Marvel Entertainment has rolled out an augmented reality application that brings its upcoming ?Avengers VS X-Men? comic book to life.

The Marvel AR app is powered by Aurasma and will be released on April 2 for iOS 3GS, 4, 4S and high-powered Android devices. Marvel unveiled its new augmented reality app last week at the SXSW Interactive Festival.

?It is really all about how do we make people more excited to read the comic book,? said Peter Phillips, senior vice president and general manager of Marvel Digital Media Group.

?We clearly are fan-based and our fans like a little bonus feature,? he said. ?Iron Man is in a  battle on one page of the comic and he is coming off the page in 3D.

?That is what someone remembers, and augmented reality allows you to do this.?

Marvel Entertainment is a wholly-owned subsidiary of The Walt Disney Company.

Aurasma is an augmented reality technology that merges the physical world with the virtual.

Augmented reality
Marvel fans can participate in the augmented reality experience on April 4, when Avengers Vs X-Men #1 hits comic stores.

Users can open the Marvel AR app and scan select Marvel products which feature the Marvel AR logo.

Using the app, readers can unlock exclusive content featuring popular superheroes such as Iron Man, Thor, Captain America, Spider-Man, Wolverine and the Hulk.

The app brings superheroes to life

Additionally, the app lets users go behind the scenes of their favorite comics, see new footage, hear from creators, as well as get caught up on past events.

?SXSW really blew the doors for this,? Mr. Phillips said. ?We also have a really in depth marketing plan.?

Mobile partnership
Marvel partnered with Aurasma to create a mobile experience designed to empower fans to discover a new world of content that brings their favorite superheroes to life.

Mr. Phillips believes that if fans enjoy the augmented reality experience than the company will look to expand it.

?If the fans like it we? will continue,? Mr. Phillips said. ?We want to innovate in a way that has people enjoying books more.

?We have a lot coming up,? he said. ?There is a high level of different devices out there.

?We really want to make the digital comics much more seamless.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York