Disney is trying to turn its new Infinity Vision label into a bigger force across cinemas, opening discussions with rival Hollywood studios about using the certification to market their own premium large-screen experiences.
According to reporting by Quartz, citing Bloomberg, Disney has spoken with Paramount, Universal, Lionsgate and Sony. Some studios are interested, while others are waiting to see how the label performs around Marvel’s upcoming Avengers: Doomsday, scheduled to open on December 18.
What is Disney Infinity Vision?
Infinity Vision is not a new projector technology or a cinema chain. It is a certification designed to help audiences identify auditoriums that meet Disney’s standards for a premium big-screen presentation, including screen size, image brightness and clarity, and sound.
Disney’s official Infinity Vision website says the certification is an additional quality mark; existing premium-screen brands remain in place. The programme brings different cinema operators’ large-format screens under a recognisable label.
Why is Disney taking on IMAX?
Premium screens are valuable for major releases because audiences often pay more for a larger, more immersive theatrical experience. A common certification could help Disney promote those screens across multiple cinema chains, rather than relying on one proprietary network.
But Infinity Vision is not automatically a replacement for IMAX. IMAX has its own projection and sound systems, established theatre network and filmmaker relationships. Disney’s approach is a certification and marketing programme for qualifying auditoriums, including screens operated by other exhibitors.
The ‘Avengers: Doomsday’ test
The strategy faces an important test with Avengers: Doomsday, due in December. The response from audiences and cinema operators could determine whether other studios are willing to use the Infinity Vision label for their own releases.
For moviegoers, the practical takeaway is simple: check the specific auditorium and its advertised features when booking. A certification can help signal a premium presentation, but it does not mean every screen has identical dimensions, equipment or ticket prices.
What happens next?
If rival studios adopt the label, Infinity Vision could become a broader way to market premium cinema screens. If they hold back, Disney may have to prove its value first through major releases and audience demand.
Sources: Quartz; Infinity Vision official website; TheWrap.
