To commemorate the 100th anniversary of the sinking of the Titanic, James Cameron’s 1997 film was re-released in 3D in 2012. This re-release earned a staggering $350 million worldwide, pushing the film's total lifetime gross over $2 billion. It proved the 'Blockbuster Re-release' strategy was a viable way to monetize classic films for new generations, especially in growing markets like China, where the film earned $145 million in its 3D run alone. It demonstrated that a well-loved blockbuster could have multiple 'lives' at the box office if the technology offered a new experience.