" The film's clever title "Ace in the Hole" had two distinct meanings:in the card game of stud poker, it referred to the ace playing card that was a player's face-down card (aka the 'hole card') - it was a player's guarantee that they would successfully win the gamein the film, the tabloid news-reporter had an "ace" news story - a sensational media event regarding a man (his 'ace' card) stuck in a literal 'hole' (or cave)The film's taglines emphasized the amoral sensationalizing and manipulation of the media by the news-reporter:A NEW KIND OF 'HERO' Rough, tough Chuck Tatum, who battered his way to the top...Can you sing and dance, perhaps?...Well, but you'd be willing to learn...Then I think I can find you a very nice position.Have you heard perhaps of the Barbary Coast?Gus and Rita told the very pleased Lou that they would help the girl, but obviously they had their own intentions." She read from the oracle bones in front of Han, (chanting in Sanskrit) and uttered a curse: "She cast the spell in Sanskrit, an ancient language that the Emperor did not understand.) Well, f--k it.I don't have to talk either, man.See how you like it.(Pause) Just total f--kin' silence.Two can play at that game, smart guy.We'll just see how you like it.Total silence.In his office (with vertical blinds imprisoning him in his 'cell' and web of lies), Jerry receives a phone call from a Reilly Diefenbach, a representative from GMAC (General Motors) who is inquiring about the illegible serial numbers on the vehicles (worth $320,000) that he has submitted in financing documents ("I gotta correlate that money with the cars it's being lent on").My counter offer is the absolute maximum...We're undertaking this deal only because of the prestige involved.And frankly, we're expected to take a loss." The suspicious Russians whisper critically of capitalism:Iranoff: Capitalistic methods.Buljanoff: They accumulate millions by taking loss after loss.Refusing to give in to the first offer and "to uphold the prestige of Russia," he Russians decide to postpone their decision about the terms of purchase for a short while.