Since Captain America: Civil War already promises to be the biggest movie of 2016, Marvel is pulling out all the stops for its last big team-up. Variety reports that Avengers: Infinity War Part I and Part 2 are both being filmed using IMAX cameras exclusively. That makes them the first films crafted entirely for IMAX screens, and also signals how the widescreen company is making a big play for large format theater dominance.
The Avengers two-parter, written and directed by the team behind Captain America: The Winter Soldier, is being carefully designed for the format. "The Russos are going to spend the next 15 months or so designing the making of the Avengers films with these cameras in mind," said IMAX CEO Greg Foster. "They’re not looking at this a week before they start filming or only focusing on an important section of the film. This is something that’s never happened before."
That makes the films unique. (To say nothing of the incredible amount of setup leading to them.) Up until now, directors like Christopher Nolan have only peppered sequences shot in IMAX in their movies. Last year's Interstellar boasted an hour of footage shot with the cameras. Meanwhile, next year's Civil War features a 15-minute scene shot with a brand new 2D camera designed by IMAX and movie equipment company Arri.
IMAX is creating an ecosystem around its camera technology
Marvel's latest plans come at a time when the competition to get moviegoers to buy tickets for bigger movies is only heating up. IMAX has managed to build an ecosystem surrounding its technology. In addition to its new camera, the company just unveiled a new laser projection system with the theatrical debut of Furious 7 last month. Having a hand in both the production and how films are ultimately viewed allows the company to create an arguably "authentic" IMAX experience. That experience could give it a leg up on competitors like Dolby, which recently inked a partnership with AMC to marry AMC's premium screens with laser-powered Dolby Cinema technology. Now that films are getting bigger and more ambitious, the industry will have to start betting on new tech ecosystems to get fans into seats.