Disney Launches Infinity Vision

During the Walt Disney Studios panel at CinemaCon, Disney revealed that it is launching Infinity Vision, a new certification for premium large format (PLF) theaters. Done in collaboration with global theatrical exhibition partners, Infinity Vision will signify to audiences which auditoriums offer the biggest, brightest and most immersive cinematic experiences.

Infinity Vision sets a new benchmark for theatrical presentation, certifying auditoriums that meet rigorous technical standards, including a focus on:

• The largest screens for maximum scale 

• Laser projection for superior brightness and clarity 

• Premium audio formats for fully immersive sound

With over 75 domestic and 300 global exhibitor PLFs currently available to consumers, the goal of Infinity Vision is to help audiences identify the best theatrical experience. Beginning with the September re-release of Marvel Studios’ Avengers: Endgame and followed by the highly anticipated December release of Marvel Studios’ Avengers: Doomsday, audiences will be able to seek out Infinity Vision-certified screens and see the film on the grandest possible scale, exactly as intended.

Andrew Cripps, Head of Theatrical Distribution for The Walt Disney Studios, said in a statement:

“Disney’s standards for production quality are second to none, with every single detail of a film finely tuned for an immersive experience.  Infinity Vision certification extends that commitment to the theaters themselves, representing a shared effort between The Walt Disney Studios and the exhibition community to help audiences quickly find the very best screens in their area to experience our films in exactly the way they’re designed to be seen – on a huge screen with the sharpest, clearest color and sound.”

Infinity Vision’s launch reinforces Disney and Marvel Studios’ longstanding commitment to the theatrical experience. This initiative goes beyond certification to include additional special offerings for theaters and audiences and marketing support. Participating theaters will feature Infinity Vision branding both online and in-theaters, making it simple for consumers to find certified auditoriums when purchasing tickets. 

Infinity Vision marks a major step forward in unifying premium theatrical standards and reinforcing the value of the big-screen experience for audiences worldwide.

Roger’s Take:  With the continued expansion of premium screen formats like IMAX and Dolby Vision, this new “Infinity Vision” offering seems more like a way of Disney saying “we couldn’t get IMAX, but this cinema is still good”.  It’ll be interesting if this goes anywhere or is another project that’ll be forgotten about within a year or two.  Ultimately, these high-quality versions should also hopefully become available on Disney+, offering those with great TV setups a good alternative. 

What do you think of the launch of “Infinity Vision”?  Let me know on social media!