Well, we didn’t really see this coming. IMAX is clapping back at Disney for their announcement in April for a branded “new premium format” called Infinity Vision for “Avengers: Doomsday” after the studio slept on securing IMAX screenings, allowing for Legendary/Warner Bros. to scoop those screens up for “Dune: Part Three,” the MCU pic’s main competition in December.
IMAX’s CFO Natasha Fernandes made some biting comments on a recent company earnings call, picked up by The Hollywood Reporter, alluding to Infinity Vision being more of a branding/marketing gimmick than something substantial that will improve the viewing experience in comparison to IMAX, and a response to “Doomsday” missing out.
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“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 on the subject of Infinity Vision on that earnings call. Adding that Marvel Studios fans are “among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide.”
Mentioned during that same earnings call, Disney has since secured IMAX screens for “Avengers: Secret Wars” in December 2027, so audiences will be able to watch the MCU event film on that format, said to have pushed “The Lord of the Rings: The Hunt for Gollum” out of the spot.
We’ve seen an increasing push for IMAX screenings for event films, and the recent pre-sale for “Dune: Part Three” 70mm IMAX show tickets certainly makes the case that the format is gaining steam among moviegoers.
What audiences can ultimately expect from Disney’s Infinity Vision has yet to be seen, and whether it improves the existing experience or just provides reasons to potentially charge more for tickets (the 3D and XD fads are still alive and kicking, at least they added a new element to the experience). We’ll have to hear from those who have actually experienced this before knowing for sure if Fernades is right about Disney’s motivations or just slinging mud toward a new competitor.
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