When I went to the movies a couple of weeks back, among all the logos that swirl and bwaaaarrrm as the feature presentation started, I was a little amused to note that they are now on Dolby 7.2. This was notable to me, because I am so old that I can still remember getting excited when my new tape deck had a Dolby sticker on it. Back then, it was so simple. Now there are numerous standards and levels.
When it comes to the images to go with the sound, the field is just as cluttered, with Real3D, IMAX, Screen X, 4DX, and so on. The battle to book IMAX screens is well-documented, and sometimes whoever gets there first, wins the box office.
Well, Dune: Part 3 put a fly into Disney’s Avengers: Doomsday ointment when it booked at all the IMAX screens out from under them. Disney responded by being so typically Disney about it. They just created a new format (kinda!).
Disney’s Infinity Vision is a new certification standard for premium large format (PLF) theatres. Disney announced it back in April, primarily as a way to market Avengers: Endgame as a “premium format” when all the IMAX screens had gone to Warner Bros.
Today, at CineEurope, Disney announced that they have recieved over 7,500 applications from global exhibitor screens looking for Infnity Vision certification.
To pass muster, the auditoriums must meet the standards that include a screen a minimum of 45 feet/13.7 meters wide, with an immersive sound system like Dolby Atmos or 7.2, and brightness levels must reach either 14 footlamberts in 2D and/or 6 footlamberts in 3D.
Disney will re-release Avengers: Endgame as Avengers: Endgame Encore on September 25th as the first Infinity Vision release. This will include new bonus features and exclusive Doomsday content.
Disney has also launched the Infinity Vision ticketing page at InfinityVisionTickets.com.
Source: Dark Horizons
