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April, 2018


Avengers: Infinity War continues to rack up millions of trailer views, the promotional machinery at work here is incredible. New trailers boost The Incredibles 2 and Ocean’s 8 to the top of the charts, with The Incredibles 2 looking particularly strong. Meanwhile, the tracking we noted last week for A Quiet Place has translated into Box Office performance, same for Rampage which continues to be alright and Truth or Dare which is underwhelming (but will still be wildly successful).

Top of the Chart – Though The Incredibles 2 and Ocean’s 8 have momentarily jumped to the top of the chart (more on those below), as we mentioned last week it’s tough to consider “best performing trailers” right now without immediately jumping to Avengers: Infinity War which is continuing a remarkable promotional run. In next weeks trailer report, we are going to do a special deep dive into what the unprecedented numbers tell us about its potential reception at the box office.

Releasing This Week – Strange and interesting slate of titles being released this week: I Feel Pretty, Super Troopers 2 and Traffik all rank outside the top 10 in trailer views this week. You can see the full trailer report in the app, and these titles come in at 21, 46 and 56 respectively. They’ve also taken different paths with their trailer strategies seemingly.

I Feel Pretty put out the first trailer and started promotion only 10 weeks from release, which is quite late. It also picked up very quickly when the initial trailers dropped, and the attention it’s drawing has been pretty flat since. Will be really interesting to see how this translates at the box office because the initial read here is that this promotional campaign, at least from a trailers standpoint, isn’t serving the movie as well as it could be.

Super Troopers 2, on the other hand, started putting out trailers 30 weeks out and has been steadily building its views this whole time. Nothing Super Troopers 2 has done has popped like the initial I Feel Pretty trailer release, but the approach seems better executed. There has been coverage around the fact that that I Feel Pretty has been challenging to promote, and maybe a bit of that effect is what we’re seeing here.

Finally, Traffik is sort of the worst of all worlds, really dropping only one trailer 13 weeks before release and that’s it. It is also the smallest title, however, which will only be opening in 1,000 theaters compared to 2,000 for Super Troopers 2 and 3,400 for I Feel Pretty.

New Trailers / Biggest Movers – The Incredibles 2 and Ocean’s 8 are a bit of a pair this week. Both films dropped new trailers, both about two months out from release, and both well into their promotional campaign now kicking into higher gear. Both are also highly anticipated sequels, though this is where they start to diverge as the original Incredibles was released 14 years ago and was a record-setting film at the time, this is a big sequel. Meanwhile, the Oceans trilogy wrapped in 2007 and felt exhausted, and this follow up is more of a reboot.

We see this disposition reflected in the overall magnitude of the trailer view numbers. Though both are at the top of the chart this week, 16M views for The Incredibles is nearly doubling the 9M for Ocean’s 8. The total views built so far also reflect the difference in magnitude between the two features: 172M to 33M in favor of The Incredibles 2.


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