Walt Disney is pitching its premium large-screen brand Infinity Vision to rival Hollywood studios as an alternative to Imax, Bloomberg reported on October 8. Disney has held early talks with Paramount Pictures, Universal Pictures, Lionsgate and Sony Pictures about adopting the certification. Infinity Vision covers roughly 5,500 premium large-screen auditoriums worldwide, about three times Imax’s reach.

The push follows a December scheduling clash in which Disney’s Avengers: Doomsday lost exclusive Imax screens to Warner Bros’ Dune: Part Three. To qualify, theatres need screens at least 50 feet wide, laser projection and Dolby 7.1 surround sound. Disney launched the brand at CinemaCon in April.

The move challenges Imax’s near-monopoly on premium theatrical presentations. Whether rival studios adopt a Disney-backed standard remains to be seen, but the talks signal a new front in the battle for big-screen box office. Imax has a near-monopoly on premium presentations and reported strong box office last year, making Disney’s challenge ambitious.

Exhibitors will watch closely to see if a Disney-backed certification gains traction with audiences.