Disney Pitches Paramount, Universal on Infinity Vision Brand
Nick Bouchard
Oct 11, 2026
Is Infinity Vision the new IMAX? According to reporting from Bloomberg, Disney is in active talks with its fellow studios to get behind Infinity Vision in the marketing of its major new films. Disney has created the Infinity Vision brand as a consumer-friendly brand that describes Premium Large Format (PLF) screens across all theatre chains. Many large exhibitors use their own in-house brand to describe these large-screen auditoriums, such as AMC’s XL, Prime and BigD, Regal’s RPX and Cinemark’s XD auditoriums.
Disney announced the Infinity Vision program earlier this year, as a way to promote the PLF screenings of its very important AVENGERS: DOOMSDAY release on December 18th. That happens to be the same day when Warner Bros. will come out with its also very important DUNE: PART THREE release, which has exclusive rights to all IMAX screens at all theatres across North America for the first three weeks of its run. IMAX plays an increasingly important role in the financial success of major movie releases, putting them in the position of a kingmaker and giving them leverage with both exhibitors and studios. IMAX’s rigid approach has created tension in its relationship with studios and exhibitors, giving an opening for the Infinity Vision alternative. Reports emerged earlier this summer that exhibitors were exploring a cross-exhibitor PLF brand to challenge IMAX. Disney’s lock out from IMAX screens for AVENGERS may be the spark that it takes to get studios to join forces exhibitors to make an alternative PLF brand a reality.
