It is unclear if Disney's new large-format screen certification, Infinity Vision, is in response to the much-awaited Dunesday clash or just the company diversifying into the exhibition side of cinema, but the movie giant is now partnering with theatre chains to bring a new format to the big screen.
Infinity Vision, a giant screen format, is being seen as a rival to IMAX and will roll out in time for the release of Avengers: Doomsday in December.
Disney launches Infinity Vision, a new giant screen format, in a move that could challenge IMAX's dominance in the premium large-screen market.
To qualify for the new Infinity Vision label, auditoriums will need a screen width of at least 50 feet, laser projection, and the 7.1 surround-sound system from Dolby Laboratories Inc.
The report stated that around 5,500 screens globally would meet the standards for the new label, which is about thrice the number of existing IMAX venues worldwide.
IMAX is globally recognised as the gold standard of premium large-screen formats, and studios regularly set release dates based on how many IMAX screens are available to present their films.
Last year, several theatre chains held meetings about the possibility of establishing an industry-wide certification for their premium screens, and Disney is now in talks with multiple chains.
Theatre operators would still be able to offer their own big-screen brands alongside the Infinity Vision certification, and a timeline for its rollout has not been announced.
