Marvel Gets Augmented
Marvel has begun its 'ReEvolution' with the release of "Avengers Vs. X-Men # 1." Teaming up with Aurasma, Marvel combed the online and offline medium to create a whole new comic book experience.
Aurasma is the world's first visual browser, available as a free app for newer iPhones, iPads and Android devices. Using advanced images and pattern recognition, it blends the real world with interactive content such as videos and animation. Marvel, seeing this as the next step in comic book evolution, has seamlessly integrated the technology into its new app and subsequent comic books.
The Marvel AR app, powered by Aurasma, which has already launched, allows readers to unlock exclusive content. Select pages in each comic will contain a Marvel AR logo which, when triggered by the new app, will make the pages come to life. In some instances, an animation depicts the evolution of the drawing on the page. Readers get to see their favorite superheroes go from pencil drawings to full-color spreads. In other cases, the creators themselves walk across the page and give insights into the Marvel universe.
The sky's the limit where this technology is concerned. Imagine sitting in your living room and seeing Iron Man leap from the pages or Wolverine extend his claws with in-your-face realism. Launching today, "Avengers Vs. X-Men #1? is Marvel's attempt at bridging the gap between the print and digital worlds.
"Marvel continues to innovate and adopt game-changing technology that keeps their fans reaching for more," said David Stone, Aurasma's director of client services. "By partnering with Aurasma's leading augmented reality platform, Marvel not only merges their printed comic book with a digital experience, but also creates a gateway into a virtual fantasy world that is only accessible through the Marvel AR app."
If this is the start of the 'ReEvolution', readers and technophiles are in for an interesting ride. Grab your smartphone, download the free app and get ready to watch your comic book come to life.