Press Release

The future of digital comics must heard to believed—enter Project Gamma! As announced yesterday at SXSW 2013’s Interactive Expo during the Marvel: House of Ideas panel, Marvel is pushing the barriers of what has been considered a traditional comic with the introduction of Project Gamma – a unique, immersive experience that brings fully adaptive music and sound together with digital comics to create a whole new audio-visual event. An industry first, this exciting innovation will launch later in 2013. Project Gamma is the result of a landmark partnership between Marvel Entertainment, Momentum Worldwide and CORD (A Cutting Edge Company), whose composers & producers have worked on award-winning films such as the Harry Potter series, Looper, Drive and The King’s Speech.

“Last year we pioneered storytelling language and visual experience of digital comics with the introduction of Marvel Infinite Comics. This year we’re innovating again, redefining the digital comics experience by fully utilizing mobile device technology to further enhance the emotional resonance of Marvel’s epic stories through Project Gamma”, said Peter Phillips, Senior Vice President and General Manager, Marvel Digital Media Group. “Working with Momentum Worldwide & CORD, we’ve created an adaptive audio experience that dynamically tailors itself to both the events in the comic and the individual reader’s behavior, from lingering on panels to quickly swiping between pages. Every fan’s reading experience is unique.”

Now Project Gamma joins the next phase of the Marvel ReEvolution, alongside several other landmark initiatives, continuing Marvel’s unwavering commitment to delivering the ultimate fan experience!

“From a creative standpoint, I couldn’t be more excited to evolve comic storytelling with the inclusion of audio that reaffirms Marvel’s unwavering commitment to the growth and innovation of digital comics in the experience we’ve codenamed Project Gamma”, said Axel Alonso, Editor in Chief, Marvel Entertainment. “The inclusion of adaptive audio adds another layer of emotion to the reading experience, drawing fans deeper into the story in way they’ve never experienced before. Most importantly, this doesn’t turn the comic into something else—readers still control the pace of the story and the story is still driven by the words and images that define this medium.”

Since the launch of Marvel Digital Comics Unlimited in 2007, the first major digital comics program in industry history, Marvel has been on the forefront of digital comics publishing. After becoming the first major publisher to offer single issue sales in 2009, Marvel has continued to expand its digital comics offerings to numerous platforms, with an unrivaled library of award-winning storytelling. Marvel also became the first comics company to offer free digital copies with select print issues and comic shop coupons with the purchase of a digital comic. In 2012, Marvel Entertainment pioneered Infinite Comics, a new digital comics format developed to optimize the reading experience on mobile devices. With the announcement of Project Gamma, Marvel is the first major comics company to unify a truly adaptive audio experience with interactive digital comics reading.

This year, read – and HEAR – comics books like never before with Project Gamma, Marvel’s innovative, intuitive and immersive new adaptive audio experience!

Stay tuned to www.marvel.com for more information on Project Gamma and more of Marvel’s groundbreaking SXSW announcements. Join the conversation on twitter using #MarvelSXSW.

About Marvel:
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world’s most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit www.marvel.com

About MOMENTUM WORLDWIDE:
Momentum Worldwide (www.momentumww.com) is in the business of co-creating. We co-create with brands and people — instead of for people — to entertain, to connect, to inform, and to provide experiences that are worth sharing. We partner the world’s best brands with the brightest talents on events, sponsorships, promotions, strategy, advertising, shopper marketing, music, entertainment, social media, content, design and beyond. Our marketing approach values authentic stories and engagements above all else. Part of the Interpublic Group of Companies (NYSE:IPG), we operate in over 50 countries for partners including American Express, Coca-Cola, Kraft, Microsoft, William Grant & Sons, Subway and many more.

About CORD WORLDWIDE:
CORD Worldwide is a music planning and buying agency. We work with some of the world’s biggest brands to help them define and plan their investments in music talent and rights. Then we help them to get best possible deals. CORD is active in 42 countries, providing expertise to brands and agencies in music strategies and the creation or licensing of music and talent for advertising, environments and digital. CORD is a part of the Cutting Edge Group of companies, the leading independent supplier of music services to Hollywood.

via Marvel

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