{"id":380216,"date":"2026-04-07T21:24:08","date_gmt":"2026-04-07T21:24:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/380216\/"},"modified":"2026-04-07T21:24:08","modified_gmt":"2026-04-07T21:24:08","slug":"mus-immersive-led-by-miramax-exec-targets-immersive-event-cinema","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/380216\/","title":{"rendered":"MUS immersive, Led by Miramax Exec, Targets Immersive Event Cinema"},"content":{"rendered":"

\n\tA new startup, MUS immersive<\/a> (short for Modern Uprising Studio), has launched as an independent company with a goal to boost \u201ca new category of entertainment: immersive event cinema\u201d using spatial computing technologies.<\/p>\n

\n\tThis type of technology merges physical and digital worlds, allowing users to interact with 3D digital content anchored in their real-world environments.<\/p>\n

\n\tFormer Miramax Films senior vp, international marketing & sales Joel Roodman is the co-founder and CEO of MUS immersive. He highlighted that the company\u2019s goal was \u201cto realize the full potential of the theatrical immersive window\u201d and \u201cto create a new cinematic language and format, one that fully surrounds audiences and elevates the ways stories are shared and experienced.\u201d During his time at Miramax, he helped bring films like\u00a0Pulp Fiction, Good Will Hunting and Shakespeare in Love\u00a0to global audiences, according to the company.<\/p>\n

\n\tMUS immersive is looking to bring spatial computing tech into \u201can immersive production, distribution, and exhibition platform, to redefine the future of cinematic experiences,\u201d the companies said. \u201cAt the core of this launch is the Celeste Immersive Engine, a proprietary spatial computing platform developed internally by [venture platform] Toro Science [that focuses on developing \u201cbreakthrough\u201d technologies and then creating independent companies around them] and validated in demanding real-world environments, including defense training, simulations and operational settings.\u201d MUS immersive is therefore touting its technology as \u201cmilitary-grade.\u201d<\/p>\n

\n\tToro Science was founded by CEO Joe Nolan, a veteran of the U.S. Air Force, who built and sold several technology companies, including Perspective Studios, a CG animation studio specializing in performance capture.<\/p>\n

\n\tThe Celeste Immersive Engine transforms traditional video into what the firm describes as \u201cfull field-of-view, headset-free, immersive environments.\u201d MUS immersive plans to deploy this technology through a growing network of immersive cinematic venues and an \u201cexclusive library of immersive media rights across film, sports entertainment, sponsor activations, and hybrid premium content,\u201d among other strategies. \u201cMUS immersive is slated to establish the company\u2019s flagship Celeste Immersive Screening Lounge in New York in 2026, with the expanded network of venues anticipated in 2027. Together, these efforts signal the emergence of a new media category at the intersection of cinema, technology, and live experience.\u201d<\/p>\n

\n\tThe firm sees itself as a partner for intellectual property owners \u201cto extend the lifecycle, audience reach, and monetization\u201d of their content through immersive editions and adaptations.<\/p>\n

\n\t\u201cMUS immersive exemplifies our approach to venture creation,\u201d said Nolan, founder and CEO of Toro Science. \u201cMUS is now ready to lead the commercialization of spatial computing in entertainment.\u201d<\/p>\n

\n\tRoodman tells The Hollywood Reporter: \u201cMUS\u00a0immersive was cultivated within the Toro Science venture ecosystem to unlock the full potential of the theatrical immersive window. It came out of\u00a0the\u00a0idea that today\u2019s technology has opened the door for a new kind of creative outlet, one that goes beyond traditional formats and expectations. Looking ahead, the most successful filmmakers will not just be directors. They will be world builders, creating expansive story universes, engaged communities, and immersive experiences that audiences can return to again and again.\u201d<\/p>\n

Adds the MUS boss: \u201cFor creatives, that means a future that feels more open and more expansive, with new opportunities to tell stories in ways that connect with people. The next era of Hollywood will not be defined by who produces the most content, but by who creates the most compelling and lasting worlds, and we are proud to be part of that story.\u201d<\/p>\n

\n\tMUS has recently been in the headlines when word leaked online that the winner of an AI short film contest <\/a>that it co-organized was going to start screening before feature presentations in\u00a0AMC Theatres<\/a>, and the cinema chain decided not to run it after an online uproar. The inaugural Frame Forward AI Animated Film Festival unveiled Igor Alferov\u2019s\u00a0short film\u00a0Thanksgiving Day\u00a0as its winner.\u00a0<\/p>\n

\n\t\u201cThe national theatrical run, while truncated,\u00a0is only an initial\u00a0prize\u00a0exposure for the winning film,\u201d Roodman said in response. \u201cThe film will be adapted for Celeste\u2019s Massive Immersive theatrical venues,\u00a0the first of which will be built in New York within the year. Shared theatrical experiences are an important cultural bond. The traditional theatrical chains are vital to our cohesion as a society, and are duly cautious [about AI]. However, the media landscape is changing and evolving rapidly. They may be prudent, but it is important to MUS immersive that new and exciting films, filmmakers, cinematic language, and spaces for these shared experiences continue to develop. We will bring new content, and important existing content, to our developing venue network of venues, starting in New York. We will not see the theatrical window wither on our watch.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"A new startup, MUS immersive (short for Modern Uprising Studio), has launched as an independent company with a…\n","protected":false},"author":2,"featured_media":380217,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[85,46,182003,125,340,341,342],"class_list":{"0":"post-380216","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-virtual-reality","8":"tag-il","9":"tag-israel","10":"tag-mus-immersive","11":"tag-technology","12":"tag-virtual-reality","13":"tag-virtualreality","14":"tag-vr"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/380216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=380216"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/380216\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/380217"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=380216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=380216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=380216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}