‘Avengers Endgame: Encore’ features four minutes of additional footage and will be the first film to be shown in theaters bearing Disney’s new Infinity Vision branding.MarvelWhen Disney announced the Infinity Vision certification brand a few months ago, it did so to some confusion, as well as some derision. As a mere certification program rather than a new format, many found it less than exciting, and a clear response to Spider-Man losing all the IMAX screens to The Odyssey. However, as tickets go on sale for Avengers: Endgame Encore, which brings back Marvel’s most successful movie with four additional minutes added to its runtime, I have realized that Infinity Vision does potentially offer cinemagoers something genuinely useful. One of the criteria for the new certification is that the auditorium offers laser projection, which is something that up to now has been information that is difficult to ascertain. While some chains, such as Regal in the U.S, do make the effort to indicate if a screen has a laser projector, many still do not. However, as it’s baked into the Infinity Vision standard, we now should, theoretically, have a simple way of knowing if a screen has one or not. This is especially useful for formats such as 4DX where it has always been vague as to whether the screen has a suitable projector. This was an issue, as 4DX often relies on legacy 2K Xenon projectors that suffer from rapid lamp decay, resulting in a noticeably dimmer, flatter image with poor contrast in 3D. However, this has led me to notice a discrepancy in the Infinity Vision specifications. According to its website, a screen needs to be a “minimum of 45 feet wide” (13.7m) to receive the badge. However, as far as I can tell, Cineworld in the UK has labelled all its upcoming 4DX screenings of Avengers: Endgame Encore as “4DX Infinity Vision 3D”, despite many of these 4DX theaters having screens less than 45 feet wide. While the screen size issue can be forgiven, it does concern me that if Disney is being flexible in this regard, it makes me ponder if other aspects of the requirement list are being adhered to, and specifically, laser projection. It would be disappointing if that is the case, especially as this seems to be the only benefit it brings for those that already understand cinema branding technology.On the flip side, with more than 7,500 applications from global exhibitors seeking certification for the Infinity Vision format, if it has been the catalyst for them to upgrade some screens to achieve the certification, that would certainly be a significant boon for filmgoers attending those auditoriums.Certainly Avengers: Endgame Encore should be a fine first outing for newly badged theatres. Not only has it been reported that the release will have four additional minutes of newly shot footage, directly linking it to the upcoming Avengers: Doomsday, but it has also received a new color grade that adds more pop and vividness to the image compared to the original release version, an aesthetic change that has already courted some controversy with fans.Either way, laser projection’s ability to deliver on this more vivid color grade could be the justification for heading back out to see Avengers: Endgame again in Infinity Vision branded screens. Certainly, Marvel is pulling out the stops to attempt to recreate the excitement and drama that audiences displayed back in 2019, though it has to be said it felt much more natural and organic back then, compared to the seemingly forced nature of the campaign this time around. As for Infinity Vision, after the roaring success of Spider-Man: Brand New Day, which has already become one of the most successful movies of all time, despite barely any IMAX showings at all, Disney will no doubt be feeling much more confident that the new branding will help boost Avengers: Doomsday to similar heights. Further reading:Why Tech Is The Ultimate Wingman For Musical Maverick Lorne BalfeWhy ‘Spider-Man: Brand New Day’ Could Be A Turning Point For ScreenXNo IMAX? Here's The Best Way To Watch ‘Spider-Man: Brand New Day’