In movie theaters, IMAX has been a kind of industry top standard. Dedicated moviegoers have known for decades that if you want to see a film on a massive screen, in all its glory, you should head to an IMAX theater.
But there is only a relatively small number of IMAX theaters worldwide.
And this, of course, creates the problem that if two blockbuster films are coming out, at the same time, that would benefit from an IMAX-level viewing experience, there's not enough IMAX theaters available.
And this is exactly what's happening this year. Disney would have wanted the Avengers: Doomsday film to be released in IMAX theaters, but the screens are already largely booked worldwide for Dune: Part Three, arriving in theaters on December 18.
Annoyed by the situation, Disney is establishing its own competitor for IMAX certification. The certification, going by the name Infinity Vision, would be granted to movie theaters that can offer "massive screens, with the sharpest and clearest colors and the best possible sound reproduction".
According to Kotaku, who reported on the matter, more detailed information about the new Infinity Vision certification has not yet been released. But Disney plans to get Infinity Vision certification for 75 movie theaters in the United States and 300 theaters worldwide.
The purpose, of course, is to make more money: films shown in Infinity Vision theaters would command significantly higher ticket prices than films shown in other theaters.
On the other hand, a mere certificate stating that a movie theater's technology is of good quality cannot directly compete with IMAX. As IMAX technology means much more than just a large screen and a high-quality projector. Films specifically shot in the IMAX format differ from most other films already by being generally filmed with cameras intended for IMAX, with their own special aspect ratio.
And this, of course, creates the problem that if two blockbuster films are coming out, at the same time, that would benefit from an IMAX-level viewing experience, there's not enough IMAX theaters available.
And this is exactly what's happening this year. Disney would have wanted the Avengers: Doomsday film to be released in IMAX theaters, but the screens are already largely booked worldwide for Dune: Part Three, arriving in theaters on December 18.
Annoyed by the situation, Disney is establishing its own competitor for IMAX certification. The certification, going by the name Infinity Vision, would be granted to movie theaters that can offer "massive screens, with the sharpest and clearest colors and the best possible sound reproduction".
According to Kotaku, who reported on the matter, more detailed information about the new Infinity Vision certification has not yet been released. But Disney plans to get Infinity Vision certification for 75 movie theaters in the United States and 300 theaters worldwide.
The purpose, of course, is to make more money: films shown in Infinity Vision theaters would command significantly higher ticket prices than films shown in other theaters.
On the other hand, a mere certificate stating that a movie theater's technology is of good quality cannot directly compete with IMAX. As IMAX technology means much more than just a large screen and a high-quality projector. Films specifically shot in the IMAX format differ from most other films already by being generally filmed with cameras intended for IMAX, with their own special aspect ratio.
