Where do you watch your favorite movies? When I was young, I used to watch movies in theaters because my home TV was small and VHS and VCD formats did not offer satisfactory quality. With the advent of streaming, the movie landscape has changed because large TV screens and 4K quality can be easily enjoyed at home.
At Cinemacon last weekend, Disney announced its new Infinity Vision movie format, which they said would make it easier for viewers to identify the theaters that offer the biggest, brightest, and most immersive viewing experience.
Infinity Vision emphasizes three main elements: the largest screen for maximum scale, a laser projection system for higher brightness and clarity, and premium audio for an immersive sound experience. Disney said that so far 75 theaters in the United States and 300 more worldwide have met Infinity Vision standards.
The first movie to be screened using Infinity Vision is Avengers: Endgame, which returns to theaters in September, followed by Avengers: Doomsday in December.
Infinity Vision is seen by industry players as a format that competes with IMAX. This year, the movie Avengers: Doomsday was not shown in IMAX because the slot was taken by Dune Part 3. Infinity Vision could be used as a marketing tactic and tickets could be sold at a higher premium price to increase the movie's box office collection.
