Disney is rolling out its Infinity Vision large-screen branding for upcoming Marvel tentpoles, with “Avengers: Endgame Encore” set for Sept. 25. The studio says it has received more than 7,500 applications from global exhibitors for certification, is verifying
By the time Disney’s team finished walking the aisles at CineEurope in Barcelona, the message was clear: the next time “Avengers: Endgame” returns to theaters, it won’t just be a re-release. It’ll be guided—screen by screen—through a new large-format brand.
Infinity Vision. the large screening format standard Disney is introducing for the upcoming re-release of Marvel Studios’ “Avengers: Endgame. ” has drawn more than 7. 500 applications from global exhibitor screens seeking certification. Disney says it is now verifying those screens ahead of “Avengers: Endgame Encore” release on Sept. 25, under a fresh title for the picture’s comeback.
The push isn’t only about spectacle. Infinity Vision is designed to steer moviegoers to what Disney frames as the best screens available. casting a spotlight on non-Imax. 4DX and Dolby screens. Those formats will still receive their own Disney tentpole marketing campaigns. but Infinity Vision will provide the unifying label across them.
For exhibitors, the stakes are practical. Large-format experiences can make up a significant share of a tentpole’s opening weekend in North America—PLFs alone account for about 40% of an opening weekend. according to the article’s figures. with “Toy Story 5” cited as having made close to $64M from PLFs in a record 2026 YTD opening of $159.6M.
Disney first announced Infinity Vision at CinemaCon, where it began discussing the large-format branding with theater owners. At CineEurope this morning, Disney’s distribution suits were on the ground at the event with additional information for circuits bringing the branding to their venues.
From the stage, Disney said the Infinity Vision release of “Avengers: Endgame Encore” will include a custom introduction, additional new footage, and a special end tag exclusive to Infinity Vision and Imax releases.
The branding push is already spilling into ticketing. Disney formally launched an Infinity Vision ticketing landing page today, InfinityVisionTickets.com.
Not every theater can simply sign up and slap on the label. To receive the Infinity Vision branding. an exhibitor’s screen must meet specific standards: it needs to be a minimum of 45′ wide. include an immersive sound system such as Dolby Atmos or 7.1. and hit brightness levels of either 14 footlamberts in 2D and/or 6 footlamberts in 3D.
Trade leadership responded with enthusiasm that sounded like a shared hope—simpler communication, more trust for audiences, and clearer differentiation for theaters trying to sell premium formats without confusing viewers.
Cinemark CEO Sean Gamble praised the move. saying. “As interest in enhanced theater amenities continues to grow. there is a meaningful opportunity for our collective industry to simplify how we communicate and promote the range of premium large format (PLF) experiences that are available to consumers. We commend Disney for taking an important first step toward advancing this objective and look forward to collaborating with them and our broader industry partners to align on a unifying PLF brand and set of standards.”.
Regal Cineworld Group’s CEO & Director Eduardo Acuna framed the benefit in terms of audience confidence: “It’s been a long time coming. and we love that Disney is taking the lead in pointing moviegoers to the best theaters out there. Having a single identifiable brand will help audiences trust that from the moment they step through the doors they are going to have a spectacular cinematic experience.”.
Cinema United boss Michael O’Leary added a wider audience point. saying. “We compliment Disney’s leadership in promoting the great myriad of theatrical experiences available to movie fans today. We need to ensure that audiences everywhere are aware of the many options available to them in their local theaters.”.
As Disney laid out Infinity Vision at CineEurope, it also previewed footage and first looks of upcoming titles. The presentation included appearances from “Avengers: Doomsday,” “Gatto,” “Hexed,” “Ice Age: Boiling Point,” “Moana,” “Star Wars: Starfighter,” “The Dog Stars,” and “Whalefall.”
“Avengers: Doomsday” opens on Dec. 18, and will have PLF screens. The article notes that even though Imax was previously committed to Warner Bros/Legendary’s “Dune: Part Three. ” the Marvel release is still planning PLF presence—another sign Disney is pushing premium formats without tying itself to a single display ecosystem.
The timing matters. Infinity Vision’s first major test arrives with “Avengers: Endgame Encore” on Sept. 25—right as theaters gear up to compete for attention with brands, formats, and now, a shared label meant to make the “best screens” feel easier to find.
Disney Infinity Vision Avengers: Endgame Encore CinemaCon CineEurope PLF Dolby 4DX Imax InfinityVisionTickets.com