One of the world's largest conventions on pop culture continues in San Diego with an expected crowd of more than 135-thousand people. And they show up rather spirited, often in costume, to celebrate the world of comics. Mark Niu joins us from Comic-Con with the latest.

DC comics celebrates the launch of their new digital content app, by letting attendees live inside of a comic book. Head into the sewers as Batman, and get the experience of strange assassins known as Talons literally breathing down your neck.

MARK NIU SAN DIEGO "I'm here in the Swamp Thing experience and we're living inside a comic world. Let's go through here. Everything here is meant to test my heroic traits. Roar. Okay, Swamp Thing appears. I've shown a bit of courage. But one thing I don't have yet are superpowers.

That could be sooner than you think. E. Paul Zehr is the author of the new book, "Chasing Captain America: How Advances in Science, Engineering and Biotechnology Will Produce a Superhuman."

E. PAUL ZEHR NEUROSCIENCE PROFESSOR, UNIVERSITY OF VICTORIA "To get to the place of something like the stuff you see with Captain America we are talking like probably 20 or 30 years still. But within the next five years we see lots of advances in terms of implantable technologies, brain stimulators. Couple of years ago in monkey studies at Ohio State University, what you can do is knock out a gene that suppresses strength because normally your muscles only grow to a certain size. But you can knock those out and get what's called a myostatin gene deletion and then the muscles get very rapidly the signal to get bigger and stronger."

Zehr quotes Stan Lee in saying but with great power, comes great responsibility.

E. PAUL ZEHR NEUROSCIENCE PROFESSOR, UNIVERSITY OF VICTORIA "Are we going to make some lines and say here's the limit, we'll allow this kind of thing almost like rules in doping in sport, but rules for life. We're allowed to enhance people in the following ways. This is the Geneva convention kind of, I'd like to see something like that."

Superheroes inspiring industry also emerged when Hyundai unveiled its new Iron Man edition Kona SUV - 1500 units to be produced for the U.S. market next year.

DEAN EVANS CHIEF MARKETING OFFICER, HYUNDAI MOTOR AMERICA "The car is now the computer on wheels and superhero movies and hi-tech today and the auto industry is a perfect match."

In the world of comics, the Massachusetts Institute of Technology, MIT, is where everyone from Iron Man's Tony Stark to the villain Dr. Octopus graduates.

MIT's Media Lab produced a recruitment video starring IronHeart, showing how the hi-tech hero inspires them too.

SELAM GANO MIT GRADUATE "And so one of the things I love about comics and storytelling and how they intersect with science technology is that not only can it inspire you to do great things and convince you that you are capable of great things, but it also shapes very intimately the type of people that are in the scientific community. And that's why I found these videos so great because it allowed us to draw more people in and tell them that they too can be a part of our community."

With accomplished women in tech on stage, including MIT-graduate and Astronaut Cady Coleman, it didn't take long for them to inspire too.

"What is it like in space?"

CADY COLEMAN NASA ASTRONAUT "It's a magical place to live and work in space. And everyone should go."

Real life heroes inspired by superheroes, inspiring heroes of the future.