Trailer Impact: Captain Marvel Posts Highest Recall at 23.4%; Avengers: Endgame Posts Most Interest in a Cinema View at 75.4%

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March’s superhero origin story ascends to the top, as April’s superhero sequel continues leading our other main metric this week.


Top Three Trailers with Highest Recall Score Among Moviegoing Audiences

Moviegoers tell us the trailers they most recall seeing at their most recent visit to a cinema, among films opening in the next 10 weeks.

Captain Marvel

Disney

Friday, March 8

  • 23.4% of moviegoers (284 respondents) saw and recalled this trailer this week.
  • That’s a new peak, up from 20.3% last week and also besting its prior 23% peak.
  • It spends a first week at #1, and a fifth consecutive week in the recall metric’s top three.
  • Brie Larson and Samuel L. Jackson star in this superhero origin story, Marvel’s first female lead after rival DC Comics struck box office gold with Wonder Woman.

How To Train Your Dragon: The Hidden World

Universal

Friday, February 22

  • 23.0% of moviegoers (279 respondents) saw and recalled this trailer this week.
  • That’s a new peak, besting last week’s prior 14.0% peak.
  • It spends a first week at in the recall metric’s top three, at #2.
  • The final installment of the popular animated trilogy centers on a universe where humans and dragons coexist.

Dumbo

Disney

Friday, March 29

  • 19.9% of moviegoers (242 respondents) saw and recalled this trailer this week.
  • That’s up from 17.9% last week, but down from a 21.1% peak.
  • It spends a sixth consecutive week in the recall metric’s top three, all at #3.
  • This live-action remake of the animated Disney classic centers on an elephant who can fly.

Top Three Trailers with Highest Cinema Interest Among Moviegoing Audiences

Moviegoers tell us the wide release titles they’re most likely to see at a cinema, based on trailers recently played at theaters, among films opening in the next 10 weeks.

However, we’re making an exception to our usual “next 10 weeks” rule… read on…

Avengers: Endgame

Disney

Friday, April 26

  • While Trailer Impact usually only measures films coming out in the next 10 weeks, we’d added Avengers: Endgame to the survey after it posted the most global views online ever for a trailer in its first day.
  • 75.4% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s down the slightest bit from 75.5% last week and also down from a 78.6% peak, yet still ranks among the highest numbers we’ve ever measured.
  • It spends a ninth consecutive week (all of its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at #1.
  • This intended final installment of the blockbuster Avengers superhero franchise stars an ensemble cast including Robert Downey Jr., Scarlett Johansson, and Jeremy Renner.

Captain Marvel

Disney

Friday, March 8

  • 62.5% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s up slightly from 62.0% last week, but down from a 70.7% peak — yet it still an excellent score.
  • It spends an eighth consecutive week (all of its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at #2.

Spider-Man: Far From Home

Sony

Friday, July 5

  • While Trailer Impact usually only measures films coming out in the next 10 weeks, we’d added Spider-Man: Far From Home to the survey after it posted the 8th-most global views online ever for a trailer within its first day.
  • 59.0% of respondents who saw the trailer this week said they intend to see it in theaters.
  • That’s up slightly from 58.7% last week, but down from a 61.0% peak.
  • It spends its fourth consecutive week (all its tracking weeks) in the top three on the ‘interest in a cinema view’ metric, all at or tied for #3.
  • Tom Holland returns as the iconic superhero in a Europe-set story, along with a new character Mysterio played by Jake Gyllenhaal.

Trailer Impact is a service provided by Boxoffice Media parent company Webedia Movies Pro. To subscribe to the full service, which includes exclusive data about the top 25 trailers of the week, click here.

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