The Thor: Ragnarok trailer has become Marvel and Disney's most viewed trailer over 24 hours, smashing the previous record holder, Beauty and the Beast.

It became not only the most viewed Marvel trailer in that time period, but the most viewed trailer across all of the studio's brands, including Disney, Pixar and Star Wars. 

The upcoming superhero film from New Zealand director Taika Waititi garnered 136 million views in 24 hours after being unleashed on Monday, comfortably beating Beauty and the Beast's 127.6 million.

Star Wars: The Force Awakens was viewed 112 million times in that time frame while Captain America: Civil War held the previous Marvel record with 94 million views.

However, the superhero flick doesn't hold the all-time record for the most viewed trailer, which is currently held by the trailer for New Line's adaptation of Stephen King's It, which was viewed 197 million times in 24 hours.

There is considerable buzz around the latest Thor outing, not least because of Waititi's original take on the superhero franchise, which he has decided to set outside the Marvel universe.

The director, best known for his 2016 breakaway indie hit Hunt for the Wilderpeople and vampire mockumentary What We Do in the Shadows, was an refreshing choice to head up the Marvel property, and fans are welcoming his new approach with open arms.

The big budget flick has been teased with a series of hilarious short mockumentaries starring Chris Hemsworth's Thor alongside his long-suffering flatmate Darryl.

Thor: Ragnarok also stars Hollywood big-hitters Cate Blanchett as the powerful villain Hela, who destroy's Thor's hammer with one hand in the trailer, and Jeff Goldblum as Grandmaster, who has delighted fans with his impressive quiff and flamboyantly made up face.

The trailer also gives viewers a glimpse of Tom Hiddleston's returning character Loki and Mark Ruffalo's Incredible Hulk, who Thor greets with the hilarious one-liner: "He's a friend from work!"

Tom Hiddleston as Loki in Thor: Ragnarok

The trailer has been greeted with much enthusiasm online, see a look at some of the reactions below.