Invitations were posted within hardcores' online-world. Limited access drove privilege status for event, driving pre-event viral hype. A PlayStation welcome, unseen footage (especially cut for the night in movie style trailer), pre-recorded personalised message from Ray Postma from Amsterdam (KILLZONE developer) - all never been done before!!! After exposing them to KILLZONE we screened a preview of "Resident Evil 2", a movie in the same genre and tone of KILLZONE, and to the taste of our hardcores.

8,000+ online postings, sales accelerated - 50% of sales goal within first 3 weeks despite poor game reviews. We definitely won over casual gamers as continued sales momentum is breaking category norms (6 months later), cinema and category firsts. Never before had a computer game been shown in a cinema.