Like a battle right out of the comics, now IMAX is taking shots at Disney’s new Infinity Vision format, which Marvel Studios is using for the Avengers: Endgame re-release and Avengers: Doomsday.
Disney announced Infinity Vision at CinemaCon as a new premium large format certification for theaters. The rollout starts with the September re-release of Avengers: Endgame, which will include new footage tied to Doomsday, followed by Avengers: Doomsday in December.
Imax Calls Infinity Vision A Marketing Play
THR reports that Imax CFO Natasha Fernandes was asked about Disney launching Infinity Vision, and she didn’t exactly sound worried.
Fernandes argued that Disney’s move looks like a way to make up for the fact that Avengers: Doomsday doesn’t have the IMAX brand behind it.
“From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an Imax platform or brand for Avengers: Doomsday,” Fernandes said.
She also made it clear Imax still sees itself as the top name in premium cinema.
Fernandes added that Marvel fans are “among the savvy and most discerning moviegoers out there,” and said there’s a reason Imax is “the undisputed leader in premium cinema worldwide.”
Avengers: Doomsday Faces A Holiday Format Fight
The IMAX comments come as the premium screen battle heats up for the 2026 holiday season.
IMAX has locked up Dune 3 for an exclusive three-week run, which puts it directly in the path of Avengers: Doomsday. That means Marvel will need premium screen support elsewhere, as IMAX is focused on Denis Villeneuve’s next Dune movie.
That’s where Infinity Vision comes in.
Disney can now market Avengers: Doomsday as a premium large-format experience even without the IMAX label. IMAX, meanwhile, is making the case that its brand still carries more weight with moviegoers.
Disney could have changed the Avengers: Doomsday release and moved it up a week to take advantage of IMAX theaters, but with the Infinity Vision rollout, that doesn’t look to be happening.
Marvel Fans Will Decide
The real test comes down to the audience.
Marvel fans showed up in huge numbers for Avengers: Endgame, and Disney clearly wants to recreate some of that event feeling with the re-release and Doomsday bridge footage.
IMAX is betting fans know the difference between a true IMAX release and a studio-backed premium format. Disney is betting the Avengers brand, new footage, and premium screens will be enough.
Avengers: Endgame returns to theaters on Sept. 25. Avengers: Doomsday opens in December.
Dune: Part Three also open Dec. 18th and will be screened in IMAX.
