During Disney’s presentation at CinemaCon, Marvel Studios president Kevin Feige announced Infinity Vision, a new certification for premium large format theaters designed to signify to audiences the biggest, brightest, and most immersive cinematic experiences. Right away, many began to speculate that Infinity Vision was being rolled out because Avengers: Doomsday wouldn’t be released in IMAX theaters this December due to Dune: Part Three having already locked up the screens for an exclusive three-week run. Turns out, that’s pretty much what IMAX believes as well.
IMAX on Infinity Vision
During an after-market analyst call (via THR), IMAX CFO Natasha Fernandes was asked to comment on Disney’s Infinity Vision.
“From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an Imax platform or brand for Avengers: Doomsday,” Fernandes said, adding that Marvel fans are “among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide.“
More About Infinity Vision
According to Disney, Infinity Vision will set a new benchmark for theatrical presentation, with a focus on the largest screens for maximum scale, laser projection for superior brightness and clarity, and premium audio formats for fully immersive sound.
“The goal of Infinity Vision is to help audiences identify the best theatrical experience,” reads the press release. “Beginning with the September re-release of Marvel Studios’ Avengers: Endgame and followed by the highly anticipated December release of Marvel Studios’ Avengers: Doomsday, audiences will be able to seek out Infinity Vision-certified screens and see the film on the grandest possible scale, exactly as intended.“
Andrew Cripps, Head of Theatrical Distribution for The Walt Disney Studios, said, “Disney’s standards for production quality are second to none, with every single detail of a film finely tuned for an immersive experience. Infinity Vision certification extends that commitment to the theaters themselves, representing a shared effort between The Walt Disney Studios and the exhibition community to help audiences quickly find the very best screens in their area to experience our films in exactly the way they’re designed to be seen – on a huge screen with the sharpest, clearest color and sound.“
Avengers: Endgame will be re-released (with new footage) in theaters on September 25 in Infinity Vision, followed by Avengers: Doomsday on December 18.
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