The Attitude Era

The Attitude Era was a period in the World Wrestling Federation and professional wrestling history. It occurred in response to the Monday Night Wars with WCW and ECW. It officially started on November 9, 1997 at Survivor Series 1997, with the Montreal Screwjob and debut of the "WWF Attitude" scratch logo, culminated with the conclusion of the Monday Night Wars in 2001, and ended on May 6, 2002 when WWF rebranded to WWE with the "Get the 'F' Out" marketing campaign.
The Attitude Era professional, like the 1980s wrestling boom, made wrestling more popular in the United States from the late 1990s to early 2000s. Television ratings and pay-per-view reached their highest points. The Attitude Era was different from the more traditional WWF programming. It tried to attract the young adult demographic. It did this by making the product into a more controversial "shock value" form of entertainment. This was similar to the "Trash TV" genre popularized in the 1990s.