MUS immersive, a “next-generation storytelling company” focused on immersive experiences, has launched as an independent company after separating from venture studio Toro Science. The company, led by former Miramax Films senior vp Joel Roodman, aims to commercialize a new category of entertainment: immersive event cinema using spatial computing technologies that merges physical and digital worlds without the need for headsets. The firm uses the Celeste Immersive Engine, a proprietary spatial computing platform developed by Toro Science and validated in demanding real-world environments, such as defense training, simulations and operational settings, to create a new cinematic language and format that fully surrounds audiences and elevates the ways stories are shared and experienced. Mus immersive plans to deploy this technology through a growing network of immersive cinematic venues and an exclusive library of immersive media rights across film, sports entertainment, sponsor activations, and hybrid premium content. It also aims to extend the lifecycle, audience reach, and monetization of their content through immersive editions and adaptations.