Marvel Just Revealed What Infinity Vision Means for ‘Avengers: Doomsday’ And ‘Endgame’s’ Comeback

Marvel fans have a new term to learn before December rolls around. Disney has officially unveiled Infinity Vision, a brand new theatrical certification designed to help audiences find the best possible screens for the studio’s biggest releases. The program was first announced at CinemaCon in April and is designed to steer moviegoers toward the best available screens that do not carry the IMAX, 4DX or Dolby Cinema brands.

The timing is no accident. With ‘Avengers: Doomsday‘ set to dominate December, Disney wanted a way to spotlight premium screens without relying on outside brands. With over 75 domestic and 300 global exhibitor PLFs currently available to consumers, the goal of Infinity Vision is to help audiences identify the best theatrical experience.

What the Infinity Vision Certification Actually Means

So what exactly is Infinity Vision. Infinity Vision isn’t its own proprietary screen like IMAX, rather it’s a certification for existing Premium Large Format auditoriums that meet Disney’s rigorous Director’s Intent standards. In other words, this is not a new camera system or a new theater chain, it’s a stamp of approval placed on screens that already exist.

To earn that stamp, theaters have to clear a fairly specific bar. According to reporting, screens need max scale size, mandatory laser projection for brightness and clarity, and immersive premium audio formats configured for maximum spatial impact.

The response from theater owners has apparently been massive. The certification program has received more than 7,500 applications from screens around the world seeking approval, which suggests exhibitors see real value in carrying the Infinity Vision badge for the holiday season rush.

Marketing wise, Disney is not being subtle about the rollout either. Participating theaters will feature Infinity Vision branding both online and in theaters, making it simple for consumers to find certified auditoriums when purchasing tickets.

Why ‘Avengers: Doomsday’ Needed A New Format

The real reason Infinity Vision exists comes down to a scheduling conflict nobody saw coming. Avengers Doomsday won’t be screened in IMAX because Dune Part Three already has a deal for the premium format’s worldwide screens. That left Marvel Studios needing an alternative way to promote a premium theatrical experience for one of its most anticipated films in years.

Rather than settle for standard screens, Disney decided to build its own certification system instead. Infinity Vision isn’t new tech, but rather a certification that Marvel and Disney are using to market the most technologically advanced theaters as their own unique experiences since they don’t have access to IMAX screens for the release week of Doomsday.

The stakes here are significant from a business standpoint too. Premium large format screens have grown into a major revenue driver for studios, accounting for roughly 40% of a domestic tentpole’s opening weekend box office. Losing access to IMAX for a film of this scale could have been a real financial hit, which makes the Infinity Vision workaround feel less like a marketing gimmick and more like a necessity.

‘Avengers: Doomsday’ arrives with major star power attached as well. The film is directed by Anthony and Joe Russo and follows beloved heroes from three distinct universes as they’re set on a deadly collision course and face an existential threat unlike anything they’ve ever encountered. It is produced by Kevin Feige, Louis D’Esposito, and Jonathan Schwartz.

‘Avengers: Endgame’ Encore Gets The First Test Run

Before Doomsday hits theaters, Marvel is using an unexpected test case to roll out the new format. The upcoming theatrical rerelease of Avengers Endgame will carry a new title, Avengers Endgame Encore, when it arrives in cinemas on September 25. This gives theaters and studios a dry run before the December tentpole drops.

The re-release will not be a bare bones repeat of the 2019 original either. The Infinity Vision release of Avengers Endgame Encore will include a custom introduction, additional new footage and a special end tag available exclusively in Infinity Vision and IMAX screenings. The Russos and Kevin Feige also confirmed this latest theatrical release for the blockbuster film will include brand new footage.

For longtime fans, the appeal is less about needing to rewatch ‘Avengers: Endgame’ and more about experiencing it on a new scale. More than anything, Avengers Endgame is already one of the brightest and biggest movies no matter what kind of theater you watch it in, so it’s important to take note of the fact that compared to other films it already stands out in this regard.

Ticket Sales and What Comes Next for ‘Doomsday’

With the trailer now out, tickets for the Infinity Vision experience are already live. Marvel shared the new Doomsday trailer with a link for fans to buy tickets on the movie ticketing platform Fandango for the new Infinity Vision theater experience, which was billed as bigger, brighter, and more immersive screens.

Pricing does not appear to be a dramatic departure from what audiences already pay for premium formats. Ticket prices appeared similar to today’s premium format tickets because Infinity Vision uses existing premium auditoriums like Cinemark XD screens and Regal’s RX screens. That should ease concerns from fans worried this might be a pricier tier disguised as a new format.

Disney has been clear that the guarantee behind the branding is meant to reassure, not confuse, moviegoers. The new Infinity Vision certification guarantees movie theaters will meet rigorous technical standards, according to Disney. By seeking out Infinity Vision screens, fans can guarantee they are seeing the Russo Brothers’ vision on a scale that surpasses standard theatrical chains.

‘Avengers: Doomsday’ still has a packed release calendar to contend with as December approaches. Avengers Doomsday opens December 18, the same day as Warner Bros and Legendary’s Dune Part Three. Whether Infinity Vision becomes a lasting industry standard or a one time marketing push tied to this scheduling squeeze is something only time and box office numbers will tell.

With the return of Chris Evans and Robert Downey Jr already confirmed for the film, the countdown to December is officially on, so which theater upgrade are you chasing down first, the Endgame Encore test run in September or the full Doomsday experience when it finally lands.