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While Marvel Studios’ “Avengers: Doomsday” won’t be hitting IMAX screens, due to “Dune: Part Three” having taken them, that won’t be the case for the follow-up.
The giant-screen exhibitor confirmed in an earnings call this afternoon that “Avengers: Secret Wars” will be coming to IMAX screens in December 2027.
Rather than in IMAX, “Avengers: Doomsday” will be playing in ‘Infinity Vision,’ a new certification for assorted premium format cinemas that Disney is introducing specifically for the upcoming Marvel Studios release.
Infinity Vision certifies auditoriums that meet what Disney describes as “rigorous technical standards” including massive screens, laser projection and premium audio formats. The re-release of “Avengers: Endgame” in cinemas in September will be the first title using the new branding.
IMAX CFO Natasha Fernandes spoke about the rival format, saying (via THR): “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. It doesn’t offer the consumer anything that they couldn’t get yesterday.”
She also said 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. No one can match our relationships with filmmakers.”
IMAX saw a drop in revenue to $81.4 million for the first quarter of the year, its lowest quarter of the past three years.
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