Disney has met with Paramount, Universal, Lionsgate and Sony about using Infinity Vision, its big-screen theater label, to market their movies. Avengers: Doomsday is the first big test on Dec. 18.
Disney built its own answer to IMAX for Avengers: Doomsday. Now it wants other studios to use it, too.
Disney has met with Paramount Pictures, Universal Pictures, Lionsgate and Sony Pictures about putting Infinity Vision on their movies, Bloomberg reported Oct. 8, citing people familiar with the talks.
Those studios have shown early interest, the people said. Some want to see how Infinity Vision works for Avengers: Doomsday first. That movie opens Friday, Dec. 18.
What is Disney’s Infinity Vision?
It’s a label, not a new kind of screen. Infinity Vision certifies big premium theaters that already exist, like AMC‘s XL screens and Cinemark‘s XD screens, and puts them all under one brand.
To qualify, an auditorium needs a giant screen, laser projection and Dolby 7.1 surround sound. Bloomberg puts the screen width at around 50 feet.
About 5,500 screens around the world meet those standards, according to Bloomberg. That’s about three times as many as IMAX has.
Disney says the label tells moviegoers which theaters offer “the biggest, brightest, and most immersive cinematic experiences.”
Why did Disney create Infinity Vision?
Because Avengers: Doomsday can’t get IMAX screens for its opening. Denis Villeneuve‘s Dune: Part Three opens the same weekend, and IMAX already has a deal to show it.
Dune: Part Three locked in about 400 IMAX screens for a three-week run, according to TheWrap. The Dune movies were partly shot with IMAX cameras, so the brand fits.
That left Marvel’s biggest movie of the year without IMAX. Disney introduced Infinity Vision at CinemaCon in April, during its Avengers: Doomsday presentation.
How is Infinity Vision different from IMAX?
IMAX is a whole system. The company, founded in 1967, works with filmmakers, makes its own cameras and licenses its technology to theaters. It also monitors theater quality around the clock.
Infinity Vision doesn’t add new tech to a screen. It just recognizes theaters that already meet Disney’s standards.
IMAX hasn’t been impressed. Chief financial officer Natasha Fernandes called it “a marketing play“ on an IMAX earnings call this spring, according to The Playlist.
Which movies are in Infinity Vision?
So far, only Disney’s. The first was Avengers: Endgame Encore, a re-release of Avengers: Endgame with new scenes, which hit theaters Sept. 25.
Avengers: Doomsday is next. If other studios sign on, their movies could carry the Infinity Vision label in their marketing, too.
That would give the new brand a lot more credibility, Bloomberg noted. Hollywood studios often pick release dates based on how many IMAX screens they can get.
Do theater chains like Infinity Vision?
Many of them seem to, at least so far. Disney had received more than 7,500 applications for Infinity Vision certification by late June, according to reports from CineEurope in Barcelona, where Disney gave an update.
At that event, leaders at Cinemark and Regal spoke in favor of one simple brand for big-screen theaters. Right now, each chain uses its own name, which can be confusing when you’re buying tickets.
When does Avengers: Doomsday come out?
Dec. 18. Robert Downey Jr. returns to Marvel as Doctor Doom, and the movie brings together a huge lineup of Marvel heroes.
Here’s the official trailer:
Should you see Avengers: Doomsday in Infinity Vision?
If you want the biggest screen you can get that weekend, it might be your best bet. IMAX auditoriums will be busy with Dune: Part Three for its first three weeks.
Look for the Infinity Vision label when you buy tickets. You’ll find it on screens that are already among the largest at your local theater chain.
Article compiled with the help of the Pirates & Princesses newsroom.
Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.
Hat Tips:
Bloomberg (Oct. 8, 2026), the studio talks, the 5,500 screens, the 50-foot screen standard and the Dune deal
TheWrap (2026), the Dune: Part Three IMAX window and the Endgame Encore date
Walt Disney Studios via Dark Horizons (April 16, 2026), the CinemaCon reveal and Disney’s description
The Playlist (May 2026), Natasha Fernandes’ comment
SSBCrack News (June 25, 2026), the CineEurope update and the 7,500 applications
Marvel Entertainment (July 2026), the official trailer
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