The Russo Brothers and Kevin Feige did more than just reveal new footage of Avengers: Doomsday at this year’s CinemaCon in Las Vegas. They also announced an entirely new way to experience Disney’s biggest movies. The Mouse House is partnering with large-format theaters around the world on Infinity Vision. And it’s kicking off this new, brighter, bolder, more immersive way to watch movies with a re-release of Avengers: Endgame.
Walt Disney Studios says Infinity Vision will let audiences know which theaters “offer the biggest, brightest and most immersive cinematic experiences” by setting “a new benchmark for theatrical presentation, certifying auditoriums that meet rigorous technical standards.” What will that actually mean in practice. Disney described the kinds of upgrades moviegoers can expect from Infinity Vision:
- The largest screens for maximum scale
- Laser projection for superior brightness and clarity
- Premium audio formats for fully immersive sound
Premium large format (PLF) theaters around the world will get to employ Infinity Vision for the first time this fall. Marvel Studios will re-release Avengers: Endgame in Infinity Vision in September. The Russos and Feige also said this latest theatrical release for the blockbuster film will include brand-new footage. Two months later, Avengers: Doomsday will also be available in Infinity Vision at certified PLFs.
“Disney’s standards for production quality are second to none, with every single detail of a film finely tuned for an immersive experience,” said Andrew Cripps, Head of Theatrical Distribution for The Walt Disney Studios, in a statement. “Infinity Vision certification extends that commitment to the theaters themselves, representing 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.”
Although Disney sounds pretty excited about its new format, IMAX isn’t really that impressed. IMAX CFO Natasha Fernandes says of Infinity Vision, “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,” Adding that 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.” Oop. Well, make of that what you will.
We didn’t need much more convincing to see Avengers: Doomsday. We didn’t even need an excuse to see Endgame in theaters again. But it turns out there’s Infinity Vision reasons to do both.
Originally published on April 17, 2026.
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Source: Kiat Media
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