For the past few weeks, Marvel Comics has been sending odd teaser images to all of the big comics sites, promising some important events this weekend at the Austin, TX based music, movies and tech festival SXSW.

Today at 1pm local time, they revealed all, and you can’t say they aren’t making digital comics a thing.

The first order of business? The push of their formerly web-based comic subscription service Marvel Unlimited to iOS and Android. This happened late last week, but still was noteworthy enough to discuss. For just $10 a month, or $5 a year, you can now have access to over 13,000 back issues of the Marvel Comics library, Netflix style. There are some flaws with the system, based on playing with the app (which you can try out for free), such as a somewhat wonky viewer, and the ability to only take 6 comics offline at a time, but I feel like overtime this will be a killer service, and I cannot wait for DC to try something similar alongside it.

Up next was the answer to the Marvel First teaser image…an initiative called Marvel #1. Starting today through Tuesday, March 12th, a whopping 700 first issues and first appearances will be downloadable for free through the Marvel Digital Store and their related app. You can check out the selection here - that is, if the store is up. Understandably, it’s getting hammered at this time.  But this includes a lot of new comics, including issues from the Marvel NOW revamp.

Third was the 52 image - no, we aren’t getting the Marvel New 52, we’re instead getting 52 new Infinite Comics, one per week. The Marvel Infinite Comic is a digital only comic using subtle animations and transitions - it’s a really slick read if you haven’t checked it out, and to ensure that you will, the first series out of the gate stars everyone’s favorite X-Man, Wolverine!

Fourth was the explanation of Project Gamma. This is the most interesting of the concepts as it allows for what is being described as an “adaptive audio experience” for comics. Here’s a quote from the official Marvel PR which helps explain it:

Experiences will differ with Project Gamma in that the music matches up with all reading styles, making it innovative and unique.

“The music will not speed up as you flip the page,“ he explains. “Its modulated in such a way that whether you’re a fast reader or a slow reader, it will stick with you, it’ll be by your side. This is embedded music to enhance the experience of what you’re already enjoying. And it paces itself to how you’re reading. So that’s really the key.

“If there’s a piano expected to be on there for 30 seconds and plays music for 30 seconds, after that time is over it’s going to randomize in a way that’s completely intuitive. As you’re flipping back and forth throughout pages, it’s not going to be buffering; the audio will enhance that experience and take you back to where you were. You’re not going to hear any break in the music.“

All and all, if there is any message to be taken from this - Marvel is not taking the transition from print to digital lightly. We’ll have to see how DC, Image and the rest respond over the next year.