The Walt Disney Company is stepping into the premium cinema technology space with the launch of its own large-screen format called Infinity Vision. The move comes as the studio prepares for the highly anticipated release of Avengers: Doomsday in December 2026, amid increasing competition for premium screens.
Infinity Vision is being developed in collaboration with major theatre chains and is positioned as a direct competitor to IMAX. To qualify for this new format, cinemas must meet strict technical standards, including a minimum screen width of 50 feet, advanced laser projection, and a 7.1 surround sound system powered by Dolby Laboratories.
Industry estimates suggest that approximately 5500 screens worldwide could meet these requirements, significantly exceeding the number of existing IMAX screens. This expansion could give Disney a broader reach for its biggest releases while reducing reliance on third-party premium formats.
The decision also comes in the context of a major box office clash between Avengers: Doomsday and Dune: Part Three, directed by Denis Villeneuve. The latter has secured IMAX screen priority due to existing agreements, limiting Disney’s access to those high-value screens during the crucial opening weekend.
This competition has reportedly influenced Disney’s strategy to establish its own certified large-screen ecosystem. Theatre chains already operate their own premium formats such as XL RPX and XD, but Infinity Vision aims to unify and elevate standards across multiple partners while still allowing cinemas to maintain their individual branding.
Avengers: Doomsday marks the return of Joe Russo and Anthony Russo to the Marvel Cinematic Universe, alongside the comeback of Robert Downey Jr. in a new role as Doctor Doom. Meanwhile Dune: Part Three will conclude the epic trilogy based on the works of Frank Herbert and star Timothee Chalamet.
While an official rollout timeline for Infinity Vision has not yet been confirmed, industry insiders suggest it could begin as early as late 2026, potentially aligning with major re-releases and blockbuster premieres.
