Infinity Vision Debuts
Disney and Marvel Re-Release Avengers: Endgame Encore Testing New Infinity Vision Format
Key Points
Infinity Vision certification criteria require a minimum 45′ wide screen, immersive sound (Dolby Atmos or 7.1), and brightness thresholds of 14 footlamberts in 2D or 6 footlamberts in 3D.
Infinity Vision has attracted more than 7,500 applications from global exhibitors seeking certification.
Disney has launched a dedicated Infinity Vision ticketing landing page, InfinityVisionTickets.com, to provide program details and guide moviegoers to the best screens.
Non-Imax, 4DX, and Dolby screens will continue to receive their own Disney tentpole marketing campaigns as part of Infinity Vision’s broader format branding.
Marvel Studios is bringing Avengers: Endgame back to theaters under a new title — Avengers: Endgame Encore — on September 25, 2026, according to ComicBookMovie. The re-release will include a custom introduction, new footage, and a special end tag available exclusively on Infinity Vision and IMAX screens.
The announcement came at CineEurope in Barcelona on June 24, 2026, as Disney simultaneously launched InfinityVisionTickets.com to guide audiences to certified premium screens. The move sets the stage for Avengers: Doomsday, scheduled to hit theaters on December 18, 2026, The Direct reported.
Infinity Vision Is Disney's Own Premium Screen Certification
Infinity Vision is a new certification program Disney created to brand high-quality non-IMAX screens. It is not a new technology. Instead, Disney sets standards that existing theater auditoriums must meet to earn the label. Think of it as a "seal of quality" for premium screens, CBR explained.
To qualify, a screen must be at least 45 feet wide. It must also have immersive sound — either Dolby Atmos or 7.1 surround — and hit brightness levels of 14 footlamberts in 2D or 6 footlamberts in 3D. More than 7,500 theaters worldwide have already applied for certification, according to SuperHeroHype.
Disney Built Infinity Vision to Fight Back Against IMAX Rivals
Disney moved Doomsday from May 2026 to December 18, 2026. That put it in direct conflict with Dune: Part Three, a film Warner Bros. had already locked up IMAX screens for globally. Rather than give up the premium market, Disney created its own certification to brand the next-best screens.
Andrew Cripps, Disney's Head of Theatrical Distribution, described Infinity Vision as a "shared effort" between Disney and theater owners to help audiences find the "very best screens" in their area. Industry analysts at Deadline and Bloomberg view it differently — calling it a "marketing workaround" to sidestep the IMAX shortage for Doomsday's opening weekend.
Endgame Encore Acts as a Bridge to the Doomsday Story
The Encore re-release is more than a replay of a seven-year-old movie. Director Joe Russo called it "critically important" for building a "narrative bridge" between the original Infinity Saga and the upcoming Doomsday. The new end tag, exclusive to Infinity Vision and IMAX screens, is expected to tease what comes next, The Direct reported.
Robert Downey Jr., who returns to the MCU as Doctor Doom, has not been officially confirmed for the new footage. But industry insiders suggest his presence may be teased in the exclusive end tag. Avengers: Endgame originally earned $2.799 billion worldwide. Disney hopes the Encore release could help it reclaim the all-time box office record from Avatar.
Fan Excitement Mixes With Frustration Over Paywall Content
Many Marvel fans are eager to see the new bridge footage. But others are upset. Locking the end tag behind premium Infinity Vision and IMAX tickets means some fans will pay more just to access what feels like essential MCU story content. Reddit's r/Marvel community has called it a "paywall" for important lore.
Disney is also using InfinityVisionTickets.com to collect more direct ticketing data from consumers. Certified theaters — including major chains like AMC, Regal, and TOHO Cinemas — expect higher ticket revenue from the premium branding. Mitsutaka Yoshida, President of TOHO Cinemas, praised Infinity Vision for providing "new value" to the theatrical experience, according to ComicBookMovie.
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