Disney's Infinity Vision Certification Drives Half of 'Endgame: Encore' Box Office
Disney’s 'Avengers: Endgame: Encore' re-release topped the domestic box office with $26 million, with 52% of that revenue coming from its new 'Infinity Vision' certified screens. This success validates the branding strategy ahead of 'Avengers: Doomsday,' which will not play in IMAX theaters due to scheduling conflicts with 'Dune: Part Three.'
Key points
- The re-release of 'Avengers: Endgame: Encore' earned $26 million in its opening weekend, ranking No. 1 in the U.S.
- Infinity Vision screens generated $13.5 million, representing 52% of the total box office from just 43% of the available screens.
- The film opened on over 3,000 screens, with more than 1,300 certified as Infinity Vision venues.
- Infinity Vision is a quality designation, not a specific format like IMAX, and does not always require a price surcharge.
- Andrew Cripps, Disney’s head of theatrical distribution, stated that the brand launch is a test for future releases, including 'Avengers: Doomsday.'
- At least two theater circuits are upgrading screens to meet Infinity Vision standards, including some Cinemark locations in Latin America.
Background
Disney introduced Infinity Vision to maintain premium cinema appeal for 'Avengers: Doomsday,' which cannot use IMAX screens in December 2026 because 'Dune: Part Three' is scheduled for those venues. Earlier reports indicated that 70% of 'Doomsday' presales were already on Infinity Vision screens. The 2026 summer box office record, driven by premium formats, supports the industry shift toward high-quality theatrical experiences.
Why it matters
The success of 'Endgame: Encore' demonstrates that Disney can drive audience engagement through its own quality certification without relying on IMAX. This strategy is crucial for 'Avengers: Doomsday,' which faces a direct theatrical conflict with 'Dune: Part Three' for IMAX screens. If Infinity Vision continues to perform well, it may influence other studios to adopt similar premium branding strategies.
What to watch
Disney will monitor the performance of Infinity Vision as 'Avengers: Doomsday' opens on December 18, 2026. The company plans to expand the certification to other tentpole releases and may encourage other studios to adopt the branding if it proves effective. Exhibitors are expected to continue upgrading screens to meet Infinity Vision standards.
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