Disney Humiliated — In Response, the Company Will Create Its Own IMAX Alternative
A December clash — the new "Avengers" versus the third "Dune" — turned into an unexpected tech duel. After yielding IMAX exclusives to Denis Villeneuve, Disney answered with its own premium label: Infinity Vision (IV).
IV is a certification for cinemas outfitted with laser projectors and much stronger sound (e.g., brighter images, punchier low end). It aims to sit opposite IMAX on the market, but it won't force the same rigid aspect-ratio rules.
The rollout starts in September; by December, 375 theaters should carry Infinity Vision status. Fans, snickering over the so-called "battle for screens," won’t have to watch Disney postpone "Judgment Day" because Dune hogged the big rooms — Disney now has a practical workaround.