You might’ve noticed that your Avengers: Doomsday tickets are showing in theaters branded with Infinity Vision. This is in-house Disney branding that means theaters meet the criteria of Infinity Vision. The only problem is that it’s difficult for theaters not to meet these criteria.
On the Infinity Vision website, it says that for a theater to meet these criteria, it has to be the following:
- Screen: Minimum of 45 feet wide
- Sound: Theaters with either Immersive sound (like Dolby Atmos) or 7.1 sound
- Projection: Theaters with brightness levels reaching either 14 footlamberts in 2D and/or 6 footlamberts in 3D
Now, don’t get me wrong, this is typically the backbone of a solid theater-going experience. However, it describes every IMAX and Dolby Cinema around the world. Infinity Vision means just about nothing, and it feels like the idea is to trick people into thinking they have a superior experience awaiting them, but the reality is that if you’re seeing a movie in a Premium Large Format (PLF), then you’re not getting anything on top of that. It’s a name that sounds cool, but that’s all it brings to the table.
- Release Date
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December 18, 2026
- Runtime
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165 Minutes
- Director
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Anthony Russo, Joe Russo
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Vanessa Kirby
Sue Storm / Invisible Woman
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Joseph Quinn
Johnny Storm / Human Torch
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Ebon Moss-Bachrach
Ben Grimm / The Thing
It’s just a marketing ploy
Don’t fall for the trick
Infinity Vision is an excellent way to get general audiences excited about the upcoming Avengers: Doomsday. However, it’s important to note that this format isn’t actually a format. Any premium format comes with a massive screen and surround sound, so Infinity Vision covers all of these special formats as it is.
The Infinity Vision website notes that your favorite PLF brand doesn’t change with the Infinity Vision branding, so it just opens the door for more confusion, if you ask me. At best, it serves as an indicator that your IMAX or Dolby Cinema theater is the best way to see Avengers and other Disney films. At worst, it opens the door to confusion when there doesn’t need to be any. With the massive success of The Odyssey in IMAX, it would appear that general moviegoers know all about what IMAX has to offer, so there’s no need for additional branding on top of that.
Infinity Vision isn’t a new technology, it’s just a theater certification that already exists in the form of Dolby and IMAX. When you see the “See it in Infinity Vision” at the end of the Doomsday trailer, just know that it’s not an actual thing that’ll enhance your experience. I’m saying this as somebody excited to see Avengers: Doomsday, but I’m just not a fan of unnecessary branding like this, especially when it doesn’t mean a thing at all.
What’s more frustrating is that the website says both Avengers Endgame: Encore and Avengers: Doomsday are going to be the first films to play in Infinity Vision-certified theaters. Of course, that’s just a marketing play because anything playing in a Dolby Cinema or IMAX is in an Infinity Vision-certified theater, whether Disney tells you that or not. Spider-Man: Brand New Day doesn’t have this branding, but yes, it would be Infinity Vision-certified if Disney wanted to use the branding here.
No harm if you know what it is
Just another way to drum up excitement
There are a lot of premium formats as it is, and it’s very easy for people to get confused about things. I took my brother to see The Odyssey in 70mm over opening weekend, and he thought it was going to be the best format. Of course, that’s reserved for 70mm IMAX, and regular 70mm is not that. To be fair, 70mm is the best-looking The Odyssey can be in terms of raw resolution, but you’re missing out on the expanded aspect ratio.
With Dolby Cinema, IMAX, 70mm IMAX, 4DX, etc. all fighting for your money, there’s bound to be some confusion. Something that the Infinity Vision branding does is help out the person who’s confused by all the names. If you see that branding on a showtime, you know you’re going to get good quality, so that’s good. I can see myself getting very annoyed each time a new Marvel movie releases and seeing that “See it in Infinity Vision” messaging, knowing it doesn’t mean anything.
At the end of the day, corporations want your money, and if this is a way to get more people seated in a theater, then more power to them. I just don’t want people to think Infinity Vision is something that it isn’t. It’s going to be even weirder to only see it on Marvel movies, but I could certainly see this rolling out to other Disney films later on. I don’t think it’ll ever evolve into a format of its own, so it’s in a bit of a weird situation. Everybody knows IMAX is a PLF, so what more can this new branding do? If you ask me, it just opens a can of worms that could otherwise stay closed.
