With the recent leadership transition on March 18, 2026, The Walt Disney Company continues to ride strong momentum, backed by a $450 million streaming profit driven by Disney+, Hulu, and ESPN+. However, for a studio that makes headlines as much as its blockbusters do, Disney now finds itself back in the spotlight, as a setback around Avengers: Doomsday has pushed it to scramble for alternatives after losing ground to Dune: Part Three.

The situation unfolds around December 18, when both Avengers: Doomsday and Dune: Part Three are set for a direct box office face-off, already being dubbed as “Dunesday” within the industry. However, in a major setback for Disney, the studio has lost IMAX exclusivity for Avengers: Doomsday, with Denis Villeneuve’s Dune: Part Three securing a three-week exclusive IMAX window, including the crucial opening weekend. With IMAX formats commanding higher ticket prices and stronger box office pull, this shift gives Dune 3 a clear early advantage.

But Disney is not stepping back just yet. According to TheWrap, the studio is now pushing to counter this setback by securing alternative premium formats for Avengers: Doomsday, including Dolby, D-Box, and 4DX.

Unlike IMAX, these formats offer far more flexibility, giving Disney a real shot at reclaiming premium screens and keeping the spectacle intact. At the same time, the studio is expanding its push across 322 chain-specific formats, including AMC’s XL, with massive wall-to-wall 4K laser screens stretching over 40 feet, turning the viewing experience into an event of its own.

So, as many see Disney scrambling to find alternatives after this setback, is it truly a loss, or is the studio simply playing it safe?

Is losing to Dune: Part Three a smart defensive move by Disney?

At first glance, Disney’s move may seem defensive, but it also reflects a calculated response to shifting audience behaviour. The growing demand for premium formats has become hard to ignore, with tickets for The Odyssey in IMAX 70mm selling out nearly a year ahead of its July 17, 2026, release. As a culmination of multiple MCU storylines, Avengers: Doomsday already carries massive anticipation, and by expanding beyond IMAX, Disney is not just reacting but strategically tapping into the evolving premium theatre landscape.

At the same time, the studio’s caution also stems from recent box office trends. While Avengers: Doomsday is expected to be a major hit, Phase 5 has delivered mixed results, with Deadpool & Wolverine crossing $1.3 billion worldwide and Guardians of the Galaxy Vol. 3 earning $845.5 million globally. However, films like Ant-Man and the Wasp: Quantumania, The Marvels, Captain America: Brave New World, and Thunderbolts underperformed, making this next release all the more crucial for Disney.

However, Disney’s scramble after losing ground to Dune: Part Three for Avengers: Doomsday feels less like a setback and more like a calculated gamble for its next big win.

What are your thoughts on Disney losing IMAX to Dune:Part Three? Can Avengers: Doomsday still dominate the box office? Let us know in the comments.

Written by

Lisa Roy

Edited by

Itti Mahajan