When Was Gone With The Wind's Box Office Record Last AFLF?

Despite the popular belief that the 1939 epic Gone With the Wind (GWTW) has long held the title of the highest-grossing film in box office history, the truth is far more nuanced. When adjusting for constant dollars or accounting for the total number of tickets sold and inflation, GWTW's dominance remains unparalleled.

The Re-Releases Factor

What truly keeps GWTW at the top of the box office earnings list is a strategic and savvy business model that has involved thirteen nationwide re-releases since its initial run. This number significantly outpaces even the successful re-release campaign of the modern classic Avatar. The last major re-release of GWTW took place in early 2019, as a TCM/Fathom event, which alone grossed a substantial 2.3 million dollars, drawing significant attention once again.

The Financial Context and Historical Insights

Cost Overrun and Financial Insights

Gone With the Wind was undeniably one of the most expensive films ever made at the time of its release. However, when viewed through the lens of cost-per-minute, it comes out on top against Disney's Pinocchio, which stands as the most expensive film per minute ever made. Unbeknownst to many, director Victor Fleming initially refused to accept a percentage of the film's profits in lieu of a portion of his salary, remarking, "David, this thing is going to be one of the great white elephants of all time." His prediction proved prescient as Gable, who many believe was the driving force behind MGM's acquisition of the film, was left out of the financial benefits.

Further, between 1942 and 1943, producer David Selznick sold his share of GWTW to his partner Jock Whitney for $500,000 and then Jock sold 50% of M-G-M's share for $2.8 million in 1943. This strategic move proved to be a costly miscalculation. Astonishingly, the profit-sharing scheme concocted between the L Battle Releasing Company and Gone With The Wind had arranged for initial profits to be distributed, and it was only after 1991 that the film saw the start of constant cash flow distribution. Today, the descendants of Myron Selznick, David's big brother, the one who held a small stake in GWTW through his role as a Hollywood agent, retain a share of this ongoing cash flow.

Road Show Analysis: A Glimpse into Early Cinema

Eastern Alliance Film Lab’s (EALF) investigations into the road show screenings of Gone With the Wind reveal a fascinating historical context. Road show screenings were a luxury theater phenomenon in the mid-20th century, featuring big box office films such as GWTW with "reserved seat tickets." These events were akin to stage performances, showcasing films that stayed in one metropolitan theater for three months or longer before moving to general release. The continuous re-releases allowed the film to stay in theaters for exceptionally long periods, ensuring consistent box office grosses over a span of decades.

Conclusion: The Legacy Continues

The enduring success of Gone With the Wind can largely be attributed to its long-lasting appeal and the strategic re-releases that have kept it in theaters for centuries. For cinephiles and historians alike, its story is a testament to the power of a well-executed box office strategy.