Jones-Ruiz, Pay-Per-View Boom or Bust?
By Steve Kim (January 8, 2003) Shot by Chris Wood
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Despite the fact that Roy Jones' last two pay-per-view shows did less than 400,000 buys combined, Mark Taffet, Sr. V.P. of HBO Pay-Per-View is confident that he has himself a marketable and ultimately successful
event when Jones steps up the plate on March 1st and takes on WBA heavyweight titlist John Ruiz.
"I think we got here one of the biggest promotions of the past decade in the sport of boxing," Taffet told MaxBoxing.com after Tuesday's press conference in Los Angeles that featured both fighters and the ever present Don King. "This is the fight that will literally fulfill the dreams and the imaginations of boxing fans around the world. You got the greatest fighter in the world, Roy Jones Jr., trying to fulfill his destiny in taking on a heavyweight champion — a man six inches taller, 50 pounds bigger — to cement Roy's place in history. So I think this promotion will take off."
While it's understandable to see Taffet's optimism from his point of view, the bottom line is that this fight is more of a novelty act or freak show than a classic fight. And it's certainly not a fight that has the interest level of a Oscar De La Hoya-Felix Trinidad, Lennox Lewis-Mike Tyson, De La Hoya-Fernando Vargas or Tyson-Evander Holyfield, all of which did big pay-per-view numbers — anywhere between 900,000 and 1.9 million pay-per-view buys. And Jones has been about as successful a pay-per-view attraction as Madonna has been as an actress. What has changed?
"I can give you numerous instances in pay-per-view where one fighter does a certain number that isn't as great as expectations," explained Taffet. "Then as soon as the match-up becomes magical, you do three or four times the business. Evander Holyfield has fought on pay-per-view and done 250,000 buys and he's fought on pay-per-view and done 1.9 million buys. Lennox Lewis and Oscar De La Hoya, they have done the same. Oscar did 250,000 against Genaro Hernandez and 1.4 million against Trinidad. It's the match-ups that makes the magic of pay-per-view and Roy Jones versus Ruiz is a magical match-up."
What Taffet says is correct. While Holyfield has had varying degrees of pay-per-view success, his biggest bonanzas have come as the proverbial 'side B' to transcendent fighters like Mike Tyson and George Foreman. The De La Hoya-Hernandez fight was early on in the career of 'the Golden Boy' who has clearly become the dominant pay-per-view force below the heavyweight class. And with all respect to Ruiz, isn't this the same guy HBO has spent about six years discrediting and trashing? Now he's the dance partner that Jones needs for box-office success?
"John Ruiz fought 36 rounds with Evander Holyfield," answered Taffet, "and with one right hand, put him down. That is what people will remember when they see Jones versus Ruiz and they make that decision to buy the fight -- can Roy Jones stand up to what Evander Holyfield, for one punch didn't."
One thing that is helping this promotion is the cooperation of the often mercurial Jones. Alongside Ruiz and King, he has been making the media rounds and get this, he's actually showing up to the press conferences on time. (Well, OK, he was a couple hours late for the one in New York, but for him, that's on time).
And the reason for his recent punctuality is very simple according to Taffet.
"First of all, Roy's getting the biggest guarantee in his career -- $10 million. He's respectful and appreciative of that and he knows that he needs to support the people who have put up that money -- HBO, Caesers Palace -- in order to make it a fair investment and a reasonable investment on our parts. Roy's a professional. He's a gentlemen and this is his chance to cement his place in history.
"Let me tell you something, Roy Jones isn't happy settling for $10 million for this fight -- he thinks he can make 15 or 20 million. He knows that it's only through his promotional efforts will he achieve those levels."
OK, so let's put this in perspective, De La Hoya's bout with Shane Mosley in 2000 did around 600,000 buys, his last bout with Vargas did about 900,000 and Lewis-Tyson did nearly 2 million buys. Where does Jones-Ruiz fit in?
"I think this fight if it captures the peoples imaginations, like I think it will, will be one of the biggest pay-per-view fights of the past five years," stated Taffet. "Whether or not it can reach Lewis-Tyson levels remains to be seen but it will be one of the top five pay-per-view fights of the past
few years."
MY GUESTIMATION
I say it does around the same numbers of De La Hoya-Mosley (600,000) and the promoters of this event would be thrilled if it does De La Hoya-Whitaker numbers (750,000). But, that's just my opinion.
