Disney used CinemaCon on Thursday, April 16 to launch a new theatrical certification called Infinity Vision, a label the studio says will help moviegoers identify premium large format auditoriums with the biggest screens, laser projection, and immersive sound.
According to The Walt Disney Company, Infinity Vision was built with global theatrical exhibition partners and will start rolling out around the September re-release of Avengers: Endgame. Disney also said the branding will continue into the December theatrical release of Avengers: Doomsday, with certified screens highlighted online and inside participating theaters.
What Disney says Infinity Vision actually certifies
Infinity Vision is Disney’s new premium large format theater certification. The company says the label will be used for auditoriums that meet technical presentation standards tied to large screens, laser projection, and premium audio, giving audiences a simpler way to identify top-tier showings.
Disney says Infinity Vision-certified auditoriums will meet technical standards built around three big ideas: maximum screen scale, laser projection, and premium audio. The company also says more than 75 domestic PLF auditoriums and 300 globally are already part of the addressable market it wants audiences to notice.
That matters because premium movie formats can be hard to parse when you are buying tickets. Theater chains and technology partners all use different branding, and a lot of casual moviegoers do not know which screens are actually the most immersive. Disney is trying to make that decision easier without asking fans to decode every auditorium spec sheet on their own.
Why Disney is tying the launch to Marvel releases
Disney is launching Infinity Vision with Marvel titles because those films are built to sell scale and spectacle. Starting with the September re-release of Avengers: Endgame and then Avengers: Doomsday in December gives the new label an immediate test with huge event-level demand.
Disney specifically named two Marvel titles in the announcement: the September re-release of Avengers: Endgame and the December debut of Avengers: Doomsday. If Disney wants audiences to seek out premium auditoriums, Marvel is still one of the most reliable ways to train that behavior fast.
Andrew Cripps, head of theatrical distribution for The Walt Disney Studios, said the goal is to help moviegoers find the best screens in their area and experience films as they were intended to be seen.
What changes for moviegoers and theater chains
For audiences, Infinity Vision should show up as a clearer premium-screening marker when buying tickets. For theaters, it comes with Disney marketing support and in-theater branding, which could make certified auditoriums easier to promote around major releases without reinventing the pitch each time.
Participating theaters will use Infinity Vision branding both online and in person, according to Disney. That means the change is not just technical certification behind the scenes. It is also a merchandising and ticketing play designed to influence how people shop for showtimes.
If the rollout works, Infinity Vision could become a shorthand that helps Disney separate its biggest event releases from standard showings. For now, the real test will come when theaters start labeling showtimes for Avengers: Endgame in September and Avengers: Doomsday in December.
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