Marvel Launched Marvel AR, the augmented reality App
available for both iOS and Android mobile devices in April of 2012. Augmented Reality is new to us. There are all manner of fantastic possible applications from projector based interactive overlays upon everyday objects, to the goodies in store for us in Google Project Glass. This iteration of AR is thoroughly integrated into many Marvel Now titles. As a comic
book retailer I took it as my mission to try to figure out what this AR stuff
was all about.
“Marvel AR is a perfect
example of how digital innovation not only gives added value to print comics,
but also brings a delivers an entirely new reading experience,” explained Peter
Phillips, Senior Vice President/General Manager, Marvel Digital Media. “Now
fans will have access to more behind-the-scenes material from their favorite
Marvel products than ever before—and it’s all absolutely free.”
At that time the fan
boy in me was on guard. The retailer in
me was cringing at the thought of comics going pure digital. I am happy to see the progress of the AR
content as well as its focus toward print comics. Marvel
Launched Marvel AR, Marvel Infinite, and Free Digital Codes as part of Marvel REvolution. Readers got their first taste of the new technology in Avengers Versus X-men.
Issue one of AVX has this absolutely mesmerizing splash
page of the Phoenix Force. There is a
red box with the letters AR. Issue
one's AR featured a Walk-in-to-panel speech given by Marvel Editor in Chief
Axel Alonso. Charismatic and engaging
the addition of audio and visual content to a comic book made me feel a bit like I had
experienced real life Harry Potter. In fact it was my main rally point behind the AVX event of the summer. By far the most common feature is a panoramic
of the page featuring the AR icon. The
image starts in pencils and transitions into the product that is in your
hand. This is in contrast to the immersive video interaction with Alex Alonso.
There were a few lame offerings with interviews of artists that looked like they were rushed or
lacked effort, for example too quick (Or
maybe just uninteresting) summations for
the inspiration of Tony Stark's Pheonix-Killer armor.
There were problems
in the early days. I felt like I was a
kid again with a new set of pliers and roll of foil for the black and white
tv. The content was limited in scope
throughout most books. There was some resistance
to these icons as there were complaints that the panel real-estate is just too precious
for what was perceived to be in-house advertising. There was/is
some difficulty distributing the content
out across the country and indeed the globe based on the current broad band
infrastructures. Connectivity issues
were not limited to mobile data networks.
I have a fat internet pipe at the house with 50mb/10mb and there was
still difficulty with retrieving the lag-prone content. Beyond connectivity there were practical
barriers to the products use. While scanning the page with the Marvel AR app, one would need to make CERTAIN that the page
was immobile. Then there was an issue
with the content you were viewing would disappear as soon as the camera's
lens was no longer on the page. Or
rather a combination of lag and interrupted playback that forced the camera to stay at the perfect distance
from the image at hand.
Thankfully the new #1 issues of Marvel Now feature some incredibly rich AR
content. Frank Cho delivers great
overview to the Origin of the Pulp Fiction Comics in Savage Wolverine #1. Certainly there is a quick refresher on the
jungle comic. There is 100% awesome
recorded video response to the letters to the editor in Superior Spider-Man
#1. Dan Slott, Ellie Pyle, and Steve
Wacker answer questions in an entertaining and informative manner. This is to be an ongoing function of the AR
content for this title. As for the
Improvement of use.
While working at the shop I began to discuss the function of
Marvel AR, in the past I have started the conversation with the hopes of running
the application and being able to demonstrate the additional free features of print
versions of comics only to have extreme difficulty accessing the content. And
then there came a day like no other....
when it worked flawlessly. I
pulled Captain America 3 off the shelf at random and flipped to the first panel
I found to have AR features. I literally
Laughed out loud at those little monsters repeating those menacing phrases in
outrageous voices. Further-more I did
not have any problem moving the phone away from the page as the content
continued to playback even after the lens was completely off the page.
Marvel AR is continuing to bring behind the
scenes features at no additional cost to the readership. There are Amazing improvements being made to
the practical application of the Marvel AR App.
There seems to be an Astonishing level of individual control for each
title. This allows for unique and
Spectacular approaches to gaining the audience's attention and indeed
affections. Be on the look out for these
Uncanny features in your favorite Marvel Now Title and Please! Please! Please support your Local Comic Shop!!!
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