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‘Batman v Superman’ v ‘Captain America’: Engagement Dips for DC’s Second Trailer

Batman v Superman
Courtesy of Warner Bros.

The second trailer for “Batman v Superman: Dawn of Justice” debuted on “Jimmy Kimmel Live” Wednesday night to much fan excitement, but not quite as much excitement as greeted the first trailer for the film.

The new “Batman v Superman” clip logged 23.2 million views in its first 24 hours on YouTube and Facebook after the Dark Knight himself, Ben Affleck, debuted it on “Kimmel,” according to ListenFirst Media. This figure represents a significant dip in engagement for the new pic compared to its predecessors; its first teaser trailer was viewed 30 million times in the 24 hours after it was released in April, and the full trailer that bowed at Comic-Con in July was viewed 30.1 million times in its first 24 hours.

This is the second major comic-book adaptation trailer to debut on “Kimmel” recently: Marvel’s “Captain America: Civil War” trailer also debuted on the late-night show a week prior, notching a (self-reported) new record for Marvel, with 61 million views in its first 24 hours. But Marvel was counting more than just YouTube and Facebook views.

The decrease could be a result of the release sequence — it’s natural that the third clip for a film would pull fewer eyeballs than the first. Or perhaps the trailer would have fared better had it bowed ahead of “Civil War,” instead of the other way around. It’s also possible that the doubled star power of having both Chris Evans and Robert Downey Jr. introduce the “Cap” clip generated more online chatter and translated to more views. In any case, it’s no doubt that the battle for Twitter dominance will reach comic-book levels of intensity as the films’ release dates loom.

“Batman v Superman: Dawn of Justice” bows March 25, 2016. “Captain America: Civil War” bows May 6, 2016.