Why did Disney lose IMAX for Avengers: Doomsday?

Disney is reportedly scrambling to build alternative premium theatrical options for Avengers: Doomsday after losing IMAX exclusivity to Dune: Part Three.

The development matters because IMAX is typically used as a headline format to drive “event” buzz and premium ticket pricing—especially for franchise blockbusters that rely on high opening-weekend turnout. When studios lose that distribution/format advantage, they often respond by expanding where the film can still play in high-end auditoriums and premium experiences.

In this case, Disney’s plan centers on creating “premium viewing substitute” options—effectively an alternate path to make Doomsday feel must-see at the biggest scale, even without the IMAX lock. That could include alternate large-format screenings or other enhanced theater presentations, though the specific substitutes aren’t detailed in the story.

For audiences, the shift may change what formats are available in different markets when the movie releases. For the industry, it’s a reminder that exhibition arrangements can have real knock-on effects for marketing strategy, theater negotiations, and how studios structure opening-weekend “event” campaigns.

Overall, Disney’s move signals the franchise is still being positioned as a major theatrical moment—but the studio is adjusting its playbook to the reality of format exclusivity competition heading into the release year.