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By the
early 20th century,

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the battle between the
entrepreneurs of excess

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and the forces of abstinence
has reached a fever pitch.

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This is America,
we like our vices.

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You've got the industrial
revolution happening,

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yet the third richest
man in the world

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owns a cigarette
manufacturing company.

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Anti-vice crusaders

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have made Prohibition
the law of the land.

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But now the
underground is fighting

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to push its way
into the mainstream.

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Al Capone is so
easily recognized,

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but more so than presidents
and captains of industry.

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As the
mob fuels the spread

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of illegal gambling,

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one man will completely
reinvent the gaming experience.

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You're over the limit.

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I said deal me in.

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And rewrite
the laws that govern it.

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By 1910, all casinos were
the illegal in America.

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Horse racing was basically
outlawed by 1919.

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While
another fights against

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sexual repression.

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We make a
magazine, full nudes.

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Paving the
way for a new definition

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of the luxury lifestyle.

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We call him the Marlboro Man.

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And
it all culminates

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in a new city in the desert

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that offers every
indulgence under the sun.

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It's gonna be spectacular.

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♪ Hey, hey, I did
it and hey, hey ♪

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♪ I proved it and hey, hey ♪

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♪ I finished, I came, and
I saw, I gave it my all ♪

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♪ I changed the game I
made it a boss, yeah ♪

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Reformers
spent years fighting

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to ban the sale of alcohol.

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And it looked like they'd won
when the 18th Amendment went

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into effect in 1920,

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but after more than a
decade of Prohibition,

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things aren't
going as they planned.

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One thing that
Prohibition doesn't do

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is eliminate alcohol.

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Makes it a little
bit harder to get it,

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makes it a little
bit more expensive,

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but anytime, something that
people want is made illegal,

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it immediately
creates a black market

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where people who
are bold enough,

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daring enough, can
capitalize on it.

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Because you've now
pushed it underground.

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You have organized
crime, mafia bosses.

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Saw it as an opportunity.

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They wanna go full blast
in it, and they do,

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and they make millions.

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At the
height of Prohibition,

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Al Capone's criminal
syndicate alone generates

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the modern equivalent

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of nearly one and a
half billion dollars.

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And in the depths of
the Great Depression,

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Americans have never been
more desperate to indulge.

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America's in the worst
economic depression

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in its history.

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Unemployment,
nationally, is 25%.

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In industrial cities
like Detroit, it's 40%,

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and public mood
switches, to a degree,

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in the 1930s as people realize

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how much they miss
having alcohol around

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and how unsuccessful Prohibition

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is in keeping alcohol
away from people.

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Another thing that
people don't realize is

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that marijuana was legal then

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and became much more
popular during Prohibition.

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There were so called tea pads,

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more than 500 of them
all over New York City,

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where it was legal to go
in there and get stoned.

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♪ Da, da, da, da,
da, da, da, da, da ♪

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Finally,
on December 5th, 1933,

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Prohibition is repealed.

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♪ Da, da, da, da, da, da,
da, yeah, the beat comes ♪

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When Franklin
Roosevelt was elected,

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he was elected in part
because he promised

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to bring beer back.

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The idea was, the country
really needed tax revenues.

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♪ It's the time of my life ♪

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There was just this
common sense realization

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that we killed off one

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of the most thriving industries

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in America, let's revive it.

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And also let's tax it.

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By that time,

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less than 8% of what
we're once 1300 breweries

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are still alive.

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One of them is August
Busch's Budweiser

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and the brewery
roars back to life.

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We got two bids in
from potential vendors

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if you wanna take a look.

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Let's go with this one.

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In the first
year after Prohibition,

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the government rakes in
over 250 million dollars

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from taxes on alcohol.

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Funding new roads and
highways, public buildings,

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and bringing electricity
to every corner of America.

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Alcohol has been illegal,
it's been legal, illegal, legal.

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It's crazy how many
times, back and forth,

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they've been changing
the laws on alcohol.

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But at the end of the day,

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it makes a lot of money
for the government.

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Finally,
Budweiser is back on its feet.

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There you go.

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Prohibition translated
into the closure of thousands

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of saloons and the
shutting down of hundreds,

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and hundreds, and
hundreds of breweries.

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No one's been allowed to look

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at the financial
records of the company,

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but it seems as
though August Busch

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was looking at possibly
having to close the doors.

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When Prohibition ended,
they're back in business.

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While
Prohibition has been repealed,

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some states opt to stay dry.

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And in Tennessee,

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alcohol is still
illegal in the county

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where Jack Daniels is made.

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So company president,
Lem Motlow,

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spends years lobbying
the local government

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to let him operate.

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Bouncing back
after Prohibition

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was especially difficult
for Jack Daniel

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because Tennessee
extended their Prohibition

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another five years passed
the federal mandate.

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Lem had to fight a long
way to get out of it.

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It took him a long time
after Prohibition ended

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to convince Tennessee to
allow manufacture of alcohol.

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Yeah.

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Then
after a five year wait,

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Motlow finally gets the news

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that the Jack Daniels distillery
can legally operate again.

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You, you're kidding.

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Thank, thank you.

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When they reopen,

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of more than a thousand
registered distilleries

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in the state before Prohibition,

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they're the only one left.

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Motlow rushes his whiskey
back to the market,

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introducing a one
year aged version.

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But it isn't until
the company is sold

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to Brown Forman in 1956,

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for the modern equivalent of
nearly 113 million dollars,

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that it rises again to
national prominence.

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♪ You can't stop now ♪

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Today, it's illegal

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to buy booze in the county
where Jack Daniels is made,

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but it's the number one
selling whiskey in the world

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with more than a hundred
million liters sold annually.

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Part of a US alcohol
industry worth

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over 222 billion dollars a year.

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Jack Daniel, if he saw
where the alcohol industry

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was today, I think
he'd be impressed

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by what has happened to it.

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And he would probably
be happy to see

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that he'd stayed relevant
and stayed strong

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through the fifties,
and the sixties,

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and the seventies, to this
giant brand it is today.

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♪ Hell can't stop now ♪

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Alcohol's
now legal for good.

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And brewers, distillers,

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and drinkers across
the country, rejoice.

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But for one small group,

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the end of Prohibition
is a disaster.

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After Prohibition, the mob,

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they lost this big booze empire.

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Those bootleggers who
made millions of dollars off

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of selling illegal alcohol

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have to look for other
streams of income.

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The former
so-called Beer Baron of New York

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has lost his primary
revenue stream,

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and he's looking
for a replacement.

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His name is Arthur Flegenheimer,

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but he's better known
as Dutch Schultz.

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Dutch Schultz
doesn't stand out

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because he sets
up some elaborate

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and clever operation, like
Dutch Schultz is a goon,

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Dutch Schultz is a hoodlum.

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Broadly in the history
of organized crime,

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Dutch Schultz is among
the kind of clumsier,

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really sort of brutish
organized crime figure.

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The reason why he is successful
in organized crime is not

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because he's organized,
it's because he's violent.

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At the time,

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an illegal Harlem gambling
ring, called the numbers game,

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serves as the underground
heartbeat of the local economy.

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The numbers game is
a number guessing game

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that is an attempt to
guess a randomly generated,

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three digit number.

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Your odds of guessing correctly
are one in a thousand,

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and the payout is 600 to one.

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In some ways, this is
both the stock market

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and the banking
system of Harlem.

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The game
generates vast fortunes

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for the men who run it,
called the policy kings.

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And for the only policy
queen, Stephanie St. Clair.

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Stephanie St. Clair,
she was a strong woman.

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Strong personality, loud,
boisterous, flamboyant,

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and she knew how to find a
woman's place in a man's world.

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Instead of being low key,
she would step out there,

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she would take ads
out in the newspaper,

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exposing cops that had
taken payoffs and such.

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She was not afraid to
go against the grain.

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Stephanie St.
Clair is one of the richest

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and most famous women in Harlem,

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but her publicity is
bringing attention

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to the success of
the numbers game.

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Your reputation
procedure, Mr. Schultz.

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And Dutch
Schultz sees an opportunity.

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Recently, one of the most
popular lucky numbers

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in the policy game hit,

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sending policy kings all
over Harlem into a tailspin.

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00:10:05,375 --> 00:10:10,208
And you have this big hit,
bankers are unable to pay out.

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00:10:10,333 --> 00:10:14,375
You have bankers that are
like $70,000 in the hole.

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I might be willing to
give you the cash you need.

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The mobsters, they were making

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so much money during Prohibition
off the illegal alcohol,

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but when Prohibition ended,

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they turned their sites
to the policy racket.

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Of course, you gotta
do what's best for you.

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When more well established
crime figures take an interest

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in the numbers games a lot

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of those black numbers
operations find

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themselves very vulnerable,

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'cause they just don't have
that level of the experience.

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Schultz begins
methodically muscling his way

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into game after game,

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determined to take
them all over,

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and soon he's got his sight
set on Stephanie St. Clair.

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00:11:01,000 --> 00:11:03,792
While the battle for Harlem's
illegal numbers game heats up,

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the same vice is bubbling up

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from the underground
all across the nation,

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despite every effort
to suppress it.

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Americans have
always loved to gamble.

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In the early colonial period,

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colonists who are playing
dice games and card games.

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00:11:20,667 --> 00:11:24,625
George Washington and Thomas
Jefferson love to play poker

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when it's illegal in virtually
every jurisdiction to gamble.

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By the 1930s,

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gambling is regulated
by a patchwork

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of state and local guidelines,

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and it's almost
uniformly illegal.

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In California, the fastest
growing state in the union,

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after a distant history
as a gambling mecca

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during the gold rush,

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00:11:45,458 --> 00:11:47,542
it's once again against the law.

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00:11:47,708 --> 00:11:49,125
There are all of
these incentive programs

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to have people
settle in the west.

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There is economic
opportunity, there is land.

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But, actually, one of the
conditions for statehood,

255
00:11:58,042 --> 00:11:59,000
for some western states,

256
00:11:59,125 --> 00:12:01,292
was that they had
to outlaw gambling.

257
00:12:06,042 --> 00:12:07,833
In Los Angeles,

258
00:12:07,958 --> 00:12:10,667
a failed movie producer
named Billy Wilkerson

259
00:12:10,792 --> 00:12:12,250
has spent years building up

260
00:12:12,375 --> 00:12:15,500
the most powerful
publication in Tinseltown.

261
00:12:15,500 --> 00:12:17,167
"The Hollywood Reporter."

262
00:12:17,167 --> 00:12:18,458
Fresh clothes for you, sir?

263
00:12:19,958 --> 00:12:22,833
He's credited
with discovering Lana Turner

264
00:12:22,917 --> 00:12:24,000
and launching the careers

265
00:12:24,125 --> 00:12:27,333
of superstars like John
Wayne and Clark Gable.

266
00:12:32,042 --> 00:12:33,000
How about an aspirin?

267
00:12:33,125 --> 00:12:35,167
But he's also earned
himself a reputation

268
00:12:35,292 --> 00:12:38,625
as an inveterate gambler,
losing money all over town.

269
00:12:41,542 --> 00:12:42,333
All in.

270
00:12:43,375 --> 00:12:44,208
I call.

271
00:12:46,000 --> 00:12:47,500
Pair of jacks.

272
00:12:47,625 --> 00:12:50,750
Three of a kind, you're out.

273
00:12:50,875 --> 00:12:51,500
Deal me in.

274
00:12:51,625 --> 00:12:52,958
You're over the limit.

275
00:12:54,500 --> 00:12:55,667
I said, deal me in.

276
00:12:59,792 --> 00:13:03,333
I got a call from
accounting this morning.

277
00:13:03,417 --> 00:13:07,250
They said, we're, uh, falling
a little short on payroll.

278
00:13:12,833 --> 00:13:14,458
While
he's doing all this,

279
00:13:14,542 --> 00:13:17,458
It's evident that he's also
suffering from addictions.

280
00:13:17,542 --> 00:13:21,000
He will smoke up to three
packs of cigarettes a day,

281
00:13:21,125 --> 00:13:24,333
but worst of all, he was
losing, in the 1930s,

282
00:13:24,500 --> 00:13:28,000
at least $150,000 a
year at the tables.

283
00:13:29,208 --> 00:13:30,542
I was trying to double up,

284
00:13:32,208 --> 00:13:33,417
give the team some bonuses.

285
00:13:35,333 --> 00:13:37,875
It got so bad that he was
taking the payroll on Fridays

286
00:13:38,000 --> 00:13:39,125
and going to the
track and blowing it.

287
00:13:39,250 --> 00:13:42,333
There were no organizations
like Gamblers Anonymous

288
00:13:42,458 --> 00:13:45,583
or anything that could help
somebody who had a problem.

289
00:13:50,875 --> 00:13:52,792
The house always wins.

290
00:13:58,792 --> 00:14:00,000
Wilkerson's addiction

291
00:14:00,125 --> 00:14:01,875
is threatening
everything he's built.

292
00:14:04,292 --> 00:14:07,333
His ideas will one day
rewrite gambling laws

293
00:14:07,417 --> 00:14:10,917
from coast to coast and
give birth to a shining city

294
00:14:11,042 --> 00:14:14,875
of sin that brings in over
8 billion dollars a year

295
00:14:15,042 --> 00:14:16,458
in gambling revenue,

296
00:14:16,542 --> 00:14:20,000
but he'll have to fight
the mob for the spoils.

297
00:14:20,125 --> 00:14:22,542
And only one side will win.

298
00:14:27,375 --> 00:14:29,083
Gambling was once
prevalent on Missouri

299
00:14:29,208 --> 00:14:33,792
river boats and in New Orleans
French Quarter.

300
00:14:33,792 --> 00:14:35,375
But by the 1930s,

301
00:14:35,500 --> 00:14:38,167
it's illegal in nearly
every part of the country.

302
00:14:38,333 --> 00:14:39,917
In America, we
see this tension

303
00:14:40,042 --> 00:14:44,000
between the urge to
indulge and the urge

304
00:14:44,167 --> 00:14:48,292
to quash those
indulgences by gambling,

305
00:14:48,292 --> 00:14:50,333
that it's deemed
illicit by states

306
00:14:50,417 --> 00:14:52,333
and municipalities all
across the country.

307
00:14:52,417 --> 00:14:53,833
Which during the 20th century,

308
00:14:53,917 --> 00:14:55,958
increasingly outlaw gambling.

309
00:14:57,125 --> 00:14:58,292
More
and more Americans

310
00:14:58,417 --> 00:15:00,417
are finding ways around the laws

311
00:15:00,542 --> 00:15:03,542
with back room poker
games and sports books.

312
00:15:03,667 --> 00:15:06,167
One of the reasons why
vices are attractive is

313
00:15:06,292 --> 00:15:08,000
that they are vices and
that they are illicit

314
00:15:08,167 --> 00:15:09,833
so there's a certain
thrill to know

315
00:15:09,917 --> 00:15:10,833
that you're breaking the rules

316
00:15:10,917 --> 00:15:12,917
or you are challenging
certain conventions

317
00:15:13,042 --> 00:15:13,833
about proper behavior.

318
00:15:14,000 --> 00:15:16,792
Drinking to excess, gambling.

319
00:15:16,917 --> 00:15:18,500
There's a certain
kind of edge to it

320
00:15:18,667 --> 00:15:21,250
that some people enjoy the fact
that they are being bad boys

321
00:15:21,375 --> 00:15:24,167
and bad girls by
engaging in these things.

322
00:15:24,333 --> 00:15:26,167
Recognizing
the money to be made,

323
00:15:26,167 --> 00:15:29,583
one rising western state
recently sent shock waves

324
00:15:29,708 --> 00:15:31,042
through the rest of the country.

325
00:15:31,208 --> 00:15:35,167
In Nevada, you have cow
towns and mining towns.

326
00:15:35,292 --> 00:15:37,125
What miners like to do once they

327
00:15:37,250 --> 00:15:38,958
have done well in the mines,

328
00:15:39,083 --> 00:15:40,542
and what cowboys
like to do at the end

329
00:15:40,667 --> 00:15:44,042
of a long trail drive
is go lose their money.

330
00:15:44,167 --> 00:15:46,542
They like to drink, they
like to find prostitutes,

331
00:15:46,708 --> 00:15:48,000
and they love to gamble.

332
00:15:50,542 --> 00:15:53,833
Nevada had the need to
develop their infrastructure.

333
00:15:53,958 --> 00:15:58,792
They needed a tax base and
gambling was a great tax base.

334
00:15:58,917 --> 00:16:01,708
Nevada realized that
you legalize it,

335
00:16:01,833 --> 00:16:03,708
you regulate it, and you tax it.

336
00:16:03,875 --> 00:16:04,958
You make a lot of money.

337
00:16:05,042 --> 00:16:06,917
Rather
than fighting gambling,

338
00:16:07,042 --> 00:16:09,708
the Nevada state
legislature legalizes it.

339
00:16:09,833 --> 00:16:13,000
Reno quickly becomes the
gaming capital of the state,

340
00:16:13,125 --> 00:16:14,917
but far from the
glitz and glamor

341
00:16:15,042 --> 00:16:16,542
of today's luxury casinos.

342
00:16:16,667 --> 00:16:19,000
Most establishments
are hot, cramped,

343
00:16:19,000 --> 00:16:20,042
and closer to something out

344
00:16:20,167 --> 00:16:23,458
of the old west than
to modern resorts.

345
00:16:23,542 --> 00:16:26,500
Most of the gambling
joints in Nevada at that time

346
00:16:26,625 --> 00:16:28,625
were sawdust-floored
gambling joints.

347
00:16:28,625 --> 00:16:33,958
You'd walk into a
gambling center or a saloon,

348
00:16:34,083 --> 00:16:36,375
and it did feel like Deadwood.

349
00:16:36,542 --> 00:16:39,000
It had that dusty
gambling feel to it.

350
00:16:39,167 --> 00:16:40,167
It didn't feel clean,

351
00:16:40,292 --> 00:16:42,500
it was almost like
backroom gambling built

352
00:16:42,667 --> 00:16:43,750
into the front room.

353
00:16:47,625 --> 00:16:49,500
Billy Wilkerson
takes full advantage

354
00:16:49,625 --> 00:16:51,667
of the legal gambling
in nearby Reno,

355
00:16:51,833 --> 00:16:54,833
losing money at gambling
shacks night after night

356
00:16:55,000 --> 00:16:56,667
before showing up to his day job

357
00:16:56,833 --> 00:16:58,042
at "The Hollywood Reporter."

358
00:16:58,167 --> 00:17:00,167
Looks like old
Billy wins.

359
00:17:00,167 --> 00:17:02,625
His ability to create
business successes

360
00:17:02,750 --> 00:17:06,000
was almost equally matched
by his gambling disasters.

361
00:17:06,125 --> 00:17:07,458
He had no business gambling,

362
00:17:07,542 --> 00:17:09,667
but that's what
adrenaline junkie does.

363
00:17:12,042 --> 00:17:13,750
The headlines, George.

364
00:17:13,875 --> 00:17:15,000
As Wilkerson was building

365
00:17:15,125 --> 00:17:17,167
this very successful
trade paper,

366
00:17:17,333 --> 00:17:20,708
"The Hollywood Reporter,"
he was a tough boss.

367
00:17:22,583 --> 00:17:24,667
There were those on his
staff who liked him a lot,

368
00:17:24,792 --> 00:17:27,000
but there were those who
resented the fact that he

369
00:17:27,125 --> 00:17:30,083
was losing so much money
at the gambling tables.

370
00:17:33,708 --> 00:17:34,542
The new Wilder flick?

371
00:17:36,708 --> 00:17:41,583
I like it, run this one.

372
00:17:42,083 --> 00:17:42,667
Okay.

373
00:17:43,917 --> 00:17:46,083
After a string
of bad losses at the tables,

374
00:17:46,208 --> 00:17:49,083
Wilkerson realizes no
matter what you do,

375
00:17:49,208 --> 00:17:51,333
the house always wins.

376
00:17:52,917 --> 00:17:55,625
This was really the turning
point in my dad's life.

377
00:17:55,750 --> 00:17:59,750
It was basically formulated
in his mind, since my dad,

378
00:17:59,875 --> 00:18:03,792
more than often lost,
if he owned a casino

379
00:18:03,792 --> 00:18:05,750
and played at the casino,

380
00:18:05,875 --> 00:18:08,417
the money was cleverly
recycled back to him.

381
00:18:09,750 --> 00:18:12,250
Instead have owing the
house, own the house.

382
00:18:12,375 --> 00:18:15,500
And that apparently was the
seed planted for Wilkerson

383
00:18:15,625 --> 00:18:18,417
to begin developing this idea.

384
00:18:18,542 --> 00:18:19,708
Wilkerson decides

385
00:18:19,833 --> 00:18:22,708
to risk everything on a
gambling joint of his own.

386
00:18:22,833 --> 00:18:25,500
He just needs the
perfect spot in Reno.

387
00:18:26,625 --> 00:18:30,000
This along here
is all residential.

388
00:18:30,000 --> 00:18:32,875
This whole area is
gambling shacks already.

389
00:18:33,000 --> 00:18:35,708
Pool halls, few saloons here.

390
00:18:37,625 --> 00:18:40,333
What about
all the way over here?

391
00:18:40,458 --> 00:18:44,333
So Billy gets a vision to
go to the outskirts of town,

392
00:18:44,417 --> 00:18:46,792
don't just be another
sawdust floor gambling joint.

393
00:18:47,917 --> 00:18:50,708
Looks like little
airstrip without hotels.

394
00:18:51,750 --> 00:18:52,833
Yeah but...

395
00:18:52,917 --> 00:18:57,750
Look at the distance, an
hour and a half flight from LA.

396
00:18:57,875 --> 00:19:00,792
Go to the outskirts and
build the mecca for gamblers.

397
00:19:00,792 --> 00:19:02,458
They'll come from
all over the country,

398
00:19:02,542 --> 00:19:04,500
even all over the world.

399
00:19:04,625 --> 00:19:06,917
Las Vegas, what
does that even mean?

400
00:19:08,167 --> 00:19:08,792
No idea.

401
00:19:10,667 --> 00:19:15,500
Well, let's go take a look.

402
00:19:15,625 --> 00:19:17,167
Gambling
is only legal in

403
00:19:17,167 --> 00:19:19,375
this one tiny corner
of the country,

404
00:19:19,542 --> 00:19:22,292
but there's another temptation
that's enjoyed by nearly half

405
00:19:22,292 --> 00:19:25,958
of all Americans at
the time, smoking.

406
00:19:27,667 --> 00:19:29,542
The cigarette
industry is, by far,

407
00:19:29,708 --> 00:19:31,875
the most profitable branch

408
00:19:32,042 --> 00:19:35,167
of American capitalism
in the 20th century.

409
00:19:35,333 --> 00:19:38,167
Cigarettes are very
inexpensive to manufacturer,

410
00:19:38,292 --> 00:19:40,083
they're easily distributed.

411
00:19:40,208 --> 00:19:42,667
They don't need to be
refrigerated, they don't spoil,

412
00:19:42,667 --> 00:19:46,583
and people who use
them use a lot of them.

413
00:19:46,708 --> 00:19:51,042
Parks, restaurants,
bars, libraries, theaters,

414
00:19:51,208 --> 00:19:55,375
cigarettes change how people
behave in these public spaces.

415
00:19:55,500 --> 00:19:58,083
Smoke was ubiquitous.

416
00:19:58,208 --> 00:20:00,292
The cigarette
has become the dominant form

417
00:20:00,292 --> 00:20:03,750
of tobacco and Camel
owns 45% of the market

418
00:20:03,875 --> 00:20:07,417
with Lucky Strike right
behind them at 38%.

419
00:20:08,542 --> 00:20:10,542
One small tobacco
company is struggling

420
00:20:10,667 --> 00:20:13,833
to stand out in a
sea of competition.

421
00:20:13,958 --> 00:20:15,417
You wanted to see me, sir.

422
00:20:15,542 --> 00:20:17,333
Come in, have a seat.

423
00:20:17,458 --> 00:20:18,500
They're
Philip Morris

424
00:20:18,625 --> 00:20:19,667
and they're already trailing

425
00:20:19,667 --> 00:20:23,125
the four biggest tobacco
firms in the nation.

426
00:20:23,250 --> 00:20:25,500
Now, an ambitious
low level executive,

427
00:20:25,667 --> 00:20:28,292
and British expat,
named Alfred Lyon,

428
00:20:28,292 --> 00:20:30,417
is about to inherit
the biggest problem

429
00:20:30,542 --> 00:20:33,000
in its nearly 100 year history.

430
00:20:33,000 --> 00:20:38,042
Smoker's cough, what the
hell is smoker's cough?

431
00:20:38,208 --> 00:20:40,292
A public relations nightmare.

432
00:20:42,833 --> 00:20:45,167
In the 1930s as more
Americans are smoking,

433
00:20:45,292 --> 00:20:48,375
the cigarette manufacturers
are increasingly contending

434
00:20:48,500 --> 00:20:51,208
with the fact that
smokers don't always

435
00:20:51,375 --> 00:20:53,333
like the way it feels to smoke.

436
00:20:53,458 --> 00:20:55,833
That people's throats
get irritated.

437
00:20:57,042 --> 00:20:59,333
At that time, they didn't
have an understanding

438
00:20:59,458 --> 00:21:01,333
of the causes of lung cancer.

439
00:21:01,500 --> 00:21:02,833
They didn't have
an understanding

440
00:21:02,958 --> 00:21:06,000
of the ways in which
smoking caused emphysema

441
00:21:06,167 --> 00:21:09,500
or other diseases, but they
did focus on smoker's cough.

442
00:21:10,708 --> 00:21:12,917
I'm promoting you to
Vice President of Sales.

443
00:21:15,542 --> 00:21:16,750
This is your problem now.

444
00:21:18,083 --> 00:21:21,667
I'll make it my top priority,
starting immediately.

445
00:21:21,833 --> 00:21:24,792
Fix this or you'll
be out of a job.

446
00:21:26,833 --> 00:21:27,625
We both will.

447
00:21:29,917 --> 00:21:31,000
Understood.

448
00:21:33,958 --> 00:21:35,750
Al Lyon's
visionary leadership

449
00:21:35,875 --> 00:21:39,125
will eventually give
rise to an iconic brand

450
00:21:39,250 --> 00:21:40,917
and transform Philip Morris

451
00:21:41,042 --> 00:21:43,667
into the top tobacco
company in the nation.

452
00:21:43,792 --> 00:21:47,000
The problem is he'll have
to fight a rising tide

453
00:21:47,167 --> 00:21:48,917
of anti-smoking activists

454
00:21:49,042 --> 00:21:52,250
and reinvent an entire
industry to do it.

455
00:21:56,167 --> 00:21:58,750
Meanwhile, Stephanie St. Clair
and her chief lieutenant,

456
00:21:58,875 --> 00:22:00,667
Bumpy Johnson, have watched

457
00:22:00,792 --> 00:22:04,208
as their own illegal industry
is turned upside down.

458
00:22:04,375 --> 00:22:06,333
Dutch Schultz has
taken over nearly

459
00:22:06,458 --> 00:22:08,667
every other numbers
racket in Harlem.

460
00:22:08,792 --> 00:22:11,042
I don't get why you just
won't let me go after him.

461
00:22:12,375 --> 00:22:13,208
We can't afford
to start a war we

462
00:22:13,375 --> 00:22:14,917
have no chance of winning.

463
00:22:15,042 --> 00:22:16,792
But I'm tired
of doing nothing.

464
00:22:18,125 --> 00:22:20,417
Stephanie St. Clair, she's
not ready to back down.

465
00:22:20,542 --> 00:22:22,667
She's not intimidated
by Schultz.

466
00:22:22,792 --> 00:22:24,875
Whereas a lot of other
people just folded.

467
00:22:26,375 --> 00:22:27,667
If we can't hit him,

468
00:22:29,875 --> 00:22:31,208
we'll hit him in
his bank account.

469
00:22:33,000 --> 00:22:35,958
We get every single
black person in Harlem

470
00:22:36,042 --> 00:22:38,750
to stop spending
money on his game.

471
00:22:38,875 --> 00:22:40,000
Stephanie Sinclair tries

472
00:22:40,125 --> 00:22:43,792
to organize black bankers
resistance against Schultz,

473
00:22:43,792 --> 00:22:47,458
and white people in
general, in Harlem.

474
00:22:47,583 --> 00:22:50,667
Not another penny at
any white owned business

475
00:22:50,792 --> 00:22:52,833
where his policy slips are sold.

476
00:22:55,625 --> 00:22:56,833
We're gonna shut 'em down.

477
00:22:57,833 --> 00:22:59,000
She's kind of drawing off of

478
00:22:59,125 --> 00:23:04,167
that already well established
African American campaigns

479
00:23:04,292 --> 00:23:05,958
against white supremacy.

480
00:23:07,417 --> 00:23:09,708
St. Clair is
riding a wave of activism led

481
00:23:09,833 --> 00:23:13,042
by influential African American
leaders like Marcus Garvey

482
00:23:13,167 --> 00:23:16,542
and W.E.B. Du Bois, who
advocate for the community

483
00:23:16,667 --> 00:23:20,000
to buy black, or don't
buy where you can't work.

484
00:23:21,583 --> 00:23:24,000
We're talking about
folks like Marcus Garvey,

485
00:23:24,167 --> 00:23:25,083
who establishes the first

486
00:23:25,208 --> 00:23:28,167
Universal Negro Improvement
Association chapter

487
00:23:28,292 --> 00:23:29,292
in New York City.

488
00:23:29,292 --> 00:23:33,083
These are all race reform
leaders and intellectuals.

489
00:23:34,292 --> 00:23:36,333
They are some
of the most ferocious,

490
00:23:36,458 --> 00:23:37,583
loud, civil rights activists

491
00:23:37,708 --> 00:23:41,458
and they're very invested in
advancing civil rights in ways

492
00:23:41,583 --> 00:23:45,417
that aren't violent, in ways
that for them make sense.

493
00:23:46,625 --> 00:23:47,625
Stephanie St. Clair,

494
00:23:47,750 --> 00:23:50,000
she pushes back through
community activism

495
00:23:50,167 --> 00:23:53,750
as a kind of act of
racial solidarity, right?

496
00:23:53,875 --> 00:23:56,042
So she's working
every angle, right?

497
00:23:56,208 --> 00:23:59,333
Trying to protect her
corner of New York gambling.

498
00:23:59,458 --> 00:24:01,667
St. Clair
rolls out her boycott

499
00:24:01,792 --> 00:24:04,792
and the Harlem community
immediately backs her up.

500
00:24:07,125 --> 00:24:10,250
Every single shop has
been short, every one.

501
00:24:12,542 --> 00:24:13,250
It's the boycott.

502
00:24:16,042 --> 00:24:19,625
♪ I see them all looking back ♪

503
00:24:19,750 --> 00:24:21,542
Something needs to be done.

504
00:24:24,917 --> 00:24:26,458
Why don't you see
what you can do?

505
00:24:30,208 --> 00:24:32,500
Dutch Schultz
isn't going to back down.

506
00:24:32,667 --> 00:24:34,583
And there's only
one way he knows how

507
00:24:34,708 --> 00:24:37,125
to do business, with violence.

508
00:24:43,708 --> 00:24:44,792
Billy
Wilkerson is planning

509
00:24:44,792 --> 00:24:47,750
to build a luxury resort
and casino in a strip

510
00:24:47,875 --> 00:24:50,917
of barren desert
called Las Vegas.

511
00:24:51,042 --> 00:24:53,333
The term casino was
coined by Italians

512
00:24:53,500 --> 00:24:56,917
in the mid 18th century,
taken from the word house.

513
00:24:57,042 --> 00:24:59,417
It meant a house of
entertainment or gambling.

514
00:25:01,083 --> 00:25:04,417
In Reno it means a dusty
old west gambling shack.

515
00:25:06,500 --> 00:25:07,292
Oh no, no, no.

516
00:25:09,458 --> 00:25:11,208
This is all wrong.

517
00:25:11,375 --> 00:25:12,500
Now,
Wilkerson wants

518
00:25:12,500 --> 00:25:16,542
to reinvent what a modern
casino is from the ground up.

519
00:25:18,167 --> 00:25:21,792
Why would we make someone
walk to a different room

520
00:25:21,792 --> 00:25:23,333
to get a damn cocktail?

521
00:25:25,000 --> 00:25:27,708
Somebody who did not
have a gambling addiction,

522
00:25:27,875 --> 00:25:31,833
would've made casinos
this wonderful place

523
00:25:31,958 --> 00:25:34,083
full of aquariums
and bay windows

524
00:25:34,208 --> 00:25:37,083
so you could look
out and see the pool.

525
00:25:37,208 --> 00:25:40,208
Everything needs to be
designed to cater to the player.

526
00:25:42,667 --> 00:25:46,792
The bar, here

527
00:25:47,625 --> 00:25:49,167
or here.

528
00:25:49,583 --> 00:25:51,167
I'll look into it.

529
00:25:51,292 --> 00:25:54,000
My father was smart
enough to know that

530
00:25:54,125 --> 00:25:56,958
if you were gonna keep
gamblers in one place,

531
00:25:57,042 --> 00:26:01,000
it had to be rid of every
single possible distraction

532
00:26:01,125 --> 00:26:02,250
that you could think of.

533
00:26:02,375 --> 00:26:06,500
These bathrooms should
also be closer to the tables.

534
00:26:06,500 --> 00:26:08,292
You get lost in gambling
where you don't even want

535
00:26:08,417 --> 00:26:10,375
to think that you're
being irresponsible.

536
00:26:10,792 --> 00:26:12,500
You make it very
easy to eat or drink,

537
00:26:12,667 --> 00:26:14,000
and you make it for a gambler,

538
00:26:14,125 --> 00:26:16,292
a place that they
never have to leave.

539
00:26:16,292 --> 00:26:18,875
Wilkerson isn't
just building a casino.

540
00:26:19,000 --> 00:26:22,750
His revolutionary vision will
cover more than 30 acres,

541
00:26:22,875 --> 00:26:25,833
offering posh rooms, a
nightclub, fine dining,

542
00:26:25,917 --> 00:26:28,875
a health club and spa,
even a golf course.

543
00:26:29,000 --> 00:26:29,833
A lot of entrepreneurs,

544
00:26:29,958 --> 00:26:32,375
they know what
customers want even

545
00:26:32,542 --> 00:26:34,167
before the customers want it.

546
00:26:34,292 --> 00:26:36,917
Think about Steve Jobs
and the touchscreen.

547
00:26:37,042 --> 00:26:40,958
Think about Jeff Bezos and
Amazon, buying things online.

548
00:26:41,083 --> 00:26:43,958
To see that innovation
is really critical.

549
00:26:44,042 --> 00:26:45,375
This needs to be perfect.

550
00:26:46,875 --> 00:26:48,417
But we are
already over budget.

551
00:26:49,708 --> 00:26:51,417
We'll figure out
the costs later.

552
00:26:53,542 --> 00:26:55,667
His architects and
decorators figure out

553
00:26:55,667 --> 00:26:58,417
how much it's gonna cost and
it's 1.2 million dollars,

554
00:26:59,750 --> 00:27:02,000
which is a very
pricey resort hotel.

555
00:27:03,667 --> 00:27:06,458
Wilkerson takes
out loans to fuel his vision,

556
00:27:06,542 --> 00:27:09,833
one he believes will create a
whole new gambling industry.

557
00:27:13,583 --> 00:27:16,000
You can get food, and drink,

558
00:27:16,125 --> 00:27:18,875
and everything you want without
having to leave the table.

559
00:27:20,375 --> 00:27:23,000
And he brags about
it at a local back room game

560
00:27:23,000 --> 00:27:25,667
to a gambling associate
named Johnny Roselli.

561
00:27:26,792 --> 00:27:27,583
Is this in Reno?

562
00:27:28,667 --> 00:27:29,958
Las Vegas.

563
00:27:32,000 --> 00:27:33,500
Never heard of it.

564
00:27:33,667 --> 00:27:38,167
Johnny Roselli is
attached to the Chicago mob.

565
00:27:39,500 --> 00:27:42,250
And the Chicago mob sends
him out to California

566
00:27:42,375 --> 00:27:45,000
to look after their interests.

567
00:27:45,125 --> 00:27:49,208
The rake'll cover the
expenses for the first year,

568
00:27:49,333 --> 00:27:54,167
and by year two, I'll have
mansions on both coasts.

569
00:27:54,167 --> 00:27:55,583
Sounds like a good racket.

570
00:27:57,458 --> 00:28:00,792
Johnny Roselli was the
mob boss for Hollywood,

571
00:28:00,792 --> 00:28:02,500
which included the
entertainment industry.

572
00:28:02,625 --> 00:28:06,000
He saw how great this
could be, financially,

573
00:28:06,000 --> 00:28:07,875
in his underworld fashion.

574
00:28:08,000 --> 00:28:10,167
I bid 500.

575
00:28:10,292 --> 00:28:10,875
I call.

576
00:28:17,625 --> 00:28:19,042
All right.

577
00:28:19,208 --> 00:28:21,500
Wilkerson
doesn't know it yet.

578
00:28:21,625 --> 00:28:23,500
Pair of aces, not
your night, Billy.

579
00:28:25,042 --> 00:28:26,542
But his
innocent conversation

580
00:28:26,667 --> 00:28:29,583
with Roselli come back
to haunt him, and soon.

581
00:28:37,125 --> 00:28:39,667
Meanwhile,
Al Lyon's been tasked

582
00:28:39,667 --> 00:28:42,833
with fighting back against
reports of smoker's cough,

583
00:28:42,958 --> 00:28:44,500
and he's digging into every bit

584
00:28:44,625 --> 00:28:47,208
of research Philip
Morris's internal lab has

585
00:28:47,375 --> 00:28:49,708
to offer on the side
effects of cigarettes.

586
00:28:49,833 --> 00:28:54,500
The goal is to come up with
a response on how to deal

587
00:28:54,667 --> 00:28:59,083
with what Al Lyon considers
merely bad publicity.

588
00:29:00,833 --> 00:29:04,750
Lyon wanted to deny that
cigarettes caused any disease,

589
00:29:04,875 --> 00:29:07,000
to deny that cigarettes
were harmful,

590
00:29:07,000 --> 00:29:08,375
and then to promise the public

591
00:29:08,500 --> 00:29:10,125
that they would find the truth.

592
00:29:12,333 --> 00:29:13,667
Have you found
anything I can use yet?

593
00:29:13,833 --> 00:29:16,417
Yes, it turns out

594
00:29:16,542 --> 00:29:19,708
when we add a compound called
diethylene glycol to tobacco,

595
00:29:19,833 --> 00:29:24,792
it reduces irritation
by 35% in rats eyelids.

596
00:29:28,042 --> 00:29:29,000
Rats eyelids.

597
00:29:33,292 --> 00:29:35,167
Diethylene
glycol is a chemical

598
00:29:35,167 --> 00:29:37,458
that helps materials,
including lung tissue,

599
00:29:37,583 --> 00:29:39,042
retain moisture.

600
00:29:39,208 --> 00:29:43,208
Today, it's better
known as antifreeze.

601
00:29:43,333 --> 00:29:47,000
You understand we don't
sell cigarettes to rats, yes?

602
00:29:47,167 --> 00:29:48,833
We've also done a human trial.

603
00:29:48,958 --> 00:29:50,167
And?

604
00:29:50,167 --> 00:29:53,583
Well, all 11 test subjects
we interviewed claimed

605
00:29:53,708 --> 00:29:55,458
that they experienced
less coughing.

606
00:29:56,708 --> 00:29:59,875
The whole idea was to
use the cache of science

607
00:30:00,000 --> 00:30:02,167
to make a promise
that engineering

608
00:30:02,292 --> 00:30:04,875
and technology could
take away whatever it

609
00:30:05,000 --> 00:30:06,833
was that was bad in a cigarette.

610
00:30:06,958 --> 00:30:07,708
Love it.

611
00:30:08,875 --> 00:30:10,167
But like I said,
it isn't very-

612
00:30:10,333 --> 00:30:13,417
Write it up and have it on
my desk by the end of the day.

613
00:30:13,542 --> 00:30:14,375
Good work.

614
00:30:15,000 --> 00:30:16,583
Thank you.

615
00:30:17,875 --> 00:30:20,292
Now armed with
the results of a dubious study,

616
00:30:21,708 --> 00:30:26,208
Al Lyon uses it to launch an
all out advertising blitz.

617
00:30:26,333 --> 00:30:27,792
The Philip Morris
tobacco company,

618
00:30:27,917 --> 00:30:29,500
at the behest of Alfred Lyon,

619
00:30:29,500 --> 00:30:32,000
began to promote their
products in medical journals,

620
00:30:32,000 --> 00:30:34,042
claiming that their
smoke was milder.

621
00:30:38,375 --> 00:30:40,833
And that there would
be no throat irritation

622
00:30:41,000 --> 00:30:42,667
if you smoked Philip
Morris cigarettes.

623
00:30:44,875 --> 00:30:48,292
Philip Morris advertises
the fact that three out

624
00:30:48,292 --> 00:30:51,917
of every four cases of
smoker's cough are cured

625
00:30:52,042 --> 00:30:55,250
through the Philip Morris brand
used with diethylene glycol.

626
00:30:55,375 --> 00:30:57,833
The campaign
advertises in newspapers,

627
00:30:57,917 --> 00:30:59,500
magazines, and on the radio,

628
00:30:59,500 --> 00:31:02,125
hoping to reach as many
people as possible.

629
00:31:06,500 --> 00:31:08,833
Stephanie St. Clair
has launched a campaign

630
00:31:08,958 --> 00:31:10,875
to boycott white numbers games.

631
00:31:11,000 --> 00:31:12,333
And after just a few months,

632
00:31:14,417 --> 00:31:17,625
it's costing mobster,
Dutch Schultz, millions.

633
00:31:23,042 --> 00:31:25,417
Yeah, are you sure?

634
00:31:28,708 --> 00:31:30,000
What is it?

635
00:31:30,125 --> 00:31:31,292
You know, Jacob Bay.

636
00:31:33,333 --> 00:31:36,042
The banker who runs the
game down near the park.

637
00:31:36,167 --> 00:31:38,417
Shot in the head,
left out on the street.

638
00:31:38,542 --> 00:31:42,208
While St. Clair is someone
who is obviously tough,

639
00:31:42,333 --> 00:31:45,083
she also understands
the consequences

640
00:31:45,208 --> 00:31:47,125
of some of her actions,
which could be,

641
00:31:47,125 --> 00:31:49,750
you know, physical
violence, death.

642
00:31:49,875 --> 00:31:50,667
We both know who did it.

643
00:31:53,375 --> 00:31:55,250
Dutch Schultz is
employing intimidation,

644
00:31:55,375 --> 00:31:57,375
they're kidnapping
numbers figures,

645
00:31:57,500 --> 00:31:59,500
in some instances they're
engaging in beatings.

646
00:31:59,500 --> 00:32:00,958
They're engaging in murder.

647
00:32:02,458 --> 00:32:03,708
What do you want me to do.

648
00:32:07,792 --> 00:32:09,750
Determined
to protect her turf,

649
00:32:09,875 --> 00:32:13,542
Stephanie St. Clair
leaves nonviolence behind.

650
00:32:15,167 --> 00:32:17,333
It's rumored St.
Clair herself would go

651
00:32:17,458 --> 00:32:21,667
into the stores where
white banks were operating

652
00:32:21,792 --> 00:32:25,333
and, you know, smash
their stuff in the store,

653
00:32:25,458 --> 00:32:27,875
and threaten them physically.

654
00:32:29,167 --> 00:32:30,333
As
violence escalates,

655
00:32:30,458 --> 00:32:34,208
the newspapers start calling
the conflict, the Policy Wars,

656
00:32:34,333 --> 00:32:37,333
and they'll eventually
leave over 40 bodies dead

657
00:32:37,458 --> 00:32:38,333
in the streets.

658
00:32:38,417 --> 00:32:40,500
And police are
forced to respond.

659
00:32:46,167 --> 00:32:47,333
I just got a call from uptown.

660
00:32:47,417 --> 00:32:50,458
Cops had a dawn raid of the
place, had to be a tip off.

661
00:32:51,667 --> 00:32:53,917
There's violence
coming from the one end,

662
00:32:54,042 --> 00:32:56,375
but then there are police
raids coming as well, right?

663
00:32:56,500 --> 00:32:57,375
And there's a sort of stalemate

664
00:32:57,542 --> 00:32:59,917
in who really controls
the numbers game.

665
00:33:01,875 --> 00:33:03,667
I want her dead.

666
00:33:20,583 --> 00:33:22,708
Notorious
gangster, Dutch Schultz,

667
00:33:22,875 --> 00:33:25,042
and policy queen,
Stephanie St. Clair,

668
00:33:25,167 --> 00:33:26,875
have been at each
other's throats.

669
00:33:28,375 --> 00:33:30,708
Both trying to control
the illegal numbers racket

670
00:33:30,875 --> 00:33:34,167
that's the heart of Harlem's
underground economy.

671
00:33:34,292 --> 00:33:35,750
There are millions at stake

672
00:33:36,875 --> 00:33:39,500
and as the so-called
Policy Wars drag on,

673
00:33:39,625 --> 00:33:42,417
Schultz puts out a
hit on St. Clair.

674
00:33:49,542 --> 00:33:51,167
You scared the hell outta me.

675
00:33:51,833 --> 00:33:54,833
I'm sorry, it's
about Dutch Schultz.

676
00:33:57,250 --> 00:33:58,875
He was gunned down
at dinner tonight.

677
00:34:02,542 --> 00:34:05,333
I didn't authorize
a hit on Schultz.

678
00:34:05,458 --> 00:34:07,417
It wasn't us, it
was his own people.

679
00:34:09,667 --> 00:34:12,583
On
October 23rd, 1935,

680
00:34:12,708 --> 00:34:15,333
Dutch Schultz is shot at
a restaurant in Newark.

681
00:34:15,500 --> 00:34:17,208
Part of the fallout
from a court case

682
00:34:17,375 --> 00:34:19,958
that has nothing to
do with St. Clair.

683
00:34:20,042 --> 00:34:25,167
Dutch Schultz, he becomes
number one, FBI's most wanted.

684
00:34:25,875 --> 00:34:30,833
Not for violence, not for
murder, but for tax evasion.

685
00:34:30,958 --> 00:34:33,917
The governor of New York
State, during the early 1930s

686
00:34:34,042 --> 00:34:38,333
was FDR, and he appoints
the special prosecutor,

687
00:34:38,500 --> 00:34:43,167
Thomas Dewey, and
they go after Schultz.

688
00:34:43,167 --> 00:34:45,625
And the rumor is that
Schultz threatened

689
00:34:45,625 --> 00:34:49,917
to kill Dewey and other high
level political figures.

690
00:34:50,042 --> 00:34:52,000
Concerned that
a hit on prominent officials

691
00:34:52,125 --> 00:34:54,500
will bring too much
heat down on the mafia,

692
00:34:54,500 --> 00:34:56,417
Schultz's own crime
syndicate decides

693
00:34:56,542 --> 00:34:58,333
to take him out instead,

694
00:34:58,458 --> 00:35:00,792
sending members of the
infamous Murder, Inc.

695
00:35:00,917 --> 00:35:01,958
to gun him down.

696
00:35:04,333 --> 00:35:07,833
He's in the hospital,
but the word is,

697
00:35:08,000 --> 00:35:08,917
he's not gonna make it.

698
00:35:11,292 --> 00:35:14,375
I need you to deliver a
message to him before he passes.

699
00:35:15,208 --> 00:35:16,708
Take this down.

700
00:35:20,000 --> 00:35:22,458
As ye sow,

701
00:35:23,458 --> 00:35:26,000
so shall ye reap.

702
00:35:30,250 --> 00:35:33,458
Sign it, Madam St. Clair,

703
00:35:36,083 --> 00:35:37,250
Policy Queen.

704
00:35:44,208 --> 00:35:46,958
The next morning, Schultz
dies from his wounds,

705
00:35:47,042 --> 00:35:49,875
but not before he
gets St. Clair's note,

706
00:35:50,000 --> 00:35:53,375
and she's once again, the
queen of the numbers game.

707
00:35:58,208 --> 00:35:59,542
Stephanie St. Clair,

708
00:35:59,708 --> 00:36:03,042
her numbers game is the basis
for the regulated state lottery.

709
00:36:03,167 --> 00:36:07,208
There is so much money moving
around and the state wants

710
00:36:07,375 --> 00:36:10,750
to divert that revenue
stream to the state treasury.

711
00:36:10,875 --> 00:36:13,167
They talk about it
openly, it's not a secret.

712
00:36:13,167 --> 00:36:15,292
Though the
process takes decades,

713
00:36:15,292 --> 00:36:17,250
eventually, the
numbers game gives way

714
00:36:17,375 --> 00:36:19,583
to the state sponsored lottery.

715
00:36:19,708 --> 00:36:23,000
Today from scratchers, to
Mega Millions, to Powerball.

716
00:36:23,000 --> 00:36:27,250
The average American spends
$285 a year on the Lotto,

717
00:36:27,375 --> 00:36:31,167
bringing in more than 105
billion dollars in revenue.

718
00:36:31,333 --> 00:36:33,750
The numbers game
was the lottery

719
00:36:33,875 --> 00:36:35,750
before the lottery,
it is the lottery.

720
00:36:35,875 --> 00:36:37,583
The government
says it's illegal,

721
00:36:37,708 --> 00:36:39,208
and then they run it themselves.

722
00:36:40,833 --> 00:36:43,167
Whether it's playing the
numbers in the old days

723
00:36:43,167 --> 00:36:46,625
or playing the official state
lottery in more modern times,

724
00:36:46,750 --> 00:36:48,542
that impulse has
always been there.

725
00:36:49,708 --> 00:36:52,083
The desire for wealth
and respectability.

726
00:36:52,958 --> 00:36:54,667
St. Clair
eventually leaves the numbers

727
00:36:54,792 --> 00:36:57,375
game behind, and after
serving jail time

728
00:36:57,500 --> 00:36:58,667
for shooting her husband,

729
00:36:58,667 --> 00:37:01,333
a controversial community
leader and activist,

730
00:37:01,458 --> 00:37:02,792
she spends the rest of her life

731
00:37:02,917 --> 00:37:04,833
as a philanthropist
and advocate.

732
00:37:05,000 --> 00:37:08,917
Stephanie St. Clair, she's
a hero, she's a anti-hero.

733
00:37:09,042 --> 00:37:12,917
She is a complicated
woman, very self absorbed,

734
00:37:13,042 --> 00:37:16,625
but someone who is
about her community,

735
00:37:16,750 --> 00:37:20,292
advocating for the rights
of black New Yorkers.

736
00:37:20,417 --> 00:37:21,500
Madam Stephanie St. Clair,

737
00:37:21,625 --> 00:37:24,417
she'll go down in history
as a female gangster

738
00:37:24,542 --> 00:37:26,000
and a legend in that right?

739
00:37:26,125 --> 00:37:28,917
And not only did she have
a successful business,

740
00:37:29,042 --> 00:37:30,125
although, be it illegal,

741
00:37:30,125 --> 00:37:33,750
she ultimately took that
and supported civil rights,

742
00:37:33,875 --> 00:37:35,500
especially in the latter
part of her career.

743
00:37:35,667 --> 00:37:37,333
And she made a huge difference

744
00:37:37,458 --> 00:37:39,667
for immigrants in
the black community.

745
00:37:39,833 --> 00:37:41,667
And I think she should
be known just as much

746
00:37:41,667 --> 00:37:43,958
for being a smart businesswoman.

747
00:37:48,208 --> 00:37:50,833
Al Lyon launched
a massive ad campaign,

748
00:37:50,958 --> 00:37:51,917
touting the health benefits

749
00:37:52,042 --> 00:37:54,500
of glycol in Philip
Morris cigarettes.

750
00:37:54,625 --> 00:37:56,500
And even though it's
a dangerous additive,

751
00:37:56,625 --> 00:37:58,208
they claim that medical research

752
00:37:58,333 --> 00:38:00,125
has proved it makes them milder.

753
00:38:00,250 --> 00:38:01,333
These the latest numbers?

754
00:38:01,458 --> 00:38:02,958
Yes.

755
00:38:06,042 --> 00:38:08,125
This is good, this
is what I like to see.

756
00:38:08,250 --> 00:38:10,625
So far,
his gamble is paying off

757
00:38:10,625 --> 00:38:12,500
and by the mid 1930s,

758
00:38:12,625 --> 00:38:14,583
Philip Morris is netting
the modern equivalent

759
00:38:14,708 --> 00:38:17,333
of 31 and a half
million dollars a year,

760
00:38:17,500 --> 00:38:20,417
putting them just outside the
four biggest tobacco companies

761
00:38:20,542 --> 00:38:21,500
in the nation.

762
00:38:21,625 --> 00:38:23,333
Behind the makers
of Lucky Strikes,

763
00:38:23,417 --> 00:38:25,042
Camels, and Chesterfields.

764
00:38:25,208 --> 00:38:27,750
In the 1930s, the
Philip Morris company,

765
00:38:27,875 --> 00:38:31,333
it's nothing in comparison
to the big four firms,

766
00:38:31,500 --> 00:38:33,458
but it is certainly
at the forefront

767
00:38:33,542 --> 00:38:35,333
of deceptive advertising.

768
00:38:35,500 --> 00:38:38,167
At the same time as Philip
Morris is making these claims

769
00:38:38,292 --> 00:38:40,667
on behalf of its glyco casing,

770
00:38:40,792 --> 00:38:43,625
there are many cases,
in the United States,

771
00:38:43,625 --> 00:38:47,125
of people dying from
diethylene glycol poisoning.

772
00:38:48,542 --> 00:38:53,542
Famous doctors telling the
health benefits of tobacco.

773
00:38:53,667 --> 00:38:55,500
These were great
sales techniques.

774
00:38:55,625 --> 00:38:56,958
Thank you.

775
00:38:57,042 --> 00:38:57,917
You're welcome.

776
00:38:59,042 --> 00:39:00,000
The next year,

777
00:39:00,000 --> 00:39:03,542
Philip Morris sells
7.5 billion cigarettes

778
00:39:03,667 --> 00:39:05,500
and overtakes Lorillard,

779
00:39:05,500 --> 00:39:07,667
the maker of Newports
and Old Gold,

780
00:39:07,833 --> 00:39:11,000
as the fourth biggest
tobacco company in the US.

781
00:39:11,125 --> 00:39:14,917
Then, war breaks out in Europe.

782
00:39:18,000 --> 00:39:21,958
And soon the United
States joins the fight.

783
00:39:23,125 --> 00:39:25,583
Sending off millions
of young American men

784
00:39:25,708 --> 00:39:27,833
to the front during World War II

785
00:39:27,917 --> 00:39:30,500
is an incredible paradigm
shift for the nation.

786
00:39:31,583 --> 00:39:36,000
And it's a huge opportunity
for savvy tobacco companies.

787
00:39:36,125 --> 00:39:38,833
As the US dedicates
all her industrial might

788
00:39:38,958 --> 00:39:42,625
to the war effort, Al
Lyon sees a unique chance

789
00:39:42,750 --> 00:39:46,292
to jumpstart Morris's
growth all over again.

790
00:39:46,417 --> 00:39:48,000
I don't mean to overstep, sir,

791
00:39:48,000 --> 00:39:50,375
but it's just that
Philip Morris cigarettes

792
00:39:50,500 --> 00:39:53,167
aren't like other cigarettes,
they're healthier.

793
00:39:54,917 --> 00:39:58,333
The Second World War , there's
another upsurge in smoking

794
00:39:58,458 --> 00:40:01,500
along the same lines that you
had in the First World War

795
00:40:01,667 --> 00:40:02,833
for the same reason.

796
00:40:03,000 --> 00:40:06,500
That's right, the number
one doctor recommended brand.

797
00:40:06,625 --> 00:40:08,667
We gotta keep our boys relaxed

798
00:40:08,667 --> 00:40:10,500
as they're going into combat.

799
00:40:10,500 --> 00:40:11,917
You won't regret it, sir.

800
00:40:15,042 --> 00:40:17,333
They order 10,000 cartons.

801
00:40:21,083 --> 00:40:22,167
Within weeks,

802
00:40:22,292 --> 00:40:25,917
Philip Morris is contributing
290 billion cigarettes

803
00:40:26,042 --> 00:40:29,917
to the war effort, nearly
doubling the company's profits.

804
00:40:30,042 --> 00:40:31,167
During World War II,

805
00:40:31,292 --> 00:40:34,958
tobacco was treated as an
essential strategic product.

806
00:40:35,083 --> 00:40:39,000
And so tobacco farmers were
not asked to join the military,

807
00:40:39,125 --> 00:40:40,167
Their laborers was
needed to ensure

808
00:40:40,167 --> 00:40:42,625
that enough tobacco was
grown in the country.

809
00:40:42,750 --> 00:40:44,958
It was a strategic imperative

810
00:40:46,958 --> 00:40:48,833
of the us war effort to ensure

811
00:40:48,958 --> 00:40:51,958
that our soldiers had all the
cigarettes that they wanted.

812
00:40:53,750 --> 00:40:54,875
Philip
Morris's cigarettes

813
00:40:55,042 --> 00:40:56,750
are included in
soldiers rations,

814
00:40:56,875 --> 00:41:00,917
a practice that will last
all the way until 1975.

815
00:41:01,042 --> 00:41:04,333
Profits continue to soar
and Al Lyon is promoted

816
00:41:04,500 --> 00:41:06,542
to president of the company.

817
00:41:06,667 --> 00:41:08,333
A lot of people
say success came

818
00:41:08,500 --> 00:41:09,625
from these giant leaps,

819
00:41:09,625 --> 00:41:12,750
that people took this giant
risk and they were successful.

820
00:41:12,875 --> 00:41:13,833
If you really look
at what happened,

821
00:41:13,958 --> 00:41:15,917
it's a series of very,
very small things

822
00:41:16,042 --> 00:41:17,917
that got them to where
they wanted to go.

823
00:41:18,042 --> 00:41:19,958
That's really the truth.

824
00:41:20,042 --> 00:41:23,167
He's got nowhere
to go but up, for now.

825
00:41:31,083 --> 00:41:32,667
With the
war in Europe raging,

826
00:41:32,792 --> 00:41:36,542
at home, more and more Americans
are enlisting to serve.

827
00:41:42,792 --> 00:41:43,542
Excuse me.

828
00:41:45,083 --> 00:41:47,250
One young
man is doing his part.

829
00:41:48,458 --> 00:41:50,250
Excuse me, I'm
reporting for duty.

830
00:41:51,708 --> 00:41:53,167
My name is Hugh Hefner.

831
00:41:57,208 --> 00:42:00,875
Someday, he'll
leave behind a troubling legacy,

832
00:42:01,042 --> 00:42:03,333
but also become a cultural icon

833
00:42:05,542 --> 00:42:08,333
and divide the country between
those who believe in freedom

834
00:42:08,458 --> 00:42:11,292
of expression and
freedom from smut.

835
00:42:23,667 --> 00:42:25,542
over the
course of World War II,

836
00:42:25,708 --> 00:42:29,125
more than 16 million
American soldiers will serve.

837
00:42:29,250 --> 00:42:32,458
And when they're not fighting
many look for distraction

838
00:42:32,542 --> 00:42:34,375
in pleasures of the flesh.

839
00:42:34,500 --> 00:42:36,917
Many of the millions of
American men who serve in

840
00:42:37,042 --> 00:42:38,583
this period are
actually introduced

841
00:42:38,708 --> 00:42:42,083
to some illicit consumer
pleasures they're abroad.

842
00:42:42,208 --> 00:42:45,167
Cigarettes, for example, are
issued to soldiers on the front

843
00:42:45,167 --> 00:42:47,417
and they'll come home with
a taste for that tobacco.

844
00:42:47,542 --> 00:42:49,917
Some of those soldiers
will take up drinking.

845
00:42:50,792 --> 00:42:51,750
There's funny expression,

846
00:42:51,875 --> 00:42:53,333
"How you gonna keep
'em down on the farm

847
00:42:53,500 --> 00:42:55,333
after they've seen
New York City,"

848
00:42:55,500 --> 00:42:56,292
and during World War II,

849
00:42:56,417 --> 00:42:58,208
that expression
very well could be,

850
00:42:58,333 --> 00:43:00,125
"How you gonna keep them
down anywhere in America

851
00:43:00,250 --> 00:43:01,833
once they've been to Europe

852
00:43:01,958 --> 00:43:03,125
and have experienced, unfettered,

853
00:43:03,125 --> 00:43:05,208
every vice imaginable."

854
00:43:07,708 --> 00:43:10,792
Far from the
front lines, 17 year old,

855
00:43:10,917 --> 00:43:13,167
Hugh Hefner is stationed
at a field hospital

856
00:43:13,167 --> 00:43:15,500
and training ground
called Camp Pickett.

857
00:43:17,167 --> 00:43:21,500
He famously came from a
very repressed Methodist home.

858
00:43:21,625 --> 00:43:23,292
They didn't discuss sex,

859
00:43:23,417 --> 00:43:25,875
Not a lot of hugs were
handed out in the house.

860
00:43:26,000 --> 00:43:30,375
He wanted to get in touch
with things that were

861
00:43:30,500 --> 00:43:33,000
of sexual nature, of
a romantic nature,

862
00:43:33,125 --> 00:43:35,375
that wasn't discussed at home.

863
00:43:35,500 --> 00:43:37,708
Even though
he's far from the fighting,

864
00:43:37,833 --> 00:43:39,208
he's found his own unique way

865
00:43:39,333 --> 00:43:41,125
to contribute to the war effort.

866
00:43:42,292 --> 00:43:45,000
He loved to draw,
he made cartoon strips

867
00:43:45,167 --> 00:43:48,458
from the time he could
first put pen to paper

868
00:43:48,583 --> 00:43:51,208
and he just updated
into the Army.

869
00:43:51,333 --> 00:43:53,625
They sort of channeled him off

870
00:43:53,750 --> 00:43:58,667
into becoming a clerk in
the personnel division.

871
00:44:00,125 --> 00:44:02,125
We have a kind
of romantic idea

872
00:44:02,250 --> 00:44:04,083
of this brotherhood that
was formed, you know,

873
00:44:04,208 --> 00:44:05,417
on the front lines.

874
00:44:05,542 --> 00:44:06,667
And that's true,

875
00:44:06,792 --> 00:44:07,875
but there was also everything

876
00:44:08,042 --> 00:44:10,167
that they did kind of off hours.

877
00:44:10,292 --> 00:44:12,500
This was the era
of pinup magazines

878
00:44:12,625 --> 00:44:15,333
and talking about the
latest Hollywood starlet

879
00:44:15,458 --> 00:44:17,292
who they had on their wall.

880
00:44:17,292 --> 00:44:20,250
At the time,
pornography does exist,

881
00:44:20,375 --> 00:44:22,875
explicit pictures and
movies date all the way back

882
00:44:23,042 --> 00:44:24,250
to the invention of the cameras

883
00:44:24,375 --> 00:44:26,583
that capture them in the 1800s.

884
00:44:26,708 --> 00:44:28,417
But even by the 1940s,

885
00:44:28,542 --> 00:44:30,667
obscenity in the US
is still governed

886
00:44:30,792 --> 00:44:33,833
by the Comstock Act of 1873,

887
00:44:33,958 --> 00:44:35,917
which makes all
pornography illegal.

888
00:44:36,042 --> 00:44:37,958
From nude images to books

889
00:44:38,083 --> 00:44:40,167
that contain
titillating sequences

890
00:44:40,167 --> 00:44:42,250
like James Joyce's "Ulysses."

891
00:44:43,875 --> 00:44:45,708
Comstock once claimed that he

892
00:44:45,833 --> 00:44:51,000
had destroyed 160 railroad
cars full of pornography.

893
00:44:51,125 --> 00:44:53,333
He was obsessed with
nudity not being left

894
00:44:53,417 --> 00:44:55,167
and lorded it over our morals,

895
00:44:55,292 --> 00:44:59,125
and our erotica
pornography, everything.

896
00:44:59,250 --> 00:45:01,000
He also, he would
break up these,

897
00:45:01,125 --> 00:45:03,667
what were effectively body
building competitions,

898
00:45:03,792 --> 00:45:06,250
where like Charles Atlas would
pose because he thought that

899
00:45:06,375 --> 00:45:10,375
that was obscene to have
a man so scantily dressed.

900
00:45:10,542 --> 00:45:12,250
Suggestive
drawings of pinup girls

901
00:45:12,375 --> 00:45:14,250
are considered acceptable

902
00:45:14,375 --> 00:45:16,917
and Hefner relishes drawing
them during his time

903
00:45:17,042 --> 00:45:19,667
in the army and his
college newspaper.

904
00:45:20,792 --> 00:45:23,208
And after that, he
wants to resurrect them

905
00:45:23,333 --> 00:45:25,667
in his new job at
"Esquire" magazine.

906
00:45:28,917 --> 00:45:29,958
What's this.

907
00:45:30,042 --> 00:45:32,875
Pinup girls, used to be
the best part of "Esquire."

908
00:45:33,000 --> 00:45:34,083
So I'm thinking-

909
00:45:34,208 --> 00:45:37,708
No, I need 500 words by
end of day, not doodles.

910
00:45:37,875 --> 00:45:38,542
Are we clear?

911
00:45:40,000 --> 00:45:41,042
Crystal.

912
00:45:44,875 --> 00:45:46,167
Hefner
believes he's destined

913
00:45:46,292 --> 00:45:49,167
for something bigger,
but he doesn't know what.

914
00:45:50,458 --> 00:45:53,125
For now, he's stuck
in a dead end job.

915
00:45:58,500 --> 00:46:00,667
Now that World War II is over,

916
00:46:00,833 --> 00:46:03,167
millions of veterans have
returned home with a taste

917
00:46:03,292 --> 00:46:04,417
for cigarettes.

918
00:46:04,542 --> 00:46:07,542
And thanks to their inclusion
in military rations,

919
00:46:07,708 --> 00:46:11,875
Philip Morris's sales are
nearing $300 million a year.

920
00:46:13,250 --> 00:46:15,000
Sharon, can we get
some coffees in here?

921
00:46:15,125 --> 00:46:18,167
But after deftly
navigating smoker's cough,

922
00:46:18,292 --> 00:46:21,458
Al Lyon is now facing
an even bigger threat.

923
00:46:22,708 --> 00:46:24,167
How have we got
from smoker's cough

924
00:46:24,292 --> 00:46:25,458
all the way to cancer.

925
00:46:26,667 --> 00:46:28,542
In 1950 alone,

926
00:46:28,708 --> 00:46:31,500
there are five important
epidemiological studies

927
00:46:32,500 --> 00:46:35,750
linking cigarettes as
the cause of lung cancer.

928
00:46:36,958 --> 00:46:40,083
"Reader's Digest" magazine
publishes an article called,

929
00:46:40,208 --> 00:46:41,708
"Cancer by the Carton"

930
00:46:41,833 --> 00:46:45,917
that reports on the
results of these findings.

931
00:46:47,000 --> 00:46:49,750
As a result
of new clinical studies,

932
00:46:49,875 --> 00:46:52,417
the us government
institutes a new policy

933
00:46:52,542 --> 00:46:54,292
that makes Philip
Morris' strategy

934
00:46:54,292 --> 00:46:56,708
illegal almost overnight.

935
00:46:56,833 --> 00:46:59,667
In 1955, the Federal
Trade Commission mandated

936
00:46:59,833 --> 00:47:04,292
that the tobacco industry stop
these explicit health claims.

937
00:47:04,417 --> 00:47:06,375
They couldn't say that their
cigarettes were healthier

938
00:47:06,542 --> 00:47:09,792
than others, unless they
had science to back that up.

939
00:47:09,792 --> 00:47:11,417
Well, the cigarette
manufacturers didn't

940
00:47:11,542 --> 00:47:12,708
have any science like that.

941
00:47:14,542 --> 00:47:16,333
And if we even mention the
health benefits of glycol,

942
00:47:16,500 --> 00:47:17,542
the government
will come after us.

943
00:47:17,667 --> 00:47:19,375
So our lawyers seem to think.

944
00:47:22,500 --> 00:47:24,042
Then what we need is
something that implies

945
00:47:24,167 --> 00:47:26,458
how healthy they are
without actually saying it.

946
00:47:26,542 --> 00:47:29,375
I want a dozen new campaign
options on my desk by tomorrow,

947
00:47:30,125 --> 00:47:31,250
get moving.

948
00:47:44,083 --> 00:47:45,208
Billy Wilkerson

949
00:47:45,333 --> 00:47:48,542
has finally broken ground on
his luxury resort and casino.

950
00:47:48,667 --> 00:47:50,958
We need to get rid
of all these windows

951
00:47:51,042 --> 00:47:52,000
on the gambling floor.

952
00:47:52,000 --> 00:47:55,333
I want every moment of
the day to feel the same.

953
00:47:55,458 --> 00:47:56,417
But if he's going

954
00:47:56,542 --> 00:47:58,667
to revolutionize the
gambling experience,

955
00:47:58,792 --> 00:48:01,500
he knows he can't accept
anything but perfection.

956
00:48:01,625 --> 00:48:03,000
We're already way
behind schedule,

957
00:48:03,167 --> 00:48:03,875
this will set us back.

958
00:48:04,042 --> 00:48:06,208
And these hallways
from the hotel,

959
00:48:06,375 --> 00:48:07,542
they need to connect
to here, that way,

960
00:48:07,708 --> 00:48:10,667
people have to walk past the
tables to get in and out.

961
00:48:11,750 --> 00:48:13,417
From his own
gambling experience,

962
00:48:13,542 --> 00:48:15,667
I think it was really
easy for him to say,

963
00:48:15,792 --> 00:48:17,500
"I'm gonna start
something completely

964
00:48:17,667 --> 00:48:20,167
from scratch that nobody's
ever seen before,"

965
00:48:20,167 --> 00:48:24,542
to make the gambling experience
as comfortable as possible.

966
00:48:24,667 --> 00:48:27,292
Plush chairs, padding
around the tables.

967
00:48:27,292 --> 00:48:30,958
If we do that, we'll be outta
money in less than a month.

968
00:48:31,083 --> 00:48:34,708
So he does secure a loan
for $600,000 from a bank.

969
00:48:34,833 --> 00:48:36,417
His good friend, Howard Hughes,

970
00:48:36,542 --> 00:48:39,750
is willing to give him $200,000.

971
00:48:39,875 --> 00:48:42,208
How much more
money would you need?

972
00:48:42,333 --> 00:48:43,250
Double.

973
00:48:43,375 --> 00:48:44,083
Make the changes?

974
00:48:45,708 --> 00:48:48,333
Well, the compulsive
gambler thinks,

975
00:48:48,500 --> 00:48:49,875
"I can do it at the table."

976
00:48:55,542 --> 00:48:57,583
To help
fund his opulent vision,

977
00:48:57,708 --> 00:49:00,792
Billy Wilkerson finds a high
stakes poker game determined

978
00:49:00,792 --> 00:49:04,875
to double his money, but he's
already off to a shaky start.

979
00:49:05,042 --> 00:49:08,167
The thing about the gambler,
we often chase our losses.

980
00:49:08,292 --> 00:49:10,250
So even if we're getting beat,

981
00:49:12,167 --> 00:49:15,042
we think that eventually
we're gonna turn the corner.

982
00:49:17,708 --> 00:49:19,792
I'm all in, 200 grand.

983
00:49:26,208 --> 00:49:27,125
Okay.

984
00:49:31,917 --> 00:49:33,917
Full house, fours over sevens.

985
00:49:40,083 --> 00:49:41,542
Twos.

986
00:49:41,708 --> 00:49:44,042
♪ Tell me what to do ♪

987
00:49:44,167 --> 00:49:44,958
over twos.

988
00:49:47,458 --> 00:49:50,208
♪ I see that life ♪

989
00:49:53,250 --> 00:49:54,500
Dammit!

990
00:50:01,708 --> 00:50:03,000
After less
than a year of work,

991
00:50:03,167 --> 00:50:04,750
construction on Billy
Wilkerson's

992
00:50:04,875 --> 00:50:06,500
game changing new casino

993
00:50:06,667 --> 00:50:09,333
is on hold because he's
running out of money.

994
00:50:09,458 --> 00:50:12,500
The construction site just
laid there in the desert,

995
00:50:12,625 --> 00:50:15,792
like the skeleton
of a beach whale.

996
00:50:15,917 --> 00:50:19,625
And there was a point
where my dad thought,

997
00:50:19,750 --> 00:50:21,333
"I've gotta make a decision.

998
00:50:21,458 --> 00:50:23,333
Whether I wanna
keep on with this

999
00:50:23,458 --> 00:50:24,250
or just walk away from it."

1000
00:50:26,083 --> 00:50:28,000
And he was seriously considered
walking away from it.

1001
00:50:28,167 --> 00:50:33,250
So what brings you all
the way from New York.

1002
00:50:33,792 --> 00:50:36,333
Firm I represent heard
about your operation.

1003
00:50:36,417 --> 00:50:39,792
He and his architects are
wondering how to keep going,

1004
00:50:39,917 --> 00:50:42,625
and then a man he
never met before,

1005
00:50:42,625 --> 00:50:45,250
named Rothberg, shows up.

1006
00:50:49,875 --> 00:50:51,167
What's this?

1007
00:50:51,292 --> 00:50:52,125
It's an opportunity.

1008
00:50:53,875 --> 00:50:55,458
We'd like to invest.

1009
00:50:59,042 --> 00:51:01,958
What kind of
investment gives you 51%?

1010
00:51:03,542 --> 00:51:04,625
A million dollars.

1011
00:51:07,833 --> 00:51:11,833
Rothberg shows up with
an offer to Wilkerson.

1012
00:51:13,000 --> 00:51:16,250
There's enough money
to finish his dream,

1013
00:51:16,375 --> 00:51:19,750
but he has to turn over the
ownership of the project.

1014
00:51:21,125 --> 00:51:24,042
There's no way that I'm
giving you a controlling stake.

1015
00:51:26,292 --> 00:51:27,292
It's a one time offer.

1016
00:51:29,333 --> 00:51:30,917
Take it or leave it.

1017
00:51:33,333 --> 00:51:36,250
He absolutely can't refuse,
it's a million dollars.

1018
00:51:37,667 --> 00:51:38,625
Within a week,

1019
00:51:38,750 --> 00:51:42,000
Wilkerson's casino is
back under construction.

1020
00:51:47,250 --> 00:51:48,833
But at Philip Morris,

1021
00:51:48,917 --> 00:51:52,083
Al Lyon's strategy
is falling apart.

1022
00:51:52,208 --> 00:51:54,833
The government is cracking
down on health claims made

1023
00:51:54,917 --> 00:51:57,667
by cigarette companies
and new studies continue

1024
00:51:57,792 --> 00:51:59,167
to make things worse.

1025
00:51:59,167 --> 00:52:02,167
A team of researchers
at Wash U finds

1026
00:52:02,292 --> 00:52:04,458
that they can induce
cancer in mice

1027
00:52:04,583 --> 00:52:07,917
by painting tobacco
tar on their backs.

1028
00:52:08,042 --> 00:52:12,000
This is not just circulated
in the medical press,

1029
00:52:12,167 --> 00:52:15,542
but receives widespread
public attention.

1030
00:52:15,708 --> 00:52:16,917
By the 1950s,

1031
00:52:17,042 --> 00:52:19,708
an anti-smoking
crusader, named Roy Norr,

1032
00:52:19,875 --> 00:52:21,792
begins producing
educational movies

1033
00:52:21,792 --> 00:52:23,333
and publishing a
newsletter called,

1034
00:52:23,417 --> 00:52:25,958
"Norr's Newsletter About
Smoking and Health,"

1035
00:52:26,042 --> 00:52:28,917
warning Americans about
the hazards of cigarettes.

1036
00:52:29,042 --> 00:52:30,625
The problem that's
been identified,

1037
00:52:30,750 --> 00:52:32,542
it's not nicotine it's tar.

1038
00:52:32,667 --> 00:52:36,833
Well, one of the solutions is
put filters on the cigarettes.

1039
00:52:36,958 --> 00:52:40,500
It'll be lodged and then
caught in the filters

1040
00:52:40,500 --> 00:52:42,500
and, therefore, we
eliminate the tar.

1041
00:52:42,667 --> 00:52:46,125
Today, 90% of
all cigarettes are filtered,

1042
00:52:47,333 --> 00:52:49,458
but at the beginning
of the 1950s,

1043
00:52:49,583 --> 00:52:51,708
that number is less than 1%.

1044
00:52:53,167 --> 00:52:55,333
Al Lyon recognizes
the opportunity

1045
00:52:55,458 --> 00:52:57,625
and purchases a
struggling cigarette brand

1046
00:52:57,625 --> 00:53:01,708
first introduced back in 1931
and thought of as a gimmick

1047
00:53:01,833 --> 00:53:05,750
for their recessed
filter tips, Parliament.

1048
00:53:07,375 --> 00:53:10,833
They don't receive a lot of
attention from the cigarette

1049
00:53:11,000 --> 00:53:14,333
manufacturers or, crucially,
a lot of advertising.

1050
00:53:14,458 --> 00:53:17,500
Philip Morris purchases
the brand in order

1051
00:53:17,667 --> 00:53:19,833
to acquire know-how about how

1052
00:53:19,958 --> 00:53:23,083
to do filter technology,
such as it was.

1053
00:53:23,208 --> 00:53:25,167
Now privately,
behind the scenes,

1054
00:53:25,167 --> 00:53:27,750
the tobacco
manufacturers well knew

1055
00:53:29,000 --> 00:53:31,375
that essentially nothing
was being filtered out.

1056
00:53:33,250 --> 00:53:36,167
When a company sells
an unhealthy product,

1057
00:53:36,167 --> 00:53:38,958
is it someone's freedom
to buy whatever they want,

1058
00:53:39,083 --> 00:53:40,833
even if it's going to kill them?

1059
00:53:42,167 --> 00:53:44,792
Or should the American
government protect consumers

1060
00:53:44,792 --> 00:53:46,167
from themselves?

1061
00:53:46,292 --> 00:53:49,333
I think the American public
is still split on that.

1062
00:53:50,625 --> 00:53:52,833
As Lyon
strategizes a counter attack

1063
00:53:52,917 --> 00:53:54,208
against health reports.

1064
00:53:54,333 --> 00:53:58,583
In 1953, an Indiana University
zoologist, and founder of the

1065
00:53:58,708 --> 00:54:02,333
Institute for Research in
Sex, Gender, and Reproduction,

1066
00:54:02,458 --> 00:54:04,000
named Alfred Kinsey,

1067
00:54:04,167 --> 00:54:06,500
publishes one of two
books commonly referred to

1068
00:54:06,667 --> 00:54:08,458
as the "Kinsey Reports,"

1069
00:54:08,542 --> 00:54:11,417
it's called "Sexual Behavior
in the Human Female."

1070
00:54:11,542 --> 00:54:15,167
And it transforms the way
people think about sex.

1071
00:54:15,292 --> 00:54:17,958
He interviewed
about 18,000 people

1072
00:54:18,042 --> 00:54:22,750
and he talked candidly
about women who had orgasms.

1073
00:54:22,875 --> 00:54:25,167
And that was really
groundbreaking in many ways,

1074
00:54:25,167 --> 00:54:29,000
that focus on female sexuality
and to see it as something

1075
00:54:29,167 --> 00:54:32,333
that could be positive
rather than negative.

1076
00:54:32,458 --> 00:54:36,250
That is a bombshell because
it shows that there are lots

1077
00:54:36,375 --> 00:54:39,500
of people who have
had sexual relations

1078
00:54:39,625 --> 00:54:41,167
with people of their same sex.

1079
00:54:41,292 --> 00:54:43,250
It shows that people
have engaged in all kinds

1080
00:54:43,375 --> 00:54:48,292
of premarital sex, and that
really shakes things up.

1081
00:54:49,417 --> 00:54:51,333
Hugh Hefner
reads Kinsey's work.

1082
00:54:51,458 --> 00:54:54,333
And after losing his job
at "Esquire" magazine,

1083
00:54:54,458 --> 00:54:57,875
he meets with a long time
friend named Eldon Sellers,

1084
00:54:58,042 --> 00:55:00,333
to forge a new path
toward the future.

1085
00:55:01,542 --> 00:55:04,333
So, uh, what now?

1086
00:55:04,458 --> 00:55:06,625
Hefner add a number of
friends, and associates,

1087
00:55:06,750 --> 00:55:08,292
and professional connections

1088
00:55:08,292 --> 00:55:11,667
that he would draw
upon to get help.

1089
00:55:11,667 --> 00:55:13,167
Why don't we start
our own magazine?

1090
00:55:13,292 --> 00:55:14,792
One of them was
Eldon sellers who

1091
00:55:14,917 --> 00:55:16,833
was really a family friend.

1092
00:55:16,917 --> 00:55:17,958
We?

1093
00:55:18,083 --> 00:55:21,208
Yeah, I'm the idea
man, you're the money.

1094
00:55:24,417 --> 00:55:25,833
I'm listening.

1095
00:55:25,958 --> 00:55:29,000
We make a magazine
like no one's ever seen.

1096
00:55:30,458 --> 00:55:32,083
Cutting edge fiction,

1097
00:55:32,583 --> 00:55:34,417
world class journalism,

1098
00:55:35,375 --> 00:55:36,625
interviews.

1099
00:55:37,792 --> 00:55:41,083
It'll have humor, sophistication.

1100
00:55:43,208 --> 00:55:46,167
And instead of pinup girls,

1101
00:55:47,833 --> 00:55:49,083
full nudes.

1102
00:55:49,208 --> 00:55:50,333
Nudes?

1103
00:55:50,458 --> 00:55:51,500
Yup.

1104
00:55:51,625 --> 00:55:52,917
Have you lost your mind?

1105
00:55:56,167 --> 00:55:57,250
Back in college,

1106
00:55:57,375 --> 00:55:59,250
Hefner pioneered a
recurring feature

1107
00:55:59,375 --> 00:56:01,375
in the school paper called
"Coed of the Month."

1108
00:56:01,542 --> 00:56:04,000
How is this better than
your pin up sketches?

1109
00:56:04,167 --> 00:56:05,458
It's sexier, less clothing.

1110
00:56:07,833 --> 00:56:09,583
Because she's real.

1111
00:56:09,708 --> 00:56:12,458
There was not any nudity
of course, involved in this,

1112
00:56:12,542 --> 00:56:16,125
but they would pick a, sort
of, a pretty young girl

1113
00:56:16,250 --> 00:56:18,125
and they would feature
her in the magazine.

1114
00:56:18,125 --> 00:56:21,708
Her interests, her activities,
a picture or two of her.

1115
00:56:21,833 --> 00:56:23,292
So a little bit of a germ

1116
00:56:23,292 --> 00:56:25,542
of what would become
something quite famous

1117
00:56:25,708 --> 00:56:27,458
in "Playboy" some years later.

1118
00:56:29,042 --> 00:56:32,583
Now he wants to take
the idea one step further,

1119
00:56:32,708 --> 00:56:33,667
even though, at the time,

1120
00:56:33,792 --> 00:56:37,750
distributing nude imagery
is still against the law.

1121
00:56:37,875 --> 00:56:39,750
I'd buy that magazine.

1122
00:56:39,875 --> 00:56:41,500
You'd buy that magazine.

1123
00:56:41,625 --> 00:56:43,667
I think Hefner was able
to trust his instincts.

1124
00:56:43,792 --> 00:56:45,208
I think from a child,

1125
00:56:45,333 --> 00:56:47,583
he might have even had this
vision for the magazine.

1126
00:56:47,708 --> 00:56:49,625
And I think that that
nothing was gonna deter him

1127
00:56:49,750 --> 00:56:52,292
from doing what he set
out in his mind to do.

1128
00:56:53,208 --> 00:56:54,375
From what I know about Hefner,

1129
00:56:54,542 --> 00:56:56,708
I'm like, very not
sympathetic to him.

1130
00:56:56,833 --> 00:56:59,000
Like, "Oh, he was a real
feminist," like, whatever.

1131
00:56:59,125 --> 00:57:00,458
I think that's
like, kind of b.s.

1132
00:57:00,583 --> 00:57:02,250
I think it's really
important not

1133
00:57:02,375 --> 00:57:06,333
to confuse the sexual
openness that he espoused

1134
00:57:06,458 --> 00:57:09,542
and the particular way it
played out with some kind

1135
00:57:09,667 --> 00:57:12,750
of wonderfully
egalitarian, liberated,

1136
00:57:12,875 --> 00:57:16,042
sexually equal society because
it didn't function that way.

1137
00:57:17,083 --> 00:57:22,083
Well, either we get rich,
get arrested, or

1138
00:57:22,417 --> 00:57:23,333
both.

1139
00:57:24,417 --> 00:57:26,667
Does that mean you're in?

1140
00:57:28,417 --> 00:57:30,125
It means I'm
thinking about it.

1141
00:57:32,167 --> 00:57:33,875
I can work with that.

1142
00:57:46,375 --> 00:57:47,542
After
almost running out

1143
00:57:47,667 --> 00:57:50,292
of money on his
luxury casino project,

1144
00:57:50,292 --> 00:57:52,792
Billy Wilkerson is back
under construction.

1145
00:57:52,917 --> 00:57:54,583
Thanks to a million
dollar infusion

1146
00:57:54,708 --> 00:57:58,250
of cash from a mystery
investor from New York.

1147
00:57:58,375 --> 00:58:00,958
What the hell do you
think you're doing in here?

1148
00:58:01,083 --> 00:58:03,458
I'm just here to
check in on my casino.

1149
00:58:07,208 --> 00:58:09,125
It turns out
his investor is a front

1150
00:58:09,125 --> 00:58:10,958
for the New York mafia.

1151
00:58:11,083 --> 00:58:13,708
Recently infamous
gangster, Bugsy Siegel,

1152
00:58:13,833 --> 00:58:16,167
found out about the casino.

1153
00:58:16,292 --> 00:58:19,667
Millions of dollars in cash
flowing in every single day.

1154
00:58:19,833 --> 00:58:22,042
This could be the most
lucrative gambling operation

1155
00:58:22,208 --> 00:58:23,375
we've ever had.

1156
00:58:23,542 --> 00:58:26,167
And brought it
to my boss, Frank Costello.

1157
00:58:26,292 --> 00:58:29,042
Interesting, what's our in?

1158
00:58:29,208 --> 00:58:31,708
The guy who's
building, bankrupt,

1159
00:58:32,958 --> 00:58:35,083
whole project's
about to shut down.

1160
00:58:35,208 --> 00:58:37,000
Thanks to
Wilkerson's gambling buddy,

1161
00:58:37,000 --> 00:58:38,667
Johnny Roselli.

1162
00:58:38,833 --> 00:58:41,042
Card games, dice games,

1163
00:58:41,208 --> 00:58:42,833
we'll have everything
you could think of.

1164
00:58:42,958 --> 00:58:45,833
Plus, hotel, pool,

1165
00:58:47,000 --> 00:58:49,833
restaurants, bars.

1166
00:58:52,292 --> 00:58:55,042
Okay, but be discreet.

1167
00:58:58,875 --> 00:59:00,208
Now
Siegel's in Vegas

1168
00:59:00,375 --> 00:59:03,750
to make sure Wilkerson knows
who's really in charge.

1169
00:59:05,292 --> 00:59:07,708
Appreciate all the work
you've put in so far.

1170
00:59:07,875 --> 00:59:08,875
Love it if you stay on.

1171
00:59:11,875 --> 00:59:14,250
Bugsy is a very
assertive fella.

1172
00:59:14,375 --> 00:59:15,375
And while it was supposed

1173
00:59:15,500 --> 00:59:18,167
to be Billy Wilkerson's
vision all the way,

1174
00:59:18,292 --> 00:59:20,208
Bugsy gets on the
construction site.

1175
00:59:20,333 --> 00:59:22,667
I mean, Bugsy Siegel
wanted it all.

1176
00:59:23,792 --> 00:59:28,208
Right, so, partners then?

1177
00:59:30,083 --> 00:59:32,250
Sure, partners.

1178
00:59:32,375 --> 00:59:35,000
And he bragged
often, you know,

1179
00:59:35,000 --> 00:59:36,792
I've killed 16 men,
but don't worry.

1180
00:59:38,083 --> 00:59:39,542
Wilkerson's
dream in the desert

1181
00:59:39,667 --> 00:59:42,792
now hinges on the whim of
a professional murderer.

1182
00:59:47,000 --> 00:59:48,792
But in Virginia,

1183
00:59:48,792 --> 00:59:52,167
Al Lyons hopes rest on
filtered cigarettes,

1184
00:59:52,292 --> 00:59:54,875
which are considered a
gimmick marketed to women.

1185
00:59:55,000 --> 00:59:56,042
And he's looking

1186
00:59:56,167 --> 00:59:58,333
for the most masculine
brand Philip Morris has,

1187
00:59:58,417 --> 01:00:00,583
hoping he can appeal to men.

1188
01:00:00,708 --> 01:00:03,292
As you can imagine,
Chesterfield tested high.

1189
01:00:03,292 --> 01:00:06,833
Philip Morris wants to
get in on the filtered game.

1190
01:00:06,917 --> 01:00:10,333
Its brands had actually
been flagging in the 1940s

1191
01:00:10,458 --> 01:00:13,167
and it quite clearly sees
that filtered cigarettes

1192
01:00:13,292 --> 01:00:15,167
are the market of the future.

1193
01:00:15,167 --> 01:00:16,500
And so to do so,

1194
01:00:16,625 --> 01:00:20,875
it reaches into its arsenal
of already existing brands.

1195
01:00:21,000 --> 01:00:22,167
That was number one.

1196
01:00:22,292 --> 01:00:24,167
Actually it was number two.

1197
01:00:24,292 --> 01:00:26,333
The number one was Marlboro.

1198
01:00:28,000 --> 01:00:29,167
The women's cigarette?

1199
01:00:30,042 --> 01:00:31,375
Yes.

1200
01:00:31,500 --> 01:00:34,417
It was a different kind of
Marlboro than is sold today.

1201
01:00:34,542 --> 01:00:39,333
In the 1920s, the advertising
slogan was, "Mild as May."

1202
01:00:39,417 --> 01:00:41,417
And so it was a female brand.

1203
01:00:41,542 --> 01:00:43,708
This is either some kind of
joke or some kind of mistake,

1204
01:00:43,833 --> 01:00:44,458
which is it?

1205
01:00:44,542 --> 01:00:46,500
It's neither, Marlboro tested

1206
01:00:46,667 --> 01:00:49,167
as the most masculine
sounding brand.

1207
01:00:49,333 --> 01:00:51,417
You're telling me
that the manly brand

1208
01:00:51,542 --> 01:00:55,917
is currently marketed
to women, amazing.

1209
01:01:00,083 --> 01:01:03,333
If Al Lyon's
going to sell Marlboros to men,

1210
01:01:03,417 --> 01:01:05,708
he has to completely
reinvent its image,

1211
01:01:05,875 --> 01:01:07,375
starting with the look.

1212
01:01:08,917 --> 01:01:11,333
We have different types
of filter wrappings.

1213
01:01:11,417 --> 01:01:13,167
Which costs the
least to produce.

1214
01:01:13,167 --> 01:01:15,583
They're all the same, it's
just down in the preference.

1215
01:01:15,708 --> 01:01:18,917
The idea was that
by inserting a piece

1216
01:01:19,042 --> 01:01:23,292
of paper, or acetate, or
cork inside of a cigarette,

1217
01:01:23,292 --> 01:01:25,625
you could, somehow,
make it safer.

1218
01:01:26,958 --> 01:01:28,333
- I like this one.
- Mm.

1219
01:01:28,417 --> 01:01:29,500
Tragically,

1220
01:01:29,625 --> 01:01:31,583
some of the material that
was used as a filter

1221
01:01:31,708 --> 01:01:34,917
was actually more poisonous
than tobacco itself.

1222
01:01:35,042 --> 01:01:38,833
The best example of this is
the micronite filter produced

1223
01:01:39,000 --> 01:01:39,917
by Kent for a few years,

1224
01:01:40,042 --> 01:01:43,750
which actually use asbestos
fibers as a filter.

1225
01:01:43,875 --> 01:01:45,417
In addition
to the new filter,

1226
01:01:45,542 --> 01:01:48,292
Lyon wants to give
Marlboros new packaging.

1227
01:01:48,292 --> 01:01:50,792
Cigarettes at the time
are sold in soft packs

1228
01:01:50,792 --> 01:01:54,500
that are easy to fit in the
pocket, but also easily crushed.

1229
01:01:54,500 --> 01:01:56,167
Is this what we
have for packaging?

1230
01:01:56,292 --> 01:01:58,250
Well, we are working
on a new prototype,

1231
01:01:58,375 --> 01:01:59,833
but it's not ready yet.

1232
01:01:59,917 --> 01:02:01,333
He wants
something hardier,

1233
01:02:01,458 --> 01:02:02,792
that also makes a smoker look

1234
01:02:02,792 --> 01:02:06,333
at the branding every time he
or she pulls out a cigarette.

1235
01:02:06,417 --> 01:02:07,583
Show it to me.

1236
01:02:07,708 --> 01:02:09,625
When we think of advertising,

1237
01:02:09,625 --> 01:02:11,917
we think of billboards
and magazine ads,

1238
01:02:12,042 --> 01:02:13,375
but the cigarette pack

1239
01:02:13,542 --> 01:02:16,042
is the most important
cigarette advertisement

1240
01:02:16,167 --> 01:02:18,667
because that's the thing that
the person holds in their hand

1241
01:02:18,667 --> 01:02:20,542
when they take the
cigarette out to smoke it.

1242
01:02:20,667 --> 01:02:23,000
It's made out of a thin
cardboard to help protect the

1243
01:02:23,000 --> 01:02:25,208
cigarettes from when you
shove it in your pocket.

1244
01:02:25,333 --> 01:02:27,750
And the lid flips
open with one hand.

1245
01:02:29,667 --> 01:02:31,375
Cigarettes before
the flip top box

1246
01:02:31,500 --> 01:02:33,625
were packaged in
paper wrappings,

1247
01:02:33,625 --> 01:02:35,500
the 20 cigarettes would
be wrapped in foil.

1248
01:02:35,625 --> 01:02:38,583
Then the foil be wrapped
with a band of paper,

1249
01:02:38,708 --> 01:02:42,458
outside of the paper it would
be wrapped in clear plastic.

1250
01:02:42,542 --> 01:02:43,875
Fast-track this.

1251
01:02:44,000 --> 01:02:46,333
I want this in production
when we launch.

1252
01:02:46,458 --> 01:02:48,792
Evidently executives
at Philip Morris thought

1253
01:02:48,792 --> 01:02:52,250
that a harder edge, flip-top
box signaled something

1254
01:02:52,375 --> 01:02:54,500
more masculine than a soft pack,

1255
01:02:54,500 --> 01:02:57,000
but it also had the
advantage, for consumers,

1256
01:02:57,125 --> 01:02:58,833
of making cigarettes less likely

1257
01:02:58,917 --> 01:03:01,833
to get crushed in your
pocket or in your purse.

1258
01:03:02,917 --> 01:03:05,417
While Lyon
plans to relaunch Marlboro,

1259
01:03:07,708 --> 01:03:09,833
Hugh Hefner is working
on a new magazine

1260
01:03:09,958 --> 01:03:12,708
featuring fully
nude photographs,

1261
01:03:12,833 --> 01:03:15,500
even though distributing
them is against the law.

1262
01:03:16,625 --> 01:03:17,958
We're close, I know that.

1263
01:03:19,083 --> 01:03:20,875
How do you feel?

1264
01:03:21,000 --> 01:03:22,833
I still do think that we
should move the party jokes

1265
01:03:22,917 --> 01:03:24,500
ahead of "Tales From
the Decameron."

1266
01:03:24,500 --> 01:03:26,792
No, it's it's
classier this way.

1267
01:03:26,792 --> 01:03:29,000
The funny thing
about that first issue,

1268
01:03:29,125 --> 01:03:31,667
he threw a lot of everything
in the kitchen sink.

1269
01:03:31,667 --> 01:03:33,667
He was smart enough
to throw, you know,

1270
01:03:33,792 --> 01:03:36,833
articles and lifestyle features,

1271
01:03:37,000 --> 01:03:39,292
a touch of everything to
show the reader that this

1272
01:03:39,417 --> 01:03:40,333
was going to be something
a little different

1273
01:03:40,458 --> 01:03:43,417
and it was going to be
something for everybody.

1274
01:03:43,542 --> 01:03:44,833
Hefner
wants to give his

1275
01:03:44,958 --> 01:03:47,458
groundbreaking
magazine an iconic name.

1276
01:03:47,583 --> 01:03:50,292
And after painstaking
thought, he's finally got one.

1277
01:03:50,417 --> 01:03:51,208
Here it is.

1278
01:03:54,542 --> 01:03:56,000
This is the cover?

1279
01:03:56,125 --> 01:03:57,000
It's great, right?

1280
01:03:58,667 --> 01:04:00,125
What the hell's "Stag Party?"

1281
01:04:01,917 --> 01:04:03,125
Like, it's like
a bachelor party.

1282
01:04:05,083 --> 01:04:07,792
The last piece of the puzzle
is a featured cover model

1283
01:04:07,792 --> 01:04:11,000
who will make the entire
nation stop and stare.

1284
01:04:12,667 --> 01:04:17,125
Wait, that's not, is that?

1285
01:04:19,000 --> 01:04:20,000
No, it can't be.

1286
01:04:21,583 --> 01:04:22,250
I think it is.

1287
01:04:26,250 --> 01:04:27,292
I think you're right.

1288
01:04:29,667 --> 01:04:32,167
There were
photographers out there

1289
01:04:32,292 --> 01:04:37,250
that had material on different
superstars of that time,

1290
01:04:38,583 --> 01:04:39,833
because typically,

1291
01:04:39,917 --> 01:04:42,917
they would start out doing
modeling for the studios.

1292
01:04:43,875 --> 01:04:46,083
Hefner has just
stumbled upon nude photos

1293
01:04:46,208 --> 01:04:49,417
of one of the most famous
starlets in the country,

1294
01:04:49,542 --> 01:04:52,042
and one of the most
iconic of all time,

1295
01:04:53,167 --> 01:04:54,875
from before she was famous.

1296
01:04:56,125 --> 01:04:57,833
Sure enough, the
photographer that he went to,

1297
01:04:58,000 --> 01:05:01,000
he did have the images
of Marilyn Monroe.

1298
01:05:01,167 --> 01:05:03,750
It was just luck, I
think it was timing,

1299
01:05:03,875 --> 01:05:05,000
but Hef did not believe he

1300
01:05:05,125 --> 01:05:08,667
was gonna have enough
money to buy those images.

1301
01:05:08,667 --> 01:05:09,625
To bring his vision

1302
01:05:09,625 --> 01:05:12,208
for a modern men's
magazine to the world,

1303
01:05:12,333 --> 01:05:15,333
Hugh Hefner will have to
cash in on photos that one

1304
01:05:15,458 --> 01:05:17,083
of the biggest stars
in Hollywood

1305
01:05:17,208 --> 01:05:19,958
hoped would never be seen.

1306
01:05:26,167 --> 01:05:28,000
Hugh Hefner
has found nude photos

1307
01:05:28,125 --> 01:05:29,083
of Marilyn Monroe

1308
01:05:29,208 --> 01:05:32,500
from before she got famous
and he wants to use them

1309
01:05:32,667 --> 01:05:35,042
to launch his new
"Stag Party" magazine.

1310
01:05:36,458 --> 01:05:38,375
Hugh Hefner decides that these

1311
01:05:38,542 --> 01:05:43,458
will be the photographs that
will really mark his magazine

1312
01:05:43,583 --> 01:05:47,667
as a magazine that is distinct
from everything out there.

1313
01:05:47,833 --> 01:05:50,833
A magazine that is willing
to push the envelope.

1314
01:05:51,000 --> 01:05:52,708
He knows that this is explosive.

1315
01:05:54,958 --> 01:05:55,833
Marilyn Monroe

1316
01:05:56,000 --> 01:05:59,333
was born Norma Jean
Mortenson in 1926

1317
01:05:59,417 --> 01:06:00,458
and, under her stage name,

1318
01:06:00,583 --> 01:06:03,833
she's headlined films like
"Gentlemen Prefer Blondes,"

1319
01:06:04,000 --> 01:06:05,875
and, "How to Marry
a Millionaire,"

1320
01:06:06,000 --> 01:06:09,500
making her one of the most
bankable stars in Hollywood.

1321
01:06:09,625 --> 01:06:10,583
And Hefner needs the rights

1322
01:06:10,708 --> 01:06:13,083
to her nudes if he's
going to publish them.

1323
01:06:16,542 --> 01:06:17,958
And this would be exclusive?

1324
01:06:20,208 --> 01:06:22,042
And how much for
publishing rights?

1325
01:06:24,208 --> 01:06:25,083
500?

1326
01:06:26,833 --> 01:06:27,958
At the end of the day,

1327
01:06:28,042 --> 01:06:29,333
the photographer
really had no idea

1328
01:06:29,458 --> 01:06:31,500
what he was holding on to.

1329
01:06:31,500 --> 01:06:32,458
I'll pay cash.

1330
01:06:33,750 --> 01:06:36,792
So Hef went in there
and got all the images.

1331
01:06:36,792 --> 01:06:37,875
No, no, no, no, of course
not through the mail.

1332
01:06:38,042 --> 01:06:40,125
We don't want any legal trouble.

1333
01:06:42,333 --> 01:06:44,667
Give me an address,
I'll meet you there.

1334
01:06:44,833 --> 01:06:45,917
Sending nude images

1335
01:06:46,042 --> 01:06:47,833
through the mail
is still illegal.

1336
01:06:47,958 --> 01:06:52,333
So Hefner plans to buy them in
person, for better or worse.

1337
01:06:52,500 --> 01:06:56,125
He knows that he's actually
cracking something wide open

1338
01:06:56,125 --> 01:07:00,667
and he decides to do it in a
way that is very controversial

1339
01:07:00,667 --> 01:07:03,250
because she did not want
these photos circulated.

1340
01:07:12,667 --> 01:07:14,458
In Virginia,
Al Lyon is ready

1341
01:07:14,542 --> 01:07:18,000
to introduce Philip Morris's
new Marlboro cigarette.

1342
01:07:18,167 --> 01:07:20,792
And for the first time since
becoming company president,

1343
01:07:20,792 --> 01:07:24,708
he's considering an advertising
agency to launch it.

1344
01:07:24,875 --> 01:07:26,208
May I see the product?

1345
01:07:26,333 --> 01:07:27,333
Of course.

1346
01:07:27,458 --> 01:07:29,875
Leo Burnett is
a legend in his own time,

1347
01:07:30,042 --> 01:07:33,000
credited with creating such
iconic marketing characters

1348
01:07:33,125 --> 01:07:37,042
as Toucan Sam, Tony the Tiger,
and the Jolly Green Giant,

1349
01:07:37,167 --> 01:07:40,125
but he has no experience
at the tobacco industry.

1350
01:07:40,125 --> 01:07:42,167
These stripes are
a design disaster.

1351
01:07:43,667 --> 01:07:48,458
And this lowercase M, it just
reeks of trying too hard.

1352
01:07:50,042 --> 01:07:53,458
Just make it a capital,
it's a proper noun.

1353
01:07:59,125 --> 01:08:00,208
How much time would you need

1354
01:08:00,333 --> 01:08:01,917
to put together a
campaign for us.

1355
01:08:03,250 --> 01:08:04,167
Couple weeks.

1356
01:08:05,458 --> 01:08:06,417
Done.

1357
01:08:10,042 --> 01:08:12,292
While
Lyon bets on Burnett,

1358
01:08:16,750 --> 01:08:17,708
Billy Wilkerson is trying

1359
01:08:17,875 --> 01:08:20,500
to build an unprecedented
luxury casino,

1360
01:08:20,625 --> 01:08:22,208
called the Flamingo,

1361
01:08:23,542 --> 01:08:26,000
but he's struggling to
coexist with his new partner,

1362
01:08:26,125 --> 01:08:28,625
notorious murderer,
Bugsy Siegel.

1363
01:08:28,625 --> 01:08:29,833
Everyone, out.

1364
01:08:41,042 --> 01:08:41,833
What's this.

1365
01:08:46,083 --> 01:08:48,667
Sign it, it says you're out.

1366
01:08:55,125 --> 01:08:59,833
Siegel's ego got in
the way to the degree

1367
01:09:00,000 --> 01:09:02,542
where he wanted to
be a one man band.

1368
01:09:04,500 --> 01:09:06,792
I'm not signing this.

1369
01:09:06,917 --> 01:09:07,917
Sign it.

1370
01:09:11,208 --> 01:09:12,708
And it's well documented

1371
01:09:12,833 --> 01:09:14,875
that he really
wanted my dad dead.

1372
01:09:26,875 --> 01:09:28,875
You're smarter
than you look, Billy.

1373
01:09:29,000 --> 01:09:31,833
When Siegel made
the death threat,

1374
01:09:32,000 --> 01:09:33,625
everybody then knew it was real.

1375
01:09:33,750 --> 01:09:37,167
So he wanted to be as far away
from this guy as possible.

1376
01:09:38,542 --> 01:09:40,500
Billy Wilkerson
hands over full control

1377
01:09:40,625 --> 01:09:43,583
of the Flamingo, the
first casino of its kind,

1378
01:09:43,708 --> 01:09:45,208
to the New York mafia

1379
01:09:45,375 --> 01:09:48,875
and escapes back to
LA with his life,

1380
01:09:49,000 --> 01:09:51,000
leaving the dream
of the Vegas strip

1381
01:09:51,167 --> 01:09:53,417
in the hands of Bugsy Siegel.

1382
01:10:01,875 --> 01:10:03,500
Bugsy
Siegel is now in charge

1383
01:10:03,625 --> 01:10:06,542
of construction on the
Flamingo luxury casino.

1384
01:10:06,708 --> 01:10:09,708
But the project was already
over budget when he took over.

1385
01:10:09,875 --> 01:10:11,208
Sit down.

1386
01:10:11,333 --> 01:10:13,083
He's
only made it worse.

1387
01:10:13,208 --> 01:10:16,083
And mob boss, Frank
Costello, is losing patience.

1388
01:10:16,208 --> 01:10:18,458
We just have to
finish construction.

1389
01:10:18,583 --> 01:10:21,625
Then the place will pay for
itself in the first month,

1390
01:10:21,625 --> 01:10:23,042
it's gonna be spectacular.

1391
01:10:25,083 --> 01:10:25,958
Spectacular, huh?

1392
01:10:28,250 --> 01:10:29,833
I don't need it
to be spectacular,

1393
01:10:29,958 --> 01:10:31,292
I need it to make me money.

1394
01:10:32,750 --> 01:10:34,375
Trust me, I got
it under control.

1395
01:10:38,667 --> 01:10:39,417
Tame the bill.

1396
01:10:40,958 --> 01:10:42,583
Get outta here.

1397
01:10:49,500 --> 01:10:50,625
Under pressure
from the mafia,

1398
01:10:50,625 --> 01:10:53,208
in December 1946,

1399
01:10:53,375 --> 01:10:55,208
Bugsy Siegel opens the Flamingo

1400
01:10:55,375 --> 01:10:57,458
before construction
is even finished.

1401
01:10:58,875 --> 01:11:02,167
The opening, which was the
day after Christmas, 1946,

1402
01:11:02,292 --> 01:11:04,125
which was horrific because

1403
01:11:04,125 --> 01:11:07,000
nobody in Hollywood
is gonna come

1404
01:11:07,000 --> 01:11:08,958
because the movie industry traditionally

1405
01:11:09,083 --> 01:11:12,042
stays home between

1406
01:11:12,167 --> 01:11:13,167
Christmas and New Year's.

1407
01:11:13,333 --> 01:11:17,292
So, basically, it was an
unmitigated catastrophe.

1408
01:11:17,417 --> 01:11:18,583
Gamblers
who do come find

1409
01:11:18,708 --> 01:11:21,667
that the hotel portion of
the Flamingo isn't complete

1410
01:11:21,792 --> 01:11:23,125
and there's nowhere to stay.

1411
01:11:24,208 --> 01:11:27,125
The casino is losing
money, hand over fist.

1412
01:11:28,792 --> 01:11:30,500
And after just
more than a month,

1413
01:11:30,500 --> 01:11:34,708
Siegel is forced to close until
he can finish construction.

1414
01:11:40,375 --> 01:11:43,625
Al Lyon brought in
legendary ad man, Leo Burnett

1415
01:11:43,625 --> 01:11:44,458
Gentelmen...

1416
01:11:44,542 --> 01:11:47,000
to help relaunch
Marlboro cigarettes

1417
01:11:47,167 --> 01:11:50,333
and Burnett is finally
ready to share his ideas.

1418
01:11:50,458 --> 01:11:55,125
Why would we remind
people that cigarettes

1419
01:11:55,250 --> 01:11:58,167
could be unhealthy when
we could remind them

1420
01:11:58,333 --> 01:12:00,542
how cigarettes make them feel?

1421
01:12:02,667 --> 01:12:05,500
How does that feel before
they even light up?

1422
01:12:05,500 --> 01:12:09,167
What does a Marlboro
smoker want to feel?

1423
01:12:11,333 --> 01:12:12,667
They wanna feel like a man.

1424
01:12:14,000 --> 01:12:17,750
Now, what kind of man does every
boy dream to grow up to be?

1425
01:12:23,208 --> 01:12:25,583
We call him the Marlboro Man.

1426
01:12:29,917 --> 01:12:31,833
Sell them a
lifestyle, gentlemen.

1427
01:12:33,000 --> 01:12:35,167
You have a customer for life.

1428
01:12:39,125 --> 01:12:40,500
It's brilliant.

1429
01:12:41,958 --> 01:12:43,333
In 1955,

1430
01:12:43,417 --> 01:12:46,083
the new filtered Marlboro
cigarette is launched

1431
01:12:46,208 --> 01:12:48,458
with the Marlboro Man
gracing billboards

1432
01:12:48,583 --> 01:12:51,000
and magazine pages
across the nation.

1433
01:12:51,000 --> 01:12:53,000
Marlboro had been
an insignificant brand

1434
01:12:53,000 --> 01:12:55,458
up until the 1950s,

1435
01:12:55,583 --> 01:12:59,208
but sales began to
skyrocket after that time.

1436
01:12:59,375 --> 01:13:00,667
Within two years,

1437
01:13:00,833 --> 01:13:03,708
Marlboro sales jumped by 300%,

1438
01:13:03,875 --> 01:13:07,417
bringing in 20 billion
dollars a year in profits.

1439
01:13:07,542 --> 01:13:09,917
Al Lyon, eventually retires.

1440
01:13:10,042 --> 01:13:11,625
And by the 1960s,

1441
01:13:11,625 --> 01:13:14,833
Marlboro is the most popular
cigarette on the planet,

1442
01:13:14,958 --> 01:13:17,583
and cigarettes have become
one of the highest selling

1443
01:13:17,708 --> 01:13:20,042
products in the history
of planet earth.

1444
01:13:20,208 --> 01:13:22,292
The reason that
Marlboro advertising

1445
01:13:22,417 --> 01:13:26,333
was so successful was
because it sold smokers

1446
01:13:26,417 --> 01:13:31,000
on a fantasy of
independence, virility.

1447
01:13:31,000 --> 01:13:33,583
Marlboro is one of
the first brands

1448
01:13:33,708 --> 01:13:37,250
to really pitch itself,
not as a product,

1449
01:13:37,375 --> 01:13:39,375
but as a way of life.

1450
01:13:39,542 --> 01:13:42,000
Today, more
than 6 trillion cigarettes

1451
01:13:42,125 --> 01:13:43,833
are sold each year.

1452
01:13:43,917 --> 01:13:47,875
And as of 2018, lung cancer
deaths still average,

1453
01:13:48,042 --> 01:13:51,250
nearly 150,000 annually.

1454
01:13:51,375 --> 01:13:53,333
The cigarette manufacturers
have worked hard

1455
01:13:53,417 --> 01:13:55,958
to position smoking as a choice,

1456
01:13:56,083 --> 01:13:57,458
freedom to smoke,
the right to smoke.

1457
01:13:57,542 --> 01:13:59,333
But in fact, smoking
is the opposite.

1458
01:13:59,500 --> 01:14:01,500
Smoking is ensnarement,
it's slavery.

1459
01:14:01,667 --> 01:14:06,083
Smoking is an addiction
that robs the smoker

1460
01:14:06,208 --> 01:14:08,708
of his ability to
choose to smoke.

1461
01:14:08,833 --> 01:14:09,875
Science is clear on that.

1462
01:14:13,542 --> 01:14:15,875
In Chicago,
Hugh Hefner is finally ready

1463
01:14:16,000 --> 01:14:19,083
to introduce his groundbreaking
new men's magazine

1464
01:14:19,208 --> 01:14:19,750
to the world.

1465
01:14:19,875 --> 01:14:21,083
This came for you.

1466
01:14:25,958 --> 01:14:28,208
Return address is
from a "Stag" magazine.

1467
01:14:29,417 --> 01:14:32,125
Hefner was about ready
to launch the magazine

1468
01:14:32,250 --> 01:14:35,500
under the title of "Stag Party."

1469
01:14:35,625 --> 01:14:36,375
What?

1470
01:14:43,500 --> 01:14:45,667
Cease and desist.

1471
01:14:45,667 --> 01:14:47,125
Let me see that.

1472
01:14:47,125 --> 01:14:49,292
And I think much
to his good luck,

1473
01:14:49,417 --> 01:14:51,417
because I don't think
that's a very good title,

1474
01:14:51,542 --> 01:14:55,458
"Stag" magazine apparently sent
Hefner a letter threatening

1475
01:14:55,583 --> 01:14:58,250
to sue him because they
thought "Stag Party"

1476
01:14:58,375 --> 01:15:01,292
was too close to infringing
on their title rights.

1477
01:15:01,292 --> 01:15:03,042
This is insane.

1478
01:15:10,333 --> 01:15:11,250
Damn.

1479
01:15:11,375 --> 01:15:12,833
So at the last moment,

1480
01:15:13,000 --> 01:15:16,792
Hefner's forced to change
the name of his magazine.

1481
01:15:24,042 --> 01:15:25,875
Hefner and
Eldon Sellers immediately

1482
01:15:26,000 --> 01:15:29,667
begin brainstorming, hoping
for last minute inspiration.

1483
01:15:32,500 --> 01:15:33,667
Smooth Operator.

1484
01:15:35,083 --> 01:15:35,875
Awful.

1485
01:15:37,292 --> 01:15:38,042
You're right.

1486
01:15:43,542 --> 01:15:48,583
Okay, um, "Top Hat," hmm?

1487
01:15:49,417 --> 01:15:52,958
It's classy, it's gentlemanly.

1488
01:15:54,208 --> 01:15:57,083
Yeah, you know,

1489
01:15:58,333 --> 01:16:01,542
my mother worked
for car manufacturer

1490
01:16:01,708 --> 01:16:04,875
and they sold
convertible sports cars,

1491
01:16:05,042 --> 01:16:05,833
but they went bankrupt

1492
01:16:05,917 --> 01:16:08,250
before they ever
brought them to market.

1493
01:16:08,375 --> 01:16:09,542
And?

1494
01:16:09,667 --> 01:16:11,583
They had a pretty
good name,

1495
01:16:13,375 --> 01:16:14,417
Playboy.

1496
01:16:16,292 --> 01:16:17,042
Playboy?

1497
01:16:23,042 --> 01:16:23,875
Playboy.

1498
01:16:28,042 --> 01:16:30,083
After being
muscled out of the Flamingo,

1499
01:16:30,208 --> 01:16:32,667
the first luxury resort
and casino of its kind,

1500
01:16:32,792 --> 01:16:35,333
Billy Wilkerson has
returned to Los Angeles

1501
01:16:35,458 --> 01:16:38,208
and his job running "The
Hollywood Reporter."

1502
01:16:38,333 --> 01:16:43,208
Then on June 20th, 1947.

1503
01:16:43,750 --> 01:16:45,875
My father opened the newspaper

1504
01:16:46,000 --> 01:16:48,667
and there was the headlines
that Siegel had been slain.

1505
01:16:49,750 --> 01:16:52,000
I think he was just
glad that it was over

1506
01:16:52,125 --> 01:16:53,792
and with Siegel's death,

1507
01:16:53,917 --> 01:16:57,500
he could completely walk away
and put a period

1508
01:16:57,625 --> 01:17:02,125
at the end of this terrible
episode in his life.

1509
01:17:02,250 --> 01:17:03,250
Bugsy Siegel dies

1510
01:17:03,375 --> 01:17:05,333
of two steel jacketed gunshots

1511
01:17:05,417 --> 01:17:07,833
to the torso, and
two to the head.

1512
01:17:07,958 --> 01:17:10,000
There was an
immediate guessing game,

1513
01:17:10,167 --> 01:17:12,000
who could have killed Bugsy?

1514
01:17:12,125 --> 01:17:14,208
Was it the New York mob?

1515
01:17:14,375 --> 01:17:16,833
Had they got tired
of losing money?

1516
01:17:16,917 --> 01:17:18,833
And were they after
Siegel for that?

1517
01:17:19,875 --> 01:17:22,333
Well, we still
don't know for sure.

1518
01:17:22,417 --> 01:17:25,500
It is still an open case.

1519
01:17:25,625 --> 01:17:27,542
Once all
construction is complete,

1520
01:17:27,708 --> 01:17:31,167
the Flamingo reopens as the
Fabulous Flamingo Resort

1521
01:17:31,333 --> 01:17:35,417
and within a year, it's
bringing $4 million in profit.

1522
01:17:35,542 --> 01:17:38,458
The modern equivalent
of nearly 52 million.

1523
01:17:39,583 --> 01:17:42,000
Billy Wilkerson doesn't
share in the success

1524
01:17:42,125 --> 01:17:44,625
and his contributions
are often overlooked,

1525
01:17:44,625 --> 01:17:46,958
but thanks to his
revolutionary vision,

1526
01:17:47,042 --> 01:17:51,083
he's the forgotten godfather
of the modern Las Vegas strip.

1527
01:17:51,208 --> 01:17:56,250
The founding father for
the Vegas strip is my dad.

1528
01:17:56,625 --> 01:17:58,375
You can't point to anybody else.

1529
01:17:58,542 --> 01:18:01,208
I would like him to
be remembered as it,

1530
01:18:01,333 --> 01:18:03,125
and I think he
deserves that credit.

1531
01:18:05,958 --> 01:18:10,500
One can still see the impact
of his ideas on Las Vegas.

1532
01:18:10,625 --> 01:18:13,375
An endless round of
resort complexes.

1533
01:18:13,500 --> 01:18:16,208
the Sands hotel,
which opened in 1952.

1534
01:18:16,333 --> 01:18:17,583
You can see that
with the Desert Inn

1535
01:18:17,708 --> 01:18:19,333
which opened it in 1950.

1536
01:18:19,458 --> 01:18:22,917
With the Sahara, also in 1952.

1537
01:18:23,042 --> 01:18:25,833
With the Riviera
that opened in 1955.

1538
01:18:25,958 --> 01:18:28,708
With the Tropicana
that opened in 1957.

1539
01:18:30,167 --> 01:18:31,333
Wilkerson
spends the rest

1540
01:18:31,417 --> 01:18:34,833
of his life successfully running
"The Hollywood Reporter,"

1541
01:18:35,792 --> 01:18:39,458
but his impact on America's
city of sin is undeniable.

1542
01:18:47,375 --> 01:18:49,958
In Chicago, even
though he knows he's asking

1543
01:18:50,042 --> 01:18:52,500
for legal trouble, Hugh
Hefner is finally ready

1544
01:18:52,667 --> 01:18:53,875
to launch the first edition

1545
01:18:54,000 --> 01:18:56,875
of his new men's
magazine, "Playboy."

1546
01:18:57,708 --> 01:18:58,667
Sign here?

1547
01:19:02,042 --> 01:19:03,417
Thank you.

1548
01:19:16,542 --> 01:19:18,542
Any magazine
collector or historian

1549
01:19:18,708 --> 01:19:21,958
of "Playboy" knows it didn't
bear a date on the cover.

1550
01:19:22,042 --> 01:19:23,500
And the reason it
didn't bear a date is

1551
01:19:23,625 --> 01:19:25,833
because Hugh Hefner
did not know if there

1552
01:19:25,958 --> 01:19:28,542
was going to be a second issue.

1553
01:19:29,667 --> 01:19:30,833
The first
issue of "Playboy"

1554
01:19:30,917 --> 01:19:34,333
sells all 70,000
copies within weeks

1555
01:19:34,458 --> 01:19:38,667
and earns Hefner $30,000
nearly overnight.

1556
01:19:38,667 --> 01:19:40,917
When that first issue
of "Playboy" came out,

1557
01:19:41,042 --> 01:19:44,708
America was a different place
than the place we see now.

1558
01:19:44,833 --> 01:19:47,583
These were the first
hormonal surges

1559
01:19:47,708 --> 01:19:49,208
of the sexual revolution.

1560
01:19:49,375 --> 01:19:51,750
He took that more
or less sterile,

1561
01:19:51,875 --> 01:19:56,708
sort of, suburban America
and made it cosmopolitan.

1562
01:19:57,875 --> 01:20:01,583
Out of that grew all sorts
of liberties and freedoms.

1563
01:20:01,708 --> 01:20:03,167
Almost immediately,

1564
01:20:03,292 --> 01:20:04,833
Hefner faces legal challenges

1565
01:20:04,958 --> 01:20:06,792
for distributing lewd content.

1566
01:20:06,792 --> 01:20:09,833
Very early in the
publication of "Playboy,"

1567
01:20:09,958 --> 01:20:12,708
Hefner, as he somewhat expected,

1568
01:20:12,833 --> 01:20:15,917
ran into problems of censorship.

1569
01:20:17,167 --> 01:20:20,167
There were laws in
Chicago, in various states,

1570
01:20:20,167 --> 01:20:24,208
and even the federal post
office got involved in this.

1571
01:20:24,333 --> 01:20:25,583
In 1955,

1572
01:20:25,708 --> 01:20:27,583
the Postmaster General refuses

1573
01:20:27,708 --> 01:20:29,500
to deliver "Playboy" magazine,

1574
01:20:29,500 --> 01:20:31,500
claiming the
contents are obscene.

1575
01:20:31,667 --> 01:20:34,292
Hefner sues the government
in response

1576
01:20:34,292 --> 01:20:35,750
and wins.

1577
01:20:36,875 --> 01:20:38,750
By the end of the 1950s,

1578
01:20:38,875 --> 01:20:41,625
Playboy is selling millions
of copies every month.

1579
01:20:41,625 --> 01:20:44,042
As much as I'm
no Hugh Hefner fan,

1580
01:20:44,167 --> 01:20:47,708
he certainly contributes to
breaking down those walls around

1581
01:20:47,833 --> 01:20:49,708
that kind of sexual silence,

1582
01:20:49,833 --> 01:20:52,833
which I think was so
limiting for so many people.

1583
01:20:52,958 --> 01:20:55,042
Hefner continues
to fight obscenity laws

1584
01:20:55,208 --> 01:20:58,833
for much of his life, but his
legacy is complicated at best.

1585
01:20:58,958 --> 01:21:02,125
Hugh Hefner is a controversial
figure, without question.

1586
01:21:02,125 --> 01:21:03,958
There was a time when

1587
01:21:04,083 --> 01:21:07,125
some feminists actually
celebrated Hugh Hefner

1588
01:21:07,125 --> 01:21:10,125
and they talked about how
he kind of allowed men,

1589
01:21:10,125 --> 01:21:11,083
and women alike,

1590
01:21:11,208 --> 01:21:14,292
to shed some of
these Victorian ideas

1591
01:21:14,292 --> 01:21:17,875
about sexual repression,
and to allow men and women

1592
01:21:18,000 --> 01:21:20,917
to enjoy sex, and to be
open, and to be sexual.

1593
01:21:22,333 --> 01:21:25,625
Fairly quickly, I think
another wave of feminist began

1594
01:21:25,625 --> 01:21:28,917
to show how Hugh Hefner
used the language

1595
01:21:29,042 --> 01:21:32,583
of sexual freedom almost
in order to coerce women

1596
01:21:32,708 --> 01:21:36,083
to participate and be
sexually available to men.

1597
01:21:36,208 --> 01:21:40,083
And I think that is becoming
a more dominant interpretation

1598
01:21:40,208 --> 01:21:41,292
of his legacy today.

1599
01:21:42,875 --> 01:21:43,875
Today,
though it's hard

1600
01:21:44,000 --> 01:21:45,500
to accurately track since

1601
01:21:45,500 --> 01:21:47,625
so many companies
are privately held,

1602
01:21:47,625 --> 01:21:49,667
It's estimated that
the adult industry

1603
01:21:49,792 --> 01:21:53,250
is worth nearly 15
billion dollars a year.

1604
01:21:53,375 --> 01:21:56,458
That's more than total
domestic box office receipts,

1605
01:21:56,542 --> 01:21:59,417
Major League
Baseball, or the NBA.

1606
01:21:59,542 --> 01:22:03,708
And the contraceptive industry
is worth another 5.8 billion.

1607
01:22:03,833 --> 01:22:06,042
American culture is defined by

1608
01:22:06,208 --> 01:22:08,333
at least one
fundamental tension,

1609
01:22:08,458 --> 01:22:12,292
and that is the freedom
to make decisions about

1610
01:22:12,292 --> 01:22:15,667
living your life and treating
your body, how you want.

1611
01:22:15,833 --> 01:22:19,583
And also a kind of
deep Protestant ethic

1612
01:22:19,708 --> 01:22:24,333
about not indulging,
especially around sex.

1613
01:22:24,500 --> 01:22:27,917
Is it American to say
my body, my business,

1614
01:22:28,042 --> 01:22:29,500
I can do whatever I want,

1615
01:22:29,667 --> 01:22:32,250
and what my money
can buy is A-okay?

1616
01:22:32,375 --> 01:22:38,375
Or, is it American to say I
resist all of this to be pure?

1617
01:22:38,500 --> 01:22:41,000
And that's been with us
for a really long time.

1618
01:22:42,125 --> 01:22:44,500
As people's
sexual mores change,

1619
01:22:44,500 --> 01:22:45,667
there were always those people

1620
01:22:45,792 --> 01:22:47,583
who were kind of pushing up
the boundaries against this

1621
01:22:47,708 --> 01:22:50,250
to deny is a normal
human behavior.

1622
01:22:51,500 --> 01:22:53,375
Thanks
in part to Sin City,

1623
01:22:53,542 --> 01:22:57,875
legalized gambling has spread
across the country and online.

1624
01:22:58,000 --> 01:23:00,167
Today, the gambling
industry is worth

1625
01:23:00,333 --> 01:23:04,333
more than 53 billion dollars
in the United States alone.

1626
01:23:04,458 --> 01:23:07,458
Gambling, listen,
there's no secret.

1627
01:23:07,542 --> 01:23:09,000
The odds are with the house.

1628
01:23:09,167 --> 01:23:10,833
You ever go to Las Vegas?

1629
01:23:10,958 --> 01:23:13,792
You know, you see they
have 5,000 room hotels

1630
01:23:13,917 --> 01:23:15,167
that they've built, right?

1631
01:23:15,167 --> 01:23:18,083
It's absolutely
incredible what's happened

1632
01:23:18,208 --> 01:23:21,083
in Las Vegas over
the last 50 years.

1633
01:23:21,208 --> 01:23:22,625
Well, it used to be
you had to find a bookie,

1634
01:23:22,750 --> 01:23:24,833
now in the Palm of your hand,

1635
01:23:24,958 --> 01:23:27,625
you can make a
bet with a iPhone.

1636
01:23:27,625 --> 01:23:28,833
You can do it on the subway,

1637
01:23:28,958 --> 01:23:31,042
you can do it from your home,
you can do it at the beach.

1638
01:23:31,167 --> 01:23:34,458
You can make a bet
anytime, anywhere, 24/7.

1639
01:23:34,583 --> 01:23:38,875
And I think given the
opportunity to practice vices,

1640
01:23:39,000 --> 01:23:40,500
we're gonna practice vices.

1641
01:23:40,500 --> 01:23:42,458
Despite
the inherent dangers,

1642
01:23:42,583 --> 01:23:47,500
the global tobacco market is
still worth $760 billion today.

1643
01:23:47,500 --> 01:23:50,208
And thanks to pioneers
like Adolphus Busch,

1644
01:23:50,375 --> 01:23:52,292
Jack Daniel, and Nearest Green,

1645
01:23:52,292 --> 01:23:55,042
in the United States
alone, the alcohol industry

1646
01:23:55,167 --> 01:23:58,000
is worth over $222 billion.

1647
01:23:58,125 --> 01:24:00,833
Whether it's 1890 or 2022,

1648
01:24:00,917 --> 01:24:03,958
it's incredibly difficult
to grow a business

1649
01:24:04,042 --> 01:24:07,667
into a national, let
alone global, entity.

1650
01:24:07,833 --> 01:24:13,000
Most businesses start small
and remain relatively small.

1651
01:24:13,000 --> 01:24:15,167
Jack Daniels, you know,

1652
01:24:15,292 --> 01:24:17,250
they were just making
whiskey down in the south

1653
01:24:17,375 --> 01:24:19,167
and they were able
to market themselves

1654
01:24:19,292 --> 01:24:20,500
and slowly grow,
and grow, and grow,

1655
01:24:20,625 --> 01:24:23,500
and now it's a brand that's
known all over the world.

1656
01:24:24,875 --> 01:24:26,958
It's impossible
to envision America

1657
01:24:27,083 --> 01:24:28,667
without Anheuser-Busch.

1658
01:24:28,667 --> 01:24:29,792
I mean, Budweiser, I mean,

1659
01:24:29,917 --> 01:24:33,417
that's the beer of America
forever, and ever, and ever.

1660
01:24:33,542 --> 01:24:36,375
So when you say
Anheuser-Busch,

1661
01:24:36,500 --> 01:24:40,500
I can see the Budweiser
can in my head.

1662
01:24:40,625 --> 01:24:43,833
I can see the eagle
spinning around like this.

1663
01:24:43,958 --> 01:24:45,458
Anheuser-Busch
put themselves out

1664
01:24:45,583 --> 01:24:48,083
there as the beer
version of Superman.

1665
01:24:48,208 --> 01:24:50,417
You know, we are
a truth, justice,

1666
01:24:50,542 --> 01:24:55,417
and the American way, and check
out these horses.

1667
01:24:55,542 --> 01:24:57,875
For more
than a hundred years,

1668
01:24:58,042 --> 01:24:59,417
those who believe in
the freedom to indulge

1669
01:24:59,542 --> 01:25:02,542
have battled those who seek
freedom from temptation.

1670
01:25:02,708 --> 01:25:05,000
When all these industries
began there were no regulations.

1671
01:25:05,125 --> 01:25:06,208
It was the wild, wild west.

1672
01:25:06,375 --> 01:25:09,417
And I think over time,
we've educated ourselves.

1673
01:25:09,542 --> 01:25:12,292
We realized the
good and the bad.

1674
01:25:12,417 --> 01:25:14,083
And, you know,
we've kind of turned

1675
01:25:14,208 --> 01:25:18,042
to a society where
we're in the middle.

1676
01:25:18,167 --> 01:25:21,250
The truth is,
the fight may never end.

1677
01:25:21,375 --> 01:25:23,458
I don't think vices are
inherently good or bad

1678
01:25:23,583 --> 01:25:26,833
and they move so fluidly
throughout history.

1679
01:25:26,917 --> 01:25:28,750
I mean, just one example,

1680
01:25:28,875 --> 01:25:32,542
it was illegal to go to a
baseball game, in New York City,

1681
01:25:32,667 --> 01:25:34,458
up until 1919.

1682
01:25:34,542 --> 01:25:38,667
It was illegal to play golf
in New York state until 1950.

1683
01:25:38,792 --> 01:25:41,833
Marijuana was this horrible drug

1684
01:25:41,917 --> 01:25:45,000
from the 1930s till
about a week ago

1685
01:25:45,167 --> 01:25:46,833
and now 20 states
have legalized it.

1686
01:25:46,917 --> 01:25:49,083
I mean, perceptions change.