The Walt Disney Co. is moving aggressively to establish its own premium large-format theater standard ahead of two marquee Marvel releases, revealing at the CineEurope exhibition conference in Barcelona on Wednesday that its new Infinity Vision certification program has received more than 7,500 applications from screens around the world seeking approval.
The studio also disclosed that the upcoming theatrical rerelease of Marvel Studios’ “Avengers: Endgame” will carry a new title — “Avengers: Endgame Encore” — when it arrives in cinemas on Sept. 25.
Infinity Vision, first announced at CinemaCon in April, is designed to steer moviegoers toward the best available screens that do not carry the IMAX, 4DX or Dolby Cinema brands. Those formats will continue to receive their own Disney marketing support. The program comes as premium large-format screens have grown into a major revenue driver for studios, accounting for roughly 40% of a domestic tentpole’s opening weekend box office. “Toy Story 5,” released earlier this month, drew nearly $64 million of its record-setting $159.6 million opening from PLF auditoriums.
To earn Infinity Vision certification, a screen must be at least 45 feet wide, equipped with an immersive audio system such as Dolby Atmos or 7.1, and capable of reaching brightness levels of at least 14 footlamberts in 2D or six footlamberts in 3D. Disney said it launched a dedicated ticketing site, InfinityVisionTickets.com, Wednesday morning.
The Infinity Vision release of “Avengers: Endgame Encore” will include a custom introduction, additional new footage and a special end tag available exclusively in Infinity Vision and IMAX screenings, Disney announced from the CineEurope stage.
The push carries clear strategic importance for Disney’s December calendar. “Avengers: Doomsday,” the Russo Brothers’ follow-up to “Endgame,” opens Dec. 18 — the same day as Warner Bros. and Legendary’s “Dune: Part Three,” which has secured exclusive IMAX access for that window. With IMAX unavailable to Marvel’s biggest winter release, Infinity Vision gives the studio a certified premium-screen network of its own through which to sell “Doomsday” as a premium theatrical event.
Disney also screened footage from upcoming titles at CineEurope, including “Avengers: Doomsday,” “Gatto,” “Hexed,” “Ice Age: Boiling Point,” “Moana,” “Star Wars: Starfighter,” “The Dog Stars” and “Whalefall.”
Theater chain executives lined up to praise the initiative.
“As interest in enhanced theater amenities continues to grow, there is a meaningful opportunity for our collective industry to simplify how we communicate and promote the range of premium large format experiences that are available to consumers,” Cinemark CEO Sean Gamble said in a statement. “We commend Disney for taking an important first step toward advancing this objective.”
Eduardo Acuna, CEO and director of the Regal Cineworld Group, called it a long-overdue development.
“Having a single identifiable brand will help audiences trust that from the moment they step through the doors, they are going to have a spectacular cinematic experience,” Mr. Acuna said.
Cinema United chief Michael O’Leary added that the industry has an obligation to ensure moviegoers are aware of the range of premium options in their local theaters.
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