First Video Look at Hugely-Anticipated Series Produces a Staggering 257 Million Online Views Worldwide in First 24 Hours of Release
LOS ANGELES—February 15, 2022—The pop culture universe showed up en masse on Sunday night when the very first teaser trailer for The Lord of the Rings: The Rings of Power debuted during Super Bowl LVI. Today, Prime Video is proud to announce that in the first 24 hours of release, The Lord of the Rings: The Rings of Power teaser trailer garnered a staggering 257 million online views across the world, breaking the record for the most watched premiere of an entertainment trailer (film, tv and streaming) of all-time in that time frame, among trailers that have debuted during a Super Bowl telecast, according to third party social analytics company, WaveMetrix. Additionally, compared to all other entertainment properties advertising in Super Bowl LVI, according to EDO, Inc., The Lord of the Rings: The Rings of Power was the top entertainment ad and the third most impactful ad across all ad categories
Ukonwa Ojo, chief marketing officer of Prime Video and Amazon Studios, said, “The response to The Lord of the Rings: The Rings of Power has been immense. In introducing the upcoming series to viewers, our goal has been to ensure we are positioned at the epicenter of pop culture while remaining true to the Tolkien universe. It’s been incredible to see the amazing reaction to each marketing beat that we unveiled over the past month. By inviting audiences to slowly get familiar with this exciting new chapter in the franchise, we have seen their excitement and insatiable appetite for more build at a feverish pace. The Super Bowl was always designed as the ultimate payoff for fans; a teaser of this magnitude deserved to be debuted during the biggest annual television and sports event of the year. This record-breaking achievement belongs to our fans, and we look forward to continuing to take them on an incredible journey leading up to the fall debut.”
The full power of The Lord of the Rings: The Rings of Power was felt globally with fans well beyond the Super Bowl LVI audience tuning in to check out the teaser trailer. In sync with its debut, there was a worldwide unveil across Prime Video social media channels. To help fuel excitement for the teaser trailer in international markets, the Prime Video team also created a VIP experience at The Bellver Castle, in Mallorca Spain where “fanfluencers” were flown in from around the world to watch the teaser trailer at the time of global debut. In addition, the team executed on other global efforts including a teaser reaction video distributed across Prime Video social handles globally. The trailer also wowed audiences during the Super Bowl LVI broadcasts in Canada and Mexico.
This marks the latest breakout moment for what is arguably one of the most anticipated global debuts of 2022. Prime Video unveiled the title on January 19th in an inventive live-action video, forging it from real molten metal, which drove an estimated social conversation reach of more than 1.4 billion. The team followed-up on February 3rd with the unveiling of 23 character posters featuring the hands of the main series regulars, sparking huge conversation across social channels. It then sparked the Super Bowl buzz by announcing in the in Tolkien language of Elvish on social media that the teaser trailer would be unleashed during the Big Game.
The multi-season drama - The Lord of the Rings: The Rings of Power - will premiere exclusively on Prime Video in more than 240 countries and territories around the world in multiple languages on Friday, September 2, with new episodes available weekly.
NOTE: Please refer to the streaming service as Prime Video