The Walt Disney Co. is taking on Imax Corp. with Infinity Vision, a new theater certification for premium large format screens.
The Burbank-based entertainment giant made the announcement in April at CinemaCon 2026 in Las Vegas, the largest annual event for the motion picture theater business across the globe. Through the partnership between Disney and theatrical exhibition partners, the newly certified screens are expected to roll out with the re-release of Marvel Studios’ blockbuster “Avengers: Endgame” in September. Disney shared that the benchmark for certification includes “the largest screens,” laser projection and premium audio formats.
“Infinity Vision will signify to audiences which auditoriums offer the biggest, brightest, and most immersive cinematic experiences,” according to Disney.
Biggest release
Though not constructing new screens with proprietary technologies like its competitor Imax, the certification may allow Disney to protect its interests in the competitive theatrical release market. Australian culture media company Man of Many pointed out that the announcement came alongside reports that Imax is focused on the release of “Dune: Part Three” on Dec. 18, the same slot for Marvel’s “Avengers: Doomsday.”
“If that plays out, Disney’s biggest tentpole of the year could be left without prime Imax screen access,” said the report. “With 75 qualifying locations in the U.S. and around 300 globally, (Infinity Vision) gives Disney immediate scale, even if it still sits well behind Imax’s reported footprint of roughly 1,700 auditoriums worldwide.”
