This virtual reality startup is being backed by a short ton of movie studios — but ‘VR’ from its name is dropping. Movie studios are peeking to see if virtual reality gains traction to affect their company. Cash is being put by more daring ones there. Choose a startup that’s created a name for itself, Vrse. And it’s switching its name: The Los Angeles-based generation and software company is currently Within, a name that “signifies storytelling as human encounter,” writes CEO Chris Milk, a filmmaker comfortable to the TED conference and Sundance circuits.