In 1965, 'The Sound of Music' became a financial phenomenon that saved 20th Century Fox from bankruptcy following the failure of 'Cleopatra.' It utilized the 'Roadshow' format: playing in only one theater per city with reserved seating, higher ticket prices, and an intermission. This created an aura of prestige. The film was so popular that it played in some theaters for over two years straight. It eventually surpassed 'Gone with the Wind' to become the highest-grossing film of its time. It proved that musicals could be massive global blockbusters, a trend that lasted until the rise of the high-concept action movies in the mid-1970s.