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If you had to guess, what would you think was the most buzz-worthy moment from the Avengers: Infinity War trailer? Spider-Man’s slick new costume? Thor meeting the Guardians of the Galaxy? Thanos’ menacing speech?
It turns out it was Steve Rogers forgetting to bring his razor when he went into hiding after the events of 2016’s Captain America: Civil War.
Captain America’s beard generated more than 20,000 mentions on Twitter in the first seven hours of the trailer’s release, according to social media research firm Fizziology. To put that number in perspective, that’s more than many trailers generate as a whole during the same period (72 percent of trailers get fewer than 20,000 mentions during their first seven hours of life).
The trailer dethroned It as the most viewed-trailer in 24 hours with 230 million views (according to Marvel). Infinity War is also the most talked-about initial trailer during the first seven hours that Fizziology has studied, topping Star Wars: The Last Jedi.
Here’s the breakdown of the top five talked-about moments from the Infinity War trailer:
Captain America’s Beard (20,474 mentions)
Spidey sense (6,100 mentions)
Guardians at the end of the trailer (5,497 mentions)
Get this man a shield (2,180 mentions)
Group together running at end (2,108 mentions)
And the first trailers for a movie with the most mentions within the first seven hours:
Avengers: Infinity War (1,147,438)
Star Wars: The Last Jedi (784,360)
Fifty Shades of Grey (503,392)
Captain America: Civil War (426,015)
Black Panther (353,410)
Marvel Studios’ Avengers: Infinity War opens May 4, 2018.
Nov. 30, 11:55 a.m. Updated to reflect that Infinity War is the most-viewed trailer ever within the first 24 hours.