Following its theatrical premiere in Pittsburgh on October 1, 1968, "Night of the Living Dead" eventually grossed domestically and internationally, earning more than 250 times its budget and making it one of the most profitable film productions ever made at the time. Released shortly prior to the adoption of the Motion Picture Association of America rating system, the film attracted widespread controversy and negative reviews upon its initial release for its explicit violence and gore, but it soon garnered a cult following and acclaim among critics, and has appeared on lists of the greatest films ever made by such outlets as "Empire", "The New York Times" and "Total Film". Frequently identified as the first modern zombie film and a touchstone in the development of the horror genre, retrospective scholarly analysis has focused on its reflection of the social and cultural changes in the United States during the 1960s, with particular attention being directed towards the casting of Jones, an African-American, in the leading role. In 1999, the film was deemed "culturally, historically, or aesthetically significant" by the Library of Congress and selected for preservation in the National Film Registry.