Disney Launches Infinity Vision to Compete with IMAX and Dolby Cinema
Walt Disney Studios has introduced Infinity Vision, a new certification program for premium large format (PLF) movie theaters. The initiative is designed to compete with established premium cinema experiences like IMAX and Dolby Cinema.
To earn the certification, theaters must meet Disney's technical standards in three key areas: screen size, laser projection, and premium immersive audio formats. The company has so far remained vague about the specifics, but plans to release more information by the time Marvel Studios' Avengers: Endgame is re-released in theaters this September.
The Infinity Vision program will be launched in collaboration with global theatrical exhibition partners and will feature special offerings for theaters and audiences, as well as marketing support. Disney hopes that audiences will seek out Infinity-Vision-certified screens to see their movies on the grandest possible scale.
The company has a significant number of PLF brands operating in the US, including Cinemark XD, Regal Premium Experience (RPX), and AMC Prime. These brands offer premium experiences without paying licensing fees, but Disney's Infinity Vision program aims to promote consistency across theaters and help audiences identify the best theatrical experience available in their area.