IMAX's CEO isn't buying Disney's 'Infinity Vision' pitch for 'Avengers: Doomsday': It's just 'marketing'

IMAX CEO Rich Gelfond dismissed Disney's 'Infinity Vision' initiative as a marketing effort, stating it lacks technological innovation. 'Avengers: Doomsday' will not play in IMAX due to a scheduling conflict with 'Dune: Part 3' on December 18, prompting Disney to promote its own large-format certification for non-IMAX theaters.