Disney+ subscribers will have the opportunity to view the MCU at home in a whole new way. IMAX.
For the first time ever, fans will be able to stream some of their favorite Marvel titles in IMAX’s Expanded Aspect Ratio at home with IMAX Enhanced on Disney+, launching on November 12th as part of Disney’s company-wide Disney+ Day global celebration. The new collaboration was announced today by The Walt Disney Company (NYSE:DIS), IMAX Corporation (NYSE:IMAX), and DTS, a wholly-owned subsidiary of Xperi Holding Corporation (Nasdaq: XPER).
With IMAX Enhanced on Disney+:
- Subscribers will get more picture with IMAX’s Expanded Aspect Ratio across 13 Marvel titles – all they need to do is hit play
- IMAX’s Expanded Aspect Ratio is 1:90:1, which offers up to 26% more picture for select sequences – meaning more of the action is visible on screen, just as the filmmakers intended
- In the future, the collaboration will deliver even more enhanced audio and visual technology to Disney+, including immersive IMAX signature sound by DTS
IMAX is a larger aspect ratio for a film that is typically reserved for in-theater experiences. IMAX equipped theaters normally have larger screens than standard movie auditoriums. How well this translates to customers with TV’s in their living rooms or bedrooms will be key as to whether this promotion comes off as a gimmick or a true feature.
On the other hand customers who are part of the growing dedicated home theater room segment may well jump for joy. When we say home theater room we are referring to homes with actual 100 inch plus movie screens set up in them that use projectors. There are short throw projector models that can deliver full 4k while being placed only a few feet or less from a screen. Combined with high quality speakers a home user will be able to get a unique experience with Disney’s IMAX content.
The 13 titles available at launch include the Disney+ premiere of Marvel Studios’ Shang-Chi and The Legend of The Ten Rings on November 12th as well as other fan-favorite MCU movies like Iron Man, Guardians of the Galaxy, Guardians of the Galaxy Vol. 2, Captain America: Civil War, Doctor Strange, Thor: Ragnarok, Black Panther, Avengers: Infinity War, Ant-Man and The Wasp, Captain Marvel, Avengers: Endgame, and Black Widow (content availability varies by region).
IMAX has been credited with helping attract viewers back to movie theaters after a year of closed movie houses due to covid. Movies with epic scale like Dune or even Godzilla Vs Kong come off quite differently when shown in the largest format possible.
“For more than a decade, IMAX has helped filmmakers take fans across the Marvel Cinematic Universe in theaters and now that epic journey crosses into a new world: the home,” said Rich Gelfond, CEO of IMAX. “IMAX, Disney, and Marvel Studios are giving the fans what they want: the most immersive viewing experience throughout the life of a Marvel Studios film, from exclusive theatrical release to the library at-home where they can now watch the Avengers assemble with more picture than ever before.”
With IMAX Enhanced, IMAX and technology partner DTS will enable content that can be viewed in-home with the highest fidelity, which ensures that filmmakers’ creative intent is fully optimized for an IMAX-quality presentation. Disney+ is the first major streaming service that will elevate the at-home viewing experience with IMAX Enhanced, rewarding its subscribers with new ways to re-experience the Marvel Cinematic Universe and beyond.
Today’s announcement is the latest evolution in the storied relationship between IMAX and Marvel Studios, with audiences first entering the Marvel Cinematic Universe in IMAX in 2010.
Since then, the Marvel Cinematic Universe has earned well over $1.6 billion across IMAX screens globally, making it the highest grossing franchise in IMAX history. Avengers: Infinity War and Avengers: Endgamewere the first films shot entirely with IMAX digital cameras, and all titles available on November 12th feature select sequences in IMAX’s Expanded Aspect Ratio.
Disney+ Day is a global celebration that will come to life across The Walt Disney Company on Friday, November 12th with new content releases, fan experiences, exclusive offers and more.