Two of the holiday season’s biggest releases, “Dune: Part 3” and “Avengers: Doomsday,” are on a collision course of “Barbenheimer”-like proportions on Dec. 18, but IMAX CEO Rich Gelfond believes “Dune” already has the advantage. The third installment of Denis Villeneuve’s series has already secured IMAX and 70mm IMAX screens for opening weekend, leaving Marvel’s
Two of the holiday season’s biggest releases, “Dune: Part 3” and “Avengers: Doomsday,” are on a collision course of “Barbenheimer”-like proportions on Dec. 18, but IMAX CEO Rich Gelfond believes “Dune” already has the advantage.
The third installment of Denis Villeneuve’s series has already secured IMAX and 70mm IMAX screens for opening weekend, leaving Marvel’s “Doomsday,” which will bring back the MCU’s Phase One characters to take on Doctor Doom (Robert Downey Jr.), out in the cold.
Although “Doomsday” fans won’t be able to see the film in IMAX, Disney announced its own large-format, high-fidelity option in April: “Infinity Vision,” giving non-IMAX theaters with premium large-format screens Disney’s technical seal of approval.
Chris Evans returns as Captain America and Chris Hemsworth returns as Thor in “Avengers: Doomsday.” Disney/Marvel Studios
The Infinity Vision website describes it as a certification that will guarantee moviegoers an “exceptional cinematic presentation.”
“This includes large screens, with bright images and exceptional sound,” the website states. “When you see the Infinity Vision badge, you know you’re in for an incredible theatrical experience.”
When asked about Infinity Vision, IMAX CEO Gelfond said his company remains the gold standard.
“It’s in no way a new technological advancement; it’s a marketing initiative, because Disney couldn’t play ‘Avengers’ in IMAX because we had committed to ‘Dune 3,'” Gelfond told Business Insider.
“Disney really wanted to find a way to market to the public. That’s why they created this initiative,” he added. “It’s not going to open up an additional projection system. It’s not going to add any special look or feel to the movie. It’s a way to market ‘Avengers’. We’ll find out if it works or not.”
Disney did not respond to a request for comment.
IMAX has become the gold standard in large-format cinematic experience. China News Service/China News Service/Getty Images
IMAX is on a roll lately, with filmmakers not only formatting their films for their screens, but also shooting with their cameras. Christopher Nolan has been the leader of this trend and filmed his latest film, “The Odyssey”, entirely with IMAX cameras, a novelty. “Dune: Part 3” is also riding the IMAX wave, with director Denis Villeneuve filming select scenes with IMAX cameras.
IMAX tickets for films shot at least partially in this format have been selling like hotcakes: pre-sales for “The Odyssey” in IMAX 70 mm sold out just hours a year before the film’s release. In the film’s opening weekend, IMAX reported earning $51.8 million worldwide from its screenings, more than 20% of the film’s worldwide box office gross of $264.1 million.
“The numbers this movie will do for IMAX will be among the best in IMAX history,” Gelfond said of “The Odyssey.”
Still, “Doomsday” will most likely do well. Marvel’s upcoming “Spider-Man: Brand New Day” also won’t have IMAX screens in the U.S. when it opens July 30, and is on track to have a $200 million-plus opening at the domestic box office.