Record run ends with modest 9% viewer growth

“New Moon” fans seemed to spend this week pitching tents outside theaters instead of viewing the Summit pic’s online trailer.

The highly anticipated vampire sequel spent its final pre-release session at No. 1 on Visible Measures’ Top 10 online film trailer chart with an 11-week total of nearly 20 million views. However, this frame saw only a 9% increase in views.

Sony’s “2012” not only survived its opening, but the disaster pic’s online trailer continues to thrive. With Visible Measures now tracking post-release week stats, “2012” is at No. 2 in its 12th week on the chart with a 42% increase in views to finish with just over 13 million views.

The post-release tracking could be an accurate indicator of potential second-weekend box office receipts. If that is the case, then “2012” is in for another wild ride.

One animated Fox film took a small dive this week while another took a gigantic leap. “Avatar” dropped 7% but still remains at No. 3 with 1.2 million views, while “Alvin and the Chipmunks: The Squekquel” jumped a whopping 144% to reach over 856,000 views and push “Ninja Assassin” to fifth place.

Disney’s “Old Dogs” is new as the Robin Williams-John Travolta starrer entered the chart at No. 7 with one week until release.

Also of note: Lionsgate’s “Brothers” moved up from eighth to sixth place; Sony’s “Planet 51” held steady at No. 9; TWC’s “The Road” dropped from No. 7 to No. 8 despite a 25% increase in views while Warners’ “The Blind Side” fell from sixth to tenth with a 5% drop in views.

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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