The development comes ahead of the much anticipated December box office clash with Dune: Part Three, a showdown already dubbed 'Dunesday' in industry circles.

Infinity Vision is Disney's newly introduced premium large-screen certification, designed to rival IMAX and expand access to high-quality theatrical experiences. According to reports, theatres must meet specific technical standards to qualify under this format.

These include:

Industry estimates suggest that around 5,500 screens worldwide could meet these criteria nearly three times the number of existing IMAX screens globally.

The launch of Infinity Vision is seen as a strategic response to Disney's inability to secure exclusive IMAX screens for Avengers: Doomsday. IMAX has reportedly committed its screens to Dune: Part Three, backed by Warner Bros., during the same release window.

This creates both a financial and prestige challenge for Disney, as IMAX screens are considered a key driver of box office performance for blockbuster films.

By introducing its own format, Disney aims to reduce reliance on IMAX and ensure wider premium screen availability for its releases.

Infinity Vision will enter a competitive landscape where several theatre chains already operate their own large-screen brands. These include:

However, these formats have so far been marketed independently. Disney's initiative could unify premium screen standards across chains through a common certification.

Reports indicate that Disney is currently in discussions with multiple theatre operators, although the number of confirmed partnerships remains undisclosed.

The December clash between Avengers: Doomsday and Dune: Part Three is expected to be one of the biggest box office battles in recent years. Directed by the Russo Brothers, Avengers: Doomsday marks the return of Robert Downey Jr. to the Marvel Cinematic Universe, this time as the villain Doctor Doom.

Meanwhile, Dune: Part Three, directed by Denis Villeneuve and starring Timothee Chalamet, will conclude the critically acclaimed sci-fi trilogy.

The allocation of IMAX screens to Dune has heightened competition, prompting Disney to explore alternative avenues to maximise reach and revenue.

While an official rollout date for Infinity Vision has not been confirmed, industry insiders suggest it could be introduced as early as September. This timeline would align with the re-release of Avengers: Endgame, allowing Disney to showcase the format ahead of its December release slate.

The move also signals a broader shift in the industry, with studios increasingly seeking greater control over distribution and exhibition channels.

Disney's launch of Infinity Vision reflects a strategic pivot in response to evolving industry dynamics and competitive pressures. As the 'Dunesday' clash approaches, the success of this new format could reshape how blockbuster films are presented globally. If widely adopted, Infinity Vision may emerge as a strong alternative to IMAX, offering audiences more options for premium cinematic experiences.