Disney has put sharper edges around Infinity Vision, confirming that the program is a certification and marketing label for premium non-IMAX auditoriums rather than a new cinema technology or proprietary format. During the ICTA’s Barcelona pre-CineEurope seminar Disney’s Head of Global Theatrical Distribution, Andrew Cripps, said Infinity Vision was voluntary and still being refined. Then, during CineEurope the studio descirbed later described it more explicitly as a certification program and launched InfinityVisionTickets.com to help moviegoers identify participating PLF screens.

The newly stated requirements give exhibitors more to work with: screens must be at least 45 feet wide, offer Dolby Atmos, 7.1 sound or an immersive equivalent, and hit 14 footlamberts for 2D projection and/or 6 footlamberts for 3D. That moves Infinity Vision beyond pure logo-slinging, though not all the way to a THX-style audit regime. Cripps made clear Disney does not have teams inspecting auditoriums, which leaves the practical verification process — and how consistently standards will be applied across territories — as the real make-or-break issue.

The commercial logic is obvious. Disney needs a shorthand for premium exhibitor-owned PLFs, especially with “Avengers: Endgame – Encore” serving as the September test run before “Avengers: Doomsday” in December. But the bigger industry question is whether Infinity Vision becomes a shared PLF language or remains a Disney-driven workaround for a crowded premium marketplace. Exhibitors may welcome the marketing support, but unless other studios adopt the label, Infinity Vision risks becoming another badge in the format soup — now with slightly better seasoning.