IMAX's CEO isn't buying Disney's 'Infinity Vision' pitch for 'Avengers: Doomsday': It's just 'marketing'
IMAX CEO Rich Gelfond has dismissed Disney's 'Infinity Vision' certification as a marketing tactic rather than a technological advancement. The dispute arises as Disney's 'Avengers: Doomsday' loses IMAX screen access to 'Dune: Part 3' during the holiday season.
Why it matters
This reflects the competitive nature of premium large-format cinema and how major studios use branding to maintain market presence when primary distribution channels are unavailable.
Chris Evans in "Avengers: Doomsday." Disney/Marvel Studios "Avengers: Doomsday" will not play in IMAX because it's committed to "Dune: Part 3" the same day. Disney created "Infinity Vision," a certification ensuring films play on the best non-IMAX large-format screens. IMAX CEO Rich Gelfond called Infinity Vision a "marketing initiative." Two of the holiday season's biggest releases, " Dune: Part 3 " and " Avengers: Doomsday ," are on a collision course of " Barbenheimer "-like proportions come December 18 — but IMAX CEO Rich Gelfond thinks "Dune" already has the upper hand. The third installment in Denis Villeneuve's series has already secured IMAX and IMAX 70mm screens for opening weekend, leaving Marvel's "Doomsday," which will bring back MCU Phase One characters to face off against Doctor Doom (Robert Downey Jr.), out in the cold.
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