Disney is making a major push for the theatrical experience, and cinemas around the world are responding. The studio's new Infinity Vision large-format standard has already received more than 7,500 applications from global exhibitor screens seeking certification — a significant response to what could become the industry's next premium format competition.
Disney is betting on the Russo Brothers' Avengers: Endgame re-release to launch the format. But the real target is December's Avengers: Doomsday, the major tentpole already drawing intense anticipation from Marvel fans.
The Infinity Vision rollout reflects a broader industry shift: studios are doubling down on giving audiences reasons to leave their homes and experience spectacle on the theatrical scale — with screens and sound systems that home viewing cannot replicate.
Disney is currently verifying all 7,500+ screens, which means some exhibitors may not qualify. Theater chains face pressure to secure Infinity Vision certification before the Endgame re-release arrives.
The strategy is direct: launch a new format standard tied to established IP (Endgame's legacy appeal), then deploy it for the biggest upcoming release. Theaters need the certification; Disney needs the screens. The Avengers franchise has proven its box-office strength on repeat — Infinity Vision is positioned as the format that makes re-releases and theatrical events impossible to match on streaming platforms.
