Netflix is expanding into the comics business and calling Augmented Reality on Facebook to make the first issue more magical.
The first issue of The Magic Order today hit the shelves of comic bookshelves with four different covers. Each issue has a QR code specific to that variant.
The code opens a Facebook Camera AR effect for every cover. With the help of Facebook's new image recognition features, an elaborate animation unfolds from the image of the cover.
As each experience begins based on the cover, the animations are essentially the same. The experience ends with a message to visit the title page.
Netflix is no stranger to the Using Augmented Reality to promote its original programming. For example, it has created AR experiences on the Snapchat and Facebook AR platforms, as well as Google's AR sticker app to promote its Stranger Things series.
Considering the premise of co-creator and comics legend Mark Millar as a cross between Harry Potter and the sopranos the magical aspect of augmented reality is particularly fitting.
The reception of critics and comic enthusiasts is overwhelmingly positive, so a Netflix series adaptation is almost certain.
It's a good start for comic publishing in the entertainment heavyweight segment, as Netflix will soon face harder competition from Disney, Marvel's parent company, as it plans to launch its own streaming service.