Disney and Marvel launch Infinity Vision premium format

Disney and Marvel Studios have launched ‘Infinity Vision’, a new premium projection label designed for their most prestigious productions, debuting with ‘Avengers: Doomsday’. The format has already generated $16.5 million in pre-sales in the United States following the release of the film's official trailer.

Unlike proprietary Premium Large Formats (PLF) such as IMAX or 4DX, Infinity Vision functions as a certification for existing cinema halls that meet specific technical standards. The strategy appears to mirror Disney's previous approach with ‘Avatar’, using re-releases of older titles—such as ‘Avengers: Endgame Extended’—to build hype and test technical capabilities ahead of major sequels. This rollout aims to drive immediate consumer action and maximize box office potential for upcoming Marvel releases.