Walt Disney Co. is exploring a new strategy to challenge Imax Corp. by uniting various large-screen movie formats under a single brand. According to sources familiar with the matter, Disney has been in discussions with major studios, including Skydance Corp.’s Paramount Pictures, Comcast Corp.’s Universal Pictures, Lionsgate Studios Corp., and Sony Pictures Entertainment. The talks revolve around Disney’s Infinity Vision certification, which aims to consolidate existing large-screen formats like AMC Entertainment Holdings Inc.’s XL and Cinemark Holdings Inc.’s XD under one cohesive brand.
The goal of Infinity Vision is to create a unified standard for premium large-screen experiences, potentially offering a direct alternative to Imax. Disney’s approach involves collaborating with theater chains to streamline the presentation of high-quality visuals and sound, making it more attractive for studios to market their films under this new brand. The discussions have remained private, with sources citing the sensitivity of the negotiations.