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By the Hammer of Thor’s Lore (& YouTube)

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.

The “C” in Muscles Stands for Comedy

In the modern cinematic battle between DC Comics and Marvel, I will tip my cap to the latter for the following:

DC’s movie quality and slate of beloved characters are far superior, but Marvel is definitely having a lot more fun off the silver screen.

Back on August 29, 2016, Jimmy’s Daily Planet wrote about and featured the first installment of Thor adjusting to the grind of a 9-5 job during his absence in the first Avengers movie. And to answer your next question, yes, that video with Thor and his Earth friend and roommate, Darryl Jacobson, is quite entertaining.

What could be more entertaining than that?

I’m glad you asked. How about the brand new second video of Thor & Darryl that just dropped today…

Even if the exchange rate is slightly below average right now, I’d still take a few gazillion dollars with a few bucks knocked off.

Happy Monday!

Just another Jimmy’s Daily Planet electronic letter.

Seizing the opportunity for a viral video moment, Marvel creatively filled in the narrative gap for where the mighty and powerful Thor was during the 2016 movie Captain America: Civil War. The general tone of the Marvel cinematic superhero universe is bright, explosive fun with comic book dialogue. And this lighthearted aura opens the door for marketing strategies that play on that entertaining dynamic.

Exhibit A:

By the hammer of Thor, that’s awesome.

Have a Mighty Week!