Disney is reportedly seeking support from other major Hollywood studios for Infinity Vision, its premium theater certification, ahead of the December release of Avengers: Doomsday.
Disney Discusses Infinity Vision With Other Studios
According to a report from Bloomberg, Disney has met with Paramount Pictures, Universal Pictures, Lionsgate, and Sony Pictures Entertainment about using Infinity Vision to promote their films. The report cites unnamed people familiar with the private discussions.
The studios have expressed preliminary interest, though some reportedly want to see how the Infinity Vision marketing campaign performs for Avengers: Doomsday before deciding whether to participate. The Marvel Studios film opens in U.S. theaters on December 18, 2026.
Infinity Vision brings existing premium large format offerings, including AMC’s XL and Cinemark’s XD, together under a shared certification. Participation by other studios would broaden the brand’s reach beyond Disney releases.
Disney announced Infinity Vision at CinemaCon in April, emphasizing large screens, laser projection, and premium sound. Certified theaters feature the branding online and at their locations to help moviegoers identify participating auditoriums.
The standards set out by Disney for Infinity Vision experiences include screens approximately 50 feet wide, laser projection, and Dolby 7.1 surround sound. About 5,500 screens worldwide meet those requirements, roughly three times the number of IMAX venues.
Infinity Vision and IMAX
Disney’s effort to expand Infinity Vision comes as Avengers: Doomsday faces competition for premium screens. Dune: Part Three, directed by Denis Villeneuve, opens the same weekend and has an agreement with IMAX, preventing Disney’s film from securing exclusive access to those screens.
IMAX CEO Rich Gelfond downplayed Infinity Vision during a JPMorgan media and entertainment conference in May, describing it as “just kind of a branding move on their part.” He pointed to the absence of new screens or proprietary technology.
IMAX works directly with filmmakers, uses proprietary cameras and theater technology, and provides ongoing presentation monitoring and support. Infinity Vision certifies existing auditoriums that meet its presentation standards.
Wedbush analyst Alicia Reese questioned whether Disney could persuade other studios to join, citing Universal’s relationship with IMAX. She also suggested that regulators could scrutinize whether participating studios received preferential bookings.
Bloomberg Intelligence senior antitrust analyst Jennifer Rie offered a different assessment, saying the available information suggested a low antitrust risk. However, she said concerns could arise if the arrangement excluded IMAX or involved an agreement to avoid distributing films through the company.
Meanwhile, theater chains are already promoting Infinity Vision screenings of Avengers: Doomsday. Regal is offering a Doctor Doom Magic: The Gathering promotional card to Regal Rewards members attending Infinity Vision screenings during the film’s opening weekend.
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