Disney is pushing for alternative premium cinema formats after losing the IMAX race to rival Warner Bros.
Both Avengers: Doomsday and Dune: Part Three will hit theaters on December 18, 2026. Industry watchers have dubbed the date “Dunesday.”
Warner Bros secured a three-week exclusive IMAX window for Denis Villeneuve’s sci-fi epic. This includes the crucial opening weekend. IMAX tickets cost more than standard tickets, giving Dune 3 a clear financial advantage.
Disney is now targeting other premium options. The studio plans to push hard for Dolby, D-Box, and 4DX formats. These do not lock in schedules as early as IMAX does. Disney is also exploring chain-specific formats, including AMC’s XL screens. These wall-to-wall screens stretch at least 40 feet wide with 4K laser projection.
The battle reflects growing audience demand for optimal viewing experiences. Earlier this year, tickets for Christopher Nolan’s The Odyssey sold out a full year before its July 2026 release. The film opens in IMAX 70mm.
Disney confirmed at its March 18 shareholders meeting that Doomsday will not move its release date. The film brings back Robert Downey Jr as villain Doctor Doom. The cast also includes Chris Hemsworth, Tom Hiddleston, and original X-Men stars Patrick Stewart and Ian McKellen.
Some theater owners remain optimistic. One anonymous chain owner told TheWrap: “If they build a strong enough audience, that audience is going to find a way to see the movie.” They added that any underperformance would likely stem from word-of-mouth issues, not competition.
Disney points to precedent. Both Barbie and the Lilo & Stitch remake crossed $1 billion without IMAX support. Barbie was blocked by Oppenheimer, while Lilo & Stitch lost screens to Mission: Impossible — The Final Reckoning.
The clash differs from 2023’s “Barbenheimer” phenomenon. Barbie and Oppenheimer attracted different audiences. Doomsday and Dune 3 share the same core demographic: men over 25.
Marvel needs a hit. Recent releases including The Marvels, Captain America: Brave New World, and Thunderbolts* underperformed. Only Deadpool & Wolverine broke $1 billion.
Avengers: Endgame remains the highest-grossing film ever. Doomsday is expected to be 2026’s top earner, but early projections suggest it will fall short of Endgame‘s $357 million domestic opening.
