<P> The first trailer for the film debuted on Jimmy Kimmel Live! on November 25, 2015, and within hours became the number one trending topic on Twitter . The trailer was viewed 61 million times in the first 24 hours of release, surpassing the 34 million views of Avengers: Age of Ultron's in 2014 . Scott Mendelson of Forbes called the trailer a "doozy" and noted that the early debut ahead of the release of Star Wars: The Force Awakens was a "good show" on behalf of Disney as it was "a way to not get lost amid the 8,000 other trailers debuting with Star Wars". Mendelson also noted that based on the trailer's content, the film was being "sold as Captain America 3, as opposed to Avengers 2.5 or Iron Man 4," which could help keep the film's box office expectations in check . </P> <P> On February 4, 2016, Marvel released their own version of the Facebook "#FriendsDay" video for Captain America . The video mirrors those created by Facebook for users to celebrate the anniversary of Facebook's founding, and features images of Captain America's "friends" the Winter Soldier, Thor, Falcon and Hawkeye . The video concludes with an image of Captain America and Iron Man being torn in half . Jennifer Konerman of The Hollywood Reporter called the video "timely" and its contents "especially relevant considering the storyline" of Civil War . Three days later, a teaser debuted during Super Bowl 50, which received the most social media activity out of all the film trailers released that day . Anthony Breznican of Entertainment Weekly said the footage "actually feels a little more like a teaser (than a full trailer), since it shows some new shots, but really doesn't reveal much more about the story ." Additionally, he felt the chanting "unseen voices calling out,' United...We...Stand' and' Divided...We...Fall"' had "a football stadium vibe", complimenting it appearing during the Super Bowl . Mendelson added that Marvel did not need to follow the model used for The Winter Soldier during Super Bowl XLVIII of showing a longer trailer after the teaser since Civil War was "frankly (a) higher - profile sequel ." Overall, Mendelson felt the spot was "only a little less low - key and small (er) - scale as the trailer that debuted in" November 2015, and sold the "real world" aspect "with character drama and mostly real - world action between would - be superheroes ." </P> <P> Four days later, on Valentine's Day, the Facebook campaign was continued, with Marvel creating a "faux - status update" for Captain America, showing his relationship status had changed to "In a Complicated Relationship with Iron Man". At The Walt Disney Company's annual shareholder meeting in the Auditorium Theatre in March, CEO Bob Iger presented a clip from the film to "generous applause". From March 7 to March 10, Marvel released individual posters for characters in the film, continued its Facebook campaign with two teaser videos showcasing the participants on "Team Cap" and "Team Iron Man", and released a second trailer . The trailer was viewed close to 95 million times within the first 24 hours of release, surpassing the views achieved by the first trailer . In addition, 240,000 social media posts across Twitter, Tumblr, Instagram, and Facebook, among others, were made related to the trailer, surpassing the 81,000 the Age of Ultron trailer received in 2014 . According to internet analytics firm ZEFR, the trailer was viewed over 62 million times from YouTube and Facebook over four days, making it the second most viewed trailer at the time, behind the 64.6 million views for the first Star Wars: The Force Awakens trailer . It also became the top trailer in 2016 through March 13, 2016, according to research firm ListenFirst, for receiving the most likes, retweets and other engagement on Twitter . The trailer continued to be the top viewed trailer on YouTube and Facebook for three straight weeks according to ZEFR, receiving more than 96 million total views since its release . </P> <P> Mendelson called the trailer "a textbook case for unnecessary second pitches...Is there anyone out there who watched that first teaser back in December and said' Hmm, it looks good and all, but I need more evidence'?" He added that he was "a little disappointed by the big Spider - Man reveal," having previously wondered, after a Spider - Man character poster was not released with the others, if Marvel would have the "courage" to not include the character in any marketing materials before the film's release, letting the "Peter Parker scenes the film has to offer be something that is a surprise for theatrical moviegoers and / or something that drives post-opening weekend buzz". Mendelson's colleague at Forbes Mark Hughes felt differently, noting that the trailer was targeting the general audience rather than just fans by giving "us more explanation (and context) of why a clearly major battle is raging between Captain America and Iron Man", and by including Spider - Man since "there are plenty of surprises in these movies, and since we all already know Spider - Man is in Civil War, refusing to let us see him would frankly be a bit weird and pointless...it's common for average filmgoers to hear some final bit of information or see some final image and feel compelled, inspired, or otherwise driven to go out to the movies that day . There are any number of factors that can come into play...and the world needed to see (Spider - Man) because it's the sort of value - added element that can make (a) difference". Graeme McMillan of The Hollywood Reporter felt that the Spider - Man reveal "alone makes the trailer", describing it as feeling "like the comic book character come to life . That awkward, voice - cracking,' hey everyone' was as humble, playing - it - cool and cocky as he should be ." </P>

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