Marvel Comics is ramping up its mobile business, announcing a new scheme under which any physical comic that costs $3.99 or more will come with a code for a free digital copy from its iOS or Android app. The Avengers, Amazing Spiderman, Invincible Iron Man and Captain America are all included, among other brands. The idea being to head off cannibalisation of physical-store footfall by the apps, presumably. Separately, Marvel is working with augmented reality startup Aurasma to put AR into its printed comics. People pointing their phones at the comics with the Aurasma app will see video trailers, 3D animation, recaps and other content. The aim: to “build out DVD and Blu-Ray extras into the comic book itself”, with a month-long run of Avengers Vs. X-Men the first to get the treatment.