop of epic proportions.
**Concluding Remarks:**
These cinematic missteps, much like his direct business ventures, powerfully illustrate the inherent risks and unpredictability in the entertainment industry, proving that even a global icon like Johnson can face significant hurdles, yet his sustained success underscores his resilience and strategic prowess.
