The re-release of "Avengers: Endgame" grossed $86 million globally in its opening weekend, with slightly more than half coming from theaters bearing the "Infinity Vision" label. This re-release added content that altered the original ending and connected to "Avengers: Doomsday," providing Disney with an opportunity to showcase this theater brand.
Of the opening weekend box office, the North American market contributed $26 million, while other markets contributed $60 million. Based on the disclosed revenue share by auditorium type, Infinity Vision theaters contributed over $43 million.
Infinity Vision is a certification label launched by Disney for cinemas, used to identify theaters whose screens, sound systems, and overall projection effects meet its established standards. It is not an independent projection technology specification, so multiple auditoriums within the same cinema may meet the standards and use this label.
This approach also differs from exhibition formats like IMAX and ScreenX. Jed Harmsen, head of Dolby Cinema business, stated that Infinity Vision incorporates various projection formats that might be difficult for audiences to distinguish into a single initiative, helping to communicate its viewing experience standards to audiences. He also emphasized that Dolby Cinema already has its own independent brand recognition.
"Avengers: Doomsday" is scheduled for release on December 18. At that time, Infinity Vision theaters will welcome another "Avengers" film following this re-release.