‘It’ Breaks Record For Most-Viewed Trailer In First 24 Hours

Studios use plenty of metrics to determine how successfully (or not) their marketing campaigns are going, but one of them is trailer views, and Warner Bros. are heading into the weekend quite pleased about their launch for the horror movie “It.”

The first trailer for the studio’s big screen adaptation of Stephen King‘s horror tome landed on Wednesday, and it had the internet buzzing. In fact, it broke the record for traffic in 24 hours, tallying 197 million views in a single day, crushing the previous record of 139 million set by the first promo for “The Fate Of The Furious.”

READ MORE: ‘The Fate Of The Furious’ Explodes In New Action-Packed Trailer

Even reporting this feels a bit slimy, because if it’s not happening already (and it probably is), this will only fuel studios, from the earliest stages of a project, to determine how many sizzle moments they can get out of a movie for advertising purposes. The logic here is that if a lot of people watch a trailer, then a lot of people will watch the movie, but things don’t always work out that way. But yes, it is an indicator that “It” has captured the world’s attention. Now, the trick for Warner Bros. is to sustain and build on that anticipation for the six months.

“It” opens on September 8th. [Deadline]