Disney has reportedly held talks with other studios, including Paramount, Universal, Sony and Lionsgate, about use of its Infinity Vision certification, according to Bloomberg.
The certification standard for premium large format (PLF) theatres was unveiled back in April, with the first release being the “Avengers: Endgame Encore” re-release the other week.
The new report says these talks with other studios were about using the new brand to market their own films – an attempt to cut through the clutter of the many and often confusing proprietary names being used for non-IMAX large format screens.
To be branded with an Infinity Vision label, auditoriums must meet rigorous technical standards, including screens that are a minimum of 45 feet/13.7 meters wide, have an immersive sound system like Dolby Atmos or 7.1, and brightness levels must reach either 14 footlamberts in 2D and/or 6 footlamberts in 3D.
It’s estimated around 5,500 screens globally meet those requirements, roughly three times the number of IMAX venues.
The report indicates the studios so far have shown early interest in the initiative, but are waiting to assess the impact of Infinity Vision’s marketing on Disney’s “Avengers: Doomsday” opening on December 18th.
