Disney Launches InfinityVision to Counter Imax Lockout as Avengers: Doomsday Clashes with Dune 3

TL;DR Disney introduced InfinityVision, a new certification for premium large-format cinemas, to ensure its upcoming *Avengers: Doomsday* has top-tier viewing options amidst an Imax exclusivity deal for *Dune 3*. This move directly addresses competition for high-end screen real estate.

Movie studios increasingly rely on premium large-format (PLF) auditoriums to attract audiences to theaters. These specialized cinemas feature enhanced elements like oversized screens, advanced sound systems, and superior projection technology. PLFs offer an elevated viewing experience, driving higher ticket sales and distinguishing theatrical releases from home viewing.

Disney announced InfinityVision, a new certification designed for these premium auditoriums. This certification aims to assure viewers of a consistent high-quality presentation for films on designated screens. Approximately 300 auditoriums worldwide currently hold InfinityVision certification, though Disney has not yet released a public list of these venues.

This initiative emerges as *Avengers: Doomsday* prepares for its December premiere. The highly anticipated Marvel film will open on the same weekend as the third installment of the *Dune* series. *Dune 3* has secured exclusive access to Imax screens for several weeks, effectively limiting *Avengers: Doomsday*'s presence on these prominent large-format displays. InfinityVision provides an alternative branding for other premium screens, allowing Disney to direct audiences to certified experiences beyond Imax.

Disney's InfinityVision directly counters the Imax exclusivity deal secured by *Dune 3*. By certifying other large-format screens, Disney aims to guarantee a premium experience for *Avengers: Doomsday* viewers across a wider network of cinemas. This strategy emphasizes the importance of branded, high-quality viewing environments in a competitive theatrical market.

The introduction of InfinityVision further intensifies the race among studios and exhibitors to offer distinct viewing options. This trend, often called "screenmaxxing," involves various branded PLF experiences beyond Imax, such as Dolby Cinema and RPX. These options provide a range of choices for moviegoers seeking an enhanced cinematic event.

Observe how many cinemas adopt InfinityVision and if Disney provides a public list of certified locations to guide ticket buyers for *Avengers: Doomsday*.