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After losing the IMAX battle to Dune: Part Three, Avengers: Doomsday is coming back swinging as Disney has invented a new way to find the best screens worldwide.
As announced at CinemaCon on April 16, Walt Disney Studios has launched a premium movie-going experience known as Infinity Vision. Much like IMAX, Infinity Vision is a new certification for premium large format theaters, which will help audiences find the biggest, brightest, and most immersive cinemas closest to them.
To qualify for Infinity Vision, Disney is looking for "the largest screens for maximum scale," "laser projection for superior brightness and clarity," and "premium audio formats for fully immersive sound." Infinity Vision is set to launch this September, just in time for the Avengers: Endgame rerelease, followed by Avengers: Doomsday hitting screens on December 18.
In a statement, Head of Theatrical Distribution for The Walt Disney Studios Andrew Cripps said, "Infinity Vision represents 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."
The news comes just weeks after Doomsday lost out on the IMAX exclusivity window to Denis Villeneuve's third Dune movie. Both Doomsday and Dune 3 are set to release on the same day, creating a new Barbenheimer moment now known as 'Dunesday.' Many expected Doomsday to shift release dates in order to claim IMAX screens across another weekend. However, at CinemaCon, Marvel head Keven Feige stated that Doomsday will still release on December 18, 2026.
So, how does Infinity Vision differ from IMAX? The latter prides itself on "perfectly tuned" sound and images that start with custom cameras. But IMAX has become a selling point because of its screens' expanded 1.43:1 or 1.90:1 aspect ratio. Infinity Vision, meanwhile, could apply to screens that don't reach IMAX's stricter criteria.
For more on Marvel Phase 6, keep up with all the upcoming Marvel movies and TV shows on the way.
