IMAX Responds to Disney’s Infinity Vision Plan, Calls It a Marketing Strategy

IMAX has directly addressed Disney’s new “Infinity Vision” initiative, and the company is not holding back.

During a recent earnings call, reported by industry outlets, IMAX CFO Natasha Fernandes discussed Disney’s decision to introduce its own premium large format certification for theaters. This new label is expected to debut alongside upcoming Marvel releases, including a re-release of ‘Avengers: Endgame’ and the new film ‘Avengers: Doomsday’.

Fernandes made it clear that IMAX does not perceive this as a significant threat. Instead, she indicated that the move is more about branding than actual technology.

She stated, “From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an IMAX platform or brand for ‘Avengers: Doomsday’.”

Her remarks highlight the increasing competition between studios and theater technology companies regarding premium viewing formats. IMAX has long established itself as a leading choice for large-screen cinema, particularly for major blockbusters.

Fernandes also emphasized that audiences are already well-acquainted with what IMAX offers. She suggested that moviegoers, especially fans of significant franchises like Marvel, recognize the differences between formats.

She said Marvel fans are “among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide.”

These comments were made during IMAX’s latest financial update, where the company reported a slight decline in revenue compared to the previous year. Nonetheless, IMAX is still anticipating strong performance in 2026, with major films scheduled and ongoing expansion of its global theater network.

Even with new competition like Infinity Vision, IMAX seems confident in its market position. The company continues to focus on its own technology, partnerships with filmmakers, and exclusive releases to maintain its competitive edge.

This appears to be the beginning of a larger conflict between studios and theater brands over how movies should be experienced. Disney is clearly attempting to establish its own system, while IMAX is defending its status as the premier premium format. Ultimately, it will depend on audience preferences when they visit theaters. What are your thoughts on this situation and Disney’s Infinity Vision plan? Share your opinions in the comments.