This move seems to be grabbing the mind share of the "premium halls," and IMAX's moat is no longer as secure.

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CryptoFrontier
Disney Launches Infinity Vision to Compete With Imax
Disney's new Infinity Vision label aims to compete with Imax by featuring large-format cinemas with advanced technology. Launching in September, it includes 75 U.S. theaters and focuses on premium offerings for audiences while potentially impacting Imax's market dynamics.
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