When a studio loses IMAX for its biggest film of the year, you’d expect panic. Instead, Disney is doubling down. With Avengers: Doomsday heading to theaters in December without any IMAX screens, the company has leaned on a new program called Infinity Vision, and one of its top executives is now making the case that it’s good for everyone.
How Doomsday Lost Its IMAX Screens?
Avengers: Doomsday was originally named among 21 blockbusters planned for IMAX release in 2026. That plan fell apart when Dune: Part Three claimed the IMAX screens in December. Rather than wait it out, Disney built its own answer, unveiled at CinemaCon 2026: a certification system that points audiences to the best non-IMAX premium screens near them.
Avengers: Doomsday: Infinity Vision
| Detail | What We Know |
|---|---|
| What it is | A certification for Premium Large Format (PLF) theaters |
| Minimum screen width | 45 feet |
| Sound requirement | 7.1 surround |
| Brightness (non-3D) | At least 14 foot-lamberts |
| First test | Avengers: Endgame re-release |
| Big release | Avengers: Doomsday (December) |
| Pre-sale share | About 70% of advance tickets |
What Disney’s Theatrical Chief Said?
Andrew Cripps, Disney’s head of theatrical distribution, told The Wrap that IMAX remains a valued partner but isn’t the only route to a great blockbuster experience. He pointed out that roughly 320 premium format brands exist worldwide, including those that theater chains promote themselves.
His key message was reassurance. Disney isn’t asking theaters to abandon the brands they’ve spent years building. Infinity Vision sits alongside them, and Disney says it will help market them. In other words, it’s less a replacement format and more a shared badge of quality.
Who Qualifies?
Several well-known formats clear the bar without much trouble. They include ScreenX with its wraparound visuals, 4DX with its motion effects, Dolby Cinema with its spatial audio and D-Box with its haptic feedback. For moviegoers, the benefit is clarity. Instead of decoding a dozen competing labels, you can look for one certification that signals a premium experience.
A Practice Run With Endgame
Disney didn’t wait for Doomsday to test the idea. The Avengers: Endgame re-release served as a trial run, encouraging fans to rewatch the film while giving theaters time to qualify. It’s a smart bit of timing, since it builds hype for the new movie while stress-testing the program across different formats.
Is the Strategy Working?
By the numbers, yes. Around 70% of advance ticket sales for Doomsday are coming from Infinity Vision-approved theaters, which is a striking result for a film that was denied IMAX. That suggests audiences are willing to follow the label, at least for a movie with this much buzz.
Could Infinity Vision Outlive Doomsday?
That’s the bigger question. Disney will almost certainly keep working with IMAX, but a single label for non-IMAX premium screens has obvious appeal to distributors. There’s already a hint of that. Godzilla Minus Zero was reportedly listed for both IMAX and Infinity Vision screens in South Africa and other regions, which suggests other distributors like Toho may use the branding too.
Disney has said Infinity Vision was never meant to be a brand-new format, just an easy way to find the best screens outside IMAX. If that simple promise holds, it could become a lasting part of how big films are sold. For background on the film itself, see the Avengers: Doomsday Wikipedia page. And for more on box office and blockbuster news, explore the latest entertainment coverage on Technosports, where we also follow upcoming movie releases and streaming updates.
FAQs
Q1. What is Infinity Vision?
It’s Disney’s certification for premium large-format theaters offering the best non-IMAX viewing experience.
Q2. Is Avengers: Doomsday playing in IMAX?
No. IMAX screens went to Dune: Part Three in December, so Doomsday relies on Infinity Vision theaters.
