The Impressive TimesThe battle for premium movie screens is escalating ahead of one of Hollywood’s biggest upcoming box office showdowns, with Disney launching a new large-format screen certification called Infinity Vision as Avengers: Doomsday prepares to compete with Dune: Part Three for audience attention and limited IMAX access.
Disney is partnering with theatre chains to introduce Infinity Vision, a premium giant-screen format positioned as a potential rival to IMAX. According to reports, auditoriums seeking the certification would need to meet technical standards including screens at least 50 feet wide, laser projection and Dolby 7.1 surround sound.
Industry estimates suggest roughly 5,500 screens worldwide could qualify under the new format — significantly more than the current global IMAX footprint.
The move comes as Avengers: Doomsday is reportedly set to lose exclusive access to IMAX screens during its December release due to an existing agreement that favours Warner Bros-backed Dune: Part Three, creating what industry observers are calling a major “Dunesday” clash.
The competition for premium-format screens has become increasingly important for blockbuster economics, with IMAX and other large-format screens often delivering higher ticket prices and stronger opening weekend returns.
Reports indicate Disney has been in discussions with multiple theatre chains as part of the rollout, while existing premium formats such as AMC XL, Regal RPX and Cinemark XD could continue operating alongside Infinity Vision branding.
The initiative also signals Disney’s broader push into the exhibition side of the business, expanding beyond content distribution at a time when studios are seeking greater control over how major theatrical releases are presented.
Avengers: Doomsday, directed by Joe and Anthony Russo, marks a major Marvel event with Robert Downey Jr. returning to the franchise in the role of Doctor Doom, while Dune: Part Three is positioned as Denis Villeneuve’s conclusion to the sci-fi trilogy led by Timothée Chalamet.
With both films targeting the same release corridor, the fight for premium screens is shaping up as a major front in the broader blockbuster showdown.
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