This December, Disney and Warner Bros. are going head-to-head, releasing major franchise films on the same day. To many observers, Warner Bros. holds the box office advantage, with Dune 3 securing IMAX screens. Disney appeared to respond with Infinity Vision, a new certification program offering an alternative premium large-format experience for Avengers: Doomsday.
Steve Rogers in the Avengers: Doomsday trailer – Marvel Entertainment, YouTube
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However, during the company’s recent earnings call, IMAX leadership called Infinity Vision a “marketing play.”
What Is Infinity Vision?
Announced at this year’s CinemaCon, Disney claims that Infinity Vision “sets a new benchmark for theatrical presentation.” Notably, theaters do not need to invest in new specialty equipment to receive the certification. Rather, they simply must meet certain standards.
Just announced at #CinemaCon:
Infinity Vision — A new certification for premium large format theaters designed to signify to audiences the biggest, brightest, and most immersive cinematic experiences.
Infinity Vision sets a new benchmark for theatrical presentation,… pic.twitter.com/PfaIx7fIX5
— Disney (@Disney) April 16, 2026
Qualifying theaters will provide screens at least 50 feet wide, laser projection, and premium audio formats. Andrew Cripps, head of theatrical distribution for The Walt Disney Studios, said it represents a partnership between exhibitors and the studio 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.”
Critics have called it a branding effort designed to compensate for lacking access to IMAX screens with a major blockbuster at stake.
IMAX Fires Back
IMAX CFO Natasha Fernandes was recently asked to comment on Infinity Vision. Her assessment was blunt.
“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,” she said. “[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,” she said.
James Marsden as Cyclops in the Avengers: Doomsday X-Men trailer – YouTube @marvel
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It is an argument with weight behind it. IMAX is an established brand with proprietary equipment and long-standing ties to exhibitors and audiences. Disney may have marketing power. IMAX leadership is signaling confidence in its technology and brand advantage—and that audiences will recognize the difference.
A December Showdown
Dune 3 and Avengers: Doomsday will be competing at the same time for audiences looking for huge on-screen spectacle. By refusing to shift its release date, many box office analysts suggest Disney is putting itself at a marketing disadvantage. Infinity Vision, they say, is not just a new certification—it is a reaction.
Zendaya as Chani in the Dune: Part 3 – YouTube @WarnerBros
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Whether Infinity Vision lasts beyond the release of Avengers: Doomsday remains to be seen. Disney has signaled the certification will carry over for other films. At the same time, Avengers: Secret Wars is slated for IMAX release in 2027, which puts that into question.
‘Avengers: Secret Wars’ is set to release in IMAX 🍿
In theaters December 17, 2027 pic.twitter.com/O9idegKgIS
— Culture Crave 🍿 (@CultureCrave) May 1, 2026
For now, IMAX seems confident in its position and does not view Infinity Vision as a serious threat. This moment appears less about innovation and more about competition. By unveiling this new certification, Disney is not only competing with another film, but with another format. It remains to be seen whether the Avengers franchise can launch Infinity Vision, or whether Infinity Vision can boost the next Avengers film.
The true test will come this December, when audiences vote at the box office. If moviegoers actively seek out Infinity Vision locations, Disney and other studios may adjust their marketing strategies going forward. If audiences continue to prioritize IMAX, the company’s dominance in premium large-format cinema will be confirmed.
Do you think Infinity Vision can compete with IMAX? Let us know in the comments!
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