The business of advertising someone else’s content has become a major traffic driver.
Yahoo Movies said Friday that the exclusive debut earlier this week of a new trailer for Summit Entertainment’s Twilight Saga: Breaking Dawn – Part 2 drew more than 7 million unique users in its first 24 hours. That was Yahoo’s best one-day performance ever for a movie trailer, beating out the exclusive premiere in September for Summit’s previous franchisef installment, Twilight Saga: Breaking Dawn – Part 1.
Not bad numbers to get from video that’s considered editorial content and which is obtained at not cost to Yahoo.
“Yahoo Movies attracts over 27 million unique users a month, so 7 million streams is a sizable achievement for a single day, noted a Yahoo Movies staffer, in an email to paidContent.
Although Yahoo lost exclusivity soon after the Breaking Dawn – Part 2 trailer’s debut at 5 a.m. Wednesday, it has continued to see a traffic spike from the promo.
“It’s holding strong,” the staff member added. “The outreach on social channels from both the Yahoo and Summit side really established us as the place to go for the trailer.”
This is only the latest example of trailers for highly anticipated films becoming major audience drivers for digital content companies. In December, for example, the first trailer for Warner Bros.’ The Dark Knight Rises scored 12.5 million downloads through Apple’s iTunes store in just 24 hours. Two months earlier, a promo for Disney/Marvel’s The Avengers generated 10 million downloads on iTunes in one day.
Earlier in 2011, the trailer for Paramount’s Transformers: Dark of the Moon was downloaded 6 million times in one day off of iTunes. (Sure, for Apple, it was a freebee, but that’s a lot of virtual foot traffic through iTunes.)
Here, in case you haven’t seen it and you’re interested, is that Twilight trailer: