A Welsh cinema is giving away free insurance to help pay the funeral costs of anyone literally scared to death watching the latest horror smash.
The tongue-in-cheek offer comes as the blood-curdling remake of grisly classic Evil Dead hits big screens.
In case the on-screen body count is mirrored in reality in cinema aisles, one complex has come up with a novel solution.
The Gwyn Hall, in Neath, south Wales, is giving away Scare Care insurance worth the same as punters pay to watch the film.
With entrance tickets costing between £5.50 and £6.50 (€6.50-€7.60), the contribution to funeral costs is, admittedly, minimal.
As a unique marketing ploy, however, the small community cinema hopes it will leave the competition for dead.
The offer coincides with tonight’s first screening of Evil Dead, the 18-rated remake of Sam Raimi’s 1981 cult classic.
The gory cabin-in-the-woods shocker is directed by Fede Alvarez, stars Jane Levy and reputedly used 50,000 gallons of fake blood.
Cinema-goers in Neath each get a gold embossed insurance certificate to help create an atmosphere of fear in its auditorium.
“People we’ve spoken to about this have all thought that it’s a great idea,” said cinema manager Jamie Hughes.
“Evil Dead is being promoted as ’The Most Terrifying Film You Will Ever Experience’ so it has a lot to live up to.
“But there is a big audience for horror around here and in Wales generally, and this helps create a great atmosphere.”
Of course, if the worst does happen and an audience member dies of fright, a nominal payment towards a funeral might be welcome.
“We will pay their funeral costs – up to the value of their ticket,” Mr Hughes added.
“Of course, it’s only a bit of fun, but you don’t get this sort of added value anywhere else.
“There are so many other things that people can do that we have to be creative to attract the audience.”
He said that in a recent screening of Hitchcock’s classic Psycho, a bloody shower curtain was hung over the entrance to the cinema.
Horror buffs will need no reminding of the now celebrated murder scene, which depicts a knifing in a shower.
When Oz The Great and Powerful was screened, a yellow brick road was created at the entrance to the cinema.