Disney pitches Paramount, Universal on Imax’s big-screen rival

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Photo by AaronP/Bauer-Griffin/GC Images)Walt Disney Co. has held talks with other studios about using its new brand for large-screen movie formats, often described as a competitor to Imax Corp., to market their films, according to people familiar with the matter.THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLYSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.SUBSCRIBE TO UNLOCK MORE ARTICLESSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.REGISTER / SIGN IN TO UNLOCK MORE ARTICLESCreate an account or sign in to continue with your reading experience.Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an AccountDisney has met with Skydance Corp.’s Paramount Pictures, Comcast Corp.’s Universal Pictures, Lionsgate Studios Corp. and Sony Pictures Entertainment to discuss Infinity Vision — a certification that unites hundreds of existing theater chains’ large-screen formats like AMC Entertainment Holdings Inc.’s XL and Cinemark Holdings Inc.’s XD under one brand — said the people, who asked to not be identified because the discussions were private.This advertisement has not loaded yet, but your article continues below.The studios Disney has spoken with so far have shown early interest in the initiative, the people said. Some are waiting to assess the impact of Infinity Vision’s marketing on Disney’s Avengers: Doomsday, which opens the weekend of Dec. 18.Breaking business news, incisive views, must-reads and market signals. Weekdays by 9 a.m.By signing up you consent to receive the above newsletter from Postmedia Network Inc.A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Posthaste will soon be in your inbox.We encountered an issue signing you up. Please try againThe inclusion of the presentation standard in the marketing for blockbuster movies from Hollywood’s major studios would lend credibility to the nascent brand.In April, Disney partnered with movie theatre chains to debut Infinity Vision, which required auditoriums to meet standards including a screen width of around 50-feet, laser projection, and the 7.1 surround-sound system from Dolby Laboratories Inc., Bloomberg reported at the time.About 5,500 screens globally — about three times the number of Imax venues — meet the standards for Infinity Vision. Disney’s ambition to grow the label is in part the result of the company’s superhero film Avengers: Doomsday not having exclusive access to Imax’s screens. Imax has an agreement in place to screen Denis Villeneuve’s Dune: Part Three from Skydance’s Warner Bros. film studio, which opens the same weekend.This advertisement has not loaded yet, but your article continues below.The development of Infinity Vision speaks to the strength of Imax, which has become an increasingly crucial component in the making and marketing of Hollywood blockbusters. The company, founded in 1967, works directly with filmmakers and proprietary cameras to capture exceptional detail suitable for large screens. Imax also licenses its technology to cinema chains, and offers round-the-clock quality monitoring and support.Studios regularly set release dates based on how many Imax screens are available to show their films.We apologize, but this video has failed to load.This advertisement has not loaded yet.Notice for the Postmedia NetworkThis website uses cookies to personalize your content (including ads), and allows us to analyze our traffic. 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