IMAX Calls Marvel Studios' Infinity Vision Format for 'Avengers: Doomsday' a "Marketing Play"
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A premium-format fight has been quietly building around one of the year's biggest upcoming blockbusters, and it's not really about branding on its own. Studios have spent years training audiences to see giant-screen formats like IMAX as part of the theatrical event, so losing access to that label at launch is a blow. That's what happened for Avengers: Doomsday, which lost IMAX availability at launch after Dune: Part Three secured most screens for its first three weeks.
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