What we believe
Entertainment Is About To Grow A Body
Most of the people around that body still think in screens.
New Arc is a think tank for that collision. Robotics, AI, and immersive storytelling — in films, at live events, and in the rooms where stories already live. Story is the first constraint, not a coat of paint on a machine.
“AI is going to expand the ways people play with our brands.” — Josh Silverman, CEO, Mattel
The lab is already running. Watch the latest, or start with The Prologue.
New Arc Podcast
The Conversation
The lab. Watch the latest conversation. The house rule is still The Prologue.
Latest · September 10, 2026
Immersive Experiences
Most immersive rooms still work like a gallery: lights happen, nothing asks you back. Story is what makes a place worth returning to.
More Episodes
Team
The Assembly
A small assembly in stealth. We think, record, and convene around robotics, AI, and story.
The Forge
Hephaestus
Builds the body of the work: AI, robotics, and the diligence that decides whether a character can live in a room — not just on a screen.
The Story
Apollo
Shapes the story those characters can carry, from original worlds to entertainment that has to hold an audience once the lights come up.
The Signal
Hermes
Carries the work into the world: the rooms, the signal, the introductions that turn a point of view into a conversation people can join.