(Image Source: Vanity Fair, Warner Bros. Pictures)
Last month, Marvel Studios and parent company Disney announced the upcoming launch of their self-developed, new giant screen format certification brand, Infinity Vision, set to debut in the second half of this year. The extended cut of "Avengers: Endgame," arriving in North American theaters on September 25, and the highly anticipated "Avengers 5," slated for December 18, will be the first titles promoted under this new brand.
(Image Source: Disney Pictures)
Following the announcement last month, many in the industry speculated that Disney's sudden push for this new brand was a direct response to "Dune: Part Three" having already secured IMAX slots. This move, they believed, was intended to compensate for "Avengers 5" being unable to capitalize on premium ticket prices due to the concurrent release.
However, it's not just the public who holds this view. IMAX Group CFO Natasha Fernandes recently commented during the company's first-quarter earnings call, stating: "We view this as purely a marketing strategy, an attempt to compensate for the fact that 'Avengers 5' won't have the benefit of the IMAX platform or brand. But it offers consumers nothing they haven't had before. Marvel fans are among the most discerning and appreciative audiences, and there's a reason we are the undisputed global leader in premium cinema. No one can rival our partnerships with filmmakers."