What the hell is the special “format” Disney showed for the new “Avengers”?
Disney introduced a format called Infinity Vision for Avengers: Doomsday, but in practice it is not a new format—rather a standard with minimum requirements that can vary from one venue to another. Meanwhile, Dune: Part 3 releasing on the same day gives it an advantage across IMAX theaters.
In the past few weeks, you’ve probably noticed that everyone is talking about IMAX, especially following the huge commercial success of “Odyssey.” Around the world, and in Israel too, screenings are filled to capacity, and some fans go even further, traveling across Europe and the United States to reach special screenings in the ultimate 70 mm format—the way Christopher Nolan intended for you to see the film. But you may have recently heard about another new format set to make its debut in arguably the biggest film of the year: Avengers: Doomsday. It is time to realize that Disney is trying to sell you a bit of a scam.
Meet Infinity Vision
If you don’t follow Disney news closely, you might have spotted the new format revealed at the end of the Avengers: Doomsday trailer. Right after the bombastic music, a sparkling caption appears: “See it in Infinity Vision.” This is reminiscent of the captions for films shot specifically for IMAX, and the average consumer might assume this is the definitive way to watch the new Marvel film. In fact, even before Doomsday hits theaters, Disney plans to re-release Endgame in September—likely to squeeze more revenue from the fanbase—presented in this new format.
So, what is actually happening? Doomsday is set for release on December 18. The problem? Dune: Part 3, the final film in Denis Villeneuve’s trilogy, premieres on the exact same day. Some are already calling this weekend “DunesDay,” echoing the “Barbenheimer” phenomenon. The real battle is happening behind the scenes: Villeneuve filmed large portions of his movie using dedicated IMAX cameras and secured the release date before Disney and Marvel. As a result, Dune 3 has absolute exclusivity over all IMAX theaters worldwide. Disney, accustomed to having the red carpet rolled out for them, decided to pull a rabbit out of a hat and invented Infinity Vision.
Nothing truly new here
Infinity Vision is not a format; it is simply a made-up standard from Disney. At Cinemacon, the company announced that it is intended for PLF (Premium Large Format) theaters. For a theater to claim it screens a film in “Infinity Vision,” it must meet minimum requirements: a screen size of at least 13.7 meters, a Dolby-supported surround system with at least 7.1 channels, and a high-brightness laser projector. For now, it seems this branding will be exclusive to Marvel films.
Disney claims Infinity Vision helps you identify the best places to watch movies “just as the creators intended,” using the same language as IMAX. But in practice, this is not a new projection or filming technology; it is just an existing theater with a Disney stamp on it. It is not a new type of cinema like the Onyx hall at Cinema City or ScreenX at Amey Planet. It is a marketing tool designed to create FOMO for viewers who cannot get into a real IMAX theater. Because the standard only sets a minimum threshold, the viewer experience can vary significantly from one Infinity Vision theater to another.
It seems to be working for Disney, as thousands of theaters have already applied for the status. They will likely charge premium prices for the “huge screen experience,” even if the hall remains unchanged. Disney isn’t setting higher prices itself, but if the move succeeds and viewers flock to these screenings, theaters will undoubtedly be happy to charge even higher premiums next time. In the meantime, we’ll probably be waiting in Israel for “Ami Vision.”
