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The Walt Disney Company announces a new program called Infinity Vision, which is intended to be a response to IMAX's dominance in the premium cinema segment. While it sounds like a new technology, in reality, it is more of a quality certification for existing cinema halls. Disney wants to show viewers where they can watch its films under the best possible conditions.
New standard but without revolution
Infinity Vision does not introduce a new image or sound format. Instead, it focuses on certifying cinemas that meet specific requirements: large screens, laser projection, and high-quality audio systems. This means that many existing premium auditoriums can receive a new label without the need for significant investment. In practice, Disney wants to create its own "quality mark" that will compete with brands like Dolby Cinema and IMAX. Audiences will see the Infinity Vision logo in cinemas and online, making it easier to choose the best auditorium for the screening.
Response to IMAX's Decision
The entire initiative is not coincidental. It is a reaction to IMAX's decision to promote one of the largest films at the end of 2026 at the expense of a Marvel production. For Disney, this is a clear signal that it cannot rely solely on external partners. Infinity Vision is therefore intended to give the company greater control over how and where its films are displayed. The program will cover hundreds of cinemas worldwide and will be supported by marketing efforts, which is expected to increase its recognition and significance in the industry.
Infinity Vision is not a technological revolution, but a strategic move by Disney, which aims to become independent from IMAX and capture part of the premium cinema market.
source: flatpanelshd.com
