If you tried to snag one of the early batches of Avengers: Doomsday tickets yesterday, you probably noticed that:
A). They’re incredibly hard to get.
B). Many of those tickets are listed as supporting “Infinity Vision” which is, traditionally, not a real thing.
So what is Infinity Vision? It’s a brand that Disney announced at CinemaCon 2026 that is intended to certify what Disney feels are approved premium large format theaters. It’s essentially a stamp of approval on the theaters and screens that Disney feels will offer the best Avengers: Doomsday viewing experience.
According to Bloomberg, theaters seeking the Infinity Vision label do need to meet certain requirements. Specifically, it’s believed that qualifying theaters must feature a screen that is at least 50 feet wide, supported by laser projection, and accompanied by a 7.1 Dolby surround sound system. Even then, it seems that there is some discretion regarding whether or not Disney will actually grant qualifying theaters approval for the Infinity Vision label.
The key thing to keep in mind, though, is that Infinity Vision doesn’t actually add anything to your Avengers: Doomsday viewing experience that wouldn’t otherwise be available at supported theaters. That is to say that Disney has not crafted any special technology for these screenings, nor have they added any in-theater “gimmicks” to these screenings at this time. It’s basically just a way to say “Hey, these are theaters with especially good premium large format screens.”
So why bother with Infinity Vision? Part of the initiative can be attributed to the growing interest in film formats. Most recently, Sinners and The Odyssey showed that some of the biggest new releases can receive a box office bump by talking up the various formats you can see them in. Either people will see such movies more than once just to experience the different formats, or they will pay premiums to experience the “best” format possible. In a way, Marvel and Disney are just trying to capitalize on this moment by highlighting premium venues.
However, this is also very much about Dune: Part Three and IMAX. Doomsday is not playing in IMAX during its opening weeks in the United States because Dune: Part Three was first to secure an exclusive contract for the relatively few number of IMAX screens available for the first three weeks of its theatrical run. Those first three weeks happen to intersect with Doomsday’s debut, which means that Doomsday will not be playing on IMAX screens. There was some talk that Marvel might move Doomsday’s premiere in order to allow the movie to be available on IMAX screens, but they ultimately didn’t budge. Thus, we are set for “Dunesday” when both movies release on December 18.
To be clear, there have been many debates in the past about the popular notion that IMAX is the best available premium format, especially in instances where films are not shot with that format in mind. Given that IMAX is still the name in premium formats, though, there’s little doubt that Infinity Vision is really just a marketing move meant to pull some attention away from the Dune IMAX showing and generate buzz about the (certainly still viable) alternatives. So if you can see Doomsday in “Infinity Vision,” you’ll certainly be seeing the movie in one of the best film formats available. Just don’t expect more than that.
