Disney launches ‘Infinity Vision’ in attempt to rival IMAX
Walt Disney Studios is launching ‘Infinity Vision’, which it deems a “new benchmark for theatrical presentation”, in an attempt to rival the monopoly IMAX has over the market.
The new large-format screen certification will roll out in time for the release of Avengers: Doomsday this December.
Notably, Avengers: Doomsday and Dune 3 are set for release on the same weekend, and in the battle for IMAX showings, the next Avengers instalment lost out. Subsequently, Dune 3 will be the only movie receiving the full IMAX experience.
The announcement, which was made originally at CinemaCon, was shared on their social media, where Disney explained the ‘Infinity Vision’ is “a new certification for premium large format theaters designed to signify to audiences the biggest, brightest, and most immersive cinematic experiences.”
Disney added, “Beginning with the September 25 re-release of Marvel Studios’ Avengers: Endgame and followed by the December 18 release of Marvel Studios’ Avengers: Doomsday, audiences will be able to seek out Infinity Vision-certified screens and see the film on the grandest possible scale.”
Andrew Cripps, Head of Theatrical Distribution for The Walt Disney Studios, also added, “Disney’s standards for production quality are second to none, with every single detail of a film finely tuned for an immersive experience; Infinity Vision certification extends that commitment to the theaters themselves.”
To Cripps, this 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.”
Disney will partner with movie theatres, which must have a screen width of at least 50 feet, laser projection, and the 7.1 surround-sound system from Dolby Laboratories Inc., according to Financial Post.
There are currently 75 Infinity Vision-certified PLFs in the United States. There are also 300 more in locations outside of the United States.
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