Disney unveiled Infinity Vision at CinemaCon, a certification label for movie theaters that meet criteria for screen size, laser projection, and sound. The goal is to compete with IMAX with its own premium brand. The launch is scheduled for September with the re-release of Avengers: Endgame, which will include unseen footage.
Attention, Infinity Vision is not a new projector or an unreleased image format. It is a certification label that Disney will grant to cinemas that meet specific requirements: a screen at least 15 meters wide, laser projection, and a 7.1 audio system signed by Dolby. In other words, Disney will place its logo on theaters that already exist and show films in large format. Approximately 75 theaters have already been identified in the United States, and about 300 worldwide. Certified theaters will display an Infinity Vision logo online and in person.
The timing of the launch is not a coincidence. Disney plans to kick off Infinity Vision with the re-release of Avengers: Endgame on September 25, 2026, followed by the release of Avengers: Doomsday on December 18. The Russo brothers announced that the Infinity Vision version of Endgame will contain unseen footage to encourage viewers to come back six years later.
This is also a way to give visibility to the label just before the big year-end release. Apparently, Disney intends to rely on Marvel to establish Infinity Vision in the public’s habits before expanding it to other studios within the group (Pixar, Star Wars, 20th Century).
For now, Disney has not communicated any specific list of certified theaters outside the United States. We know that 300 theaters are planned internationally, but no details by country. In France, chains like Pathé or UGC already have large-format theaters (ICE, Dolby Cinema) that could presumably meet the criteria for Infinity Vision. But nothing has been confirmed yet.
So, the idea of setting up an in-house label for the premium cinema experience is rather clever on Disney’s part. In short, it’s not a technical advancement, it’s marketing. The theaters that will be certified for Infinity Vision already project in large format with surround sound and laser projection. Disney is just putting its logo on them. The real question is whether this label will influence viewers’ choice between an IMAX theater and an Infinity Vision theater to see Avengers: Doomsday. And for France, without the list of certified cinemas, it’s a bit early to get too excited.
