I Only Noticed “Infinity Vision” in the Avengers: Doomsday Trailer

So after watching the Avengers: Doomsday trailer, I only noticed that line, “See it in Infinity Vision”. I was curious back then about IMAX, and now I have a reason to check it.

Avengers will be released on the same day as Dune 3, and Dune 3 PRs for IMAX, exclusively. So Avengers PRs for Infinity Vision. That isn’t a new type of cinema format, it is like Disney’s certification for cinemas. When I searched around this, I saw people also calling this a marketing play, but I didn’t research anything before this, so I think Disney’s trick is working.

Back then I thought IMAX was only like a better cinema format. Well, it is. But after seeing Nolan being promoted for IMAX too much, and also seeing those movies, directors, producers are in the same group, like an ecosystem, I think it’s like a game about assets, money, and how they promote their system.

In the big picture, everyone has their own system, from studios, formats, technology... Those are in the same system, work together, and promote each other. This game not only reaches the audience but also the cinemas.

Cinemas now have to compete, upgrade their technology, get certified, and then they can be in the premium list. And premium screens are limited, screen time is also limited.