Marvel Studios' recently-unveiled second theatrical trailer for Captain America: Civil War - the film that shall formally kick off Phase 3 of the Marvel Cinematic Universe - has (no surprise) gone over quite well with the Marvel fanbase, thanks to its slick presentation and construction; and of course, the appearance of the new Spider-Man (Tom Holland) at the conclusion. Question is, just how high will the third Captain America movie fly at the box office, when all is said and done?
No one can say for certain right now, obviously, but awareness and/or general interest in Civil War is clearly quite high, judging by the number of views that the movie's second trailer accrued during its first four days of release alone - to mention noting of how it led to a jump in viewership for Civil War's first trailer, too. In fact, only Star Wars: Episode VII - The Force Awakens' initial trailer earned more views across YouTube and Facebook during its comparable launch than Civil War's second trailer.
THR, with the assistance of Internet analytics firm ZEFR, has revealed that Captain America: Civil War's second trailer has gotten 62.6 million views across YouTube and Facebook during its first four days of release; by comparison, The Force Awakens' trailer #1 earned 64.6 million in that time, while Avengers: Age of Ultron's debut trailer accumulated 50.6 million views. Civil War's first trailer was actually the third most-viewed trailer this past week according to ZEFR, behind the Ghostbusters reboot trailer - which, in its second week of release, earned some 14 million views after debuting with around 20 million views during its first week (side note: the Ghostbusters' trailer's total social media views were much higher). Another comparable trailer would be the debut trailer for Jurassic World, which racked in 53.9 million views during its first four days on YouTube and Facebook (falling above Age of Ultron, but below Civil War).
The interest in Civil War, as evidenced by the viewership numbers for its trailer(s) to date, is a testament to not only the Marvel superhero film's "event" status, but (arguably) the strength of the Captain America movie brand in particular. After all, some (many?) consider director Joe Johnston's Captain America: The First Avenger to be the best Phase 1 MCU film and even more seem to agree that Captain America: The Winter Soldier - which was directed by Civil War's Anthony and Joe Russo - is likewise the best Phase 2 MCU (if not the best MCU to date). As such, the idea of a third Captain America film from the Captain America 1 & 2 writers Christopher Markus and Stephen McFeely that doubles as the MCU version of the Civil War comic book storyline, brings with it a certain assurance of quality that makes it all the easier for fans to get excited for its arrival.
In short: it's not a surprise that Civil War's second trailer (Spider-Man cameo and all) has gotten so many hits, but rather additional proof that the MCU's Phase 3 ought to start with a bang. Similarly, between the Deadpool movie's unexpectedly huge box office run, Batman V Superman: Dawn of Justice being on pace to open big at the box office and Civil War looking to perform as well as Marvel Studios' Avengers films, it's fair to say: the superhero movie genre in general is very healthy right now, in terms of its commercial viability alone.
Captain America: Civil War will release on May 6, 2016, followed by Doctor Strange – November 4, 2016; Guardians of the Galaxy 2 – May 5, 2017; Spider-Man – July 7, 2017; Thor: Ragnarok – November 3, 2017; Black Panther – February 16, 2018; The Avengers: Infinity War Part 1 – May 4, 2018; Ant-Man and the Wasp– July 6, 2018; Captain Marvel – March 8, 2019; The Avengers: Infinity War Part 2 – May 3, 2019; Inhumans– July 12, 2019; and as-yet untitled Marvel movies on May 1, July 10 and November 6, 2020.