An IMAX release for Marvel's upcoming Avengers: Doomsday may still be on the table, even after the film's initial theatrical commitments conclude. This possibility gains traction following the surprise announcement that Spider-Man: Brand New Day will be available on IMAX screens later this week, despite not being initially marketed for the format.
Spider-Man: Brand New Day director Destin Daniel Cretton confirmed that certain sequences were filmed with IMAX's aspect ratio in mind. This suggests Sony had planned for an IMAX release for some time, potentially withholding the announcement to encourage repeat viewings. The film has already achieved significant box office success, nearing a billion dollars in its opening weekend alone, and this added incentive could further boost its profits.
However, Avengers: Doomsday is slated to release on December 18th and will face a similar situation to Spider-Man, which experienced a three-week exclusivity window on IMAX screens. Doomsday is set to premiere on the same day as Dune Part 3, which will occupy IMAX screens for an as-yet-confirmed two or three-week period, dominating the format through the end of 2026.
Once Dune Part 3's exclusivity ends, Disney may pursue an IMAX release for Avengers: Doomsday. Such a move could provide a significant boost to the film, especially considering January is typically a slower month for major movie releases. IMAX's prominence has grown considerably, and a release strategy following Dune Part 3's run could attract audiences who either waited for Doomsday or wish to see it again.
It remains unclear whether Avengers: Doomsday was filmed with IMAX in mind, and Marvel has not yet disclosed this information. In the interim, the studio has been promoting a new theatrical branding called "Infinity Vision." This initiative, certified by Disney, indicates a theater meets a certain quality standard, though the criteria are reportedly low and do not necessitate premium formats.
IMAX CEO Rich Gilfond had previously expressed skepticism regarding Infinity Vision, characterizing it as a marketing tactic to compensate for a lack of IMAX screen availability. He stated that Disney created Infinity Vision as a way to market Avengers: Doomsday when it could not secure an IMAX release due to prior commitments with Dune 3. Gilfond noted that the initiative does not involve new technology or special visual enhancements for the film.
While some speculation suggested potential tension between Marvel and IMAX due to these comments and disputes, the subsequent IMAX releases for Spider-Man and the upcoming re-release of Avengers: Endgame may indicate a thawing of relations. Given Marvel's commercial appeal, IMAX would likely benefit from the opportunity to feature its films.