A 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 across the UK.
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, 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 the 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."