Quote from : The Sound of Music Story: How A Beguiling Young Novice, A Handsome Austrian Captain, and Ten Singing von Trapp Children Inspired the Most Beloved Film of All Time Book

As the wildly favorable word of mouth spread, however, the box office receipts began to soar. First, fans of musicals came. Then the ever-growing cadre of Julie Andrews devotees. Finally, those longing for a happy ending—anywhere—began to turn out in droves. At which point the oddest thing of all happened: all these fans of the movie returned to see it again. And then once more. And then once again—until the phenomenon eventually resulted in a record-setting first release run of over four and a half years.