opening the immersive window
opening the immersive window
MUS Immersive is redefining how stories are experienced, building the next generation of immersive storytelling on three core pillars.
Production and immersive adaptation of IP through our internal talent and MUS’ immersive production advisors, reimagining premium content for immersive storytelling.
Distribution & exhibition through our Celeste Immersive Screening Lounge network, creating a new exhibition window for immersive audiences.
Efficient transformation and scalable exploitation through our proprietary technology platform, the Celeste Immersive Engine.
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Working alongside film studios, sports franchises & leagues, brands, and major media rights holders, MUS immersive enables IP owners to extend the lifecycle, audience & marketing reach, and the monetization of their content through immersive editions & adaptations for full-FOV Celeste Immersive Screening Lounges.
MUS immersive’s distribution and exhibition strategy is built on two models: strategic partnerships and standalone venues, forming a scalable immersive exhibition network.
Our premium Celeste Immersive Screening Lounges deliver exclusive immersive features, branded activations, private events, and premium narrative experiences within luxury lounge environments designed for shared immersive entertainment.
Through strategic partnerships with entertainment properties, sports franchises, and retail destinations, MUS designs, builds, and operates multi-use immersive venues that drive traffic, dwell time, sponsorship activation, and premium entertainment programming.
Powered by the Celeste Immersive Engine, IP and sponsor-driven content can be efficiently transformed and deployed across multiple immersive formats. Our three pillars enable overwhelming content, from narrative features in an anchor auditorium, through live events, interactive experiences, branded environments, and immersive backdrops for performance, sports, and special events. Our internal production, adaptation, and transformation capabilities allow MUS to bring virtually any content, brand vision, or live experience into immersive format, serving multiple purposes across entertainment, marketing, and experiential programming.
Standalone MUS immersive venues are programmed with original content, studio features, revival events, sports programming, and branded immersive experiences, all presented within dedicated immersive auditoriums inside a luxury lounge ecosystem. Immersive releases are eventized across our network, generating audience excitement, extending content lifecycles, creating marketing momentum, and building cultural traction for immersive storytelling as a new exhibition category.
Production & Adaptation
The window ahead is wide open and one that lives in full field-of-view. Our slate spans film, music, sports, and brand collaborations, pushing storytelling beyond the frame and into living environments. The immersive window delivers stories that surround, visuals that overwhelm, and worlds built on a massive immersive theatrical canvas. The audience of the future doesn’t just accept a show, they expect a universe.
MUS is building this new medium through partnerships with IP owners, new standards for immersive theatrical release, and a growing network of immersive talent and production advisors, powered by AI tools and the Celeste Immersive Engine. Through original productions, brand activations, and immersive adaptations of prestigious IP, we are defining the next era of entertainment.
Frame Forward Animated AI Film Festival
We’re also the team behind the Frame Forward: A global showcase spotlighting innovative filmmakers, enabled by AI, screened theatrically in the US, and adapted for our immersive venues.
Celeste Immersive Engine
The Celeste Immersive Engine was developed by MUS’ major shareholder, veteran-founded Toro Science Corporation. The spatial computing engine was commissioned by the US military to solve a critical problem: Redefine immersive technology for training at scale. From this mission Toro developed Celeste: The proprietary spatial computing engine designed to move beyond traditional VR, delivering high-impact immersive training and storytelling across massive screens, in advanced spatial audio, via purpose-built experiences.
Through multiple awarded development contracts, the military-grade tech evolved rapidly, ultimately breaking free of all headset-based limitations, into shared, high-impact immersive environments.
The Celeste Spatial Computing Engine is the foundation and engine for MUS immersive’s new event cinema window and venue network.
Starting with MUS immersive’s New York flagship in 2026, Celeste Immersive Screening Lounges will expand nationally in 2027, building the exhibition network for immersive storytelling. Working with leading creatives, brands, studios, franchises, and rights holders, MUS is bringing cinematic and narrative massive immersive to audiences and opening a new event cinema window.
Lounge Model
Premium private screening lounge environments offer exclusive immersive experiences and features, removing transaction and friction within a new theatrical approach.
Born out of Toro Science Corporation, a venture studio focused on developing advanced technologies through government partnerships before commercializing them at scale. In collaborations with USAF and AFWERX, Toro developed the Celeste Engine for immersive training without headsets.
If you have questions regarding immersive entertainment, we are a responsive resource. Don’t hesitate to reach out – our press liaisons are knowledgeable, personable, and excited to describe the future, and current projects. Send us a message – we’d love to talk immersive with you.
MEDIA RELATIONSOur immersive production pipeline is built, and constantly developing. We are always on the lookout for emerging and established talent, ready to innovate, narratively and technologically. If you think you can contribute to new and existing IP – made for immersive engagement – we’d like to hear from you.
CREATIVE RELATIONSWe are prying open the immersive release window, and we are ready to speak with innovative brands and rights-holders. If you are excited to revive or expand experiences for audiences across narrative media, sports, music, or advertising – we’re excited to begin a conversation with you.
BUSINESS RELATIONS
