The office was buzzing. Someone had managed to snag a bootleg of the new Avengers: Doomsday teaser, and the grainy footage was being passed around like contraband. By the time the official trailers dropped, it felt like everyone had already seen them…or at least, heard about the chaotic rollout. Marvel, it turns out, isn’t sweating it.
No matter your take on the unconventional premiere—the theatrical debut followed by the flood of leaks before the official online release—Marvel Studios is calling it a win.io9 snagged a peek at their internal analysis, and the numbers paint a pretty clear picture.
The headline? Over 1 billion views across the four teasers (and yes, Marvel is sticking with “teasers,” regardless of what the Russo Brothers think). But where those views landed is the real story.
Instagram took the crown, racking up over 500 million views, while TikTok pulled in over 100 million. Both platforms saw record engagement for a Marvel trailer, a clear sign of where eyeballs are gravitating these days.
Those numbers dwarf YouTube’s performance, where the trailers collectively pulled in around 60 million views. (For context, Avengers: Endgame snagged nearly 300 million views on YouTube in a single day back in 2019.)
Keep in mind, all of this happened with the film still almost a year out, meaning Marvel was working with limited finished footage. They also tried something different by debuting the teasers in theaters as a “thank you” to moviegoers. And still no glimpse of Dr. Doom (played by Robert Downey Jr.). The marketing machine has barely even begun.
Was this unorthodox trailer release for Avengers: Doomsday a masterstroke?
The goal of a trailer is simple: ignite conversation. And by that metric, mission accomplished. But it does beg the question: why such an aggressive push for a film so far out? Usually, an Avengers movie wouldn’t need this level of hype. It’s the Avengers! You’d expect built-in excitement.
Disney’s The Mandalorian and Grogu is hitting screens in a few months, and we’ve only seen a single trailer. Is this a sign of Marvel trying to reclaim its box office throne after a few recent stumbles? Could this be the equivalent of a Hail Mary pass in the fourth quarter?
How does the engagement compare to traditional trailer releases on YouTube?
The numbers highlight a seismic shift. YouTube, once the undisputed king of trailer views, is now playing second fiddle to platforms like Instagram and TikTok. This isn’t just a Marvel phenomenon; it reflects a broader trend in how audiences consume content.
Short-form video is king. The quick, easily digestible snippets that thrive on Instagram and TikTok are perfectly suited for capturing attention in an increasingly fragmented media landscape. The 60 million views on YouTube, while nothing to sneeze at, simply can’t compete.
What role did leaks play in the teaser’s success?
It’s the elephant in the room. The leaks undeniably added fuel to the fire. The initial chaotic release, with grainy footage circulating online, created a sense of urgency and intrigue. It was like a forbidden glimpse behind the curtain, making fans feel like insiders.
But could the rollout have been even bigger with a single, polished, traditional trailer? Would that have generated a billion views across all platforms? Maybe the unconventional approach, while messy, ultimately worked in its favor. Or maybe it didn’t.
Why such an early marketing push for a film so far from release?
Think of it like planting a flag. By releasing these teasers nearly a year out, Marvel is staking its claim on the cultural conversation. They’re reminding audiences that Avengers: Doomsday is coming, and they want to be front-of-mind when the time comes to buy tickets.
It’s a calculated risk. A lot can happen in a year. But Marvel is betting that the early buzz will translate into sustained interest and, ultimately, box office success. The real test is whether they can maintain this momentum for the next eleven months.
The answer to all of these questions hinges on one thing: can Avengers: Doomsday live up to the hype of its predecessors? So far, it’s piqued our interest. But can it deliver?