The measuring system for gauging a film's success is based on unadjusted grosses, mainly because historically this is the way it has always been done because of the practices of the film industry: the box-office receipts are compiled by theaters and relayed to the distributor, which in turn releases them to the media. Converting to a more representative system that counts ticket sales rather than gross is also fraught with problems because the only data available for older films are the sale totals. As the motion picture industry is highly oriented towards marketing currently released films, unadjusted figures are always used in marketing campaigns so that new blockbuster films can much more easily achieve a high sales ranking, and thus be promoted as a "top film of all time", so there is little incentive to switch to a more robust analysis from a marketing or even newsworthy point of view.