IMAX CEO Rich Gelfond isn't buying Disney's 'Infinity Vision' pitch for 'Avengers: Doomsday'. He sees it as a marketing ploy, not a technological advancement. Gelfond argues that Disney couldn't play 'Avengers' in IMAX due to their commitment to 'Dune 3'.
"Infinity Vision" is Disney's attempt to market 'Avengers' without using IMAX's exclusive screens. It's a certification for non-IMAX theaters with premium large-format screens, promising an 'exceptional film presentation'. But Gelfond believes it's just a marketing strategy, not a genuine innovation.
IMAX is currently in a strong position, with filmmakers like Christopher Nolan shooting movies entirely on its cameras. 'The Odyssey' is a prime example, with presales selling out quickly and earning a significant portion of its box office revenue from IMAX screenings.
Despite Disney's efforts, 'Avengers: Doomsday' faces competition from 'Dune: Part 3' and 'Spider-Man: Brand New Day'. These movies have secured IMAX and premium large-format screenings, while 'Avengers' will be limited to non-IMAX options. Gelfond predicts 'Dune' will have the upper hand at the box office.
The article highlights the ongoing rivalry between Disney and IMAX, with Gelfond emphasizing the importance of IMAX's exclusive screens and technological superiority. It also raises questions about the effectiveness of 'Infinity Vision' as a marketing tool in the highly competitive film industry.
