Billy Wilder explains how the commercial failure of "Ace in the Hole" (1951) changed his view about the audience:
"Wilder: 'Ace in the Hole' (1951) was a very peculiar thing. I was very fond of the picture—I got wonderful, wonderful reactions to it from more serious people. But for some reason or other, people did not want to see that grim a picture, that boasted the guy in the hole there, and the reporter, Mr. Kirk Douglas. It was very somber. It was one of my most somber pictures. And they did not believe me that when somebody’s a newspaperman, they are capable of that behavior.
Interviewer: Very much ahead of its time.
Wilder: [Shrugs.] Yeah.
Interviewer: In this current age of tabloid culture, 'Ace in the Hole' has never felt more up-to-the-minute. Is it amusing to you, how this film has held up?
Wilder: Yeah, that’s very funny, I must say. It was a complete failure. It was just... I don’t know. I just changed my mind about the audience. I just think that if you do something very fine, that they will get to the core of the thing, what it’s about, what it’s really about. But they never, at the time, they never gave it a chance.
Somebody in an editorial, I think, in Life magazine said that “Mr. Wilder should be deported.” I felt that I was not with it anymore. That I wrote against the audience, the people who paid, in those days, a dollar fifty, two dollars. They felt robbed. They wanted to be entertained, entertained in a serious way, but not too serious a way. I don’t know. Then again, they did go for 'Double Indemnity' (1944). You can never, never, never predict an audience’s reaction. You never know how it’s going to affect them. But I hear about 'Ace in the Hole' quite a bit these days."
("Conversations with Wilder", Cameron Crowe, 1999)
P.S: On this day, 75 years ago, "Ace in the Hole" (1951) premiered in Albuquerque, New Mexico, USA.