Marvel Fans Buzz as Disney Rebrands Premium Screens “Infinity Vision” and Retitles the Endgame Re-Release “Avengers: Endgame Encore”

Disney is rolling out Infinity Vision, a new premium large-format screen standard, for the re-release of Marvel Studios’ Avengers: Endgame — now titled Avengers: Endgame Encore, in theaters September 25 — and December’s Avengers: Doomsday. More than 7,500 exhibitor screens have applied for certification, and the Encore cut adds new footage and an exclusive end tag.

Marvel fans have a new reason to head back to theaters: Disney is rolling out Infinity Vision, a premium large-format screen standard, for the re-release of Marvel Studios’ Avengers: Endgame — now retitled Avengers: Endgame Encore — and December’s mega-tentpole Avengers: Doomsday. According to Deadline, more than 7,500 exhibitor screens worldwide have already applied for Infinity Vision certification, and the Encore cut will arrive with new footage fans haven’t seen.

What Is Infinity Vision?

Infinity Vision is Disney’s answer to a crowded premium-screen landscape. Rather than launching a single proprietary format, the brand is designed to guide moviegoers to the best screens available — spotlighting high-end non-IMAX, 4DX, and Dolby auditoriums, which will still run their own Disney tentpole marketing campaigns. Disney first introduced the concept to theater owners at CinemaCon, and this week its distribution executives took the pitch to circuits at CineEurope in Barcelona.

The stakes are real. Premium large-format (PLF) screens can account for roughly 40% of a tentpole’s opening weekend in North America. The recent record-setting opening of Toy Story 5 illustrates the point: the Pixar sequel drew close to $64 million from PLF screens alone as part of a 2026 year-to-date record opening of $159.6 million.

The Standards Behind the Brand

To earn the Infinity Vision badge, an exhibitor’s screen has to meet specific technical benchmarks — a quality bar meant to make the brand a trustworthy signal for audiences.

Disney has also launched a dedicated ticketing landing page, InfinityVisionTickets.com, to funnel fans toward certified screens as the company verifies the more than 7,500 applications it has received ahead of the Encore release.

Why the Industry Is On Board

Major exhibitors have publicly welcomed the move, framing it as a long-overdue step toward a unifying premium-format language for audiences.

“As interest in enhanced theater amenities continues to grow, there is a meaningful opportunity for our collective industry to simplify how we communicate and promote the range of premium large format (PLF) experiences that are available to consumers. We commend Disney for taking an important first step,” said Cinemark CEO Sean Gamble.

Regal Cineworld Group CEO and Director Eduardo Acuna added that “having a single identifiable brand will help audiences trust that from the moment they step through the doors they are going to have a spectacular cinematic experience,” while Cinema United boss Michael O’Leary praised Disney’s “leadership in promoting the great myriad of theatrical experiences available to movie fans today.”

A Stacked Slate — and a Notable IMAX Wrinkle

During its CineEurope presentation, Disney showed footage and first looks at a deep upcoming slate, including Avengers: Doomsday, Gatto, Hexed, Ice Age: Boiling Point, Moana, Star Wars: Starfighter, The Dog Stars, and Whalefall. Avengers: Doomsday opens December 18 and will play PLF screens — a noteworthy detail given that IMAX had previously committed that window to Warner Bros. and Legendary’s Dune: Part Three. The Encore cut of Avengers: Endgame will carry an exclusive end tag shared only with IMAX releases, underscoring how central premium formats have become to Marvel’s theatrical strategy.

Why Fans Are Buzzing

For Marvel fans, this is more than a corporate format announcement — it’s a chance to see Avengers: Endgame back on the biggest screens with footage that didn’t make the 2019 cut, just months before the Russo Brothers reunite the franchise for Avengers: Doomsday. The retitling to Avengers: Endgame Encore signals Disney is treating the re-release as an event in its own right rather than a simple reissue, and the new Infinity Vision branding doubles as a hype machine for the road to Doomsday. With certified screens and ticketing already live, the countdown to a very Marvel-heavy fall and winter at the box office has officially begun.