‘Avengers: Doomsday’ Teasers Soar Beyond 1 Billion Marvelous Views
In December, Marvel Studios initiated an unconventional marketing strategy by releasing a teaser for Avengers: Doomsday exclusively in theaters. This approach defies the norm, as most major film teasers premiere online and often coincide with significant television events, such as championship games. The initial teaser, featuring Chris Evans as Steve Rogers, played in theaters ahead of Avatar: Fire & Ash, later making its online debut five days later.
Innovative Marketing Approach
Marvel continued this strategy by unveiling three additional teasers weekly in theaters, spotlighting Thor, The X-Men, and a final teaser featuring Black Panther’s Shuri and M’Baku alongside Ben Grimm from the Fantastic Four. This unique promotion resulted in exceptional viewer engagement. Insiders revealed that the combined views of the four teasers surpassed an impressive 1.02 billion views.
Overview of Teaser Performance
- Initial teaser: Premiered exclusively in theaters.
- Follow-up teasers: Featured Thor, X-Men, and Black Panther.
- Total views: 1.02 billion across all teasers.
- Average social buzz: 188% higher than typical Marvel releases.
- Special trends generated on X: 16 organic trends including “Doomsday,” “Steve Rogers,” “Thor,” and “Wakanda.”
While individual view numbers for each teaser were not disclosed, the total organic views are notable. This marketing maneuver avoided any broadcast tie-ins, proving that audience interest remains high. Despite the emergence of pirated versions from theaters, excitement for the teases did not wane.
Breaking Records and Setting New Standards
The success of these teasers offers a stark contrast to earlier Marvel launches. For instance, the record views for Deadpool & Wolverine totaled 365 million within 24 hours, including a significant TV audience. In comparison, the Fantastic Four: First Steps teaser achieved 202 million views, attributed to media events surrounding its release. However, the Doomsday teasers released strictly through theaters reflect a new path for Marvel marketing.
Scheduled for release on December 18, Avengers: Doomsday will mark the return of the Russo brothers as directors, while also reintroducing Robert Downey Jr. in the role of Doctor Doom. With this financial strategy already yielding significant results, Marvel highlights that their engaging approach without showcasing major stars has sustained intense public interest.
Anticipating Future Releases
Marvel’s innovative marketing is set to continue, featuring a live-streamed countdown clock leading up to the movie’s premiere. Joe Russo hinted at a coherent narrative across the teasers, suggesting that the story of Doomsday is already unfolding for audiences. As Marvel strives for growth, this distinctive strategy signifies a powerful connection with fans, showcasing the enduring appeal of its characters.
