Announced as part of its “Avengers: Doomsday” presentation at CinemaCon, further details have emerged via a press release regarding Walt Disney Studios’ new ‘Infinity Vision’ branding.
Infinity Vision is a new certification for premium large format (PLF) theatres done in collaboration with global theatrical exhibition partners.
Those cinemas that qualify signify to audiences “which auditoriums offer the biggest, brightest, and most immersive cinematic experiences.”
To be branded with an Infinity Vision label, auditoriums must meet rigorous technical standards, including:
– The largest screens for maximum scale
– Laser projection for superior brightness and clarity
– Premium audio formats for fully immersive sound
There are presently over 75 domestic and 300 global exhibitor PLFs currently available to consumers. The first title released under the branding will be the “Avengers: Endgame” re-release in September.
The press release adds that “this initiative goes beyond certification to include additional special offerings for theaters and audiences and marketing support.”
The move has been seen as both something of an attempt to rival IMAX, with many questions still lingering. Cinemas are already a mess of confusing standards, as seen with “Project Hail Mary” which came out in twelve different formats – Standard, Premium Large Format, 5 Perf 70mm, D-Box, 4DX, MX4D, HDR by Barco, Screen X, Dolby Cinema, Standard IMAX, Digital IMAX, and IMAX 70mm Film.
Just announced at #CinemaCon:
Infinity Vision — A new certification for premium large format theaters designed to signify to audiences the biggest, brightest, and most immersive cinematic experiences.
Infinity Vision sets a new benchmark for theatrical presentation,… pic.twitter.com/PfaIx7fIX5
— Disney (@Disney) April 16, 2026
