Disney Pitches Infinity Vision Brand to Rival Film Studios

The Walt Disney Company has initiated discussions with several major film studios to promote Infinity Vision, a new certification brand for large-screen movie formats. The initiative is designed to compete directly with Imax Corp. by consolidating various existing theater chain formats under a single, unified standard.

Disney aims to bring together disparate formats, including AMC Entertainment Holdings Inc.’s XL and Cinemark Holdings Inc.’s XD, to create a consistent marketing brand for premium cinema experiences. To achieve this scale, Disney has pitched the Infinity Vision standard to Paramount Pictures, Universal Pictures, Lionsgate Studios Corp., and Sony Pictures Entertainment.

The company is encouraging these studios to adopt and market their upcoming films using the new certification to challenge the current market dominance of Imax Corp.