Universal Home Entertainment wanted a promo for its Dawn of the Dead DVD that would live up to the horror flick’s world status. Ian Danzig, publisher of Exclaim!, filled the order. The Toronto-based music mag has planned a Devil’s Night bash for the release; it will go down at Toronto’s appropriately dark and mysterious Bovine Sex Club.

Danzig says the idea was conceived by his team, headed by national marketing exec John Price, which brainstormed with the client. The Halloween fest features rock band The Tijuana Bibles – whose members take to the stage in S&M-type outfits – while 10

partygoers will receive zombie makeovers from Pretty Eclectic, the makeup artists from the film.

Exclaim! print ads, handmade silk-screen street posters and in-store signage at HMV will help spread the word.