Trailer Impact: ‘Mary Poppins Returns’ and ‘Aquaman’ Tie For Highest Recall; ‘Aquaman’ Sparks Most Interest in a Cinema View

Top Three Trailers with Highest Recall Score Among Moviegoing Audiences

Moviegoers tell us the trailers they most recall seeing at their most recent visit to a cinema, among films opening in the next 10 weeks.

[Note: our weekly Thursday column Trailer Impact did not run last week on account of the Thanksgiving holiday, but this installment will reference unpublished numbers from last week.]

Mary Poppins Returns

(Disney)

Wednesday, December 19

• 28.7% of moviegoers (399 respondents) saw and recalled this trailer.
• That’s a new peak, up considerably from a prior 18.6% peak last week.
• The film spends its first week in the top three on the recall metric, tying at #1 after previously ranking only as high as #5 the prior two weeks.
• The vault is due in large part to the trailer playing before Disney’s fellow family-friendly Ralph Breaks the Internet, which debuted atop the box office this past weekend.
• Emily Blunt and Lin-Manuel Miranda star in this sequel to the 1964 musical classic about a magical nanny who takes care of British siblings while traveling to alternate dimensions.

Aquaman

(Warner Bros.)

Friday, December 21

• 28.7% of moviegoers (399 respondents) saw and recalled this trailer.
• That exactly ties it for first place with Mary Poppins Returns, although we are listing it second in our article this week.
• That’s a new peak, up from a prior 20.8% peak last week.
• The film has spent all five of its tracking weeks in the top three on the recall metric, reaching (tied) #1 for the first time after a previous high of #2 last week.
• Jason Momoa stars as an amphibious superhuman in this superhero movie, based on the character introduced last year in Justice League alongside Batman, Superman, and Wonder Woman.

Spider-Man: Into the Spider-Verse

(Sony)

Friday, December 14

• 23.2% of moviegoers (322 respondents) saw and recalled this trailer.
• That’s a new peak, up from a prior 18.6% peak last week.
• The film spends its first week in the top three on the recall metric at #3, previously ranking as high as #4 last week.
• This animated version of the iconic Spider-Man character takes place in a world in which multiple people secretly assume the superhero’s identity simultaneously, rather than just Peter Parker.

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Top Three Trailers with Highest Cinema Interest Among Moviegoing Audiences

Moviegoers tell us the wide release titles they’re most likely to see at a cinema, based on trailers recently played at theaters, among films opening in the next 10 weeks.

[Note: our weekly Thursday column Trailer Impact did not run last week on account of the Thanksgiving holiday, but this installment will reference unpublished numbers from last week.]

Aquaman

(Warner Bros.)

Friday, December 21

• 52.4% of respondents who saw the trailer this week said they intend to see it in theaters.
• The film rises to #1 on the “cinema interest” metric for the first time, previously ranking as high as #2 last week.
• However, its number is down slightly from 53.6% last week, and also down from a 54.0% peak.
• The film has spent all five of its tracking weeks in the top three on the “cinema interest” metric.

Spider-Man: Into the Spider-Verse

(Sony)

Friday, December 14

• 45.3% of respondents who saw the trailer this week said they intend to see it in theaters.
• The film rises to the top three on the “cinema interest” metric for the first time at #2, previously ranking as high as #4 last week.
• However, its number is down slightly from 46.5% last week, and also down from a 48.5% peak.

The Mule

(Warner Bros.)

Friday, December 14

• 40.4% of respondents who saw the trailer this week said they intend to see it in theaters.
• That’s up slightly from a prior 39.5% peak last week.
• The film rises to the top three on the “cinema interest” metric for the first time at #3, previously ranking as high as #7 last week.
• Clint Eastwood stars in this crime drama about an elderly man who, after going broke and facing foreclosure, becomes a drug runner for a Mexican cartel.

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Trailer Impact is a service provided by Boxoffice Media parent company Webedia Movies Pro. To subscribe to the full service, which includes exclusive data about the top 25 trailers of the week, click here.

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