X Factor supremo Simon Cowell’s new show has been branded too high brow for the American audience.
Red or Black, which will be hosted by Ant and Dec, will give seven morons a chance to win £1m on the spin of a roulette wheel.
Cowell has promised that no skill or brainpower will be involved.
But US executives have rejected the idea as too complex for America after early pilots saw contestants trying to hedge their bets by betting on a non-existent Green 0.
Jason Randy-Pearlman – the veteran US producer behind shows such as Wall, a dumbed down version of Hole In The Wall – said: “I don’t get it.
“When do they start hitting each other with pugil sticks?”
Over seven days in August the ITV1 show will see 7,000 contestants whittled down to seven finalists through a series of 50/50 games. Whichever contestants correctly guess the outcome of each game will proceed to the next round.
The games have yet to be finalised but Cowell volunteered to participate in one of the suggestions, which sees one person strapped to a red rocket and another strapped to a black one.
So far ITV has received 28,000 emails from members of the public volunteering to light the fuse of the rocket carrying Cowell.