 Successful re-releases in 1954 and 1961 enabled it to retain its position as the industry's top earner, despite strong challenges from more recent films such as "Ben-Hur", but it was finally overtaken by "The Sound of Music" in 1966.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.