On the Fourth of July, Marvel Entertainment released its “second screen” app for The Avengers DVD, two months prior to the release of the DVD itself. The Avengers Initiative: A Marvel Second Screen Experience, available for the iPhone and iPad, is designed to provide supplemental content, synced up with the film. The timing of the app’s release is odd, as second screen apps are traditionally released in tandem with their associated DVD. However, this particular app came bundled with the first countdown clock of Comic-Con 2012, leading to a scavenger hunt starting Friday to unlock the latest Marvel One-Shot video, Item 47.
According to The Avengers Initiative app’s description: “Become a SHIELD Agent and participate in the Item 47 Comic-Con experience either remotely or in the field.” So what is this Item 47 Comic-Con experience? Upon downloading and launching the app, the main screen launches with three options; “SHIELD Personnel Files”, “Avenger Initiative Timeline,” and “Item 47.” The Avenger Initiative Timeline is not unlocked yet, and the SHIELD Personnel files contain what you would expect: personal dossiers on all the Avengers. Currently, the only dossiers available for viewing belong to Steve Rogers (Captain America) and Natasha Romanov (Black Widow).