While her music career earned her public notice, London also continued to appear in films, with lead roles in the film noir "Crime Against Joe" (1956), as well as appearing as herself in the Jayne Mansfield musical comedy "The Girl Can't Help It" (1956), in which London performs three songs, including "Cry Me a River". The film was a box-office success, and became one of the top-30 highest-grossing films of 1956. London subsequently appeared in a television advertisement for Marlboro cigarettes, singing the "Marlboro Song". She went on to appear in several Westerns: In 1957, she appeared in "Drango" playing a Southern belle harboring fugitives, followed by a starring role opposite Gary Cooper in "Man of the West", a Western drama in which her character, the film's only woman, is abused and humiliated by an outlaw gang. The same year, she appeared as a pending bride in the Western "Saddle the Wind", opposite Robert Taylor and John Cassavetes; London's performance received critical acclaim in "The New York Times". She subsequently appeared in "The Wonderful Country" in 1959, opposite Robert Mitchum, in which she plays a downtrodden wife of an army major.