Duel in the Sun (1946), in which Gregory Peck played against type as a cruel, amoral cowboy opposite Jennifer Jones, became one of the late-1940s’ most scandalous studio spectacles. Nicknamed 'Lust in the Dust' for its lurid sexual undertones, the film was condemned in some cities and even banned in others for its erotic content. Paramount’s publicity machine treated the controversy as an asset: the picture was rolled out with one of the biggest advertising campaigns of the era and an aggressive strategy of opening simultaneously in hundreds of theaters—saturating major markets in a way that was then unusual. The tactic paid off financially (the film finished as the second highest-grossing movie of 1947 and of the entire 1940s), but critical reception was mostly hostile and reactions to Peck’s performance were polarized. Duel in the Sun is a vivid case study of how studio marketing courted scandal as a box-office engine, and how controversies over censorship and taste could both scandalize and enrich a studio’s bottom line.
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