Despite the inherent difficulties in accounting for inflation, several attempts have been made. Estimates depend on the price index used to adjust the grosses, and the exchange rates used to convert between currencies can also impact upon the calculations, both of which can have an effect on the ultimate rankings of an inflation adjusted list. "Gone with the Wind"—first released in 1939—is generally considered to be the most successful film, with "Guinness World Records" in 2014 estimating its adjusted global gross at $3.4 billion. Estimates for "Gone with the Wind"s adjusted gross have varied substantially: its owner, Turner Entertainment, estimated its adjusted earnings at $3.3 billion in 2007, a few years earlier than the "Guinness" estimate; other estimates fall either side of this amount, with one putting its gross just under $3 billion in 2010, while another provided an alternative figure of $3.8 billion in 2006. Which film is "Gone with the Wind"s nearest rival depends on the set of figures used: "Guinness" had "Avatar" in second place with $3 billion, while other estimates saw "Titanic" in the runner-up spot with first-run worldwide earnings of almost $2.9 billion at 2010 prices.