Partial Source: Pwinsider
As of today, the current working plan is for either John Cena or Dean Ambrose to wrestle Seth Rollins inside the cell at the upcoming WWE Hell In A Cell pay-per-view.
Apparently Cena and Ambrose will have a match on RAW prior to the PPV, where the winner will earn the right to face Rollins in the cell.
As far as what the loser of the Cena-Ambrose match will do, it appears as though that person will work with Randy Orton at the PPV, or might be the “keeper of the key” outside of the cell match.
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