Avengers: Doomsday Forced to Watch Dune: Part 3 Snatch IMAX Like a Sibling Fight
KEY POINTS
- ā¢On December 18, 'Dune: Part 3' secured all IMAX screening slots for its worldwide opening weekend.
- ā¢Disney introduced the 'Infinity Vision' certification in April, aiming to ensure large-format movie presentations outside IMAX theaters.
- ā¢IMAX CEO Rich Gelfond criticized Infinity Vision as 'just a marketing initiative' since Disney couldnāt secure IMAX for 'Avengers: Doomsday.'
On December 18, MCU's 'Avengers: Doomsday,' starring Chris Evans, Chris Hemsworth, and OG Phase One legends versus Doctor Doom (yes, Robert Downey Jr.), will disgracefully face the box office blackout by IMAX. Why? IMAX CEO Rich Gelfond already promised all IMAX screens to Denis Villeneuveās 'Dune: Part 3,' which shamelessly shot scenes with IMAX cameras and scored early $51.8M presales. Disneyās solution? 'Infinity Vision,' a fancy marketing label screaming 'premium' without adding new tech or screens. Disney declined comment, letting Gelfond roast it as 'just a marketing initiative' to soften the IMAX snubābecause nothing says blockbuster like losing your theater throne to a giant sand dune.
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(1 of 3)Disney's Infinity Vision: the cinematic equivalent of a participation trophy because IMAX was busy flirting with sandworms and sci-fi existential dread.
Marvelās answer to losing IMAX screens? A marketing label called Infinity Vision, because nothing beats pretending you have the biggest projector while watching your rival flex.
IMAX said no to Avengers Doomsday because Dune claimed the big toys first. Disney responded with Infinity Vision - the movie version of 'Look Mom, I made a logo!'
Source: Businessinsider | Published: 7/23/2026 | Author: Jason Guerrasio
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