| Director | Norman Lear |
|---|---|
| Box office | $11 million |
As part of a public relations and marketing strategy to compare the empathy of Big Tobacco to the nobility of the Nobel Peace Prize, advertising executive Merwin Wren convinces the Valiant Tobacco Company to propose a challenge: a tax-free check for $25,000,000 ($ million today) to any city or town in America that can stop smoking, going cold turkey, for thirty days.