‘Twilight’ trailer scares up record auds

Online preview logs 25 million views last week

Summit Entertainment’s “Twilight Saga: New Moon” trailer scared up 25 million views last week to remain at No. 1 on Visible Measures’ top 10 online film trailers chart.

The 38% increase breaks the pic’s previous weekly record of 21 million views. Sequel has been on the chart for eight weeks, with three weeks until release.

Sony docu “Michael Jackson’s This is It” moonwalked to No. 2 as the pic made its debut on the chart after changing from a limited to wide release, thus qualifying for inclusion. Pic nabbed nearly 2.3 million views in its one and only week on the chart.

A record number of new trailers made their Visible Measures debut last week. In addition to “This is It,” Universal’s “The Fourth Kind” (No. 7; 165,777 views), Weinstein Company’s “The Road” (No. 9; 124,448 views) and Warner Bros.’ “Sherlock Holmes” (No. 10; 104,482 views) all entered the chart for the first time.

Also of note: 20th Century Fox’s “Alvin and the Chipmunks: The Squeakquel” jumped one spot from No. 7 to No. 6 despite dropping 10% in views. This apparent contradiction is due to last weekend’s releases of “Saw VI” and “The Vampire’s Assistant” freeing up space on the chart.

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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