The Walt Disney Company will launch Infinity Vision, a premium large‑format theater certification, for Avengers: Doomsday screenings beginning summer 2026.

The move matters because Disney hopes to capture the higher ticket prices traditionally earned by IMAX after the franchise lost IMAX exclusivity to Dune: Part three.

Infinity Vision will certify U.S. theaters that meet Disney’s laser‑projection and immersive‑audio standards. The program is slated to start in the summer of 2026[3] and will be in place for the film’s holiday debut on December 18, 2026[1]. Disney’s marketing material describes the experience as “the next‑generation premium viewing” and positions it as a substitute for IMAX’s higher‑priced seats.

Industry analysts note that IMAX tickets are more expensive than normal tickets[4], and Disney’s box‑office target for Avengers: Doomsday is $1 billion[2]. By creating its own premium brand, Disney aims to retain a larger share of that revenue.

The certification will initially roll out to major multiplex chains that have already upgraded to laser projection. Disney officials said the rollout will prioritize markets where Avengers: Doomsday is expected to draw the strongest crowds.

The company’s decision follows a broader trend of studios developing proprietary premium formats, such as Warner Bros.’ “WarnerScreen” and Paramount’s “Paramount Premium.” Disney’s entry adds another competitive layer for theater owners seeking higher margins.

Critics argue that the push for premium formats may widen the gap between high‑priced experiences and standard screenings, potentially limiting access for price‑sensitive moviegoers. Disney’s spokesperson said the company will also continue to offer standard pricing options.

What this means: Disney’s Infinity Vision seeks to safeguard premium‑ticket revenue by replacing the lost IMAX partnership with a proprietary certification. If successful, the model could reshape how studios negotiate theater contracts and influence future box‑office projections for blockbuster releases.

“Disney aims to recoup premium‑ticket revenue lost to IMAX.”

Disney’s Infinity Vision seeks to safeguard premium‑ticket revenue by replacing the lost IMAX partnership with a proprietary certification. If successful, the model could reshape how studios negotiate theater contracts and influence future box‑office projections for blockbuster releases.