Natasha Fernandes Slams Disney Infinity Vision as Dune 3 Takes IMAX

dune 3 has locked up all IMAX screens in the United States for its first three weeks of release, and IMAX CFO Natasha Fernandes used the moment to dismiss Disney’s Infinity Vision push as a marketing play. The clash lands as Disney prepares to use its new premium large format certification for Avengers: Doomsday in December 2026.

Fernandes said, "From our view, we feel it’s a marketing play to try and offset the fact that they don’t have an Imax platform or brand for Avengers: Doomsday." She added, "[Marvel fans are] among the savvy and most discerning moviegoers out there. And there’s a reason why we’re the undisputed leader in premium cinema worldwide."

Disney’s September 25 test run

Disney plans to soft-launch Infinity Vision on September 25 with a theatrical re-release of Avengers: Endgame, and that booking will include new Doomsday footage. The certification is meant to signal premium value with larger screens, laser projection, and a premium audio format, but Fernandes’ comments frame it as a response to not having an IMAX brand of its own for Avengers: Doomsday.

That argument matters because Disney is trying to create a premium-screen identity before Avengers: Doomsday opens on the same day as dune 3 in December 2026. The company is not waiting for opening weekend to start the campaign; it is using Endgame as the launch point.

IMAX screens already spoken for

All U.S. IMAX screens are committed to dune 3 for the first three weeks of release, so Disney’s Infinity Vision pitch has to work around a premium-format window it cannot touch. Select scenes in dune 3 were filmed with IMAX cameras, and IMAX 70mm tickets were made available in early April, giving the film an established premium-format sell-through before Disney’s plan reached the market.

The first two Dune films grossed $411 million and $715 million, and both were Certified Fresh on Rotten Tomatoes. Those numbers help explain why the studio can claim premium-format leverage before a competitor’s branding experiment fully arrives.

Avengers and Dune in 2026

December 2026 sets up the real test: Avengers: Doomsday and dune 3 open on the same day. Disney will be trying to sell Infinity Vision as a reason to choose its film, while IMAX enters that stretch with the screen count and the brand equity already on its side.