 As well as the alcohol industry badgering Paramount Pictures into  not releasing the film, the studio was also besieged by temperance  groups lobbying that the film shouldnt be released, as it would  only encourage drinking. It was released on a limited engagement at  Billy Wilder (qv)s behest. Reviewers fell all over themselves in  their praise of it, thus prompting Paramount to take the plunge and  give it a wide release.