The 1967 reissue was unusual in that MGM opted to roadshow it, a decision that turned it into the most successful re-release in the history of the industry. It generated a box-office gross of $68 million, making it MGM's most lucrative picture after "Doctor Zhivago" from the latter half of the decade. MGM earned a rental of $41 million from the release, with the U.S. and Canadian share amounting to over $30 million, placing it second only to "The Graduate" for that year. Including its $6.7 million rental from the 1961 reissue, it was the fourth highest-earner of the decade in the North American market, with only "The Sound of Music", "The Graduate" and "Doctor Zhivago" making more for their distributors. A further re-release in 1971 allowed it to briefly recapture the record from "The Sound of Music", bringing its total worldwide gross rental to about $116 million by the end of 1971—more than trebling its earnings from its initial release—before losing the record again the following year to "The Godfather".