Marvel Studios’ unconventional marketing strategy for “Avengers: Doomsday” has paid off, with the film’s teaser trailers amassing more than 1 billion combined views worldwide, according to studio insiders.

The four teasers, which rolled out weekly beginning in mid-December, were initially released exclusively in theaters before debuting online days later, a rare move for a blockbuster of this scale. Insiders say the teasers have reached a combined 1.02 billion views through organic online engagement, without the boost of a major TV broadcast or live event.

The figures are notable given that recent Marvel trailer records, such as “Deadpool & Wolverine” and “Fantastic Four: First Steps”, were aided by large televised events. Doomsday achieved its numbers without similar exposure.

Set for release on December 18, “Avengers: Doomsday” brings Robert Downey Jr. back to the Marvel Cinematic Universe in the role of Doctor Doom, though notably, none of the teasers feature him.