‘New Moon’ breaks another record

Online trailer draws 32.6 million views prior to pic's bow

Summit Entertainment’s “Twilight: New Moon” broke another record last week in addition to its opening weekend box office: most eyeballs for an online movie trailer.

According to Visible Measures, the “New Moon” internet spot drew 32.6 million views since last Wednesday, up 63% from the previous frame. The heavy traffic for “New Moon” comes as no surprise as the film played well beyond its fangirl demo, posting $142.8 million over three days. This is the 12th week for “New Moon” on the chart.

Two other pics bowing against “New Moon” — Warner Bros.’ “The Blind Side” (+163%) and Sony’s “Planet 51” (+209%) as well as the Nov. 25 openers “Ninja Assassin,” (+69%) and “Old Dogs” (+7%) showed gains in their viewing, pointing toward a larger trend: moviegoers rely on internet trailers to make decisions before heading to the multiplex.

This is also indicative in the fact that web surfers’ interest in trailers for December releases, which have been available for some weeks, has ebbed slightly, i.e. 20th Century Fox’s “Avatar” and “Alvin and the Chipmunks: The Squeakuel” both slipped 11% along with Lionsgate’s Dec. 4 drama “Brothers” which declined 16%.

Nonetheless, “Avatar” and “Alvin” were the second and third most watched movie ads behind “New Moon” with 1.09 million and 758,647 views respectively.

The Weinstein Co.’s highly anticipated musical “Nine,” unspooling in four weeks, cracked the top 10 of the Visible Measures chart, debuting in seventh, with close to 346,000 views; a surge of over one fold from a week ago.

Click here for the full chart

Data is provided by Visible Measures, an independent third-party measurement firm for internet video publishers, advertisers, and viral marketers. A joint project with Visible Measures and Variety, this chart of the top 10 online film trailers shows the week’s top-performing online video trailers with a focus on films that are within 10 weeks of general release. For more about how to interpret these results as well as additional background on the data collection methodology, please visit Visible Measures.

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