Walt Disney Studios created a new premium large-format certification called "Infinity Vision" to help audiences locate the largest and brightest screens [1].

The move comes as Disney seeks to maintain a premium viewing experience for its blockbuster releases after losing IMAX screen allocations to *Dune: Part 3* [1, 2]. By establishing its own certification, the studio can ensure a standardized high-quality experience across various theater chains without relying solely on a third-party provider.

Disney said the initiative at CinemaCon on April 16, 2026 [1]. The certification is designed to guide moviegoers toward screens that meet specific brightness and size requirements, effectively creating a branded alternative to the IMAX experience [2, 3].

Rollout plans for the new format vary by report. Some sources said the certification will launch in time for the December 2026 release of *Avengers: Doomsday* [3]. Other reports indicate the rollout may begin earlier with a September 2026 re-release of *Avengers: Endgame* to build momentum for the December premiere [2].

The conflict over screen availability stems from the scheduling of *Dune: Part 3*, which competed for the same premium large-format slots [1, 2]. Because IMAX screens are limited in number, the competition between these two major franchises forced Disney to seek an independent way to certify the quality of its large-screen presentations [2, 3].

Infinity Vision aims to provide a consistent technical standard for theaters that do not have IMAX installations but possess the hardware to support a premium experience [3]. This allows Disney to market a "big screen" version of its films across a wider array of venues.

“Disney created a new premium large-format certification called "Infinity Vision"”

This strategic shift indicates a move toward vertical integration in the cinema experience. By creating its own certification, Disney reduces its dependency on IMAX's proprietary ecosystem and gains more control over how its films are presented and priced. This allows the studio to maintain premium ticket pricing and brand prestige even when third-party screen availability is limited by competing studio releases.