Disney Pitches Infinity Vision Large-Screen Format to Rival Studios in Challenge to IMAX
According to Bloomberg, Walt Disney Co. has reached out to competing studios such as Paramount Pictures, Universal Pictures, Lionsgate Studios, and Sony Pictures regarding the marketing of films under its Infinity Vision brand, a large-screen theater certification that rivals Imax Corp. While studios have shown interest, they are waiting to see how Infinity Vision performs during the promotional campaign for Disney's Avengers: Doomsday, which is set to debut on December 18. Infinity Vision designates large-screen formats from theater chains like AMC's XL and Cinemark's XD, necessitating screens approximately 50 feet wide, laser projection, and Dolby 7.1 sound. Approximately 5,500 screens satisfy these requirements, which is three times the number of Imax locations. Disney's initiative follows Imax's deal to showcase Dune: Part Three on the same weekend. In 2025, Imax achieved a record $1.28 billion in global box office earnings.
Key facts
- Walt Disney Co. has held talks with rival studios about marketing their films under Infinity Vision, its large-screen theater format certification.
- Paramount Pictures, Universal Pictures, Lionsgate Studios Corp., and Sony Pictures Entertainment are among the studios Disney has approached.
- Infinity Vision competes with Imax Corp. and serves as a common label for large-screen offerings from theater chains like AMC's XL and Cinemark's XD.
- Eligible auditoriums must have a screen roughly 50 feet wide, laser-based projection, and Dolby Laboratories Inc.'s 7.1 surround-sound audio.
- About 5,500 screens globally meet Infinity Vision's requirements, roughly three times the number of Imax venues.
- Disney launched Infinity Vision in partnership with theater chains in April.
- Avengers: Doomsday opens the weekend of Dec. 18 and will not have exclusive access to Imax screens because Imax will screen Dune: Part Three from Warner Bros. the same weekend.
- Imax, founded in 1967, posted a record $1.28 billion in global box office receipts in 2025, topping its 2019 record by 13%.
Entities
Artists
- Denis Villeneuve
- Shylo Molina
- Billie Roy
- Ryan Coogler
- Paul Thomas Anderson
- Lee Cronin
- Jack Reynor
- Christopher Nolan
Institutions
- Walt Disney Co.
- Imax Corp.
- Paramount Pictures
- Skydance Corp.
- Universal Pictures
- Comcast Corp.
- Lionsgate Studios Corp.
- Sony Pictures Entertainment
- AMC Entertainment Holdings Inc.
- Cinemark Holdings Inc.
- Dolby Laboratories Inc.
- Warner Bros.
- Bloomberg
- CNBC
- EntTelligence
- Disney
- Imax
- Barco
- Dolby
- Alamo Drafthouse
- Regal Cinemas
- CinemaCon
- Marvel
- AMC Lincoln Square
- Netflix
- Best Buy
- The Guardian
Locations
- Brooklyn
- New York City
- Manhattan
- New York
- United States
Sources
- Quartz —
- ArtsJournal —