Walt Disney Studios announced Infinity Vision at CinemaCon 2026 today, a new premium large format certification developed in collaboration with global theatrical exhibition partners that will debut with a September re-release of Marvel Studios’ Avengers: Endgame ahead of Avengers: Doomsday on December 18, 2026. The announcement is a significant move in the ongoing premium theatrical conversation, and for anyone following the December 18 collision course between Avengers: Doomsday and Dune: Part Three, this may explain exactly why Disney has not moved its date.
Infinity Vision is a new certification that identifies which auditoriums meet Disney’s standards for the largest screens, laser projection for brightness and clarity, and premium audio formats for immersive sound. The goal is to give audiences a clear way to identify the best available screen in their area when buying tickets. Disney says over 75 domestic and 300 global exhibitor PLF auditoriums are currently available, and Infinity Vision certification will be displayed both online and in-theater at participating locations.
The program launches first with the September theatrical re-release of Avengers: Endgame, giving audiences a chance to experience the certification before Avengers: Doomsday arrives on December 18. Infinity Vision also includes special offerings for theaters and audiences beyond the certification itself, along with marketing support from Disney.
When Dune: Part Three locked into December 18 alongside Avengers: Doomsday, the central question was who would blink first given how aggressively Dune Part Two owned IMAX screens in 2024. With Infinity Vision, Disney is not blinking. It is building its own lane. Where Dune Part Three will compete for IMAX screens, Doomsday now has a certified PLF ecosystem that extends well beyond IMAX alone, with 300 global auditoriums that will carry Disney’s own premium branding and standards. That is a meaningful answer to the scheduling conflict, and it suggests Disney has been planning this response for some time. As we wrote last week, Dune wrapped up IMAX last time around. Disney just came back with their own version of that equation.
Our Take
This is a smart and consequential announcement that did not get the attention it deserved in today’s CinemaCon news cycle. Disney is not just promoting Avengers: Doomsday. It is building a permanent infrastructure for how its biggest films will be marketed and presented in premium theaters going forward. Infinity Vision gives Disney control over the premium narrative for every major release from here on. If it lands the way it appears to be positioned, this is the kind of long-term theatrical play that pays dividends well past December 2026. The September Endgame re-release is a smart on-ramp. People will go see Endgame on the best screen in town, understand what Infinity Vision means, and be primed to seek it out again when Doomsday opens.
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