At this year’s CinemaCon, an annual gathering where film studios show off their upcoming wares to excite the exhibitors they hope to showcase them, Disney announced a new way to see a movie, sort of: InfinityVision. Despite the cutesy Marvelized name, it’s not a superhero-specific experience; it’s a certification for premium large-format (PLF) auditoriums. The idea is that any InfinityVision-certified screen will adhere to or exceed standards – vaguely described so far – in size, sound quality, and picture brightness/clarity. There are supposedly 300 such screens already certified around the globe, though there doesn’t seem to be an actual list explaining which ones they are yet.
The practical reason for this additional layer of branding is that Disney’s Avengers: Doomsday is premiering in December on the same weekend as the third Dune movie, which has a deal to occupy coveted (and limited) Imax screens for several weeks. This essentially locks Earth’s mightiest heroes out of one of the marquee names in exhibition; InfinityVision seems intended to reassure viewers that their other options, presumably the various Dolby, RPX, and other branded PLF auditoriums that already exist, are as impressive as possible. Call it screenmaxxing.
