As we have been reporting, WWE has been discussing two possible scenarios for Hell in a Cell, one of which would see John Cena face Dean Ambrose on Raw, with the winner facing Seth Rollins inside Hell in a Cell at the PPV. The other plan would see Ambrose vs Cena take place as the opening match of the Hell in a Cell PPV, with the winner facing Rollins inside the cell later in the night.
According to PWInsider.com, even if none of the above takes place, WWE definitely has plans to run a John Cena vs Dean Ambrose feud eventually, which would likely go beyond one match between the two.