IMAX Shades Disney's Infinity Vision Plans After Avengers: Doomsday Loses Premium Screens To Dune 3
By Published May 1, 2026, 10:23 AM EDT Jeff Dodge (he/him), a published author and graduate of Western Washington University, has been a TV news editor for many years and has had the chance to interview multiple reality show stars, including Randy Jackson, Nick Cannon, Heidi Klum, Mel B and John Cena. Fun Fact: he’s been to every single Idol Live! Tour. follow Follow followed Followed Like Like Log in Here is a fact-based summary of the story contents: Try something different: Show me the facts Explain it like I’m 5 Give me a lighthearted recap
After Disney announced plans to launch its Infinity Vision certification with , one of the top IMAX executives has now responded.
Disney's Avengers: Doomsday and Warner Bros.'s Dune: Part Three are opening on the same day in December 2026, but the latter has already secured all IMAX screens in the United States for the first three weeks of release. Disney reacted by debuting a new premium large format (PLF) certification to incentivize moviegoers to see the upcoming Avengers film.
While speaking on a market analyst call (via ), IMAX CFO Natasha Fernandes broke her silence on Disney's Infinity Vision plans, claiming that it's merely a "marketing play to try and offset the fact that they don't have an IMAX platform or brand for Avengers: Doomsday."
There's a reason why IMAX is the "undisputed leader in premium cinema worldwide." Audiences of the Marvel Cinematic Universe franchise are some of the most "savvy" and "discerning moviegoers out there," Fernandes said, so they'll be able to tell the difference between IMAX and other premium formats.
“From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an Imax platform or brand for Avengers: Doomsday. [Marvel fans are] among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide.”
Before , though, Disney will start to familiarize Marvel viewers with Infinity Vision by soft-launching the certification with its theatrical re-release of Avengers: Endgame on September 25, which will include new Doomsday footage.
There are various premium large-format options in movie theaters, including IMAX, Dolby Vision, Regal RPX, 4DX, and ScreenX. These formats are meant to improve the moviegoing experience with higher-quality audio and video. According to Disney, Infinity Vision-certified showings will feature larger screens, laser projection to enhance the screen's clarity and brightness, and a premium audio format.
and will bring together a huge cast of characters from the MCU for its biggest team-up since Avengers: Endgame was released in 2019. Robert Downey Jr. is returning to the Marvel universe, but this time he's playing the villain Doctor Doom, as the franchise continues to explore the multiverse.
The Russo Brothers are back as directors after helming Captain America: The Winter Soldier, Captain America: Civil War, Avengers: Infinity War, and Avengers: Endgame together, with the latter two grossing $2.05 billion and $2.79 billion, respectively, at the box office. The Russos are also producing the film with Marvel Studios president Kevin Feige.
Likewise, and will serve as the final installment in Denis Villeneuve's trilogy. The first two movies, which are based on Frank Herbert's novel Dune, grossed $411 million and $715 million, respectively; both are Certified Fresh on Rotten Tomatoes. The threequel's cast includes Timothée Chalamet, Zendaya, Jason Momoa, Florence Pugh, Rebecca Ferguson, Charlotte Rampling, Anya Taylor-Joy, Robert Pattinson, Javier Bardem, and Isaach de Bankolé.
Select Dune: Part Three scenes were filmed with IMAX cameras, which explains why Warner Bros. wanted to secure exclusivity on IMAX screens when the film is released in December. In early April, IMAX 70mm tickets were made available for pre-order at select theaters, but they are already sold out.
Avengers: Doomsday and Dune: Part Three will be released in theaters on Friday, December 18, 2026.
Cast
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Thor -
Vanessa Kirby Sue Storm / Invisible Woman -
Johnny Storm / Human Torch -
Ebon Moss-Bachrach Ben Grimm / The Thing
Avengers: Doomsday is the fifth Avengers film in the Marvel Cinematic Universe and will bring together heroes, new and old, to face off against Victor von Doom - played by the returning Robert Downey Jr. The upcoming film notably marks the beginning of Phase 6 of the MCU.
Producers , , Main Genre Superhero Executive Producer(s) Jonathan Schwartz, Louis D'Esposito, Callum McDougall, Chris Castaldi Expand Collapse
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