Disney has recently unveiled their new IMAX competitor, Infinity Vision. This is Disney’s answer to the superior IMAX experience, and it may be partially due to “Avengers: Doomsday.”
How is Infinity Vision due to Doomsday?
Marvel has “Avengers: Doomsday” coming out on December 18, 2026, which also happens to be the same opening day for “Dune 3”.
Here’s where it gets interesting. “Dune” already had IMAX locked down, meaning no IMAX debut for “Avengers: Doomsday.”
Disney decided to promote their own certified “premium” experience with Infinity Vision.
What is Infinity Vision? Why does Disney need to go so far?
According to Disney, Infinity Vision is a “new certification for premium large format (PLF) theaters. Done in collaboration with global theatrical exhibition partners, Infinity Vision will signify to audiences which auditoriums offer the biggest, brightest, and most immersive cinematic experiences.”
Basically, take already existing theaters, have them upgrade to meet “certification,” and then Disney/theaters charge more for this “experience”.
Disney sets benchmarks that MOVIE THEATERS have to meet to qualify for their newly made-up certification.
Here are the “benchmarks.”
- The largest screens for maximum scale
- Laser projection for superior brightness and clarity
- Premium audio formats for fully immersive sound
Disney claims that there are over 75 domestic locations that have acquiesced to their request.
Even Polygon called it out, saying,
“Naturally, response to this has been mixed, with some film fans mocking the move. After all, tagging pre-existing PLF theaters with a Disney-approved stamp isn’t inherently doing anything outside a general branding move. Fans are concerned about increased prices based entirely around marketing hype rather than actual quality.”
Why is Disney doing this?
Because of “Avengers”.
They plan on rolling this out for an unwanted re-release of “Avengers: Endgame” that they plan to put new footage into, so they claim you need to see it ahead of “Doomsday”. Fans are already irked about this move.
But they might need the money because the rumored budget for “Avengers: Doomsday” is $700 million!
The reports indicate that total includes marketing. If that is true, Disney has to make over $1 BILLION to break even by industry standard calculations.
Now demanding theaters scale up for upcharged experiences (that Disney doesn’t pay for) makes a lot more sense.
What do you think? Comment and let us know!
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