‘Pixels’ Becomes Sony’s No. 1 Trailer Launch With 30 Million Views in First 24 Hours

Adam Sandler, Josh Gad, Kevin James and Ashley Benson mobilized social media followings to help set record

The trailer for Adam Sandler action comedy “Pixels” generated 34.3 million views worldwide in its first 24 hours online, making it Sony Pictures Entertainment’s No. 1 trailer launch of all time, the studio announced Thursday.

This debut bests the studio’s previous record of 22 million streams in 24 hours, which was set by a trailer for “The Amazing Spider-Man 2.”

The studio credits the film’s cast — Adam Sandler, Josh Gad, Kevin James and Ashley Benson — and their extensive social media followings for helping achieve the record-breaking numbers. Further trumpeted were marketing pushes deployed throughout Sony, Sony Pictures, Sony Pictures international markets, Sony Electronics, and Sony Rewards, as well as the Xperia Lounge on Sony Mobile and Sony’s Times Square Billboard.

The film follows a ragtag team of classic video game enthusiasts who are tasked with saving the world when aliens misinterpret classic games like Donkey Kong and Pac-Man as a declaration of war and employ them as weapons against humans.

“Pixels” is directed by Chris Columbus, the screenplay is by Tim Herlihy and Timothy Dowling, based on the short film by Patrick Jean.

Watch the trailer below.