Disney’s New ‘Infinity Vision’ Cinema Standard Passes First Major Test

Marvel Studios has been building excitement for its most significant theatrical release since the original ‘Avengers: Endgame.’ The studio is not solely relying on trailers and marketing; Disney has also been quietly transforming how audiences select theaters by introducing a new certification system ahead of the film’s debut.

This system, known as Infinity Vision, aims to tackle a specific challenge for Disney’s upcoming Marvel release. The certification was unveiled at CinemaCon just as news broke that IMAX had prioritized a competing film for the same December release date currently held by ‘Avengers: Doomsday,’ leaving Disney’s major release without guaranteed access to IMAX’s premium screens.

The certification process is now moving from paperwork to actual theaters. Disney has provided an Infinity Vision test package to cinemas that evaluates a specific set of technical criteria, with results sent back to Disney for official certification. Rakki Cinemas’ EPIQ auditorium has already become one of the first venues to pass this certification.

This milestone is particularly significant as it leads up to two important dates: the September re-release of ‘Avengers: Endgame’ and the December debut of ‘Avengers: Doomsday.’

Disney officially introduced Infinity Vision at CinemaCon, describing it as a new certification for premium large format theaters developed in collaboration with global exhibition partners. To achieve this certification, a screen must be at least 45 feet wide, feature an immersive audio setup like Dolby Atmos or 7.1, and meet brightness standards of at least 14 footlamberts in 2D or 6 footlamberts in 3D.

Andrew Cripps, Disney’s Head of Theatrical Distribution, emphasized that this initiative extends the studio’s production standards into theaters. He stated that the aim is to help audiences quickly locate “the very best screens in their area to experience our films in exactly the way they’re designed to be seen” during Disney’s official announcement at CinemaCon.

The rollout of Infinity Vision is critical for Marvel’s release schedule. Disney is set to re-release ‘Avengers: Endgame’ in September under the new title ‘Avengers: Endgame Encore,’ featuring bonus footage, making it the first film to carry the Infinity Vision certification in theaters. Following this, ‘Avengers: Doomsday’ will be released in December as the certification’s primary test.

Rakki Cinemas’ Chennai location has become one of the earliest confirmed passes, fitting into a broader initiative already in progress across India’s premium screen market. The chain’s OMR location opened Chennai’s first EPIQ auditorium, a premium large format screen developed by Qube Cinema, and other Rakki venues are reportedly preparing to seek certification next.

For theater chains, the motivation to pursue certification extends beyond mere prestige. Premium large-format auditoriums enable theaters to charge higher ticket prices while providing an experience that is hard to replicate at home. These screens can significantly contribute to a blockbuster’s opening weekend revenue. By embracing the Infinity Vision rollout, theaters can market themselves alongside Marvel’s campaign rather than competing for attention against it.

Despite these developments, ‘Avengers: Doomsday’ still lacks IMAX access for its December 18 release, a date it shares with a significant rival blockbuster. Disney is instead implementing its own certification across hundreds of premium non-IMAX screens globally, betting that the Infinity Vision branding can attract a substantial share of the premium-ticket audience, regardless of the IMAX label.

Whether moviegoers will embrace this new certification as they have with IMAX and Dolby Cinema will become evident when ‘Endgame Encore’ premieres on certified screens in September, ahead of the real test in December.

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