At first glance, the “Deadpool & Wolverine” trailer reaching such a milestone early on seems worthy of celebration (at least for Disney shareholders), right? Well, perhaps it's worth exploring exactly how Marvel arrived at its stated numbers.

So, about this record. According to the analytics-focused website Political, the previous record holder for most trailer views in 24 hours belonged to the initial teaser for “Spider-Man: No Way Home” in 2021, with 355.5 million views. Before that, the title belonged to the “Avengers: Endgame” teaser released in 2018 (289 million). By any standard metric, 365 million is definitely higher than these other numbers. (See, who needs a fancy accounting degree?) But when you actually go for it the YouTube link for the “Deadpool & Wolverine” trailer posted by the official Marvel Studios account, well, you'll notice that the 16.7 million views (as of publication) aren't even close to what Marvel claims. This is because the studio is likely adding up views from each account, YouTube trailers (published by each official affiliate, including Ryan Reynolds' personal channel) across all platforms (from Instagram to TikTok and, uh, wherever kids these days are consuming their content). But what actually counts as a “view” and how much of it are repeat views? Since Marvel isn't releasing any real details about how they arrived at this number, we'll never know!

So is this all an example of putting your thumb on the scale a little? Probably, but that's how the game is played these days. So, ultimately, “Deadpool & Wolverine” broke a pretty substantial record. What that actually means is up to you.

“Deadpool & Wolverine” hits theaters on July 26, 2024.

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