Disney Launches Infinity Vision Theater Brand Ahead of Avengers: Doomsday
The Walt Disney Company has introduced Infinity Vision, a new premium theater certification brand, alongside the first full trailer for “Avengers: Doomsday.” The company is encouraging moviegoers to book Infinity Vision screenings before the film’s December 18 release. Rather than introducing new projection technology, Infinity Vision highlights theaters that meet Disney’s premium presentation standards.
Infinity Vision certifies premium theaters
Infinity Vision serves as a certification program instead of a new theater format. Eligible auditoriums include existing premium large-format screens such as Cinemark XD, Regal RX, and AMC PRIME. To qualify, theaters must feature a screen at least 45 feet wide, laser projection that meets specific brightness standards, and either Dolby Surround 7.1 or an immersive audio system like Dolby Atmos.
Currently, Disney has certified more than 75 theaters across the United States and over 300 worldwide. Meanwhile, industry observers view the move as a response to Warner Bros.’ “Dune: Part Three,” which secured many IMAX screens for its opening weeks despite sharing the same release date.
Rollout begins before December release
Disney will first introduce Infinity Vision during the September 25 re-release of “Avengers: Endgame.” Afterward, the certification will continue with “Avengers: Doomsday” when it arrives in theaters in December. Additionally, domestic tickets for Infinity Vision screenings went on sale Monday through Fandango, while some theaters added a surcharge of $1 to $2 above standard premium-format ticket prices.
IMAX has dismissed the initiative as a “marketing play” designed to offset Disney’s lack of access to IMAX screens during the crucial opening window. Disney, for its part, has framed Infinity Vision as a way to help audiences identify the most premium theatrical experience available for its tentpole releases.
What Infinity Vision means for audiences
Moviegoers will not see new hardware because the certified screens already exist. Instead, Disney is introducing a unified premium label that makes qualifying theaters easier to identify. Consequently, audiences may notice higher ticket prices at some locations. Ultimately, the strategy will face its biggest test when “Avengers: Doomsday” and “Dune: Part Three” compete at the box office in December.
