The 30 minute main events seemed to be a Tanahashi thing starting in 2009 and evolved to general NJ main event style over the years
Nope. I was actually surprised how "short" all those matches were. The only one that comes close to getting 30 was the famous Goto match, that goes 28 minutes. I think Mutoh in 08' had a longer match average than Tana
Why *did* New Japan just collectively decide that a main event wasn't a main event if it didn't go 30 minutes, anyway? That couldn't have just been Okada and Omega's doing.
From the top of my head I thought it started with Tanahashi in like 2012 when he faced MiSu in that incredible match.
But I checked on Cagematch to be sure and, from Tanahashi's first title reign till today:
-Up until 2011 it's all basically all 18 to early 20 minute matches with VERY few going over 25 min.
-Tanahashi's big reign happens in 2011 and he goes over 30 min. against Nagata and almost 30 against Naito. The rest is 25 min. or under.
-Okada's first reign is mostly 25-28 minute matches.
-Tanahashi's comeback reign is 23-28 minute matches, with the exceptions being against Okada, were they go over 30.
-Okada's first "Ace reign" gets different times depending on the challenger. Big title defenses went 30-35 min.
-The AJ/Tanahashi/Okada swapping titles phase is basically all 25 to 30 minutes. With big title matches going 30 or very close to it.
-2016's is when the BIG switch happens. Okada has 14 title matches (including title changes). 4 go under 30 minutes (one is vs Fale, the other vs Cody, vs Marufuji, basically all non big title defenses, the other one is when he beats Naito for the belt in 28 min). He has 4 matches go over 40 minutes and 1 that almost got there (vs Shibata, at 38 min.). The rest goes 30 to 35 minutes, with most of them being just short of 35.
-Omega goes over 30 every title match he has. So does White and Tanahashi.
-Okada's last reign has 1 under 30 minutes, vs Jericho. And the majority go over 35 minutes.
It sucks that the one thng New Japan copied from NOAH were unnecessary long title matches