Where the Chronicle leads, Marvel Comics follows: At least when it comes to augmented reality publishing and the Aurasma app.

The first issue of Marvel’s big summer crossover Avengers Vs. X-Men hit stores this week, and it comes with what the House of Ideas is describing as DVD extras for comics. Smartphone and tablet uses can scan the art, then the Aurasma app (the same doohickey we used for our SXSW covers) will unlock bonus content for their digital device.

The comic book behemoth announced their collaboration at Screenburn as part of their new ReEvolution push into digital publishing. Marvel Digital Media Senior Vice President/General Manager Peter Phillips called it “something that actually enhances the experience of reading a comic.”

This is really a ‘show, don’t tell’ kind of deal, so we got the folks at Aurasma to put the technology through its paces at SXSW for us.

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This article appears in April 6 • 2012.

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The Chronicle's first Culture Desk editor, Richard has reported on Austin's growing film production and appreciation scene for over a decade. A graduate of the universities of York, Stirling, and UT-Austin, a Rotten Tomatoes certified critic, and eight-time Best of Austin winner, he's currently at work on two books and a play.