EXCLUSIVE: Infinity Vision, the large screening format standard which Disney is introducing for its upcoming re-release of the Russo Brothers’ Avengers: Endgame and their December mega-tentpole Avengers: Doomsday, has received more than 7,500 applications from global exhibitor screens looking for certification. The studio is also in the process of verifying screens ahead of Avengers: Endgame Encore on Sept. 25 (note the fresh title for the pic’s re-release).
Note, Infinity Vision is a means to guide moviegoers to the best screens available, putting a spotlight on non-Imax, 4DX and Dolby screens, which will continue to receive their own Disney tentpole marketing campaigns. Disney announced Infinity Vision at CinemaCon, where they first began talking to theater owners about the large format branding. This morning, Disney distribution suits are on the ground at CineEurope in Barcelona with more information for circuits on Infinity Vision.
From the stage, Disney announced that the Infinity Vision release of Avengers: Endgame Encore will include a custom introduction, additional new footage, and a special end tag exclusive to Infinity Vision and Imax releases. In addition today, Disney formally launched the Infinity Vision ticketing landing page today, InfinityVisionTickets.com.
In order for an exhibitor’s screen to receive the Infinity Vision branding, they have to meet the following standards: the screen needs to be a minimum of 45′ wide, have an Immersive sound system like Dolby Atmos or 7.1. Brightness levels need to reach either 14 footlamberts in 2D and/or 6 footlamberts in 3D.
“As interest in enhanced theater amenities continues to grow, there is a meaningful opportunity for our collective industry to simplify how we communicate and promote the range of premium large format (PLF) experiences that are available to consumers. We commend Disney for taking an important first step toward advancing this objective and look forward to collaborating with them and our broader industry partners to align on a unifying PLF brand and set of standards.,” said Cinemark CEO Sean Gamble.
“It’s been a long time coming, and we love that Disney is taking the lead in pointing moviegoers to the best theaters out there. Having a single identifiable brand will help audiences trust that from the moment they step through the doors they are going to have a spectacular cinematic experience,” added Eduardo Acuna, CEO & Director, Regal Cineworld Group.
Cinema United Boss Michael O’Leary added “We compliment Disney’s leadership in promoting the great myriad of theatrical experiences available to movie fans today. We need to ensure that audiences everywhere are aware of the many options available to them in their local theaters.”
During Disney’s CineEurope presentation today, we hear they presented footage and first looks of upcoming titles, including from: Avengers: Doomsday, Gatto, Hexed, Ice Age: Boiling Point, Moana, Star Wars: Starfighter, The Dog Stars and Whalefall.
