AVENGERS: ENDGAME Re-Release Gets a New Title as Disney Expands Infinity Vision Plans
Disney is making a major push to elevate the theatrical experience for its biggest movies, and the studio’s new Infinity Vision initiative is generating serious interest from exhibitors around the world.
The premium large format branding, which Disney first unveiled at CinemaCon earlier this year, is being positioned as a way to help moviegoers easily identify some of the best screens available when purchasing tickets for blockbuster releases.
While formats like IMAX, Dolby Cinema, and 4DX will continue to be marketed separately, Infinity Vision is designed to shine a spotlight on premium auditoriums that deliver a high-end viewing experience but don’t fall under those specific brands.
The program’s first major test will arrive with the re-release of Avengers: Endgame, which now officially carries the title Avengers: Endgame Encore.
The film returns to theaters on September 25, and according to Disney, more than 7,500 screens worldwide have already applied for Infinity Vision certification. The company is currently working through the verification process ahead of the release.
Premium large format screens have become important for modern tentpole movies. In North America, PLF auditoriums can account for as much as 40% of an opening weekend's box office.
Disney recently saw that impact firsthand with Toy Story 5, which generated nearly $64 million from PLF screens during its massive $159.6 million opening weekend.
Disney executives are currently presenting additional details about Infinity Vision to theater owners at CineEurope in Barcelona, where the initiative is a major topic of discussion.
One of the biggest incentives for fans is that the Infinity Vision presentation of Avengers: Endgame Encore will feature exclusive content. Disney revealed that Infinity Vision and IMAX screenings will include a custom introduction, additional new footage, and a special end tag that won't be available in standard presentations.
The studio also officially launched the Infinity Vision ticketing hub, InfinityVisionTickets.com, giving audiences a centralized destination for finding participating theaters.
To qualify for Infinity Vision branding, exhibitors must meet a specific set of technical requirements. Screens must be at least 45 feet wide, feature immersive audio systems such as Dolby Atmos or 7.1 surround sound, and meet brightness standards of 14 footlamberts for 2D presentations and/or 6 footlamberts for 3D screenings.
The initiative has already earned support from several major theater chains and industry leaders. Sean Gamble, CEO of Cinemark, said:
“As interest in enhanced theater amenities continues to grow, there is a meaningful opportunity for our collective industry to simplify how we communicate and promote the range of premium large format (PLF) experiences that are available to consumers.
“We commend Disney for taking an important first step toward advancing this objective and look forward to collaborating with them and our broader industry partners to align on a unifying PLF brand and set of standards.”
Eduardo Acuna, CEO & Director of Regal Cineworld Group, added: “It’s been a long time coming, and we love that Disney is taking the lead in pointing moviegoers to the best theaters out there.
“Having a single identifiable brand will help audiences trust that from the moment they step through the doors they are going to have a spectacular cinematic experience.”
Michael O’Leary, president and CEO of Cinema United, also praised the effort, saying: “We compliment Disney’s leadership in promoting the great myriad of theatrical experiences available to movie fans today. We need to ensure that audiences everywhere are aware of the many options available to them in their local theaters.”
Disney also used its CineEurope presentation to tease several upcoming projects, offering footage and first looks from Avengers: Doomsday, Gatto, Hexed, Ice Age: Boiling Point, Moana, Star Wars: Starfighter, The Dog Stars, and Whalefall.
The Infinity Vision rollout is clearly tied to Disney’s future tentpole strategy, and Avengers: Doomsday looks set to become the program’s biggest showcase yet when it hits theaters on December 18.
That release will have access to premium large format screens despite IMAX's previously announced commitment to Dune: Part Three from Warner Bros. and Legendary.
For Disney, Infinity Vision is an effort to create a recognizable standard for premium moviegoing that helps audiences find the best possible presentation for the studio’s biggest films. With thousands of theaters already seeking certification and Avengers: Endgame Encore leading the charge, it looks like the company is betting that fans still want a reason to leave the couch and experience these massive stories on the biggest screen possible.
My question is, what will actually be unique about Infinity Vision? What will make it stand apart from IMAX or Dolby Cinema? Will it be better, comparable, or worse? Is the whole thing a gimmick, or is this actually going to give audiences something truly unique?
Source: Deadline