Disney Debuts Giant Screen Brand for Cinemas to Rival Imax

Walt Disney Co. is partnering with movie theater chains on a new large-format screen certification that will roll out in time for the release of Avengers: Doomsday in December.

To qualify for the new Infinity Vision label, auditoriums will need a screen width of at least 50-feet, laser projection, and the 7.1 surround-sound system from Dolby Laboratories Inc., according to people familiar with the matter.