Disney's Infinity Vision Aims to Steal Imax's Premium Format Spotlight

Disney has launched Infinity Vision, a certification and promotion program designed to guide moviegoers to studio-approved premium formats. The move is in response to Disney's decision to move 'Avengers: Doomsday' from a May 2026 release to December, giving Marvel Studios more time to finish the massive crossover film.

In exchange for this, Disney had to give up Imax support as the popular PLF company already had an exclusive deal with Warner Bros. on 'Dune: Part Three.' Infinity Vision aims to break the hold that Imax has on audiences by promoting other premium formats available at theaters.

The program requires screens to meet certain standards, including being at least 45 feet wide, having a 7.1 surround sound system, and a projector brightness of at least 14 foot-lamberts for non-3D projectors. Several theater chains have welcomed the partnership, with Classic Cinemas' CEO Chris Johnson saying that presales for 'Avengers: Doomsday' on XQ screens have been higher than expected.

The success of Infinity Vision is not limited to this film alone. The interest Marvel fans have in PLFs resulted in format records being broken when 'Spider-Man: Brand New Day' was released in theaters two months ago, with CJ 4DPlex grossing a combined $112 million for ScreenX and 4DX.