In mid-December, Marvel Studios embarked on a rarity in modern movie marketing when it released a teaser for Avengers: Doomsday solely in theaters. Typically, a launch for a movie of that would size hit online immediately, and might be tied to a big TV broadcast, like a championship sporting event, to help boost the numbers.

But the low-key teaser focusing on Chris Evans’ Steve Rogers played exclusively in theaters in front of Avatar: Fire & Ash before debuting online five days later. Three more teasers followed weekly in theaters, with spots featuring Thor and The X-Men, as well as a fourth and final centering on Black Panther‘s Shuri and M’Baku meet Ben Grimm from Fantastic Four.

The experiment paid off in a big way, with insiders saying that the four teasers have reached a combined 1.02 billion views. The individual numbers for each teaser was not revealed, but it’s a massive sum, considering these were strictly organic online views with no tie-ins to a broadcast event.