'Thor: Ragnarok' Trailer Is Marvel and Disney's Most Watched Ever in 24 Hours (Exclusive)

Marvel's promise of a Thor vs. Hulk battle seems to have re-energized the Thor movie franchise.

The trailer for Thor: Ragnarok, which was unleashed Monday by Disney, the parent company of Marvel, has garnered more than 136 million views in only 24 hours.

It becomes the not only the most viewed Marvel trailer ever, but also the studio's most viewed trailer ever across all its brands, which includes Disney's live-action and animation divisions, Pixar, Star Wars, as well as Marvel.

The Beauty and the Beast trailer was the previous 24-hour record-holder for Disney with 127.6 million views. Star Wars: The Force Awakens was viewed 112 million times in that time frame. Captain America: Civil War held the previous Marvel record with 94 million views.

The trailer was met with tremendous enthusiasm, with it channeling a Guardians of the Galaxy vibe with both music and sci-fi fantasy worlds as it set up a scenario where Thor, played by a returning Chris Hemsworth, is imprisoned on the other side of the universe without his mighty hammer. It offered glimpses of Hela, the movie's powerful new villain played by Cate Blanchett. And it closed with a killer line as Thor, forced to fight in a gladiatorial arena, sees his Avengers comrade Hulk (Mark Ruffalo), and bellows, "He's a friend from work." It's a line he quickly rues saying.

The Ragnarok trailer doesn't hold the most viewed overall record. The trailer for New Line’s adaptation of Stephen King’s It was viewed 197 million times in the 24 hours after its March 29 release, while Fate of the Furious was eyeballed 139 million times.  

Taika Waititi, the New Zealand filmmaker behind the acclaimed indies Hunt for the Wilderpeople and What We Do in the Shadows, is in the director's seat for Ragnarok.

The movie will be released in the U.S. on Nov. 3.

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