How Captain America's 'Infinity War' beard broke an online record

Saturday, 02 December 2017, 06:02:24 AM. Captain America’s beard alone drove more social media volume than 72 percent of all trailer releases since 2010.

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Marvel Studios dropped the first teaser trailer for Avengers: Infinity War, the biggest of the production company's superhero team-up films. Within 24 hours of being online Wednesday, the trailer was viewed a whopping 230 million times, breaking the record for most-watched film trailer of the year. Previously, It held that title for 2017.

According to audience insights firm Fizziology, hundreds of thousands of fans did not watch silently. Within the first seven hours, they went to social media to post about the trailer more than one million times. That's more engagements in seven hours than Fizzology detected for Star Wars: The Last Jedi (784,360 mentions) and Captain America: Civil War (426,015). What's even more nutty is that 20,474 of those excited posts about Infinity War mentioned Captain America, played by Chris Evans, and his new beard. In fact, Cap's beard accounted for more social media reactions than 72 percent of movie trailers since 2010.

So, why was everyone so psyched about facial hair? Well, after the events of Captain America: Civil War, Steve Rogers, aka Captain America, rejected his government-issued vibranium shield and his military title, effectively becoming a man without a nation. In comic book lore, this period in Cap's life involved him going by the name "Nomad" and sporting a depression beard, along with dour-colored clothing (he ditches the stars and stripes).

Aside from the plot-line Cap's beard suggests, fans love that Marvel's movies are filled to the brim with attractive actors—and Chris Evans is one of the most popular superhero actors in the game. Entire think pieces have been written about Evans' butt, his laugh, his friendship with co-star Sebastian Stan (who plays The Winter Soldier), and his real-life romance with actress Jenny Slate. In short, Captain America's beard is fuel for the character's millions of adoring fans who love to be online and chat about new images.

But Captain America and his beard weren't the only things viewers cared about. They were excited to see Spider-Man (Tom Holland) finally got his "spidey sense" power. They tweeted and posted about it 6,100 times within seven hours of the trailer being released, Fizzilogy told Newsweek on Thursday. Other often-discussed components included the Guardians of the Galaxy meeting Thor; Black Panther (Chadwick Boseman) saying, "get this man a shield," and the shot of the Avengers leading the battle in Wakanda.

201711_Fizz_BeardedAmerican (1) An infographic from Fizziology. Fizziology

Avengers: Infinity War is slated to hit theaters on May 4, 2018.

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