IMAX's CEO isn't buying Disney's 'Infinity Vision' pitch for 'Avengers: Doomsday': It's just 'marketing'

Business Insider· 7h ago· 4 min read

Chris Evans in "Avengers: Doomsday." Disney/Marvel Studios "Avengers: Doomsday" will not play in IMAX because it's committed to "Dune: Part 3" the same day. Disney created "Infinity Vision," a certification ensuring films play on the best non-IMAX large-format screens. IMAX CEO Rich Gelfond called Infinity Vision a "marketing initiative." Two of the holiday season's biggest releases, "Dune: Part 3" and "Avengers: Doomsday," are on a collision course of "Barbenheimer"-like proportions come December 18 — but IMAX CEO Rich Gelfond thinks "Dune" already has the upper hand. The third installment in Denis Villeneuve's series has already secured IMAX and IMAX 70mm screens for opening weekend, leaving Marvel's "Doomsday," which will bring back MCU Phase One characters to face off against Doctor Doom (Robert Downey Jr.), out in the cold. Though "Doomsday" fans won't be able to see the movie in IMAX, Disney announced its own large-format, high-fidelity option in April: "Infinity Vision," which

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