When No Holds Barred was released on June 2, 1989, the WWF hoped it would turn Hulk Hogan into a major movie star. However, the movie received poor reviews and performed modestly at the box office. But almost four decades later, No Holds Barred has found a second life as a cult classic among wrestling fans and lovers of so-bad-it’s-good movies.
The film starred Hulk Hogan as Rip Thomas, the WWF Heavyweight Champion, who faces off against the evil TV executive Mr. Brell and his powerful enforcer, Zeus, played by Tommy Lister Jr.
For WWF, No Holds Barred was a part of Vince McMahon’s plan to expand the company into the entertainment business. The movie was produced through Shane Pictures, a company named after Vince’s son Shane McMahon. It followed a similar idea to WWF’s music label, Stephanie Music, named after his daughter Stephanie.
The movie struggled with both critics and audiences. According to Box Office Mojo, it earned around $16 million worldwide on an $8 million budget. However, its heavy marketing costs made it difficult to generate a significant profit. It holds a critic rating of 10% and an audience rating of 35% on Rotten Tomatoes and a 4.4/10 rating on IMDb.
No Holds Barred became unique years later after the movie came out
Years later, in 1997, McMahon even joked about the movie on an episode of RAW, saying Hogan had promised to repay his salary if the film lost money, adding that he was still waiting for the check.
Instead of letting the story end in theaters, WWF brought Zeus into its TV storylines as a real wrestler. Tommy Lister appeared as the same character from the movie, claiming Hogan only beat him because the film was scripted. The feud stretched from SummerSlam to Survivor Series before leading to one of the most memorable PPV concepts in wrestling history.
Ironically, the movie became much more popular after its theatrical run ended. Fans embraced its over-the-top action, wild performances, and memorable one-liners. Scenes like Rip punching through a limousine roof and the famous “What’s that smell? Dookie!” line became a cult classic among wrestling fans.
Today, No Holds Barred is remembered less as a successful movie and more as a fun piece of wrestling history. Its colorful 1980s style, larger-than-life characters, and outrageous storytelling have cemented its status as a favorite.
It also showed how wrestling and Hollywood could work together, paving the way for future crossover stars like The Rock. Moreover, it proved that even a box office disappointment can leave a lasting legacy.
No Holds Barred is available to stream on YouTube and Tubi.
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