Why Avengers: Doomsday Isn’t Initially Showing in IMAX: A Deep Dive into the Surprise Release Strategy
The announcement that Avengers: Doomsday — one of the most anticipated films of 2026 — might not initially be available in IMAX theaters took many fans by surprise. As Marvel Studios’ next major blockbuster and a cornerstone of its Phase Six slate, expectations were high for the movie’s cinematic presentation, especially on premium large formats like IMAX. Yet, according to recent industry reports, when Avengers: Doomsday hits theaters on December 18, 2026, it may not be shown on IMAX screens during its first weeks of release. This development stems from a unique clash of release strategies between Hollywood tentpoles and reflects broader trends affecting movie distribution and audience experience.
In this explainer, we’ll unravel the background behind this situation, why it’s happening, its implications for audiences and the industry, and what it might mean for the future of blockbuster releases.
A Changing Landscape for Big-Screen Cinema
IMAX — short for “Image Maximum” — has become synonymous with blockbuster spectacle. Designed to offer larger screens, enhanced projection technologies, and immersive sound, IMAX theaters have grown from a niche premium experience to one that studios routinely factor into their release strategies. Big-budget films in franchises like Star Wars, Avatar, and recent Marvel movies have used IMAX to boost box office revenues and deliver standout theatrical experiences. Historically, Marvel Studios has heavily leaned on IMAX rollouts to generate early excitement and maximize profits.
However, this year’s schedule pits Avengers: Doomsday directly against Dune: Part Three, the latest installment of Denis Villeneuve’s visually ambitious sci-fi epic. Both films are slated to debut on December 18, 2026 — a rare blockbuster face-off that’s already been dubbed “Dunesday” by industry watchers.
The Immediate Cause: IMAX Exclusivity for Dune: Part Three
At the heart of the IMAX issue is a reported decision by IMAX and Warner Bros. to grant Dune: Part Three exclusive access to IMAX screens for the first three weeks of its release window. Because Dune was shot extensively using IMAX cameras and its visual language is considered highly suited to the format, Warner Bros. secured priority on those premium screens — a strategy that, for a brief initial period, leaves Avengers: Doomsday without that format in many markets.
This exclusivity means that for roughly the first three weeks after December 18, audiences in many regions may not be able to see Avengers: Doomsday in full IMAX. Only after this window could IMAX formats open up to Doomsday if additional screens or schedule shifts occur.
Industry insiders indicate that Dune’s production format — which includes extended sequences shot using 70mm IMAX and expansive aspect ratios — made it a natural choice for first dibs on IMAX space. Meanwhile, Doomsday was largely filmed with standard digital cameras, meaning its native IMAX appeal is comparatively limited (though it can still be shown in custom IMAX presentations).
Why This Matters: Box Office, Branding, and Audience Expectations
Financial Stakes
IMAX screenings are lucrative for studios. Premium tickets often cost significantly more than standard formats, and a strong IMAX opening can substantially boost early box office figures. Industry analysts estimate that a notable portion of blockbuster grosses can come from premium formats — sometimes as much as 20% or more — making IMAX access a strategic priority.
For Marvel, which often aims to maximize revenue and cultural buzz during the crucial holiday season, missing out on early IMAX could mean a smaller opening weekend total. Even if Doomsday goes on to earn strong overall revenue, the lack of immediate IMAX availability might temper some of that momentum.
Audience Experience
For many moviegoers, especially superhero movie fans, seeing a major release like Avengers: Doomsday on the largest screen possible is part of the ritual. IMAX showings offer enhanced visuals and audio that standard theaters can’t match, and losing that option could disappoint fans who hoped to experience the film in the most immersive way. Social media chatter already reflects some frustration among fans over the absence of IMAX screenings in preliminary trailer showings and promotions.
Competitive Dynamics
This situation also highlights how release timing and strategic planning can affect audience access. A crowded blockbuster slate is nothing new, but having two billion-dollar-plus contenders debut on the same day is unusual and underscores the complexities of premium format scheduling. Both studios are betting on their properties’ strengths — Dune offering grandeur and cinematic scale, Avengers delivering a culmination of years of shared universe storytelling — but only one can use certain screens first.
Beyond One Clash: Broader Trends in Cinema
While this specific IMAX conflict centers on Dune vs. Avengers, it reflects larger shifts in how studios approach theatrical windows, premium formats, and audience targeting.
Increased Competition for Screens
The number of IMAX theaters worldwide is growing, but not rapidly enough to eliminate scheduling conflicts among major tentpoles. Studios increasingly negotiate for screen space early, particularly during high-traffic release periods like holidays, so clashes like this may become more common.
Strategic Format Choices
Films that shoot natively in IMAX or other premium formats (like Dolby Cinema or large-format 70mm) often have competitive advantages for screen allocation. As Dune: Part Three demonstrates, investing in such formats can pay dividends not just in audience experience but in distribution priority.
At the same time, some films choose alternative premium formats — such as Dolby Vision or 4DX — which can differentiate their offerings and attract segments of the audience even without IMAX.
Shifts in Release Strategies
Studios have also become more flexible with release dates in recent years, partly due to production delays, strikes, and market dynamics. Avengers: Doomsday itself experienced multiple delays before settling on its December 2026 date — moves that, while intended to ensure quality and coordinate marketing, may have inadvertently placed it in direct competition with Dune.
What Fans Can Expect
For moviegoers eager to catch Avengers: Doomsday, there are still plenty of reasons to be excited:
- Standard and Alternative Premium Formats: Even without initial IMAX availability, the film will be widely available in regular theaters and other premium formats like Dolby Cinema or large-screen digital.
- Potential for IMAX Later: Post the initial exclusivity window, IMAX screenings could open up and give fans another chance to see the film in that format.
- Strong Narrative Anticipation: Doomsday remains a major cultural event, continuing storylines from earlier MCU entries and bringing together characters from across the franchise.
Future Outlook: What This Might Mean for Blockbusters
This IMAX scheduling story might seem like a footnote in a larger cinematic year, but it offers lessons for how Hollywood is navigating theatrical exhibition in a competitive environment.
Strategic Negotiations Will Matter More
Studios may increasingly seek to secure premium format windows early in their release planning, understanding how much impact that can have on both revenue and audience perception.
Crowded Release Calendars Could Spur Date Shifts
As blockbuster competition intensifies, we may see more studios moving release dates strategically to avoid format conflicts, or even experimenting with staggered international rollouts to reduce pressure on limited premium screens.
Audience Engagement Will Adapt
Fans may become more flexible about where and how they watch new films, balancing desire for IMAX prestige with accessibility and cost considerations. Streaming windows, enhanced home formats, and alternative theatrical experiences could become more prominent as part of this evolution.
Conclusion
The absence of Avengers: Doomsday from IMAX theaters during its first weeks is less a rejection of the format than a reflection of broader industry dynamics. With Dune: Part Three securing exclusive IMAX access during the critical December release period, Marvel’s superhero epic faces an unusual challenge for a film of its profile. While this may affect early box office numbers and fan experiences in certain markets, Doomsday is still poised to be one of the biggest cinematic events of the year — with or without immediate IMAX screens. And as Hollywood continues to navigate crowded release schedules and premium format competition, audiences can expect more strategic shifts in how and where blockbuster movies debut.