Movie trailers (which now include the subset “teaser trailers”) have evolved into an art form.

It’s true.

There’s an argument to be made that the trailer (or collection of trailers) for certain films is quite literally better than the film itself. I know what you’re thinking: 2 1/2 minutes is better than a couple hours of entertainment?

Well, men think so.

Anyways, this is why the release of a movie trailer online and through various social media channels has become such a grand event for movie fans. Sure, there are still special previews during major television events, like the Super Bowl or March Madness. However, given the immediacy, widespread access and viral marketing dynamic of the internet (ie- YouTube), movie production companies continue to take full advantage of this unrivaled digital communicative infrastructure.

Ladies and gentlemen, I present to you the first teaser trailer for Thor: Ragnarok that will premiere in theaters this November.

12.5 million+ voluntary views and counting on Marvel’s YouTube channel in less than 24 hours.

And this ever-increasing metric is just for the teaser trailer…in April.