An Avengers: Doomsday IMAX release doesn’t seem totally out of the question anymore.
Earlier today, it was announced that Spider-Man: Brand New Day will be hitting IMAX screens in North America later this week. This came as a bit of a surprise to fans, as the film wasn’t marketed for the format and instead opted to use other premium large format screens such as ScreenX, 4DX, and Dolby. However, Brand New Day was shot with IMAX in mind and certain sequences were filmed for the format’s aspect ratio, according to director Destin Daniel Cretton.
Ultimately, it seems like Sony was aware it wanted an IMAX release a while ago, but kept it under wraps, possibly to encourage fans to see it again. That strategy will likely generate further profits for Marvel as the film has already made nearly a billion dollars in its opening weekend alone and enthusiastic fans are looking to see it second time — now with an added reason to go.
With that said, Marvel has already confirmed that Avengers: Doomsday will not release in IMAX when it hits theaters on December 18th. The situation is similar to Spider-Man, which released in The Odyssey’s three-week exclusivity window on IMAX screens. Doomsday will be hitting theaters the same day as Dune Part 3, which will have its own exclusivity on IMAX screens. The window has yet to be confirmed, but it will likely be two or three weeks, ensuring the sci-fi trilogy capper dominates screens throughout the end of 2026.
But once that window is up, it wouldn’t be surprising if Disney pounces. It would give Avengers: Doomsday a second wind, especially as January is a notoriously quiet month for major movie releases. IMAX has only become more and more prominent as time has gone on, especially after The Odyssey’s highly successful run, and it’s a format that fans are enamored by. It would likely drive a healthy amount of people to IMAX theaters to either see the film for the first time if they prioritized Dune in December or see it again.
Currently, there’s no word on whether or not Avengers: Doomsday was shot with IMAX in mind and Marvel probably won’t reveal that until it’s ready to show its cards. Indeed, in the meantime, Marvel has been marketing a new theatrical branding known as “Infinity Vision.” While some thought this was a brand new format, it’s actually a certification from Disney that a theater meets a certain level of quality. Admittedly, the standards are low and the movie doesn’t even need to be shown on a premium format in order to be qualify.
IMAX CEO Rich Gilfond was previously very dismissive of Infinity Vision, noting that it’s just a marketing tactic to make up for the lack of IMAX screens.
“It’s not a new technological advance in any way; it’s a marketing initiative, because Disney could not play Avengers in IMAX because we had committed to Dune 3,” Gilfond said. “Disney really wanted to figure out a way that they could market to audiences. So they created this initiative. It’s not going to open an additional projection system. It’s not going to add any special look or feel to the film. It is a way to market Avengers. We’ll find out if it works or not.”
Some speculated that these comments and behind the scenes disputes may have created a tense relationship between Marvel and IMAX, but Spider-Man and the upcoming re-release of Avengers: Endgame both getting the IMAX treatment may suggest it’s not that bad. After all, Marvel is a cash cow, and it would also benefit IMAX to milk it if it gets the opportunity.
Cade Onder is a freelancer for IGN’s news team. He covers all things entertainment, including gaming, film, and more. You can find him on Twitter @Cade_Onder.
