Why Disney's ‘Endgame Encore' Is Laser-Focused On Infinity Vision

Disney's Infinity Vision, initially met with skepticism, aims to standardize cinema quality by certifying theaters with laser projection, a feature often elusive to moviegoers. This is particularly beneficial for formats like 4DX, which frequently rely on older, dimmer projectors. However, the program faces early scrutiny as some UK Cineworld 4DX screens, certified for Avengers: Endgame Encore, reportedly fall short of the 45-foot minimum width requirement. This raises questions about the consistent enforcement of Infinity Vision's standards, including the crucial laser projection. Despite these potential discrepancies, the initiative has garnered over 7,500 applications, suggesting a significant push for cinema upgrades. The Endgame Encore re-release, with its new footage and vibrant color grade, serves as a key test, relying on certified screens to deliver its enhanced visual experience and potentially boost future Disney blockbusters. ‘Avengers Endgame: Encore’ features four minutes of additional footage and will be the first film to be shown in theaters bearing Disney’s new Infinity Vision branding. When Disney announced its Infinity Vision certification brand a few months ago, it was met with some confusion and derision. As a certification program rather than a new format, many found it less than exciting—and a clear response to Spider-Man losing all the IMAX screens to The Odyssey. However, as tickets go on sale for Avengers: Endgame Encore, which brings back Marvel’s most successful movie with four additional minutes added to its runtime, I’ve realized that Infinity Vision could offer cinemagoers something genuinely useful: an easy way to identify theaters with laser projection. That matters because projector information has historically been surprisingly difficult to find. While some chains, such as Regal in the U.S., indicate whether a screen has a laser projector, many still do not. Because laser projection is baked into the Infinity Vision standard, the badge should theoretically provide a simple way of knowing what you’re getting. This is especially useful for formats such as 4DX, where it has always been vague as to whether the screen has a suitable projector. This can be an issue, as 4DX often relies on legacy 2K Xenon projectors that suffer from rapid lamp decay, resulting in a noticeably dimmer, flatter image with poor contrast in 3D. Does Every Infinity Vision Theater Meet The Standard? This led me to notice a discrepancy in the Infinity Vision specifications. According to its website, a screen needs to be a “minimum of 45 feet wide” (13.7m) to receive the badge. However, as far as I can tell, Cineworld in the UK has labelled all its upcoming 4DX screenings of Avengers: Endgame Encore as “4DX Infinity Vision 3D”, despite many of these 4DX theaters having screens that are less than 45 feet wide. While the screen-size discrepancy may be forgivable, Disney's apparent flexibility here makes me wonder whether other requirements are being enforced—specifically, laser projection. It would be disappointing if some certified screens still use non-laser projection, especially as this seems to be the most tangible benefit Infinity Vision brings for those that already understand cinema branding technology. On the flip side, with more than 7,500 applications from global exhibitors seeking certification for the Infinity Vision format, if it has been the catalyst for them to upgrade some screens to achieve the certifica...