Marvel Augmented Reality Review.

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!!!