Disney is sending Marvel Studios’ Avengers: Endgame back to theaters on Sept. 25 as Avengers: Endgame Encore, and this time the film will arrive with a new Infinity Vision push built around premium large-format screens. The re-release will include a custom introduction, additional new footage and a special end tag exclusive to Infinity Vision and Imax releases.
The timing matters because Disney is not treating this as a routine revival. The studio said more than 7,500 exhibitor screens around the world have applied for Infinity Vision certification, and it has started verifying them ahead of the release. Disney also launched InfinityVisionTickets.com the same day it made the announcement, giving moviegoers a direct path to the format it wants them to notice first.
Sean Gamble said the industry has a meaningful opportunity to simplify how premium large-format experiences are communicated to consumers, and Disney appears to be acting on that idea with a single label meant to guide audiences toward the best available screens. To earn the branding, a screen must be at least 45 feet wide, have an immersive sound system such as Dolby Atmos or 7.1, and meet brightness thresholds of 14 footlamberts in 2D or 6 footlamberts in 3D. Those standards are meant to separate the format from ordinary auditoriums without turning it into a one-size-fits-all claim.
That is also where the pitch gets complicated. Disney is putting Infinity Vision forward as a unifying PLF brand, but non-Imax, 4DX and Dolby screens will still get their own Disney marketing campaigns. In other words, the studio is trying to make the premium offering easier to understand without flattening the names that already have market value. The gap that remains is the one theater owners and moviegoers will watch most closely: Disney has not said how many of the 7,500-plus applicants will actually be certified before Avengers: Endgame Encore opens.
The move fits a broader business logic Disney has already spelled out in public. PLFs alone can account for about 40% of a tentpole opening weekend in North America, which is why the studio is using Infinity Vision not just on Avengers: Endgame Encore but also on Avengers: Doomsday. Disney has already taken the idea to CinemaCon and followed up with more information for circuits at CineEurope in Barcelona, where it also showed footage and first looks of upcoming titles, including Avengers: Doomsday. The clear next step is certification, and the unanswered question is whether Disney can finish that process in time to make Infinity Vision feel like a standard before the end of September.
