In the early 1970s, the growing practice of screening nonmainstream motion pictures as late shows, with the goal of building a cult film audience, brought the midnight movie concept home to the cinema, now in a countercultural setting—something like a drive-in movie for the hip. One of the first films adopted by the new circuit in 1971 was the three-year-old "Night of the Living Dead". The midnight movie success of low-budget pictures made entirely outside the studio system, like John Waters' "Pink Flamingos" (1972), with its campy spin on exploitation, spurred the development of the independent film movement. "The Rocky Horror Picture Show" (1975), an inexpensive film from 20th Century Fox that spoofed all manner of classic B picture clichés, became an unparalleled hit when it was relaunched as a late show feature the year after its initial, unprofitable release. Even as "Rocky Horror" generated its own subcultural phenomenon, it contributed to the mainstreaming of the theatrical midnight movie.