IMAX Exec Fires Back at Disney’s “Infinity Vision” Plan, Calls It a Marketing Move Over Avengers: Doomsday

IMAX has responded directly to Disney’s new “Infinity Vision” plan, and the company is not holding back.

During a recent earnings call, reported by industry outlets, IMAX CFO Natasha Fernandes addressed Disney’s move to introduce its own premium large format certification for theaters. The new label is expected to roll out with upcoming Marvel releases, including a re-release of Avengers: Endgame and the new film Avengers: Doomsday.

Fernandes made it clear that IMAX does not see this as a major threat. Instead, she suggested the move is more about branding than technology.

She said, “From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an IMAX platform or brand for Avengers: Doomsday.”

Her comments point to a growing competition between studios and theater technology companies over premium viewing formats. IMAX has long positioned itself as a top option for large-screen cinema, especially for major blockbusters.

Fernandes also stressed that audiences are already familiar with what Imax offers. She suggested that moviegoers, especially fans of big franchises like Marvel, understand the difference between formats.

She said Marvel fans are “among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide.”

The comments came as part of IMAX’s latest financial update, where the company reported a slight drop in revenue compared to last year. Despite that, the company is still expecting strong performance in 2026, with major films lined up and continued expansion of its global theater network.

Even with new competition like Infinity Vision, IMAX appears confident in its position in the market. The company continues to focus on its own technology, partnerships with filmmakers, and exclusive releases to maintain its edge.

This looks like the start of a bigger fight between studios and theater brands over how movies should be experienced. Disney is clearly trying to build its own system, while Imax is defending its place as the top premium format. It will likely come down to what audiences prefer when they go to theaters. What do you think about this situation and Disney’s Infinity Vision plan? Share your thoughts in the comments.