Disney is making a significant move in the film industry by introducing a new large-format screen certification called Infinity Vision. This initiative may be prompted by the impending release of their much-anticipated film, “Avengers: Doomsday,” scheduled for December, as well as a bid to diversify their exhibition strategy.
In order to qualify for the Infinity Vision certification, auditoriums must meet specific requirements: they need to have a minimum screen width of 50 feet, utilize laser projection, and feature a 7.1 surround-sound system from Dolby Laboratories. It is estimated that around 5,500 screens worldwide will meet these standards, significantly exceeding the current number of IMAX venues, which is roughly one-third that number.
IMAX has long stood as the premier standard for large-screen formats, influencing release schedules as studios seek out available screens for their blockbuster films. Last year, various theater chains discussed creating a unified industry certification for premium screens. Currently, chains including AMC, Regal, and Cinemark each market their own big-screen formats separately. Disney, while in discussions with multiple theater operators, has yet to confirm the exact number of partnerships established.
Though a specific timeline for the rollout of Infinity Vision has not been disclosed, insiders speculate that it could coincide with the re-release of “Avengers: Endgame” in September. This timing would capitalize on the heightened interest in Disney’s superhero films.
The creation of Infinity Vision is partly a strategic response to the upcoming release of “Avengers: Doomsday,” which will face competition from Warner Bros.’ “Dune: Part Three.” IMAX has an established agreement to screen “Dune,” leaving Disney’s highly anticipated film at a disadvantage without access to IMAX venues during its opening weekend. This situation poses a potential financial setback for Disney, which significantly contributes to IMAX’s overall revenue.
“Avengers: Doomsday” marks the return of renowned directors the Russo Brothers to the Marvel Cinematic Universe, and features Robert Downey Jr. in a new role as the antagonist, Doctor Doom, stepping away from his previous portrayal of Iron Man. Meanwhile, “Dune: Part Three” will conclude Denis Villeneuve’s adaptation of Frank Herbert’s iconic series, with Timothée Chalamet playing the lead character.